WHAT IS MOBILE MARKETING?
The Mobile Marketing Association (MMA) defines Mobile Marketing as “the use of wireless media as an integrated content delivery and direct response vehicle within a cross-media or stand alone marketing communications program”
The key ideas in MMA”s definition of Mobile Marketing:
1. Integrated Content Delivery
2. Direct Response Vehicle
3. Cross Media or Stand Alone
Everyone has a cell phone (Well Almost everyone)
Everyone that has a cell phone keeps them on their person 24/7/365
Everyone with a cell phone can use them to interact with Social Media Sites and other Web Properties
Everyone with a cell phone has a built in payment submitter!
With over 258 Million wireless lines in the United States alone the potential for
Mobile Marketing Success has never been greater. Some reports speculate
100% of Americans will have a wireless device by 2013.
So How Exactly Does Mobile Marketing Work?
Mobile Marketing Revenues are expected to reach $24 Billion by 2013, jumping from a lowly $1.8 Billion in 2007. (ABI Research) Seriously, Internet Marketers need to gain that Mobile VRE (Virtual Real Estate) now!
These Facts make the Mobile Marketing story very compelling and real.
Major Brands are successfully integrating the Mobile Marketing Channel into their media mix, I believe it's imperative that the Internet Marketing Community follow suit.
First it's important to understand the elementary differences (as understood in the Mobile Marketing Community) between Mobile Marketing and Mobile Advertising.
"With 2 billion mobile subscribers around the world, 20% annual subscriber growth, new networks capable of distributing video, improving handset capabilities, and rapid turnover of the handsets themselves, mobile phones may become the most pervasive devices able to access video content on a global basis," wrote David Wiser in the introduction to the Magna Global report.
As Internet Marketers we’re in a unique position to transition our marketing methodologies effectively into the Mobile Media Form as long as we understand the basic components that make Internet Marketing Campaigns effective using Mobile properly can greatly increase the reach of our campaigns.
Fundamental Principles for Mobile Advertising
Mobile Advertising is simply a subset of Mobile Marketing and refers to the format the marketer uses to reach mobile viewers. It’s a Mobile Marketing tool. SMS, MMS, Mobile Video, Banner Ads, Network Advertising Channels i.e. Some Mobile Network Operators offer cellular services at a discount cost to users in exchange for viewing network advertisements. Can include “Paid Search” ads (keyword associated)
SMS = Simple Messaging Service
Text Messages limited to 160 words and no html
MMS = Multi Media Messaging Service
Mobile Advertising is inherently measurable and quantifiable. As such it’s a proven platform to reach and engage target markets. Mobile Advertising click through rates blow online banner advertising out of the water. Online banners typical deliver minuscule results less than 1%. At .02% to .05%
Mobile advertising click through rates run between 1% - 3%. A huge difference and one Internet Marketers shouldn’t ignore especially when conversion rates on click through are 5 times better than comparable conversions using online formats!
Mobile Advertising Amazing Click-through Rates
Mobile Ad click-through rates vacillate from 2% to 20%. Mobile is an incredibly effective platform for delivering targeted customers that are personally interested in your products and services. These figures were quoted from Eric Eller of Millennial Media and Diana LaGattutta of Nokia Interactive.
I’m always leery when I hear about click-through rates when it involves campaigns I have run myself. When Blyk Co-founder and CEO Peka Ala-Pietala quoted a 29% click- through at the MoMo Peer Awards Bloggers around the globe rightly demanded sufficient proof as well Vodafone’s Ray De Silva when he quoted 25% rates at the Mobile Advertising and Marketing Forum in London.
Remember always, click-through rates vary for many reasons and the job of a Professional Marketer is to review and implement campaigns that use credible data. Be responsible for your own numbers and systemic risks are increased when campaign expectations are out of line with reality! Mobile Advertising’s advantage can quickly become irrelevant when based upon false evidential data. Test, Test, Test...
Mobile's Worldwide Reach
You might ask yourself why we include worldwide payment gateway sites. Well quit simply Mobile Marketing opens the door to tremendous World Wide Markets. Take payments no matter the user’s country, network connection or mobile device. Users can pay with credit cards or they can charge it to their cellular phone service provider!
Mobile is the absolutely “the best way” to connect with the growing “Billions of People” and the growing Middle Class in the BRIC Countries (Brazil, Russia, India and China), for whom mobile is the 1st and probably only screen! Let’s not forget the growing middle class in South Africa, Latin America and the Middle East!
There exists a huge Market outside of the typical Internet Marketers thinking.
(U.S, the UK and Europe). Mobile is the Channel that will tap this huge and rapidly growing worldwide market.
You can download these mobile marketing tips in an easy-to-read PDF format.
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