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The mobile phone is the so-called third screen of marketing engagement, after the television and the computer.
Mobile Marketing is one of the most exciting spaces to innovate for a marketer. Newer initiatives keep hitting this channel as the enabling technology keeps evolving to make the mobile a window that can potentially serve all human needs.
The following key characteristics of a mobile phone relationship with its user make it such an unqiue marketing medium -
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1. Presence – Mobile phones have become the most important human accessory and consumers have access to their “always-on and always-aware” mobile devices even when other media are not accessible;
2. Closeness – Mobile phones are least likely to be shared with others, thus guaranteeing that targeted messaging reaches its audience.
3. Location-awareness – Since mobile devices are related to where they are being used by the consumer, location relevant communications becomes very relevant.
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However, a mobile initiative can never be a standalone piece but actually one more, albeit significantly potent, channel in a marketing strategy for a marketer.The stress should be on mobile's complementary nature - it provides an extended arm to other channels, including web, print, broadcast, outdoor etc.
However, mobile cannot, and must not, be treated like other mass mediums – It is a highly personal channel, with associated sensitivities and opt-in permission requirements.
So it's not the quantity that should matter for marketers looking to incorporate mobile into their multichannel marketing plans. It's the quality - and that's where mobile excels.
The decision for marketers is thus not to deliberate whether to have a mobile Web site or a mobile contest or such - the choice is which one of these options - or more importantly, a combination - is relevant for the brand in its efforts to reach consumers through multiple, relevant touch points.
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