From Wikipedia, the free encyclopedia Mobile marketing
Mobile marketing
Marketing Mobile Marketing is a set of practices that enables organi-
zations to communicate and engage with their audience in an
Key concepts interactive and relevant manner through any mobile device or
Product marketing · Pricing network.[3]
Distribution · Service · Retail Mobile marketing is commonly known as wireless
Brand management marketing. However wireless is not necessarily mobile.
Account-based marketing For instance, a consumer’s communications with a Web
Ethics · Effectiveness · Research site from a desktop computer at home, with signals car-
Segmentation · Strategy · Activation ried over a wireless local area network (WLAN) or over a
Management · Dominance satellite network, would qualify as wireless but not mo-
Marketing operations bile communications.[4]
Promotional content
Advertising · Branding · Underwriting
Mobile marketing via SMS Mar-
Direct marketing · Personal sales keting
Product placement · Publicity
Marketing on a mobile phone known as SMS Marketing
Sales promotion · Sex in advertising
has become increasingly popular ever since the rise of
Loyalty marketing · SMS marketing
SMS (Short Message Service) in the early 2000s in Europe
Premiums · Prizes
and some parts of Asia when businesses started to collect
Promotional media mobile phone numbers and send off wanted (or unwant-
ed) content. On average, SMS messages are read within
Printing · Publication · Broadcasting
four minutes, making them highly convertible.[5]
Out-of-home advertising · Internet
Over the past few years SMS Marketing has become
Point of sale · Merchandise
a legitimate advertising channel in some parts of the
Digital marketing · In-game advertising
world. This is because unlike email over the public in-
In-store demonstration · Word-of-mouth
ternet, the carriers who police their own networks have
Brand ambassador · Drip marketing · Visual merchan-
set guidelines and best practices for the mobile media in-
dising
dustry (including mobile advertising). The IAB (Interac-
Mobile marketing can refer to one of two categories of in- tive Advertising Bureau) and the Mobile Marketing As-
terest. First, and relatively new, is meant to describe mar- sociation, as well, have established guidelines and are
keting on or with a mobile device, such as a cell phone evangelizing the use of the mobile channel for marketers.
using SMS Marketing. (this is an example of horizontal While this has been fruitful in developed regions such as
telecommunication convergence). Second, and a more North America, Western Europe and some other coun-
traditional definition, is meant to describe marketing in tries, mobile SPAM messages (SMS sent to mobile sub-
a moving fashion - for example - technology road shows scribers without a legitimate and explicit opt-in by the
or moving billboards. subscriber) remain an issue in many other parts or the
Although there are various definitions for the con- world, partly due to the carriers selling their member
cept of mobile marketing, no commonly accepted defin- databases to third parties. In India, however, govern-
ition exists. Mobile marketing is broadly defined as “the ment’s efforts of creating National Do Not Call Registry
use of the mobile medium as a means of marketing com- have helped cellphone users to stop SMS advertisements
munication”[1] or “distribution of any kind of promotion- by sending a simple SMS or calling 1909.[1]
al or advertising messages to customer through wire- Mobile marketing via SMS has expanded rapidly in
less networks”. More specific definition is the following: Europe and Asia as a new channel to reach the consumer.
“using interactive wireless media to provide customers SMS initially received negative media coverage in many
with time and location sensitive, personalized informa- parts of Europe for being a new form of spam as some
tion that promotes goods, services and ideas, thereby advertisers purchased lists and sent unsolicited content
generating value for all stakeholders".[2] to consumer’s phones; however, as guidelines are put in
In November 2009, the Mobile Marketing Association place by the mobile operators, SMS has become the most
updated its definition of Mobile Marketing: popular branch of the Mobile Marketing industry with
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From Wikipedia, the free encyclopedia Mobile marketing
several 100 million advertising SMS sent out every month Good examples of mobile-originated MMS marketing
in Europe alone. campaigns are Motorola’s ongoing campaigns at House of
In Europe the first cross-carrier SMS shortcode cam- Blues venues, where the brand allows the consumer to
paign was run by Txtbomb in 2001 for an Island Records send their mobile photos to the LED board in real-time as
release, In North America it was the Labatt Brewing Com- well as blog their images online.
pany in 2002. Over the past few years mobile short codes
have been increasingly popular as a new channel to com-
municate to the mobile consumer. Brands have begun to
In-game mobile marketing
treat the mobile shortcode as a mobile domain name al- There are essentially four major trends in mobile gaming
lowing the consumer to text message the brand at an right now: interactive real-time 3D games, massive multi-
event, in store and off any traditional media. player games and social networking games. This means
SMS Marketing services typically run off a short code, a trend towards more complex and more sophisticated,
but sending text messages to an email address is another richer game play. On the other side, there are the so-
methodology. Short codes are 5 or 6 digit numbers that called casual games, i.e. games that are very simple and
have been assigned by all the mobile operators in a given very easy to play. Most mobile games today are such ca-
country for the use of brand campaign and other con- sual games and this will probably stay so for quite a while
sumer services. Due to the high price of short codes of to come.
