Mobile Marketing

This section looks at mobile marketing and why there is so much talk of mobile technologies in the media.  Topics include Mobile Marketing methods and how a business can interact with consumers.

Changes In Mobile Technology

Mobile communications have seen unprecedented technological advances in the past 20 years.  Twenty years ago the majority of British society did not own a mobile phone.  They were the luxury items owned by Yuppies and the wealthy.  The internet was also not enjoyed by the majority due to lack of technology, lack of awareness, low bandwidth and lack of technological know how.

Fast Forward to the present day and most of British society own mobile phones.  Today mobile phones integrate multiple technologies and make unbelievable use of internet access.  Smart phones make it possible for your phone to become:

• an alarm clock
• an email reader
• a calendar
• a music player
• camera
• a video camera
• a web browser
• a hub for social networking services
• and before I forget a phone

Thanks to applications developers world wide your mobile can also be a spirit level, a satellite navigation system, a metal detector, a video player, voice recognition means you don’t have to type search queries (Google’s voice search) the list goes on.

Firms worldwide have begun to see the potential of mobile technology and the market opportunities. See Why Mobiles Time Has Come

Why Use Mobile Technology for Business

A mobile phone is a personal item that is kept by an individual most of the time and is usually switched on.  This means any e-mail, social networking updates, text messages can be acted upon straight away, this makes communication more personal and quicker than a computer.  The chance to receive an immediate response to an advertising campaign is priceless, as is the additional data a mobile user can provide.

Reach Your Target Audience

People own different types of phone, not everyone has a high tech Smartphone. There are mobile phones with:

1. basic features which allow you to make calls and send texts.
2. more features with gadgets like a camera, video camera, large amounts of memory and the ability to access the internet.
3. even more features but has easier access to the internet, additional applications such as Facebook, Twitter, A Map Application and possibly touch screen.  These phones do not have access to a wealth of applications and may not have 3G or wireless features.
4. all singing all dancing application technology.  The Smart Phones with advanced capabilities and features access to large application databases, Qwerty keyboard, Touch Screen and the ability to constantly enhance the mobile phone with memory or applications.

How Business Can Communicate

Short Message Service (SMS)

Most mobile phones have SMS texts feature, this is an excellent way for business to interact with the majority of customers through Mobile technology.

Business to Customer

Organisations can send timely messages to customers about a service or new offer.  For customer service, Google sends forgotten e-mail passwords via text.  On a weekly basis in the UK based Orange send out reminders about there 2 for 1 Wednesday cinema offers.

Customer to Business

To take part in competitions potential customers d

text a code to an organisations for which they are charged.  For audience votes for TV shows viewers at home can text a word or code, for which they are charged (e.g. X-Factor).  To donate to charitable causes the public can text a number to Sport Relief in the UK charges vary.  Donate to Sport Relief

Bluetooth Technology

Bluetooth technology allows mobiles phones and devices to connect within a short distance.  It is possible to send advertisements to devices but these adverts are unexpected and may or  may not be appreciated. See NextGenbluetoothmarketing for examples.

Accessibility to Mobile Phones

As mobile phones come in all shapes and sizes it pays to either have your websites code (XHTML and CSS) acceptable by the W3c standards or create a separate version of your website for mobiles.  If you are using WordPress there are simple plugins that create this for you.

A Business Mobile Campaign

If you are planning on starting a campaign you will need to take the following into account:

1. Plan and Set Goals – as with any marketing campaign you need to plan and set goals and identify what you hope to achieve.
2. Who are the audience and what type of mobile technology will they use.  For example Applications are great for the iPhone but creating an application won’t help a user with a basic mobile phone.  Consider more than one method, Orange use an Application, SMS Texts, Terrestrial TV advertising, Their Website, you get the picture.
3. How will Potential Customers receive the campaign, do you have their permission?.  Will it be advertised in other areas e.g. Company Website.
4. How will the campaign be tracked and measured?

Personal and Privacy issues are the most obvious factors with a mobile campaign.  An organisation needs to be aware of the laws and the requirements of their customers.