Mobile Marketing: Accepted or Rejected?

[wildboar69]

The use of mobile marketing is expected to steadily increase over the next several years, giving businesses a new way to reach consumers.* The question remains, will consumers accept this type of marketing or will it simply be dismissed as spam?*

Let me hear your feedbacks here and let's get the ball rolli'n.

[bullseyeram]

Theres still a long wait for the Mobile marketing to make a dent in ecommerce. But I am not betting my money on this claim...you know how fast technology changes its whim and processes.
There are a lot of high end requirements for this technology to be accepted and majority of consumers are finding it hard to catch up with technology especially with the high cost it entails.

[Andrea]

Everyone nowadays has a celfone which is the medium for mobile marketing. From this point of view, mobile marketing may sound appealing because it can reach anyone who has a celfone. But there is a possibility that it may be dismissed as spam. It can be annoying to some people who receive an alert on their celfones thinking that it's important, only to find out that it's an ad for something. But I do see potential in this kind of marketing.

[mini_0]

Mobile marketing has experienced enormous growth over the past year because technology innovations have allowed us marketers here in North America to conduct campaigns across carriers. The industry also smartly created the means for brands to monetize the mobile channel and to make it fun for consumers, while enabling those brands to create and solidify their position with consumers -- and to make money. It's win-win.

[Thesa]

It is a marketing done on or with a mobile device, such as a mobile phone. It became popular since the rise of SMS (Short Message Service) in the early 2000s in Europe and some parts of Asia when businesses started to collect mobile phone numbers and send off wanted (or unwanted) content.

It is also delivered via PSMS (Premium SMS) or MMS (Multimedia Message Service) or Bluetooth or WAP (Wireless Application Protocol) or Infrared (oldest and most limited form of Mobile Marketing) or Location-based services (LBS) or Mobile Video or Mobile Advertising.

But, unlike internet, guidelines and best practices for the mobile media industry (including mobile advertising) have been established by the IAB (Interactive Advertising Bureau) and the MMA (Mobile Marketing Association)

[Thesa]

Mobile Marketing has grown rapidly much faster than any other marketing medium, including even the Internet as the amount spend by the media companies have increased since 2005.

It allows brands that have relied on traditional channels to create a more direct, sustained relationship with consumers. It is a more cost-effective means to target subscribers than direct mail or telemarketing campaigns.

How to integrate Mobile in the campaigns is the new thing and not whether it is required. Thus, Mobile is a mainstream marketing element.

[Thesa]

a) Firstly, Mobile is a channel, not a strategy. It is required to integrate the mobile element into print, on-pack, and TV spend, as it is one component of a cross-media marketing communications campaign.

It offers the ability to target consumers wherever they are and whenever they are willing to be engaged in a deal.

b) Second, since consumers are in control of their mobiles and the interaction with a brand. So, it is required to engage and encourage them in the brand campaign by offering benefits that will appeal to them. These may include content, information, contests, entertainment, novelties, offers, and so on.

Programs should be easy for consumers to use, understand, and handle as well ensure the minimal effort and hassle; privacy protection; and ease of data entry. The moment, the consumer is engaged, keep them engaged as Mobile offers an opportunity for exclusive, unique interaction.

[Thesa]

• Misconception: Mobile is best suited for the teen market.

Fact: Mobile is said to suit those under their mid thirties, but newer campaigns are targeting all age groups like fund raising, entertainment and sports, cars etc. Since, the retirement age is increasing along with the standard of living, so can target more people across various age groups.

• Misconception: Mobile is not easy to use, understand, and navigate.

Fact: As, standards exist which are accepted universally, so it is in fact really easy to use provided one knows how to do it.

• Misconception: Mobile makes for fast campaign deployment.

Fact: Mobile marketing programs require lead-time and proper planning just like any other marketing campaigns like Television or print.

[Ronald Marva]

Technology is veering towards Mobile commerce. Telecom giants are preparing for this new marketing platform and they are fast starting to position themselves to capitalize on this innovation.

Already we are seeing phones that are about ready to replace many of our consumer electronics gadgets. This could start a paradigm shift for most consumer (at least for the high end market) embracing mobile platform of marketing.

[Charles]

Countries worldwide have already shifted their platforms as far as mobile marketing is concerned. Some have already adapted money transfers through mobiles. Even mobile banking has followed suit. I'm optimistic that internet marketing will follow the same trend.