mobile markting

8/4/2019 Mobile Markting

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Mobile marketing can refer to one of two categories of interest. First, and relatively new, ismeant to describe marketing on or with a mobile device, such as a cell phone usingSMSMarketing. (this is an example ofhorizontal telecommunication convergence). Second, and amore traditional definition, is meant to describe marketing in a moving fashion - for example -technology road shows or moving billboards.

Although there are various definitions for the concept of mobile marketing, no commonlyaccepted definition exists. Mobile marketing is broadly defined as the use ofthe mobilemedium as a means of marketing communication

[1]or distribution of any kind of promotionalor advertising messages to customer through wireless networks. More specific definition is thefollowing: using interactive wireless media to provide customers with time and location

sensitive, personalized information that promotes goods, services and ideas, thereby generatingvalue for all stakeholders".[2]

In November 2009, theMobile Marketing Associationupdated its definition of MobileMarketing:

Mobile Marketing is a set of practices that enables organizations to communicate and engage

with their audience in an interactive and relevant manner through any mobile device or

network.[3]

Mobile marketing is commonly known as wireless marketing. However wireless is notnecessarily mobile. For instance, a consumers communications with a Web site from a desktop

computer at home, with signals carried over a wireless local area network (WLAN) or over asatellite network, would qualify as wireless but not mobile communications.[4]

Contents

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1 Mobile marketing via SMS Marketing 2 Mobile marketing via MMS 3 In-game mobile marketing 4 Mobile web marketing 5 Mobile marketing via QR codes 6 Mobile marketing via Bluetooth 7 Mobile marketing via Infrared 8 Mobile marketing via Proximity Systems 9 Location-based services 10 User-controlled media 11 Privacy concerns in mobile marketing 12 References

