Mobile Marketing - Current Issues

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Author: Laura Flanagan

Mobile Marketing: Current Issues and Future Trends

Table of Contents

1.1 Introduction4
1.2 Defining Mobile Marketing4
2.1 Types of Mobile Marketing Communications4
3.1 Brief Overview of the Mobile Marketing Industry9
3.2 Mobile Marketing Implications for Marketers10
4.2 Future Trends13
Conclusion13
Appendix14
References15

“Mobile Marketing – Current Issues and Future Trends”

1.1 Introduction

This report intends to explicate the fundamental nature of mobile marketing communications and elucidate its significance for today’s marketers. Furthermore, the report will also focus on what key trends mobile marketing is likely to face in the future.

1.2 Defining Mobile Marketing

Firstly, mobile marketing is pertinent to all of the “activities undertaken to communicate with customers through the use of mobile devices” such as the dissemination of promotional offers and information on product and services, (De Pelsmacker, Geuens and Van den Bergh, 2007). Hence, mobile marketing employs mobile devices as the primary communication platform for promoting products and/or services to customers. Mobile phones, smart phones and computer tablets are all considered to be mobile devices.

2.1 Types of Mobile Marketing Communications

This section of the essay aims to classify the various types of mobile communications that are currently available to marketers. For the purpose of this report, we shall focus on eight major types of mobile marketing communications.

1. SMS (Short Message Service)

A SMS is defined as a message that is sent via a Short Message Service. A SMS is generally referred to as a text and is 160 characters long, (Mobile Marketing Association, 2013). In this particular context, a SMS or text is sent out to potential customers’ mobile phones, the content of which typically relates to news, offers and promotional codes for discounts or even a link to a web page. It is important to note that having a mobile website may improve the effectiveness of SMS marketing given the fact that there is the opportunity for customers to access content instantly from their mobile device. For example, a company could market their products/services by texting customers with a promotional code for an online discount with access to a mobile site which would, in turn, permit them to redeem this online discount from their mobile device, (Pitney Bowes, 2013).

SMS marketing is relatively inexpensive as many service providers offer free allowances and discounts on bulk bundle packages. However given the restrictive length of a text message -160 characters in length - it is vital that the content of the message is clear, well-branded and engaging and rewarding for both parties involved. Another issue with SMS marketing is that it is prerequisite that consumers choose to ‘opt-in’ to receive texts messages, (Quirk, 2009).

2. MMS (Multimedia Messaging Service)

MMS is similar to SMS except for that it includes the addition of multimedia content such as pictures, audio files and video clips, (Mobile Marketing Association, 2013.) MMS is more expensive to use due service providers charging more for the inclusion of multimedia content. However, MMS tends to have more of an impact, when used effectively, as the message may be expressed in a more engaging and creative manner.

3. Mobile Applications

Mobile applications or ‘apps’ are basically seen as computer programs that typically operates on mobile devices. There is an enormous range of apps available today which fall into a wide array of categories. Consumers can download apps from various sites depending on phone, such as “iPhone (App Store), Android (Google Play), Blackberry (App World,) or Windows Phone Store (Windows Phone Store”, (BBC, 2012). Some of these apps are free for users while others charge a small nominal fee to download the app, (Noble, 2013).

Mobile apps can be an...
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