Definition of Mobile Marketing

Everyone has a mobile phone. Some people even have more than one base on their own needs. According to findings from the Hong Kong Census and Statistics Department, over the period 1987 - 2006. the number of mobile phone subscribers recorded a remarkable growth of 36% per year in Hong Kong. And, predictably, the number is keep boolming exponentially.

Mobile is emerging as the most powerful channel to communicate with the consumer interactively nowadays. It can be used as a tool in proctice with marketing to engage target audience. By using mobile to communicate, deliver and exchange value with audience, it is called mobile marketing.

SMS (Short Message Service) is the most prevailingly used format with mobile marketing. Sending text message is one of the most popular ways of cummunication among people. How many SMS you tecxt and receive everday? How many of them are commercials?

Evolution of Mobile Marketing

Mobile Marketing is commonly recognized as a pivotal tool of marketing communication via mobile devices. SMS (Short Message Service), MMS (Multimedia Message Service) are increasingly adopted by marketing managers to distribute their promotional or advertising messages to their customers, such as mobile phone subscribers, to save costs from the traditional media, e.g. TV broadcasting or Newspapers.

Recently, smart phone has becoming more popular as it has more advanced computerized functions than the traditional phone. Smart phone users can install many advanced applications or software in their handset device and they can browse through mobile web everywhere, whether in the shopping mall, café or even public transportation.

According to “Browsing by Device Category Trend” from “Netmarketshare”, we can find that the percentage of browsing via Mobile is continuously on the rise which means that more and more people access the web pages through mobile devices

Browsing by Device Category Trend
August, 2009 to June, 2010

Marketers foresee the potential of mobile marketing and they are now paying more attention and efforts on it. Other then SMS and MMS, some marketers may promote their brands by providing the useful application platform to mobile users which is free of charge, such as Google Apps. These free mobile applications help to communicate and engage with the customers in an interactive way via mobile device. For instance, Google, has launched the new smart phone “Nexus-One” in Jan 2010. Later, Yahoo has also announced to launch its first mobile phone in Asia in the coming quarter.

In general, mobile marketing is an effective and inexpensive way for promotion in recent year.

source:

http://spd4290-09817481s.blogspot.com/2010/07/mobile-marketing-evolution.html

Definition of Mobile Marketing and relationship with Coca-cola

Mobile Marketing is meant to describe marketing with mobile device, such as mobile phone and PDA. Marketers could utilize series of solutions to communicate with audiences. For examples, Short Message Service (SMS), Multimedia Messaging Service (MMS), Wireless Application Protocol (WAP) and QR Code (Quick Response Code). According to the report published by Forrester, which is on June 2010, about 74% of online retailers either already have or are developing a mobile strategy to deliver brand messages to their target audiences with lower costs.









As the largest global soft drink manufacturer, Coca-Cola has been launched mobile marketing projects to match up with their marketing campaigns. Incontestably, that could help Coca-Cola to enhance customer relationship.








Source : http://spd4290-09813955s.blogspot.com/2010/07/mobile-marketing-is-meant-to-describe.html

Mobile is not only a phone - Mobile Marketing

Besides dialing, talking photo, playing game… mobile become a powerful marketing tool - mobile marketing which has lower marginal cost and allow more personalization marketing.

In the past decade, mobile marketing is commonly linked with transportation advertisement. Nowadays, mobile marketing is a set of practices enables organizations to communicate with their audience through mobile device (Mobile Marketing Association, 2009). It’s a wider definition that not only covers the “traditional” tool likes SMS, but also some innovative mobile marketing as below:

1. Quick Response Code – a scannable barcode published in printed material which customers could intentionally opt-in, receive or redirect to the messages from marketers.

2. Location-based Services – detects the users’ location and practices with interaction that marketers sending message to customers or customers intentionally collect information from marketers.

3. Mobile App – mobile application software that use as a mobile marketing tool to delivery marketers’ message and drive customers’ engagement.


(a traditional mobile marketing with creativity - everyone want to remind the man that he left his coffee cup on the roof of his car, in fact, only an ads properties)


(QR Code on print material)

Sources: http://spd4290-09810732s.blogspot.com/2010/07/definition-of-mobile-marketing.html

Mobile Marketing commonly used in 21st century.

In the 21st century, almost everyone owns a mobile. Take Hong Kong as an example, Census and Statistics Department conducted a survey at end of 2006, the penetration rate of mobile phones amounted to 137% which 13.7 subscribers for every 10 persons. So mobile marketing will be widely used in coming years. Mobile provides a platform to deliver content and interaction through online communication tools or media channels like SMS and wireless network. It helps to gain new customers and maintaining relationships with existing customers.

Mobile phones provide different channels to reach the consumers, Mobile Marketing Association suggested few ways in their research on mobile marketing overview in January 2009. Firstly, set up the mobile web for delivering content to users in a mobile format.


Secondly, they suggested the mobile applications which allowing customers download games or lifestyle tools to their mobiles. For example, Apple provide similar service through iphone and users allow to download different applications in the app store.

Lastly, another form of mobile marketing is mobile messaging which includes short message service (SMS) and multimedia message service (MMS).

Mobile phone is an essential element in our daily life so I believe mobile marketing become one of the important tool in marketing strategy.

Source: http://09817630spd4290.blogspot.com/2010/07/mobile-marketing-commonly-used-in-21st.html