About Mobile Marketing

What is Mobile Marketing

As its name suggests, mobile marketing is a form of marketing that involves the use of mobile phones to communicate the value of a product or service to the target audience. It is one of the fastest growing branches of marketing because it is one of the easiest, most effective and inexpensive ways to reach the consumers. An estimated 5 billion people own a mobile phone and more than 90 percent of them have them always with them. The majority read every message they receive right away, while a growing number of people also use their mobile phones to access the Internet.

Types of Mobile Marketing

The oldest and most popular type of mobile marketing is sending SMSes to the target audience. But since the technology progressed tremendously, the SMSes were soon joined by MMSes because they give the communicated information an audio-visual dimension. MMSes achieve effect similar to that of TV ads but at incomparably lower cost. They are, however, more expensive than SMSes. In order to further lower the costs, many businesses are also utilising the Bluetooth technology which can be used to send both SMS and MMS. But Bluetooth mobile marketing has a geographically limited effect, while the sent SMS or MMS needs to be approved by the receiver.

Mobile Web Marketing

In the recent years, the above mentioned types of mobile marketing have also been joined by the so-called mobile web marketing with companies such as www.weboptimising.com which communicates with the target audience via the Internet. It communicates the value of a product or service via ads that are displayed when the mobile phone user is browsing the web. Mobile web marketing, however, can also utilise search engine optimisation (SEO). The latter helps improve a website’s ranking in search engine results pages (SERP) and subsequently increases traffic to the website which in turn helps increase both the sales and brand awareness. But in order to benefit from high SERP ranking, the website needs have a mobile-friendly design. SEO that helps improve website visibility in SERP and make it friendly for mobile web browsers is usually referred to as mobile SEO.

Mobile Marketing Agencies

Poorly communicated information can do more harm than good. The communicated information needs to attract attention and encourage action which requires a solid knowledge of psychology and buying behaviour, and good writing and designing skills. Most businesses therefore prefer their mobile marketing campaigns to be developed and implemented by mobile marketing agencies. Services, tools and strategies vary greatly from one agency to another but most agencies provide holistic marketing which means that they take care of everything from copywriting to design and delivery of information to the target audience.