Mobile marketing is a multi-channel online marketing method that focuses on reaching specific users of smartphones, tablets, or other related devices through websites, e-mail, SMS, MMS, social media, mobile applications. Mobile marketing can provide customers with personalized information that is sensitive to time and place to promote goods, services, ideas Theoretically, Andreas Kaplan says mobile marketing “Consumers are always connected. There is a ubiquitous network to which consumers are constantly connected using a personal mobile device”.
Types of mobile marketing:
- SMS marketing
The mobile marketing approach by SMS is expanding rapidly in Europe and Asia as a new channel to reach consumers. SMS received minus reports in many parts of Europe because some advertisers first bought a list and sent annoying content to consumer’s phone, so it is a new form of spam. However, as mobile operators formulate guidelines, SMS becomes the most popular branch in the mobile marketing industry and millions of ad SMS messages are sent monthly in Europe each month.
MMS mobile marketing can include timed slideshows of images, text, audio, and video. This mobile content is delivered via MMS (Multimedia Message Service). Almost all new phones are created on the color screen and can send and receive standard MMS messages. Brands can send rich content (end on mobile) and receive (call from mobile) to mobile subscribers via MMS A2P (inter-application) mobile network. In some networks, brands can also sponsor messages sent in P2P (people to people).
- Push notifications
Push notifications were first introduced by Apple to smartphones in 2009 with push notification service. For Android devices, Google has developed Android Cloud to Messaging or C2DM in 2010. Google replaced it with Google Cloud Messaging in 2013. Messaging acted as a successor to C2DM, with improvements in authentication and distribution, new API endpoints and messaging parameters, API sending speed and message size limitations removed. This is a message that pops up on the mobile device. This is the delivery of information from the software application to the computing device without a request from the client or user. It looks like an SMS notification, but it will only be notified to the user who installed the application. Specifications are different for iOS and Android users. SMS and push notifications can be part of a well-developed inbound mobile marketing strategy.
- App-based marketing
As the use of smartphones rapidly increased, the use of apps also increased dramatically. Therefore, mobile marketers use Smartphone applications as marketing resources. Marketers aim to optimize the visibility of applications in the store and maximize the number of downloads. This method is called App Store Optimization (ASO).
- In-game mobile marketing
As the use of smartphones rapidly increased, the use of the application also increased dramatically. Therefore, mobile marketers use Smartphone applications as marketing resources. Marketers aim to optimize the visibility of applications in the store and maximize the number of downloads. This method is called App Store Optimization (ASO).
- QR codes
With the QR code, the mobile phone owner can visit the website address by scanning the digitized 2D image with the cell phone camera.
Bluetooth technology is wireless short-range digital communication that allows devices to communicate without using a short-range RS – 232 cables.
- Location-based services
Location-based services (LBS) are provided by several mobile phone networks as a way to send custom advertisements and other information to mobile subscribers based on their current location. Mobile phone service providers get their position from the GPS chip built into the phone. Or, for phones without GPS capabilities, use wireless orientation and trilateration based on the signal strength of the nearest cell phone tower. In the UK where location information service began in 2003, the network does not use trilateration. LBS use a single base station with an incorrect “radius” to locate the phone.
- Ringless voicemail
Advances in mobile technology enabled us to leave voicemail messages on mobile phones without ringing the phone. This technology was pioneered by VoAPP, which used this technology as a debt collection service with live operators. The FCC has determined that this technology complies with all regulations on CPL based on existing technology and has enabled a fully automated process such as replacing live operators with pre-recorded messages. Or service.
- User-controlled media
Mobile marketing is often a message (mobile originated or MO) initiated by a user (consumer), and in terms of requiring the explicit consent of consumers to receive future communications, marketing communication It differs from most other forms of. Calls handed off from the server (business) to the user (consumer) are called mobile terminated (MT) messages. This infrastructure is pointing to a trend set by consumer-managed marketing communications mobile marketing
- Privacy concerns
Mobile advertising is becoming more and more popular. However, some mobile advertisements are sent without the necessary permission from consumers causing privacy violations. Regardless of how well an advertisement message is designed, regardless of the possibilities of additional possibilities that can be offered, it is necessary to understand that popularization is hindered if consumers do not feel confident that privacy is not protected. However, if the message originates from a source registered in the relationship/loyalty program, the privacy is not considered to be compromised and even a break may generate goodwill.