The New Marketing Weapon – Mobile

Posted in Marketing & Strategy Articles, Total Reads: 4081 , Published on 29 November 2011
Advertisements

Marketing is essentially about marshalling the resources of an organization so that they meet the changing needs of the customer on whom the organization depends. By Palmer.


Mobile Marketing


Introduction

“ Marketing is marketing, irrespective of the product or marketplace”. This is a theme common to many introductory marketing texts and courses. The two most common exceptions cited to this proposition are buying behavior models between consumers and business buyers and the extended ingredients of the services marketing mix.

Mobile 2Mobile

“Marketing” has come to mean “communicating our message” and there are various channels of communication. It may be your Television, radio, print media, Internet etc. Apart from this, a new channel has hit the market the “mobile communication” channel and doing a great job. It’s a new powerful weapon for viral marketing.

There’s being a hot discussion, as to which year will get the crown of “year of mobile”, with both years 2009 and 2010 carrying the moniker. As the technology progresses it’s becoming apparent that increasing adoption and innovation is making every year the “year of mobile” and 2011 will be no exception. Many innovative ideas and concepts that were introduced in the year 2010 has began to take shape and will boom in the coming months. These out of box ideas include Customer Relationship Management, Mobile Healthcare and mobile commerce.

Mobile, youth and Marketing

“Mobile phone owning 11-17 year olds send or receive almost three times more texts a day than the average mobile phone owning adult”

The fact: As per the statistics we have the highest percentage of mobile users above 11 years of age.

Average Number of Calls

Mobile marketing and in more specific form such as SMS, provides an unparallel  medium in terms of attracting audience, user-engagement and targeting the market segment that can merely be accomplished by any other form of media. Sony’s Indian Idol, MTV’s VJ Hunt and many other youth-oriented programs in India now have SMS voting by audiences to make them feel the excitement, thrill of the show and at the same time companies gain money from tie-ups with the mobile operators. Some mobile companies register downloads of around 300,000 mobile games in India mostly by youth.

The proprietary motto of the best practices for reaching young people via mobile is P=V+E, participation equals value plus entertainment. Marketing crusades should have operational, emotional and educational elements integrated to successfully target youth. Once Narendra Modi (Gujarat CM) said in an interview that “It took me only Re. 1 to bring Nano in Gujarat, the Re. 1 to send a SMS to Mr. Ratan Tata for inviting him to install the Nano plant in Gujarat.”

No doubt that SMS is a good way of marketing but as the technology advances there is always something new to replace the old.  Zoove[3] a marketing company is ready to dominate SMS advertising. Now MMS are used to advertise movies and company products. A very good example of it is the Suzuki, which recently released a MMS of its bike and it is popular among the youth. Now the market competition is at its peak and to sail in this red ocean, only advertisements on mobile is not enough, we have to think beyond this. Many multinational companies include mobile marketing expenses in their annual spending.

Flash Msg

SMS is one of the best ways of advertising the product in the market among the youngsters but it comes with a drawback that most of the mobile users find it annoying. So, the problem was that the SMS were interrupting the busy life of people with irrelevant messages at wrong time, to the wrong person, but this problem was also overcome by Flash messages. Flash messages are the text messages that come to your mobile without any intimation and leaves. Youth generally download ringtones and wallpapers and for that they visit websites where they encounter advertisements and such websites also provides the facility of podcasting. Podcasting is a process in which recorded audio content is posted to a website for a user to opt-in for download to an MP3-capable device. Mobcasting  is also popular among the youth where you make the theme of wallpaper on your mobile and upload the same on internet for the download of the listeners, you also record your voice take pictures and make movies through it(development in the technology 3MP camera and large memory).

Companies like Gmail, Orkut and Facebook have gone ahead of just sending SMS. They have tie-ups with the mobile manufacturing companies. Now the mobile comes with the inbuilt applications for accessing these websites. The point is that you don’t require a special mobile application to access Gmail or Orkut or the Facebook, you have to just open the web browser in your mobile and write www.gmail.com (for gmail) to open it. But still mobiles are coming with these applications and popular too. This is just for the advertising the website and very much popular.

Conclusion

Mobile is all about freeing consumers from carrying paper and coupon. Benefits starts from convenience, personalization and goes to control. Marketers including retailers and merchants can drastically decrease their cost and improve targeting effectiveness and finding new paths to use real-time analytical data and use this tool to attract consumers. By the use of this banks can realize more revenue. If we talk of SBI bank then they are providing good services using mobile, like whenever you do transaction with your bank you receive a message about the transaction. These kinds of facilities gain better insight into their customers’ preferences.

SWOT Mobile Marketing

Mobile technologies, blend with security, opt-in services for consumers, and global positioning, will create a revolution in this field of innovation. In the future, we will see increased use of instant merchandising, promotions and more cross-promotions techniques to engage and excite shoppers.

References

1)      http://www.telecomindiaonline.com/india-adds-19-point-90-million-new-mobile-users-in-january.html

2)      http://www.yougov.co.uk/extranets/ygarchives/content/pdf/CPW060101004_2.pdf3

3)      http://venturebeat.com/2011/03/13/zoove-sms-advertising/


This article has been authored by Swapnil S Bhure from NITIE, Mumbai. These are the personal views of the author



Advertisements


If you are interested in writing articles for us, Submit Here