$500-$1000 a month, many small businesses opt to share Brands are now delivering promotional messages
a short code in order to reduce monthly costs. The mobile within mobile games or sponsoring entire games to drive
operators vet every short code application before pro- consumer engagement. This is known as mobile ad-
visioning and monitor the service to make sure it does vergaming or Ad-funded mobile game.
not diverge from its original service description. Another
alternative to sending messages by short code or email
is to do so through one’s own dedicated phone number.
Mobile web marketing
Besides short codes, inbound SMS is very often based
on long numbers (international number format, e.g. +44
7624 805000 or US number format[6], e.g. 757 772 8555),
which can be used in place of short codes or premium-
rated short messages for SMS reception in several ap-
plications, such as product promotions and campaigns.
Long numbers are internationally available, as well as en-
abling businesses to have their own number, rather than
short codes which are usually shared across a number of
brands. Additionally, long numbers are non-premium in-
bound numbers.
One key criterion for provisioning is that the con-
sumer opts in to the service. The mobile operators de-
mand a double opt in from the consumer and the ability
for the consumer to opt out of the service at any time
by sending the word STOP via SMS. These guidelines are
established in the MMA Consumer Best Practices Guide-
lines[7] which are followed by all mobile marketers in the
United States.
Mobile marketing via MMS Google and Yahoo! as displayed on mobile phones
MMS mobile marketing can contain a timed slideshow
of images, text, audio and video. This mobile content is Advertising on web pages specifically meant for access
delivered via MMS (Multimedia Message Service). Near- by mobile devices is also an option. The Mobile Market-
ly all new phones produced with a color screen are ca- ing Association provides a set of guidelines and standards
pable of sending and receiving standard MMS message. that give the recommended format of ads, presentation,
Brands are able to both send (mobile terminated) and re- and metrics used in reporting. Google, Yahoo, and other
ceive (mobile originated) rich content through MMS A2P major mobile content providers have been selling adver-
(application-to-person) mobile networks to mobile sub- tising placement on their properties for years already as
scribers. In some networks, brands are also able to spon- of the time of this writing. Advertising networks focused
sor messages that are sent P2P (person-to-person). on mobile properties and advertisers are also available.
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From Wikipedia, the free encyclopedia Mobile marketing
Additionally, web forms on web pages can be used to in- of such activities have happened for brands like Walt Dis-
tegrate with mobile texting sources for reminders about ney promoting their movie ’High School Musical’
meetings, seminars and other important events that as-
sume users are not always at their computers.
Mobile marketing via Infrared
Infrared is the oldest and most limited form of mobile
Mobile marketing via QR codes Marketing. Some European companies have experiment-
QR (or Quick Response) codes have been growing in pop- ed with "shopping window marketing" via free Infrared
ularity in Asia and Europe, but have until 2011 been slow waves in the late 90s. However, infrared has a very limit-
to be adopted in North America.[citation needed] Originally ed range (~ approx. 10 cm - 1meter) and could never real-
approved as a ISS standard in 1997 Denso-Wave first de- ly establish itself as a leading Mobile Marketing technol-
veloped the standard for tracking automobile parts in Ja- ogy.
pan.
Paralleling the meteoric rise in smart phone adop-
tion, QR codes have become much more prevalent in
Mobile marketing via Proximi-
marketing pieces both on and offline.[citation needed] ty Systems
Acting as a visual hyper-link to a page, QR codes make
Mobile marketing via Proximity Systems, also referred to
it easy to jump someone to a mobile optimized offer page
as Proximity Marketing, relies on GSM 03.41 which de-
and as such, represent a very powerful tool for initiating
fines the Short Message Service - Cell Broadcast. SMS-
consumer engagement at the time when the marketing
CB allows messages (advertising, public information, etc.)
piece is likely triggering its most emotional re-
to be broadcast to all mobile users in a specified geo-
sponse—the impulse moment.[citation needed]
graphical area. In the Philippines, GSM-based proximity
Its potential for tracking offline sources and deliver-
broadcast systems are used by select Government Agen-
ing the types of analytics previously reserved for online
cies for information dissemination on Government-run
tracking makes another powerful reason that marketers
community-based programs to take advantage of its
are flocking to QR codes in droves.[citation needed]
reach and popularity (Philippines has the world’s highest
Some recent high-profile campaigns include Bill-
traffic of SMS). It is also used for commercial service
boards by Calvin Klein in Times Square, Starbucks and
known as Proxima SMS. Bluewater, a super-regional
Lady Gaga teaming up on a QR code driven scavenger
shopping centre in the UK, has a GSM based system sup-
hunt and the recent addition of QR codes for every SKU
plied by NTL to help its GSM coverage for calls, it also al-
in Home Depot and Best Buy Stores.
lows each customer with a mobile phone to be tracked
QR codes are an open source technology and many
though the centre which shops they go into and for how
free generators can be found with a simple google search.
long. The system enables special offer texts to be sent to
Companies specifically offering integrated marketing
the phone.
solutions are typically merging code generation with
tracking features and a variety of mobile landing page
solutions to capture leads, make sales and provide more Location-based services
product information.
