How does Mobile Marketing fit into the marketing mix? What and challenges does the channel present?
No idea? Well, we have the answers.
In a recession, “mobile will be the last thing users give up,” according to Tim Dunn, head of marketing services at MIG. And for him, every year is the year of mobile.
You may have heard in the past marketing experts touting 2007, 2008 and then 2009 as the year of mobile.
But in the latest UTalkMarketing e-zine (which you can download below) points out, mobile marketing isn’t anything new – it is however, a marketing channel that has evolved over many years.
The outlook has never looked better for the mobile medium, pushed along by the advent of smartphones such as Research in Motion’s Blackberry and Apple’s iPhone, as well as the vast changes in consumer habits.
Mobile should be regarded as the internet in its early days, except its evolution is happening much faster and if marketers and brands don’t engage now, their consumers will simply move on.
UK marketers spent almost £29 million on mobile advertising in 2008, according to the Internet Advertising Bureau and PricewaterhouseCoopers.
The medium’s huge reach is down to its ability to glue together all of a brand’s other touchpoints. For example, a shortcode on a TV ad can connect TV media to the delivery of brochures, a connection to online, or a call from a contact centre.
It also connects all demographics and marketers can design simple SMS mechanics that older users feel at home with, right the way through to high-end apps and mobile internet campaigns for more tech-happy types.
As long as the brand has a strong message, there’s a way to mobilise it.
Lastly, mobile integrates creatively with other ad platforms, bringing a brand to life. Just ten years ago SMS was the only mobile tool available to marketers.
Now we have apps, mobile web, picture messaging, mobile video, virals and a host of other tools at our disposal. Creatively mobile no longer need be the problem child of the marketing mix.
There are a huge range of options for harnessing the power of the mobile channel, and we hope that this ezine helps you along the way.
Download it by clicking the link below.
Download will take a few minutes so please be patient!
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