So What is mobile marketing ?

Posted on September 30, 2013 Updated on October 1, 2013

We decided to include a quick guide of everything you need to know about mobile marketing. Just enjoy.

Before answering this question it is important to understand what is Marketing. While it may be subject to thousands of different interpretations, I think we can summarize Marketing as a way to create value for customers, creating continuous innovation and differentiation. Based on this definition, I think we can answer our main question. Thus, we can define the Mobile Marketing as a means of creating innovation differently, using mobile devices as a way of being close to its customers.

The Mobile Marketing leverages one of the biggest trends, with a penetration rate of smartphones and other mobile devices increases dramatically in all developed countries of the world. In fact, sales of smartphones grew more than 40 % from 2012 to 2013, and from 2011 to 2012 had grown nearly 50 % worldwide. These and other data were reason for brands to start thinking in a more effective way of being present in the lives of customers, by means of a device that is present 24 hours a day, 7 days a week. Thus was born the Mobile Marketing .

There are various means used to reach people in a campaign of Mobile Marketing. The presence on Social Networks , the QR Code, Augmented Reality, SMS, Bluetooth or Expandable Banners in Mobile Apps

The presence on social networks is a way to be present on your device, since the access to the main social networks like facebook, are made mostly from smartphones. Then, a strong presence on social networks and campaigns that allow users to benefit directly from your device in consult of the Facebook page of your brand can generate more sales for your company.

The QR Code is a way to enable the immediate contact with content that your brand wants to pass to the consumer. Easy to use in any means to communicate your product or your brand, allows versatile use, once behind the QR Code can be any content which may be accessed through a web address.

The AR (Augmented Reality) allows brands to explore a whole new world through the mobile consumer. Through this technology, your brand can create your own game, activate a video through the scan of an image, allow a conversation with a virtual salesperson on your smartphone or anything else that is within reach of your imagination .

The SMS is perhaps one of the oldest ways to make Mobile Marketing.  With smartphones to allow new experiences to its users, the use of this tool as a means of Mobile Marketing, is falling into disuse.

Bluetooth uses the same type of technology that uses a radio to communicate your issue , and in the early twenty one century was an effective way to reach consumers with messages that emerged through proximity of certain points of contact bluetooth . Currently, he was overtaken by other technologies that create greater awareness among the public.

The Expandable Banners are used when opening certain applications and are an effective way to make your brand mark presence in consumer appliance . Generally, open only after the launch client determined that APP has taken the initiative to install on your mobile device. These banners can be activated whenever the consumer uses the APP particular service you are using as a way to remind the consumer of a specific solution to their problem. Can be an effective way to make Mobile Marketing, provided it complies with certain rules .

In fact, all ways of Mobile Marketing we defined earlier must respect some rules to succeed. Then explore some of these rules. When you respect these rules, more changes to your Mobile Marketing campaign proceed with success.

The first rule to observe is how it communicates with the public. The content of the messages to be transmitted shall be simple, clear,  and end with a call to action. The call to action is what triggers an experience to the consumer .

The value of experience is the second rule of a Mobile Marketing campaign. It is the experience that will make the consumer relates to greater or lesser extent with your brand. The customer experience can be the use of a voucher, sending a sms to qualify for a prize, simply reading a QR Code for more product information, or viewing a video that triggers the desire to obtain a given product. Whatever experience you are providing to your client, remember that this experience is that will cause the consumer to remember you the next time you enter a shop.

The third rule is honesty. How often we come across campaigns unclear or even immoral, to make us lose time or even money for nothing? Never be dishonest with your client, remember that marketing serves to create value solutions for consumers and never to create problems. A good Mobile Marketing campaign should be clear, and meet regularly with their promises or expectation. One of the conditions to comply with this third rule is to learn how to manage expectation that creates consumer. Do not create an expectation too high if you can not fulfill. It is your duty to comply with the expectation that you created with your client , this is the main reason that consumer could trigger a recommendation of your brand or product.

The fourth rule is to focus on the benefit to your customer.  Your client only will adhere to certain campaign at least have the chance to get some benefit. This possibility should be the focus of your communication campaign. It is important that the third rule is met in this step, otherwise, the consumer will assume its mark as an additional scam the market. With the power of information sharing that currently exists through social networking and sharing applications , evaluation and recommendations that emerge all the time, you will not want to pass a negative image for any consumer. After all, the opinion of a single consumer,  today, reaches on average more than 400 contacts through these means. You define whether that opinion is positive or negative.

The fifth rule is precisely the capitalization of exchanges that exist between consumers , through social networks or applications that we discussed in the previous section. These exchanges (shares, appraisals, recommendations) should be capitalized in a positive way, for the company, brand, service or product you represent. Good use of social networks, sharing buttons direct by your campaign or other intelligent means of generating this positive expansion of your brand can represent more sales, which is in fact the primary purpose for which you want to please your consumer.

Considering the main rules of a Mobile Marketing campaign, you’re waiting for a presence on the mobile devices of your customers? After all, 99 % of people you know have a phone, right?

 About the Author: 

Ricardo Teixeira is a well known specialist in Mobile Media and Social Media Strategy helping companies to develop their very best potential in marketing and cross-media campaigns.

LinkedIn Profile: http://www.linkedin.com/in/ricardoteixeirabeasii