What more than having the world inside your pocket? A phone that gives you a taste of what it feels to nearly own the entire world. Mobile computing is the most preferred way of life today. However, this animal needs different kind of taming. Mobile marketing enables digital marketers to engage customers at every stage of the purchase path. Mobile Marketing as a concept was first introduced in 1993, with the introduction of the first cell phone that could send and receive text messages. The first major technical breakthrough came with the development of web access through the cellular phone that changed the face of the marketing completely.
Today the scenario has changed tremendously. The world is gripped in the paws of technology and mobile marketing is reaching newer heights with the help of mobile innovative technologies, and marketing portals used to reach millions of subscribers. A recent study suggested that “58% mobile consumers” use browse and search “most of the time.” Mobile marketing is such a success owing to reason that it works on multiple platforms, reaching multiple subscribers. Mobile marketing connects directly to consumers, personalizing the delivery methods, changing the global phenomenon of work processes between the customers and the company.
The multi medium capacity of the mobile marketing gives the user an incentive to communicate at all times of day as well night through effective communication channels that it offers at hand. Although mobile marketing appears comparable to other forms of electronic and digital channels, it is indeed much different. One of the major variations in mobile marketing in comparison to the other digital channels is its ability to intermix with several other media platforms. This makes it significantly variant in comparison to the other communication and marketing channels. These multiple platforms of mobile marketing are colorful, attractive and alluring. These marketing platforms engage more user participation by various means such as text messaging, digital photos, e-couponing etc. Such elusive features thus make mobile marketing stand alone as a clear winner.
Mobile marketing is different:
Yes, it is right to say that mobile marketing is exclusive, unique and different from other digital channels in many regards. Mobile marketing is highly interactive and allows the marketers to target the customers in a much personalized way like sending them special offers, coupons, event alerts etc. Mobile marketing does not have any character constraints like in the case of say twitter and emails. Mobile marketing also differs from other digital channels in its communication process.
Mobile marketing is unique:
The unbeatable features of mobile marketing like mobile web browsing, audio/video streaming, short message service, multimedia messaging and many more make mobile marketing a unique phenomenon altogether.
Each of the approach followed in the mobile marketing is a big success in its own way. Mobile marketing is thereby stated as the best way to communicate to the target audience. Effective communication through this channel helps get a better understanding of the underlying message for the people.
Value in mobile marketing:
Mobile marketing is most successful when organizations identify their target audience and focus first on their wants and needs. Mobile marketing successfully strives to deliver the right message to the right person and that too using the right mode or channel for the same. Mobile marketing is the phenomenon that values customer relationships like none other.
Summary: Mobile marketing is a unique and valuable channel for the marketing industry. It has many a positives in comparison to the other digital channels and therefore is most preferred of all.