According to the Mobile Marketing Association mobile marketing is described as: “A set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.”
When a company uses a mobile marketing strategy, they are able to send product or promotional information to the consumer via text messaging, email or even instant messages. I experience firsthand the use of mobile marketing techniques by numerous companies, many times a day. With my BlackBerry I am able to do nearly anything on the go. I can instant message, text message, email, browse the web, find directions, and know my location using a GPS system (just to name a few).
There are many benefits for the company and the consumer in using mobile marketing. As a consumer I can receive special offerings from my phone, and I am not dependant on my laptop to redeem the offer. My phone is always on, and there are never any connection problems. I always receive special emails and offerings from my favourite companies, and these offerings are highly personalized. I am able to view my messages privately as well.
For the company that is sending these notifications, they are keeping me in the loop, building a relationship with me and essentially, retaining me as a customer. This link provides a list of benefits the text messaging channel offers. Benefits include reach, immediacy, and affordability. Mobile marketing is cost effective and gets results. The blog entitled The Five Pillars of Cost Effective Mobile Marketing discusses how to keep a mobile marketing campaign cost effective with tactics that include keeping it simple, planning, and targeting your message instead of blanketing the market.
I decided to research some companies that use mobile marketing effectively. Toysrus.com is offering free shipping deals and e-gift cards. Consumers can also sign up to receive instant email alerts on coupons and unadvertised sales right to their phones. BMW in Germany implemented a mobile marketing campaign with new customers before the start of winter weather. Their recent customers received a personalized message with a winter tire recommendation that was specific to their vehicle. BMW reports a 30% conversion rate for the campaign. Procter & Gamble’s Charmin brand has a campaign where they sponsor a website and iPhone application that helps consumers find the cleanest public restrooms worldwide. Another visual example of this in action is seen in this video with Ford’s Flex Mobile Marketing Campaign.
There are many more examples out there, because almost every company has some sort of mobile marketing campaign under way. The mobile marketing movement is huge, and will only continue to develop with more and more advanced campaign elements.
