Mobile marketing is marketing on or with a mobile device, such as a cell phone. Mobile marketing can be defined as the use of the mobile medium as a means of marketing communication or the distribution of any kind of promotional or advertising messages to customer through wireless networks.
TIMELINE
Middle Ages: "Town criers" young boys who run through the streets shouting messages to all are commonly hired to broadcast announcements. 19th century: Traveling salesmen hawk wares from household gadgets to tonic cures from brightly painted covered wagons. 1876: Bell introduces the telephone at the Centennial Exposition in Philadelphia. By 1886, there are more than 150,000 telephones in the United States. 1993: First mobile phone capable of sending and receiving text is introduced. 1999: SMS messages can now be sent between users on different wireless providers. 2003: First commercial mobile SMS service launches. 2007: Apple releases the iPhone in the United States. 2007: The number of active SMS users worldwide reaches 2.4 billion.
2007: Number of average U.S. text messages per month (218) exceeds the average U.S. phone calls per month (213).
2011: 40 percent of U.S. mobile users report that they regularly use mobile devices to browse the Internet. 2011: Mobile platforms consume more than $14 billion worth of media, including $9.3 billion worth of music alone.
KEY CONCEPTS
1. Simple beats pretty - Standards are evolving in mobile email software but not settled yet in any comfortable, normalized way. Consider sending simply styled emails consisting mostly of text to ensure you get your message across. Be brief - On mobile devices, displays are small and each line is precious real estate. Get your message to your customers as quickly in the email as possible even if it means forgoing fancy header graphics. Mobile is highly local - We use our mobile devices all the time to navigate throughout the physical world: Wheres the closest parking garage? Whats the best breakfast place around here? Where can I post this package for my nephew? Mobile search is focused and timely - This difference in time to purchase has very real implications in any marketing seeking conversions. Mobile users are looking for information or assistance to help them make decisions literally right at the point of sale. Make it easy to share the love - Your marketing requires a clean and consistent URL structure that people can use and share. Links are the currency you need to invest in for social media success on mobile. Mobile searchers make mistakes - Its unsurprising that mobile searchers are more prone to misspellings when compared to desktop searches. Optimize your UX for mobile - Don't make finding information your customer's problem by forcing them to pinch, zoom, and squint their way through your site on their phone.
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SUCCESSFUL BUSINESSES
The American Red Cross The History Channel McDonald's
MCDONALD'S
McDonalds has been leading the way in the mobile advertising space. The fast food giant continually turns to the medium when it needs to promote new products.
The company sponsored Us Magazines Hot Pics section within the publishers mobile site. The mobile ads promote the new McDonalds Blueberry Banana Nut Oatmeal.
When consumers tapped on the ad they were taken to a mobile landing page where they could learn more about the fast food giants new breakfast item, as well as find the nearest McDonalds location to try it out. What was great about the campaign was that it took advantage of the devices GPS-enabled technology and helped users locate the nearest McDonalds location.
UNIVERSAL PICTURES
The Universal mobile advertising campaign incorporated social media such as Facebook, Twitter and Pinterest. When consumers tapped on the ad, they were redirected to a mobile landing page that let them learn more about the film, watch videos and browse the gallery. What set the mobile ad apart from Universals previous ones is how the company really ramped up its social efforts. For example, there were Facebook, Twitter, Pinterest and Flipboard tabs within the mobile ad.This let consumers further engage with the company on many aspects.
LYNX
A fun campaign from Axe in Uruguay here (more commonly known as Lynx), that used mobile marketing in a new way to engage their consumers, while keeping it completely in line with their male target audience and their cheeky approach to advertising. They ran a print ad that had certain parts missing from the image, in a teaser for their fans. It ran with the instruction to text Axe to a particular number after 9pm. A brilliant, fun campaign from Lynx here that talks to their target audience perfectly. It also shows a slightly different way of using mobile technology, requiring users to engage with you just to see more of an ad, which is pretty impressive for any brand.
SOURCES
What is Mobile Marketing? http://en.wikipedia.org/wiki/Mobile_marketing TimeLine http://www.eztexting.com/sms-marketing-resources/tips-tricks-articles/history-mobile-marketing.html Statistics Charts http://econsultancy.com/us/blog/11198-mobile-marketing-mainly-used-for-customer-acquisitionreport Key Concepts http://econsultancy.com/us/blog/9626-seven-best-practice-tips-for-mobile-marketers Universal Pictures http://www.mobilemarketer.com/cms/news/advertising/13241.html Lynx http://www.simplyzesty.com/mobile/5-stunning-mobile-marketing-campaigns/
SOURCES PART 2
American Red Cross and History Channel http://60secondmarketer.com/blog/2012/09/11/mobile-marketing-case-studies/ McDonalds http://www.mobilemarketer.com/cms/news/advertising/13241.html Benefits to Mobile Marketing http://strategicmktgconcepts.wordpress.com/2009/06/23/11-benefits-of-usingmobile-marketing-to-grow-your-business/ Interesting Mobile Marketing Facts http://blog.hubspot.com/blog/tabid/6307/bid/24082/9-Amazing-Mobile-MarketingStatistics-Every-Marketer-Should-Know.aspx Mobile Marketing Uses http://www.yepmobile.com/why-mobile-marketing/