Always At Our Fingertips

Mobile Marketing Vs. Traditional Marketing

In this day in age most people have a smart phone or a tablet less than an arm’s reach away and almost everything is just a click away. It’s crazy to think that our phones can do more than our desktop’s can. That being said it only makes sense that marketing strategies have also changed. Mobile marketing is marketing that is sent to you through your phone or tablet. It can come in the way of a SMS text message, email, or through an app that you have downloaded on your phone or tablet. Traditional marketing is one-way marketing that is delivered through mail flyers, commercials on the television, heard over the radio, or found in the newspaper.

Advantages to Mobile Marketing

It is much easier to reach you target audience with mobile marketing rather than traditional marketing. As we talked about earlier most people have a smart phone or tablet. Advertisements are sent directly to the person’s phone or tablet immediately and are more likely to be seen. These advertisements are sent directly to the consumer electronically making it easier to manage and allows the mobile marketers to track the advertisements effectiveness. Companies are able to see how often links are clicked on and are also able to track how often an order is generated. This information allows for companies to better target the consumer based on what they have purchased in the past and allows them to see what a person’s recent searches have been. Mobile marketing is much more cost effective for the companies because they no longer have to print advertisements, pay for airtime on the television or radio, or pay for postage for advertisements to be delivered through the mail.

Disadvantages to Mobile Marketing

Some disadvantages to mobile marketing are that it creates some privacy concerns. Most companies will ask for permission to send SMS text message’s but when you are on a social media platform, they are able to send you advertisements based on what you have previously searched for or clicked on. Sometimes there is added cost to the consumer which is why when they ask you for permission and it advises you that cellular rates may apply. Another disadvantage is there is no room for error. Once a mobile campaign has been sent out it is hard to get back to correct any errors without the recipient previously seeing it. Another disadvantage is that if your company posts an advertisement that is bad or not politically correct it can quickly become the topic of discussion and can cause bad media attention for your company.

Increased Product Sales and Awareness

Mobile marketing allows for increased sales because to purchase a product it’s just the click of a button. With the advertisements being geared directly to the target market the consumer will be more interest in the product. I know for myself sometimes ads will pop up for things that I haven’t even been considering buying but because of my demographic they are sent to me, and I end up purchasing the product. I’m sure that Facebook has determined my age, gender, and that I have a daughter because their advertisements are pretty spot on. I recently purchased a stamp for my daughter’s clothes that go to daycare after I had just told my husband that I hated writing on her clothes with permanent markers because there aren’t tags anymore and it bleeds through the fabric. Next thing I know an advertisement pops up with a personalized stamp and almost as if it’s possible it was already on its way to my house before I was done with the face recognition of my phone prepopulating my stored credit card information in. I was quickly provided with a confirmation and tracking number so I can see when my stamp will arrive. Companies are able to make it so easy for you to buy from them. Most of the time the links lead right to the products. Unlike when you buy things in the store you are unable to touch and hold the product. I think most people think if they are unhappy with the product, they will return it. I know for myself this doesn’t always happen. Sometimes I don’t return it fast enough and other times it feels like it would take more effort to return the item than to just keep it. Purchasing is made so easy on your phone with your credit card info already being stored you don’t even have to get off the couch to make a purchase. I think this causes people to buy before really think about whether or not they really need or want the items.

Generating Dialogue-Marketing Contacts

Mobile marketing also opens up communication between the retailer and the consumer. When ordering from your phone or tablet you are generally able to communicate via chat, email, or on a social media site. This allows the consumers questions to be answered quicker and allows for companies to rectify any issues immediately. Never has it been so easy to voice a complaint or give feedback on a product that anyone can see. I’m not sure about you but I would much rather chat with a representative rather than call in and wait on hold to speak with some.

Customer Loyalty Programs

Many companies have created loyalty programs if you purchase their products or if you download their app to your phone or tablet. Some of the loyalty programs will give you free items while others will give you promo codes and keep you up to date with the newest products. The perks of the loyalty programs keep customers loyal to the brand most people like to feel like they are getting a good deal or that they are appreciated.

Strategies For Success In Mobile Marketing

The best way to be successful in Mobile marketing is to do it right the first time. The company needs to research and understand their target market and their products. They must create a team that is innovative, diverse and inclusive. This will help to make sure that you have the best ideas that are effective yet sensitive to all genders, ethnicity, age, and demographic group. Companies must be responsive to their customers and respond to their wants and needs. Companies must also stay up to date on all new technology, so they are always ready to move on to the next thing and have the most effective communication with their customers.

References

Carver, K. (n.d.). Bulk SMS Marketing: How big brands are winning customers – EU Sprint. https://www.eusprint.com/how-companies-are-using-sms-marketing-for-branding-purposes/

Cole, A. (2019). Why Digitizing Your Business is a Good Move. Resilver. https://www.resilver.com/why-digitizing-your-business-is-a-good-move/

How To Use Mobile Marketing For Your Business | LowkeyTech. (2022, May 12). LowkeyTech. https://lowkeytech.com/use-mobile-marketing-business/

Impossible, T., & Impossible, T. (2016). Mobile marketing: Its trends and growth over the years. Internet Marketing | Online Marketing. https://www.impossible.com.my/articles/mobile-marketing-its-trends-and-growth-over-the-years/

Karaoghlanian, A. (2023, February 14). Mobile Marketing Strategies – Phonexa. Phonexa. https://phonexa.com/blog/mobile-marketing-strategies/

Kenton, W. (2023). Mobile Marketing: Definition, how it works, and examples. Investopedia. https://www.investopedia.com/terms/m/mobile-marketing.asp

Mobile Marketing – Definition, Benefits & Importance | Optimove. (2023, July 11). Optimove. https://www.optimove.com/resources/learning-center/mobile-marketing

Spree Marketing. (2021, September 20). Mobile Marketing Services – Spree marketing. https://spree.marketing/our-services/mobile-marketing/

What is Mobile Marketing? (2017, January 10). Balcom Agency | Fort Worth, Texas. https://www.balcomagency.com/blog/what-mobile-marketing

Wiggan, N. (n.d.). Text caption presenting Mobile Marketing. Business concept technique focused reaching audience on their smart device. Dreamstime. https://www.dreamstime.com/handwriting-text-mobile-marketing-word-technique-focused-reaching-audience-their-smart-device-woman-suit-holding-tablet-image237133488