[edit] Mobile marketing via SMS Marketing
http://en.wikipedia.org/wiki/SMS_Marketinghttp://en.wikipedia.org/wiki/SMS_Marketinghttp://en.wikipedia.org/wiki/SMS_Marketinghttp://en.wikipedia.org/wiki/SMS_Marketinghttp://en.wikipedia.org/wiki/Telecommunication_convergencehttp://en.wikipedia.org/wiki/Telecommunication_convergencehttp://en.wikipedia.org/wiki/Telecommunication_convergencehttp://en.wikipedia.org/wiki/Mobile_marketing#cite_note-0http://en.wikipedia.org/wiki/Mobile_marketing#cite_note-0http://en.wikipedia.org/wiki/Mobile_marketing#cite_note-0http://en.wikipedia.org/wiki/Mobile_marketing#cite_note-1http://en.wikipedia.org/wiki/Mobile_marketing#cite_note-1http://en.wikipedia.org/wiki/Mobile_marketing#cite_note-1http://en.wikipedia.org/wiki/Mobile_Marketing_Associationhttp://en.wikipedia.org/wiki/Mobile_Marketing_Associationhttp://en.wikipedia.org/wiki/Mobile_Marketing_Associationhttp://en.wikipedia.org/wiki/Mobile_marketing#cite_note-2http://en.wikipedia.org/wiki/Mobile_marketing#cite_note-2http://en.wikipedia.org/wiki/Mobile_marketing#cite_note-2http://en.wikipedia.org/wiki/Mobile_marketing#cite_note-3http://en.wikipedia.org/wiki/Mobile_marketing#cite_note-3http://en.wikipedia.org/wiki/Mobile_marketing#cite_note-3http://en.wikipedia.org/wiki/Mobile_marketinghttp://en.wikipedia.org/wiki/Mobile_marketinghttp://en.wikipedia.org/wiki/Mobile_marketinghttp://en.wikipedia.org/wiki/Mobile_marketing#Mobile_marketing_via_SMS_Marketinghttp://en.wikipedia.org/wiki/Mobile_marketing#Mobile_marketing_via_SMS_Marketinghttp://en.wikipedia.org/wiki/Mobile_marketing#Mobile_marketing_via_MMShttp://en.wikipedia.org/wiki/Mobile_marketing#Mobile_marketing_via_MMShttp://en.wikipedia.org/wiki/Mobile_marketing#In-game_mobile_marketinghttp://en.wikipedia.org/wiki/Mobile_marketing#In-game_mobile_marketinghttp://en.wikipedia.org/wiki/Mobile_marketing#Mobile_web_marketinghttp://en.wikipedia.org/wiki/Mobile_marketing#Mobile_web_marketinghttp://en.wikipedia.org/wiki/Mobile_marketing#Mobile_marketing_via_QR_codeshttp://en.wikipedia.org/wiki/Mobile_marketing#Mobile_marketing_via_QR_codeshttp://en.wikipedia.org/wiki/Mobile_marketing#Mobile_marketing_via_Bluetoothhttp://en.wikipedia.org/wiki/Mobile_marketing#Mobile_marketing_via_Bluetoothhttp://en.wikipedia.org/wiki/Mobile_marketing#Mobile_marketing_via_Infraredhttp://en.wikipedia.org/wiki/Mobile_marketing#Mobile_marketing_via_Infraredhttp://en.wikipedia.org/wiki/Mobile_marketing#Mobile_marketing_via_Proximity_Systemshttp://en.wikipedia.org/wiki/Mobile_marketing#Mobile_marketing_via_Proximity_Systemshttp://en.wikipedia.org/wiki/Mobile_marketing#Location-based_serviceshttp://en.wikipedia.org/wiki/Mobile_marketing#Location-based_serviceshttp://en.wikipedia.org/wiki/Mobile_marketing#User-controlled_mediahttp://en.wikipedia.org/wiki/Mobile_marketing#User-controlled_mediahttp://en.wikipedia.org/wiki/Mobile_marketing#Privacy_concerns_in_mobile_marketinghttp://en.wikipedia.org/wiki/Mobile_marketing#Privacy_concerns_in_mobile_marketinghttp://en.wikipedia.org/wiki/Mobile_marketing#Referenceshttp://en.wikipedia.org/wiki/Mobile_marketing#Referenceshttp://en.wikipedia.org/w/index.php?title=Mobile_marketing&action=edit&section=1http://en.wikipedia.org/w/index.php?title=Mobile_marketing&action=edit&section=1http://en.wikipedia.org/w/index.php?title=Mobile_marketing&action=edit&section=1http://en.wikipedia.org/wiki/Mobile_marketing#Referenceshttp://en.wikipedia.org/wiki/Mobile_marketing#Privacy_concerns_in_mobile_marketinghttp://en.wikipedia.org/wiki/Mobile_marketing#User-controlled_mediahttp://en.wikipedia.org/wiki/Mobile_marketing#Location-based_serviceshttp://en.wikipedia.org/wiki/Mobile_marketing#Mobile_marketing_via_Proximity_Systemshttp://en.wikipedia.org/wiki/Mobile_marketing#Mobile_marketing_via_Infraredhttp://en.wikipedia.org/wiki/Mobile_marketing#Mobile_marketing_via_Bluetoothhttp://en.wikipedia.org/wiki/Mobile_marketing#Mobile_marketing_via_QR_codeshttp://en.wikipedia.org/wiki/Mobile_marketing#Mobile_web_marketinghttp://en.wikipedia.org/wiki/Mobile_marketing#In-game_mobile_marketinghttp://en.wikipedia.org/wiki/Mobile_marketing#Mobile_marketing_via_MMShttp://en.wikipedia.org/wiki/Mobile_marketing#Mobile_marketing_via_SMS_Marketinghttp://en.wikipedia.org/wiki/Mobile_marketinghttp://en.wikipedia.org/wiki/Mobile_marketing#cite_note-3http://en.wikipedia.org/wiki/Mobile_marketing#cite_note-2http://en.wikipedia.org/wiki/Mobile_Marketing_Associationhttp://en.wikipedia.org/wiki/Mobile_marketing#cite_note-1http://en.wikipedia.org/wiki/Mobile_marketing#cite_note-0http://en.wikipedia.org/wiki/Telecommunication_convergencehttp://en.wikipedia.org/wiki/SMS_Marketinghttp://en.wikipedia.org/wiki/SMS_Marketing


