As we have discussed previously, today’s consumers are more active than ever. Traditional marketing media outlets, such as print and television, are not as effective as they use to be. Therefore, the top marketers deploy strategies that mix digital signage, social media, and mobile marketing into their existing traditional media marketing efforts. Let’s focus on mobile marketing, an area that we have only alluded to before.
The definition of mobile marketing is straightforward. Mobile marketing uses a wireless medium to deliver marketing content onto potential customers’ mobile devices. Many use words like pervasive, ubiquitous, and spontaneous to describe mobile marketing. Justifiably so. The combination of consumer demand for mobile devices and the ever expanding list of features on mobile devices, mobile marketing content is evolving from a simple ad at the bottom of the screen to a fully interactive content experience for potential customers. This presents new challenges to many marketers. To be successful, it is not only about presence but also about engagement. How do you go about this?
There are numerous frameworks available. For example, you want to enhance brand loyalty; you can release an exclusive mobile discount book. Others integrate social media and various other mediums into their mobile marketing content. Some utilize LBS platforms, SMS Aggregators, Ad Servers, and many others. And most importantly, to truly engage the consumer, we must view mobile marketing not only as a medium for advertising and information, but also as point of sale.
All statistics point to the continued growth in mobile marketing. The challenge with always be how to capitalize on this.