What Is Mobile Marketing?
These days, just about everyone is carrying a smartphone or tablet in their pockets. The ubiquity of access to data at your fingertips gives consumers peace of mind that they can have anything no matter where they are. With the rise of mobile devices comes the rise of mobile marketing, which is the ability to give customers time-sensitive and location-sensitive personalized information that helps to promote goods or services.
One of the most common methods of mobile marketing is SMS messaging. To put it simply, with the rise of easy access of content on our phones and text messaging, popular activities such as mobile texting for marketing purposes became more prominent. SMS marketing became popular in the early 2000s when European and Asian businesses began sending messages via SMS. The average time an SMS message takes to be read is 4 minutes, so it became a highly attractive medium for marketing.
"Several billion SMS advertising messages are sent out every month globally, making SMS mobile marketing the most popular method of mobile marketing at this time."
Mobile marketing became more of a legitimate marketing medium when phone carriers began enforcing rules regarding unsolicited SMS messages. Now, if you are a recipient of mobile SMS marketing, it’s because you opted in—and if you didn’t, the provider is likely in violation of anti-spam laws, such as the TCPA.
Mobile marketing companies usually run their operations with a short code. For example, 40404 is a common short code for Twitter: All texts go in and out from that number. Similarly, SimpleTexting’s mobile marketing messages are sent from 555888.
Mobile marketing also encompasses other forms, such as:
- QR codes: These are 2D images that a phone’s camera can read that will send the device directly to a certain web address
- Push notifications: Notifications for certain applications on the device are visible on the user’s screen, many of which encompass marketing messaging, such as “Special deal on upgrades expires soon!”
- App-based marketing: Marketing within apps is a popular tactic, especially as apps themselves have grown in momentum. If you’ve seen ads on an app you use regularly, that’s an example of app-based marketing
- In-game mobile marketing: Similar to app-based marketing, in-game mobile marketing displays certain ads to unlock features or give users access to certain parts of a game
- MMS: MMS mobile marketing contains multimedia, such as images, text, audio, and video
- Proximity systems: With proximity marketing, a service SimpleTexting offers by request, messages can be broadcast to mobile users in a specified geographical area. For example, if you are using the Cartwheel app for Target, you may start seeing advertising while you are in close proximity to a Target superstore. A retailer can also send a mobile text message to opted-in users who are near the store, offering a 50% discount if they take advantage of the special within a limited time frame
- Location-based services: Customized messaging can also be sent with location-based services. Users of social networks such as Foursquare may end up seeing deals that are only activated when they check in to a physical location
- Bluetooth: Bluetooth is a permission-based technology protocol and can also be used as a marketing tool. The most widely known Bluetooth marketing medium is through hotspots provided by local businesses
Mobile marketing continues to this day. Several billion SMS advertising messages are sent out every month globally, making SMS mobile marketing the most popular method of mobile marketing at this time.