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Marketing on a mobile phone known asSMS Marketinghas become increasingly popular eversince the rise ofSMS(Short Message Service) in the early 2000s in Europe and some parts ofAsia when businesses started to collect mobile phone numbers and send off wanted (orunwanted) content. On average, SMS messages are read within four minutes, making themhighly convertible.[5]

Over the past few yearsSMS Marketinghas become a legitimate advertising channel in someparts of the world. This is because unlike email over the public internet, the carriers who policetheir own networks have set guidelines and best practices for the mobile media industry(including mobile advertising). The IAB (Interactive Advertising Bureau) and theMobileMarketing Association, as well, have established guidelines and are evangelizing the use of themobile channel for marketers. While this has been fruitful in developed regions such as NorthAmerica, Western Europe and some other countries, mobile SPAM messages (SMS sent tomobile subscribers without a legitimate and explicit opt-in by the subscriber) remain an issue inmany other parts or the world, partly due to the carriers selling their member databases to thirdparties. In India, however, government's efforts of creating National Do Not Call Registry have

helped cellphone users to stop SMS advertisements by sending a simple SMS or calling 1909.[1]

Mobile marketing via SMS has expanded rapidly in Europe and Asia as a new channel to reachthe consumer. SMS initially received negative media coverage in many parts of Europe for beinga new form of spam as some advertisers purchased lists and sent unsolicited content toconsumer's phones; however, as guidelines are put in place by the mobile operators, SMS hasbecome the most popular branch of the Mobile Marketing industry with several 100 millionadvertising SMS sent out every month in Europe alone.

In Europe the first cross-carrier SMS shortcode campaign was run by Txtbomb in 2001 for anIsland Recordsrelease, In North America it was theLabatt Brewing Companyin 2002. Over the

past few years mobile short codes have been increasingly popular as a new channel tocommunicate to the mobile consumer. Brands have begun to treat the mobile shortcode as amobile domain name allowing the consumer to text message the brand at an event, in store andoff any traditional media.

SMS Marketingservices typically run off a short code, but sending text messages to an emailaddress is another methodology. Short codes are 5 or 6 digit numbers that have been assigned byall the mobile operators in a given country for the use of brand campaign and other consumerservices. Due to the high price of short codes of $500-$1000 a month, many small businesses optto share a short code in order to reduce monthly costs. The mobile operators vet every short codeapplication before provisioning and monitor the service to make sure it does not diverge from itsoriginal service description. Another alternative to sending messages by short code or email is todo so through one's own dedicated phone number. Besides short codes, inbound SMS is veryoften based onlong numbers(international number format, e.g. +44 7624 805000), which can beused in place of short codes or premium-rated short messages for SMS reception in severalapplications, such as product promotions and campaigns. Long numbers are internationallyavailable, as well as enabling businesses to have their own number, rather than short codes whichare usually shared across a number of brands. Additionally, long numbers are non-premiuminbound numbers.
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One key criterion for provisioning is that the consumer opts in to the service. The mobileoperators demand a double opt in from the consumer and the ability for the consumer to opt outof the service at any time by sending the word STOP via SMS. These guidelines are establishedin the MMA Consumer Best Practices Guidelines[6]which are followed by all mobile marketersin the United States.

[edit] Mobile marketing via MMS

MMS mobile marketing can contain a timed slideshow of images, text, audio and video. Thismobile content is delivered viaMMS(Multimedia Message Service). Nearly all new phonesproduced with a color screen are capable of sending and receiving standard MMS message.Brands are able to both send (mobile terminated) and receive (mobile originated) rich contentthrough MMS A2P (application-to-person) mobile networks to mobile subscribers. In somenetworks, brands are also able to sponsor messages that are sent P2P (person-to-person).

Good examples of mobile-originated MMS marketing campaigns areMotorola's ongoing

campaigns atHouse of Bluesvenues, where the brand allows the consumer to send their mobilephotos to the LED board in real-time as well as blog their images online.

[edit] In-game mobile marketing

There are essentially four major trends in mobile gaming right now: interactive real-time 3Dgames, massive multi-player games and social networking games. This means a trend towardsmore complex and more sophisticated, richer game play. On the other side, there are the so-called casual games, i.e. games that are very simple and very easy to play. Most mobile gamestoday are such casual games and this will probably stay so for quite a while to come.

