Mobile marketing in todayís world refers to advertising that is conducted on smart phones and other ìon the goî devices that can send and receive SMS messages (short message service) such as text messaging.
People are no longer tied down to a bulky PC that sits atop their desk. Now, theyíre checking email from the line at the grocery store. Theyíre visiting social networking sites while in meetings when the boss isnít looking.
Mobile marketing wasnít a possibility in older days. But now, thanks to smart phones where users can see images, not just read text, advertising has been taken to a whole new level of customer interaction.
Some companies acquire lists of their customersí cell phone numbers and are able to send ads to them directly. Those contacts are sometimes sold or transferred to other companies as well.
There is a lot of unwanted spam involved in mobile marketing, but if youíre going to be successful, itís best to adhere to good advertising practices that will enable you to enjoy longevity with your efforts.
Because of spam complaints, the Mobile Marketing Association has begun creating guidelines for advertisers and consumers are beginning to see a trend of opt in commercials, so that they can pick and choose who has the ability to advertise to them.
One example of popular mobile marketing is when a company sends a coupon to a customer via text message. This coupon is delivered to them wherever they are, because the cell phone is in their pocket or purse at all times.
The great thing is that text messages are something consumers stay on top of. They donít sit around for long. Consumers generally hear a little ìdingî whenever a new message is received, and the ad is opened quickly.
Mobile marketing isnít just about sending ads to the consumer. There is something known as short codes that allow the consumer to text a string of numbers to the brand in order to receive a perk or discount or freebie.
There are other forms of mobile marketing, too. Games that are played on your smart phone are often paired with ads that marketers pay to have shown throughout the play time.
If the consumer has a smart phone with color screen, then they might receive MMS ads (multimedia message service), which will show them text, audio, images and even video ads.
Why Mobile Marketing Is Growing Fast
Mobile marketing is a worldwide trend that shows no signs of slowing down or fading out completely. While the United States is often ahead in some areas, weíre behind in the use of mobile marketing.
That doesnít mean weíre not trying to catch up, though. The US isnít as active in the use of this advertising medium as Europe or Asia, but the growth is rapidly expanding, if not at the same pace of the other countries like India, who is poised to see an expansion thatís 10-fold in growth within five years.
In India, users opt in for the ads, and itís going over well because theyíre not spammed with unwanted messages. Estimates say that three-fourths of the people on Earth have a mobile cell phone, and those phones arenít just cellular, but more akin to tiny computers in our pockets and purses, making advertising that much more interactive and connective in nature.
One thing that prohibits many marketers and brands from investing in mobile marketing is the sheer ignorance of how to use it. People arenít familiar with the technology and it intimidates them. It also requires an investment of money, whereas many free social media marketing methods online are free.
Job growth for the mobile marketing industry is at an all-time high. Salaries are much higher for mobile-commerce individuals than for those still producing tools for e-commerce solutions.
The fact that job ads for mobile marketing savvy people are being placed at a fast rate in publications online and off means thereís a strong demand for technologically advanced employees who can help bring businesses into the realm of mobile marketing.
Statistics are showing that close to half of Google searchers are on their mobile phone whenever they use the service. And the things theyíre searching for are largely local businesses, while theyíre on the go.
You can conduct comparison shopping while standing in a store, and possibly receive a mobile coupon right on the spot before making your purchase. Thatís why consumers are hungry to opt into this form of advertising, which has to be created with advantages for the end user and not just spam exposure by the brand name.
Mobile advertising is also often less expensive than some other traditional online ad costs, like Google AdWords. Thatís because there are fewer competitors who understand how to make use of this technology, so itís best to learn early and reap the rewards.
Companies are also making it easier for businesses to adopt the use of mobile marketing. ATT, for example, created a Messaging Toolkit that helps businesses easily implement a campaign with coupons, voting, registration and more.