We’ve become a mobile society, worldwide. People around the world
are on the go, and nearly everyone has a mobile phone or a mobile
device of some kind to help them connect with people, information, and businesses from anywhere. Sure, people are still making and receiving phone
calls with their mobile phones, but increasingly, they’re also texting, searching the Web, downloading applications, consuming content, responding to
ads, spending money, and generating value for themselves and marketers,
not just with phones but a wide range of devices as explained below.
The mobile device is increasingly becoming a cornerstone of our mobilized
society. In fact, for many people around the globe, a mobile device has
become their primary communication and commerce tool. Whenever our
world changes, so must the practice of marketing. This book is all about
showing you how to embrace this change. We show you how to embrace the
emerging practice of mobile marketing and engage your customers through
and with the mobile devices they use.
In this chapter, we get you started. We provide you with a detailed definition
of mobile marketing and review its key elements. And because the mobile
device is the cornerstone of any mobile marketing practice, we review in
detail the three categories of mobile devices, the networks that enable them,
and the eight mobile media paths that are the backbone of mobile marketing.
When you’re done reading this chapter, you’ll have the foundation you need
to understand everything else you find in this book
Marketers are gravitating to mobile
In June 2010, the Mobile Marketing Association
(www.mmaglobal.com), along with Chief
Marketer, Advertising Database Express, and
Kinesis Survey Technologies released a study
titled, “Second Annual View from Madison
Avenue.” According to this study, total U.S.
media in 2010 expenditures (the money that
marketers allocate to engage their customers
through media channels like television, radio,
newspapers, outdoor signage and other media
channels including mobile) will total about $128
billion. The MMA report estimates that mobile
media will account for 1.8%, or $2.3 billion, of
this total spending. By 2011, the MMA report
estimates that total mobile media spending in
the U.S. will grow to $5.5 billion, or 4.0% of the
$135 billion that will be spent on media in the
U.S. This is a 124% increase! Remember, these
are just the U.S. media numbers. Mobile marketing is growing all over the world in every
market sector. Moreover, as you find through
the rest of this book, mobile marketing is not just
about media spending but also about engaging
your audience in all sorts of ways to deliver
value. The impact of mobile marketing is simply
staggering
Defining Mobile Marketing
Mobile marketing, according to the Mobile Marketing Association (www.
mmaglobal.com), is “a set of practices that enable organizations to communicate and engage with their audience in an interactive and relevant manner
through any mobile device or network.” That definition contains just 26
words, but it packs in a lot of meaningful terminology.
In the following sections, and through this entire book, we discuss what these
26 words really mean and how they can be used to engage your customer
in a manner that generates meaningful results that are mutually beneficial
for both you, your business, your customers, and potential customers —
essentially, everyone!
Examining the five elements
of mobile marketing
Take a look at that definition again and then check out the following bullet
points, which pull out and refine the five key elements of the definition of
mobile marketing:
✓ Organizations: Organizations are commercial entities — brands, agencies, marketers, non-profits, enterprises (including individuals), and
so on — with products, services, and offerings they wish to deliver to
the market. In other words, organizations are you and your companies.
Mobile marketing works for any type of business.
Marketers are gravitating to mobile
In June 2010, the Mobile Marketing Association
(www.mmaglobal.com), along with Chief
Marketer, Advertising Database Express, and
Kinesis Survey Technologies released a study
titled, “Second Annual View from Madison
Avenue.” According to this study, total U.S.
media in 2010 expenditures (the money that
marketers allocate to engage their customers
through media channels like television, radio,
newspapers, outdoor signage and other media
channels including mobile) will total about $128
billion. The MMA report estimates that mobile
media will account for 1.8%, or $2.3 billion, of
this total spending. By 2011, the MMA report
estimates that total mobile media spending in
the U.S. will grow to $5.5 billion, or 4.0% of the
$135 billion that will be spent on media in the
U.S. This is a 124% increase! Remember, these
are just the U.S. media numbers. Mobile marketing is growing all over the world in every
market sector. Moreover, as you find through
the rest of this book, mobile marketing is not just
about media spending but also about engaging
your audience in all sorts of ways to deliver
value. The impact of mobile marketing is simply
staggering.
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www.it-ebooks.info
Chapter 1: Unveiling the Possibilities of Mobile Marketing 11
✓ Practices: Practices consist of the many faces and facets of marketing activities, institutional processes, industry player partnerships,
standards making, advertising and media placing and buying, direct
response managing, promotional engagements, relationship management, customer services, loyalty management, and social media stewardship. In other words, practices include all the things that you want to
oversee and do to engage your customers. All types of marketing practices can be applied to mobile marketing.
✓ Engagement: This is the process by which you and your customers
interact in a two-way (push and pull) dialogue to build awareness, conduct transactions, support, and nurture each other. Mobile marketing is
one of the most engaging forms of marketing because it’s done through
and with such a personal device.
✓ Relevancy: Mobile interactions can provide information (for example,
a user’s location, the time of day, activity, and so on). You can use this
information to understand the context of your customer’s current environment in order to tailor and to create an appropriate experience that
is closely linked (dare I say relevant) to his current context. For example, if someone in New York is doing a search on the mobile Internet
for pizza, you want to show them listings for pizza shops nearby and
not send them to Lima, Ohio, to get their pizza. Mobile marketing is
highly relevant.
✓ Mobile devices and networks: These terms refer to any wireless-enabled device regardless of form factor or network. Although certain
types of devices have their limitations, you can execute some type of
marketing campaign on every type of mobile device.
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