Brands are now delivering promotional messages withinmobile gamesor sponsoring entiregames to drive consumer engagement. This is known as mobile advergaming or Ad-fundedmobile game.

[edit] Mobile web marketing
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Google and Yahoo! as displayed on mobile phones

Advertising on web pages specifically meant for access by mobile devices is also an option. TheMobile Marketing Associationprovides a set of guidelines and standards that give therecommended format of ads, presentation, and metrics used in reporting. Google, Yahoo, and

other major mobile content providers have been selling advertising placement on their propertiesfor years already as of the time of this writing. Advertising networks focused on mobileproperties and advertisers are also available. Additionally, web forms on web pages can be usedto integrate with mobile texting sources for reminders about meetings, seminars and otherimportant events that assume users are not always at their computers.

[edit] Mobile marketing via QR codes

QR(or Quick Response) codes have been growing in popularity in Asia and Europe, but haveuntil 2011 been slow to be adopted in North America.[citation needed] Originally approved as a ISSstandard in 1997Denso-Wavefirst developed the standard for tracking automobile parts in

Japan.

Paralleling themeteoric rise in smart phone adoption, QR codes have become much moreprevalent in marketing pieces both on and offline.[citation needed]

Acting as a visual hyper-link to a page, QR codes make it easy to jump someone to a mobileoptimized offer page and as such, represent a very powerful tool for initiating consumerengagement at the time when the marketing piece is likely triggering its most emotionalresponsethe impulse moment.[citation needed]

Its potential for tracking offline sources and delivering the types of analytics previously reserved

for online tracking makes another powerful reason that marketers are flocking to QR codes indroves.[citation needed]

Some recent high-profile campaigns include Billboards by Calvin Klein in Times Square,Starbucks and Lady Gaga teaming up on a QR code driven scavenger hunt and the recentaddition of QR codes for every SKU in Home Depot and Best Buy Stores.

QR codes are an open source technology and many free generators can be found with asimplegoogle search.

Companies specifically offering integrated marketing solutions are typically merging code

generation with tracking features and a variety of mobile landing page solutions to capture leads,make sales and provide more product information.

[edit] Mobile marketing via Bluetooth

The rise ofBluetoothstarted around 2003 and a few companies in Europe have startedestablishing successful businesses. Most of these businesses offer "hotspot" systems which
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consist of some kind of content-management system with a Bluetooth distribution function. Thistechnology has the advantages that it is permission-based, has higher transfer speeds and is also aradio-based technology and can therefore not be billed (i.e. is free of charge). The likely earliestdevice built for mobile marketing via Bluetooth was the context tag of the AmbieSenseproject(2001-2004). More recently Tata Motors conducted one of the biggest Bluetooth marketing

campaigns in India for its brand the Sumo Grande and more of such activities have happened forbrands like Walt Disney promoting their movie 'High School Musical'

[edit] Mobile marketing via Infrared

Infrared is the oldest and most limited form of mobile Marketing. Some European companieshave experimented with "shopping window marketing" via free Infrared waves in the late 90s.However, infrared has a very limited range (~ approx. 10 cm - 1meter) and could never reallyestablish itself as a leading Mobile Marketing technology.

[edit] Mobile marketing via Proximity SystemsMobile marketing via Proximity Systems, also referred to asProximity Marketing, relies onGSM 03.41 which defines the Short Message Service - Cell Broadcast. SMS-CB allowsmessages (advertising, public information, etc.) to be broadcast to all mobile users in a specifiedgeographical area. In the Philippines, GSM-based proximity broadcast systems are used by selectGovernment Agencies for information dissemination on Government-run community-basedprograms to take advantage of its reach and popularity (Philippineshas the world's highest trafficof SMS). It is also used for commercial service known as Proxima SMS. Bluewater, a super-regional shopping centre in the UK, has a GSM based system supplied by NTL to help its GSMcoverage for calls, it also allows each customer with a mobile phone to be tracked though the

centre which shops they go into and for how long. The system enables special offer texts to besent to the phone.

