What is Mobile Marketing?

by Kevin Polley on October 26, 2009

Mobile marketing is not just one thing, think of it more like how a mixture of personal communication channels are combined to provide a trusted enhanced service to existing or potential customers.

Mobile marketing is a term or process which encompasses a variety of technologies and strategies.  These are being used by business and organisations to instantly keep consumers in touch with things or information that interest them.  These could be notifications, special offers, coupons, reminders etc and the list goes on.

Making Sense of the Mobile Landscape” is a white paper written by Bryce Marshall of Knotice.  In it he identifies SMS and MMS, mobile web, apps, moblie advertising, location based proximity services and ‘other’ as a catch all.  Individually or in combination all of these are a part of mobile marketing.

In the overview “Making Sense of Mobile Marketing – Finally“, Josh Gordon sums it up nicely when he says

the paper highlights the realities behind the mobile marketing audience. What demographics are using apps? How prevalent is text messaging in comparison to other mobile activities? What percent of the mobile marketplace uses an iPhone? Bryce has uncovered some surprising information to definitively answer these and many other questions about the mobile audience.

If you have questions for Bryce about the white paper, please post them here and he will respond!

While the statistics in the paper focus on the US marketplace the content is universal and is a great read for anyone considering adoption of the technologies, especially in fledgling markets like the UK.

It need not be expensive.

The good news is that ‘mobile marketing’ isn’t just for the big boys (& ladies) with the big wallets (although it helps).  There is somthing out there that businesses of any type and size can try in order to see how powerful ‘instant marketing’ can be and it’s wider potential.

To help you see some of the advantages here are a few small scale thoughts.  Feel free to tweak them in to your mental concept of what a mobile marketing campaign is or could be at a local level and how you can use it can converge with your existing advertising and marketing campaigns.

Let’s say you send some succulent fresh ground copy by letter or email to some of your customers that essentially says

“text JOIN IWANT to 87xxx”.

Throughout the first day 100 people do because your offer copy hit the mark.  Those 100 people (and everyone else who does thereafter) then recieve an instant text message telling them thankyou and they will get another message about ‘xyz’ soon.

A few days later you send another ‘call to action text message’ to those 100+ people which makes 50 of them rush to your shop or website or do what you’ve asked.  Why?  Because your copy was good, you had a good offer, you sent it to people who trusted you and you had what they wanted.  You had them in the palm of thier own hands.

You can even expand on this strategy by adding proximity marketing with your SMS marketing.  Let’s say a couple of minutes after walking in to your shop, 25 of your customers who got the text message (and anyone else with a bluetooth activated phone) get offered another message.  This one is saying ‘Did you know we are offering a 10% discount on ‘abc’ selected items for today only?’.

How much extra do you think you would make thanks to the introduction of ‘mobile marketing’ into your advertising and promotional mix?


When did mobile marketing get it’s big break?

by Kevin Polley on October 21, 2009

If you are looking at the potential of text message marketing as part of of your overall or mobile marketing plan or campaign, just look back to see when it really started so you can see how far and how quickly wireless advertising technology has progressed.

Although the technology had been around for a while,  it looks like in August 2000 at the Virgin V Festival in England, Thousands of festival goers found a centre page double spread in the official programme that gave the easy call to action

text WAZZUP to … and gave a number.

At some point during the festival one lucky person was jumping for joy when it was confirmed because (s)he won (what I think was) £2,000 in what had been the first major SMS text marketing competition. It was sometime later that the marketing magic happened and it’s viral nature became apparent.

During a break in the series finale of Big Brother (which at the time had some of the highest viewing figures on British TV) a text message was sent to the people who entered the competition at V to coincide with the first viewing of the now famous Budweiser ad.  Who didn’t get a text or email about that ad?  Is there anyone who hasn’t seen it?

The rest is history there are many lessons that have been learnt since then. Not least the one I was reminded of when I watched the Wazzup 2000 vs. Wazzup 2008 Bud Ad. I’ll leave you to draw your own conclusions but for me time moves on and the best move with it.

The mobile phone is one of the most successful devices in history. Convergence of technologies is upon us. Market forces and social patterns created by our busy mobile lifestyles mean that almost everyone uses a mobile phone.

Relax, have a beer, watch a vid and start thinking what you will do now the technology is easy enough and affordable enough to make it worthwhile to any business.

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New Mobile Text Marketing Service

October 19, 2009

UK marketers are about to benefit from a new easy to use mobile marketing service. With so much new data being released about the effectiveness of marketing direct to mobile phones, it’s not surprising that savvy business owners are investigating the possibilities. While the mobile marketing medium is big business in the US and Asia […]

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Easy Mobile Marketing Using Texts

October 19, 2009

First post on our new blog and its short and simple. Text marketing is easy, powerful and it gets results. Subscribe to the feed and we will show you how to start marketing to mobiles as well as keep you updated with the latest industry news.

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