Location-based services (LBS) are offered by some cell
phone networks as a way to send custom advertising
Mobile marketing via Blue- and other information to cell-phone subscribers based on
their current location. The cell-phone service provider
tooth gets the location from a GPS chip built into the phone, or
The rise of Bluetooth started around 2003 and a few com- using radiolocation and trilateration based on the signal-
panies in Europe have started establishing successful strength of the closest cell-phone towers (for phones
businesses. Most of these businesses offer "hotspot" sys- without GPS features). In the UK, networks do not use tri-
tems which consist of some kind of content-management lateration; LBS services use a single base station, with a
system with a Bluetooth distribution function. This tech- ’radius’ of inaccuracy, to determine a phone’s location.
nology has the advantages that it is permission-based, Meantime, LBS can be enabled without GPS tracking
has higher transfer speeds and is also a radio-based tech- technique. Mobile WiMAX technology is utilized to give
nology and can therefore not be billed (i.e. is free of a new dimension to mobile marketing. The new type of
charge). The likely earliest device built for mobile mar- mobile marketing is envisioned between a BS(Base Sta-
keting via Bluetooth was the context tag of the Am- tion) and a multitude of CPE (Consumer Premise Equip-
bieSense project (2001-2004). More recently Tata Motors ment) mounted on vehicle dashtops. Whenever vehicles
conducted one of the biggest Bluetooth marketing cam- come within the effective range of the BS, the dashtop
paigns in India for its brand the Sumo Grande and more CPE with LCD touchscreen loads up a set of icons or ban-
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From Wikipedia, the free encyclopedia Mobile marketing
ners of individually different shapes that can only be ac- ming from the fact that mobile devices are intimately
tivated by finger touches or voice tags. On the screen, personal and are always with the user, and four major
a user has a frame of 5 to 7 icons or banners to choose concerns can be identified: mobile spam, personal identi-
from, and the frame rotates one after another. This mo- fication, location information and wireless security. [11]
bile WiMAX-compliant LBS is privacy-friendly and user-
centric, when compared with GPS-enabled LBS.
In July 2003 the first location-based services to go
References
Live with all UK mobile network operators were [1] Karjaluoto Heikki and Leppäniemi Matti, “Factors
launched. influencing consumers’ willingness to accept
mobile advertising: a conceptual model”, Int. J
Mobile Communications, Vol 3, No. 3, 2005, p. 198.
User-controlled media [2] Leppäniemi, Matti, “Mobile marketing
Mobile marketing differs from most other forms of mar- communications in consumer markets”, Faculty of
keting communication in that it is often user (consumer) Economics and Business Administration,
initiated (mobile originated, or MO) message, and re- Department of Marketing, University of Oulu, 2008,
quires the express consent of the consumer to receive p. 21.
future communications. A call delivered from a server [3] MMA Updates Definition of Mobile Marketing,
(business) to a user (consumer) is called a mobile termi- Mobile Marketing Association. Nov 18, 2009.
nated (MT) message. This infrastructure points to a trend [4] Leppäniemi, Matti, “Mobile marketing
set by mobile marketing of consumer controlled mar- communications in consumer markets”, Faculty of
keting communications.[8] Due to the demands for more Economics and Business Administration,
user controlled media, mobile messaging infrastructure Department of Marketing, University of Oulu, 2008,
providers have responded by developing architectures p. 50.
that offer applications to operators with more freedom [5] SMS Aggregators: Cost vs. Benefit. mobileStorm.
for the users, as opposed to the network-controlled me- December 3, 2009.
dia. Along with these advances to user-controlled Mobile [6] US Number Format Example:
Messaging 2.0, blog events throughout the world have http://www.missingsms.com/
been implemented in order to launch popularity in the [7] MMA Consumer Best Practices Guidelines. Mobile
latest advances in mobile technology. In June 2007, Air- Marketing Association. March 1, 2011.
wide Solutions became the official sponsor for the Mobile [8] See also push–pull strategy and smartreply on the
Messaging 2.0 blog that provides the opinions of many nature of mobile marketing in practice by business.
through the discussion of mobility with freedom.[9] [9] Airwide Backs Messaging Blog Mobile Marketing
GPS is playing an important role in location-based Magazine. May 23, 2007
marketing. There are many options for this including [2] [10] Cleff, Evelyne Beatrix, “Privacy issues in mobile
advertising” British and Irish Law, Education and
Privacy concerns in mobile Technology Association, 2007 Annual Conference
Hertfordshire, p. 3.
marketing [11] Camponovo Giovanni, Cerutti Davide, “The Spam
Issue in Mobile Business a Comparative Regulatory
Mobile advertising has become more and more popular.
Overview”, Proceedings of the Third International
However, some mobile advertising is sent without a re-
Conference on Mobile Business, M-Business, 2004.
quired permission from the consumer causing privacy vi-
olations. It should be understood that irrespective of how
well advertising messages are designed and how many
additional possibilities they provide, if consumers do not
have confidence that their privacy will be protected, this
will hinder their widespread deployment.[10]
The privacy issue became even more salient as it was
before with the arrival of mobile data networks. A num-
ber of important new concerns emerged mainly stem-
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From Wikipedia, the free encyclopedia Mobile marketing
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