What are the Three General Areas of Mobile Marketing
It is no secret that mobile marketing yields a wealth of intricacies as an industry. It is also no secret that many of these intricacies are the key to great success in mobile. However, whilst many of us often seek to look into these more detailed aspects of the market, we often fail to educate ourselves on a few fundamental points. As we head right back to the basics in this article, we will look at how mobile marketing is divided into three general areas.
Mobile is generally divided into three main areas. The first is “Direct” marketing, a method in which companies and non-profits are able to engage customers through direct contact, often by means of mobile messaging, email, interactive consumer websites, online display ads, fliers, catalogue distribution, promotional letters, and signage. Direct marketing places a strong emphasis on a “call-to-action,” often by asking the potential customer to call a free phone number or to follow a link to a website and it is often through these calls-to-action that marketers are able to collect measurable and trackable customer responses.
Direct marketing is a strong foundation of much of today’s mobile marketing as it is utilised by big businesses, smaller start-up, and local businesses alike. A study from the Direct Marketing Association shows that in 2010 marketers spent over $150 billion on direct marketing, which means that in the United States, direct marketing campaign spending accounted for over 50 percent of all advertising expenditures. Its ability to be utilised by businesses, both big and small means it is a proven and trusted avenue for marketing campaigns and as a result constitutes a large proportion of mobile campaigns.
Multichannel marketing is marketing that employs the use of several different marketing channels to reach a customer. A “channel” can refer to anything from retail stores, websites, or direct interaction with the customer via letter, email or text message. Multichannel marketing aims to increase customer engagement and to allow customers a choice for how they interact with marketers. Some companies specify certain channels to target key demographics to maximise time and cost efficiency. Multichannel marketing allows the retail merchant to reach its prospective or current customer in a channel of his/ her liking and thus gives them more control over how to structure and tailor campaigns to better engage target audiences.
The third and final general area of mobile marketing is of course the product. For mobile marketing, the product is what the consumer can purchase or redeem as a result of their interaction with the mobile marketing campaign. These products can be anything from discounted goods and services, to redeemable vouchers at in-store points of sale. If anything is to be said about the three general areas of mobile, it is that collectively they have established an outstanding foundation for the rise of this innovative industry, and continue to allow for advancement and evolution in all areas of mobile marketing.
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