[edit] Location-based services

Location-based services(LBS) are offered by some cell phone networks as a way to send customadvertising and other information to cell-phone subscribers based on their current location. Thecell-phone service provider gets the location from a GPS chip built into the phone, or usingradiolocation and trilateration based on the signal-strength of the closest cell-phone towers (forphones without GPS features). In the UK, networks do not use trilateration; LBS services use asingle base station, with a 'radius' of inaccuracy, to determine a phone's location.

Meantime, LBS can be enabled without GPS tracking technique. Mobile WiMAX technology isutilized to give a new dimension to mobile marketing. The new type of mobile marketing isenvisioned between a BS(Base Station) and a multitude of CPE (Consumer Premise Equipment)mounted on vehicle dashtops. Whenever vehicles come within the effective range of the BS, thedashtop CPE with LCD touchscreen loads up a set of icons or banners of individually differentshapes that can only be activated by finger touches or voice tags. On the screen, a user has aframe of 5 to 7 icons or banners to choose from, and the frame rotates one after another. This
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mobile WiMAX-compliant LBS is privacy-friendly and user-centric, when compared with GPS-enabled LBS.

In July 2003 the first location-based services to go Live with all UK mobile network operatorswere launched.

[edit] User-controlled media

Mobile marketing differs from most other forms of marketing communication in that it is oftenuser (consumer) initiated (mobile originated, or MO) message, and requires the express consentof the consumer to receive future communications. A call delivered from a server (business) to auser (consumer) is called a mobile terminated (MT) message. This infrastructure points to a trendset by mobile marketing of consumer controlled marketing communications.[7]Due to thedemands for more user controlled media, mobile messaging infrastructure providers haveresponded by developing architectures that offer applications to operators with more freedom forthe users, as opposed to the network-controlled media. Along with these advances to user-

controlledMobile Messaging 2.0, blog events throughout the world have been implemented inorder to launch popularity in the latest advances in mobile technology. In June 2007,AirwideSolutionsbecame the official sponsor for the Mobile Messaging 2.0 blog that provides theopinions of many through the discussion of mobility with freedom.[8]

GPS is playing an important role in location-based marketing. There are many options for thisincluding[2]

[edit] Privacy concerns in mobile marketing

Mobile advertising has become more and more popular. However, some mobile advertising issent without a required permission from the consumer causing privacy violations. It should beunderstood that irrespective of how well advertising messages are designed and how manyadditional possibilities they provide, if consumers do not have confidence that their privacy willbe protected, this will hinder their widespread deployment.[9]

The privacy issue became even more salient as it was before with the arrival of mobile datanetworks. A number of important new concerns emerged mainly stemming from the fact thatmobile devices are intimately personal and are always with the user, and four major concerns canbe identified: mobile spam, personal identification, location information and wireless security.[10]

[edit] References1. ^Karjaluoto Heikki and Leppniemi Matti, Factors influencing consumers willingness

to accept mobile advertising: a conceptual model, Int. J Mobile Communications, Vol 3,

No. 3, 2005, p. 198.2. ^Leppniemi, Matti, Mobile marketing communications in consumer markets, Faculty

of Economics and Business Administration, Department of Marketing, University ofOulu, 2008, p. 21.
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3. ^MMA Updates Definition of Mobile Marketing, Mobile Marketing Association. Nov18, 2009.

4. ^Leppniemi, Matti, Mobile marketing communications in consumer markets, Facultyof Economics and Business Administration, Department of Marketing, University ofOulu, 2008, p. 50.

5.

^SMS Aggregators: Cost vs. Benefit.mobileStorm. December 3, 2009.6. ^MMA Consumer Best Practices Guidelines.Mobile Marketing Association. March 1,2011.

7. ^See alsopushpull strategyandsmartreplyon the nature of mobile marketing inpractice by business.

8. ^Airwide Backs Messaging BlogMobile Marketing Magazine. May 23, 20079. ^Cleff, Evelyne Beatrix, Privacy issues in mobile advertising British and Irish Law,

Education and Technology Association, 2007 Annual Conference Hertfordshire, p. 3.10.^Camponovo Giovanni, Cerutti Davide, The Spam Issue in Mobile Business a

Comparative Regulatory Overview, Proceedings of the Third International Conference

on Mobile Business, M-Business, 2004.
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