PR Company, Internet Marketing

The benefits of Mobile Marketing

Mobile marketing is used by businesses to promote their goods, services, ideas and any offers they might have running.  It involves communicating with customers by sending them a simple text messaging containing marketing material, perhaps a photograph via a multimedia message or they may even send a link for the customer to access on their mobile internet. This form of marketing is relatively cheap and great for businesses wanting to target a younger audience, who are more engaged with new technology as it’s all they have ever known.

SMS marketing has become increasingly popular since more and more people started to use text messaging as a key way of communicating, particularly in the early 2000s. Mobile marketing continues to grow as technology develops. Mobile phones are becoming useful for more than just calling and texting, now that handsets have downloadable applications and access to social media on-the-go.

Mobile marketing is great for a number of reasons and it’s much more than just being able to communicate and interact with customers on a personal level. It is a fantastic way of reaching a wide customer base, because there are so many people in the world who own a mobile phone. The interactions with your customers are much more meaningful and thoughtful, as there is only a certain amount of information you can give in a short message.

Another wonderful thing about mobile phones is that you have access to the customer 24/7 and can choose a time to contact them that you think will suit your customers and their likeliness of being responsive. Mobile phones are always carried and are usually always on, otherwise it would defeat the object of having a personal phone. Again this means that you’re more likely to reach your audience.

Unlike other marketing platforms, with mobile phones your target audience can ‘opt in’ to receiving text alerts from you, which means they’re more likely to be accepting of your marketing messages and likely to respond to then. Mobile phones have a built-in payment system and billing is dealt with by a service provider. People are used to paying for services, content and goods that they download onto their phone, so if they opt-in for a paid for service from you, it won’t come as a shock to them that it’s not free.

As previously mentioned developments in technology have meant that handsets now have applications that can be downloaded. There are so many applications on the market, from interactive social media to creative applications like photo editors. Some businesses may see this as a way to encourage their target audience to interact with their advertising campaign using their mobile phone. For example they may ask them to take pictures or produce a short video to be featured on their website.

Finally mobile marketing also benefits businesses as it is a way for them to monitor customer trends and accurately measure their audience. Similarly to businesses using online marketing, mobile phone marketers have the ability to capture information about consumers and their traits which is valuable for businesses. They can easily see who their target audience is (age, gender, location), who is the most responsive and at what time of day. Businesses can also measure how effective a mobile marketing campaign was, which helps when it comes to creating future advertisements. However it is important to bear in mind that service providers can limit the information they share with businesses and that you will struggle to gather demographic information for phone users who have a pay-as-you-go or prepaid contract.

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