Is it time to jump on the mobile marketing bandwagon? If your target market is the mobile generation (teens and young adults), there is no doubt you need to include mobile services in your marketing mix. Over the last three years, mobile phones have increased their market reach and there is no denying that a whole new trend has been created by persons under 24 years of age who text more on their cell phones than they use voice minutes (Nielson Company, April 2009 – March 2010). This habit makes them a prime audience for mobile text marketing. (Text messages are viewed and answered within 90 seconds vs. e-mail messages that are responded to within 90 minutes.)
The reliance on mobile phones for information and connection is growing. Nearly half (47%) of U.S. teens say their social life would end or be worsened without their cell phone, and nearly six in 10 (57%) credit their mobile device with improving their lives (2008 National survey by CTIA – The Wireless Association® and Harris Interactive). In contrast, users in the 25-54 age group say they use voice communications on their phone more than any other mobile service. However, their mobile consumption is still meaningful to marketers since it provides a channel of communication that is both personal and gets a quick response rate.
Read on to get the answers to three mobile marketing FAQs…
1. What are the mobile marketing channels? In mobile marketing there are several mobile marketing channels and tactics to integrate the mobile usage (cell phone or tablet) of target audiences with online brand ‘real estate’ (mobile Web sites, social media sites,…) as well as other offline properties (printed magazines, brochures, store fronts,…) of the brand. The most common channels are: 1) text messaging 2) mobile Web sites that are easy to see and navigate on smaller screens, 3) QR codes that scan and direct traffic to Web sites or that automatically dial contact numbers, and 4) mobile applications.
2. What is the difference between mobile marketing and mobile advertising? The most distinct difference between the two is that mobile marketing is an opt-in, permission-based marketing program while mobile advertising is unsolicited. The advertising appears, unsolicited, as the user performs online searches (MSN, Yahoo, Safari) from a mobile device (phone or tablet) or as he or she uses social media services such as Twitter.
3. What is the greatest benefit of using mobile marketing? Because 91% of users keep their mobile devices within reach throughout the day, mobile marketing has the potential to reach the mobile customer anytime during the day. This fact means that mobile technology has the ability to create direct one-on-one relationships at the very moment that they are most meaningful and relevant. Columbia Business School and New York American Marketing Association (NYAMA) have found the most popular data types collected by U.S. marketers is demographic info (74%), customer transaction data (64%) and customer usage data (60%). With mobile technology, a brand can collect all three types of marketing intelligence – as it happens – for each and every individual.
Call or e-mail Kore Access to learn more about how mobile technology can help you attract and engage more business.
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