Professor Bryan Gattozzi
07 April, 2013
Mobile Advertising: The Future of Marketing
Mobile advertising can be seen as the practice by which an organization through its marketers, communicates with its consumers through any mobile device or network by placing advertisements for increasing awareness of their brands. The origin of mobile marketing started through SMS (Short Message Service), MMS (Multimedia Message Service). Now, because of the ever changing world and with the help of its new and improved technologies, many advancements have been made in the ways an organization interacts with is consumers. The way this works is simple. The company involved collects the phone numbers of the customers at the point of purchase and messages are sent to them when there is an upcoming sale in order to create awareness. Discount coupons are also sent through messages sometimes. The trend stared in 2000 in Europe and in certain parts of Asia where SMS’s were sent to the customers. This proved to be effective according to their survey. This trend I feel, is helpful to the consumers mainly because awareness of sales is one of the most important things that the customers prefer and this helps them to achieve their goal easily since almost everyone above the age of ten today have cell phones. According to a businessman, Robin Hirsch, his business grew after he started using social media and mobile marketing. The businessman’s letter says that, “There’s no denying that social media and mobile marketing is incredibly valuable for businesses, both big and small. Although it’s a new marketing technique, some would argue that social media marketing is one of the most effective. In an article entitled The Developing Role of Social Media in the Modern Business World, which has been recently published by him on Forbes.com, Jessica Bosari notes that 85% of all businesses that have a dedicated social media platform as part of their marketing strategy reported an increase in market share.”
This proves that mobile marketing is highly successful for emerging small businesses that have been currently started. In a way social media marketing is also linked to mobile marketing since a large percentage of people access social media websites through their mobile phones. However, there is one main reason as to why mobile marketing is trending currently. This is due to the lack of attention that people pay to the other forms of advertising such as television, radio, posters and ads on the Internet that appear on the bottom of a video.in this busy world. Hence the marketers have taken the ads to devices the consumers cannot ignore or live without, cell phones.
The first and main reason as to why mobile marketing is expanding vigorously all over the world is due to the helplessness of the marketers and the companies, since people are on the move the whole day and do not have any time to read ads or concentrate on the awareness created by marketers about the new products in the market. The success of this form of marketing is mainly used by startups and small business sectors. One of the main reasons that this is prevalent is because it is free for the companies and also with the consent of the consumers sends notices of any sales or promotions that are taking place. The demography that is being targeted through this is pretty much everyone who has a cell phone and is in the database of a company. In his article, “4 Consumer Trends That Will Drive Marketing Growth In 2013”, Dean Crutchfield says,
“Today’s consumer is hardwired to participate from anywhere at any time. As Black Friday’s thumping sales demonstrated, everything’s going mobile. This includes people able to move to different places creating many opportunities for localization of brand messaging. With mobile technology and hybrid media there is plenty of upside, but the genie needs to be quantified. If you’re counting on tired, advertising-led strategies...