Online applications and mobile marketing

What if we don’t have a mobile phones?

Can you imagine what the world was like without mobile phones? Say ten years ago? How did you communicate with friends, make appointments, wake up in the morning, manage your calendar or remember telephone numbers? Just about everyone has a cellphone today.

SMS text marketing Mobile commercial Applications (widgets)

What does mobile marketing include?

Mobile marketing (m-marketing)

The Direct Marketing Association defines mobile marketing (m-marketing) as 'the process of marketing campaigns delivered via the mobile medium‘.

The introduction of a whole new generation of personal computers, called 'netbooks'.

The smaller versions of notebooks are tablet computers which are inexpensive and small.

Obviously mobile phones are everywhere!

Netbooks, Tablets, & mobile phones

For years, mobile marketing has been very slow to develop. However, with the emergence of a new generation of highly capable smartphones, mobile marketing has now come of age.

Mobile phone marketing

Mobile marketing techniques

One of the first and still most common forms of mobile marketing is SMS text messaging.

SMS marketing

SMS marketing (cont.)

SMS marketing is the communication between brand, marketer and customer using a cellphone’s short message service (SMS).

One can also think of SMS marketing as a portable billboard, magazine, TV or radio: the message is carried around with the customer, it’s personal, location sensitive, potentially invasive and deliberate.

SMS marketing (cont.)

MMS (multimedia message service) marketing is the next level of SMS marketing.

Most modern phones and all smartphones have color screens and can accept images, video and audio clips in their wireless messages. This enables marketers to send color messages to customers.

SMS messages have a maximum of 160 characters, whereas MMS messages allow the transmission of 300KB of data.

For marketers, the great appeal is one of reach:

consumers do not need a web-enabled smartphone to receive messages.

Another appeal is simplicity.

Appeals for text messages

Text messaging is a tricky business, though. Regardless of its opt-in nature, messages that are not well targeted have the potential to be seen as spam. For that reason, legislation has been introduced to stop (curb) unwanted (unsolicited) text messages in some countries.

Spam problem in text messaging

A recent study showed that texting generates higher response rates than Internet display ads: two to ten times higher.

Texting generates higher response rates

Conversion: The Internet users who stayed on the Web page and took an action that you want them to take, such as signing up for an email newsletter, creating an account with a login and

password, making a purchase, downloading your app, or doing online shopping.

Conversion rate: the percentage of the Internet users who took the desired action.

Conversion & conversion rate

There are now well over a million mobile applications in both Google Play and the iTunes App Store alike, and growth of those app marketplaces shows no sign of slowing down.

There are engaged and loyal users within the ever-expanding app universe.

Mobile apps