SMS, MMS, WAP, IVR hotlines, voice mailing, advertising media with Bluetooth function, 2D codes, coupons, mobile payments, online navigation, advergaming, streaming media, mobile portals, mobile viral marketing, SMS MT – all these types of online advertising are for more advanced users. They are very effective if you have a contact base of interested customers, then it almost guarantees an immediate customer response. However, in the case of a badly run campaign, an incorrectly chosen target group (e.g. too dispersed), we are exposed to emotional reactions of recipients, gathering bad opinions about the brand, company and service. The achieved effect can be completely opposite to the intended one.
Mobile marketing is marketing carried out using portable devices, i.e. mobile devices such as tablets or mobile phones.
The smartphone is already an inseparable element of almost every human being. Without a telephone, most of us would feel uncomfortable. If we forget to take it with us (which is unlikely), we feel like we lost a second hand. We handle the smartphone differently than with any other device, it is our second life. We are able to make contact with the whole world using only one device. In the past, cell phones only served for voice and written communication. Today it is no longer just a phone, it is a multifunctional device. Thanks to the smartphone, we can communicate with other people, take photos, shop, pay bills and look for information that interests us. It’s difficult to imagine life without mobile devices.
Mobile marketing is dedicated to portable devices, so the following are used for marketing messages:
- SMS, MMS,
- IVR helplines ( interactive voice response – automatic call center ), voice mailing
- advertising media with Bluetooth function
- 2D codes
- mobile payments
- advanced Java applications, widgets
- image recognition
- online navigation
- advergaming (games with ads)
- video streaming
- mobile portals
- mobile viral marketing
Marketing strategy for mobile devices
The marketing strategy being developed for mobile devices will require a different approach. Here are the following areas of use on the mobile channel:
Mobile operations – processes that are not visible to the consumer, but important for the company. These are e.g. logistics, reporting or supply management.
Mobile commerce – an area that allows you to browse and search for goods in catalogues. Also includes payment methods, dynamic pricing and shipment monitoring.
Mobile marketing – promotion and sales via mobile devices. Includes product information, customer service including location, sales support, social media channels and loyalty programs.
Designing mobile solutions
Mobile devices offer many solutions that are not available on stationary devices, but also have their own specific limitations. The most important of these restrictions are:
- Another way of interacting with the user – stationary devices are operated by the user using a keyboard and mouse. Mobile devices usually do not have more than one button and all operation is reduced to using your fingers. The user uses finger gestures to zoom in or out. This requires a completely different approach to website design. Information architecture or navigation will look different to sites created on stationary devices.
- Screen resolution – smartphones have much smaller screens than monitors. The content presented on smartphone screens must be adapted accordingly.
- Limited memory, which translates into the need for solutions with less processing power.
- Battery life – the application cannot offer too advanced options due to the limited battery capacity and the need for regular recharging.
Mobile advertising is divided into six main categories:
- Mobile display advertising in the form of banner ads.
- Video advertising – comes in three forms: pre-roll – appears before the target movie is displayed, mid-roll – appears during the actual movie (interrupts its broadcast), and post- roll – broadcasts after the user selects the message.
- Mobile search engine – Google Ads allows you to choose a text ad within the Google system for mobile devices.
- Sponsored articles – these can be articles with a link, woven content on the mobile portal or the entire sponsored section on the website.
- Geolocation – users can use the application to show their current location. They can “check in” in different places, in hotels or restaurants. Marketers can use this and prepare an offer according to the user’s preferences and location.
- Code scanning – code scanning applications are developing rapidly. All you have to do is have the appropriate application installed, scan the code and the user will be redirected to the mobile service or will receive a decoded message.