Mobile Marketing - Present and Future


By

Praba Karthikeyan
Faculty, Marketing
K.Navarathinam
Faculty, Marketing
R.L. Institute of Management Studies
Madurai
 


Introduction

Mobile technology is one such world. The introduction of the mobile phone technology in the world market has brought in some of the potential opportunities as well as threats for the business community. The convergence of internet and cell phones has forced marketers to think out-of-the-box and come up with various marketing strategies that suit the present technology sensitive market.

Mobile services also provide consumers with online search capability, e-mail facilities, news, entertainment, several kinds of downloads and mobile payment services. This has provided an opportunity to yahoo, Google and MSN to go 'mobile' and display advertisements, according to the choice and preferences of the consumers.

Forms of Mobile Advertising

Mobile phones advertising platforms have evolved, depending upon the features of mobile phones that consumers use. The most common among them are Short messaging services and direct to consumer tele -calling. In mobile phones with multi-media and search capabilities, multi-media messages, pop-up advertisements on mobile-TV are usual platforms to attract consumer attention. Some of the marketers use mobile phone services for market research and studying consumer behavior by studying consumer behavior by advertising custom made schemes.

1.  SMS

According to industry watchers, advertisers feel that short text messages are one of the easiest platforms to send a message directly to the consumer. The promotional and information messages of these kinds are short and they often receive timely response, forming an interactive medium for communication. In many instances, SMS based marketing campaigns have led to positive responses among consumers.

2.  MMS

In Multimedia Messaging Services, audio and video clips and colour pictures can be created, downloaded and sent in a similar manner as short messages. Therefore, advertisements can be made more attractive, informative and suitable to the needs of the advertisers. It makes the message simpler and more stylish than a short message.

It supports many Image formats as GIF and JPEG, video formats like MPEG4, and audio formats as MP3 and MIDI. But MMS require high transmission speeds that can only be facilitate by GPRS (General Packet Radio Service) and 3G (Third Generation) mobile phone technologies. Only those mobile phones can receive multimedia messages that support MMS.

3. Mobile Web Advertising

Advertising through mobile web had revolutionized the way advertising was done previously. Google, yahoo and various content providers provides space for the marketer's ads on the site on sales. It allowed consumers to search for products/services in their locales.

4. Bluetooth Advertising

It is a wireless technology by which one can send and receive messages to and from mobile phones within a short range. In the year 2003 there was an increased use of Bluetooth technology in mobile advertising and many European companies used it in their business promotions due to its multiple advantages that it offers to the business.

Conclusion

The market for mobile advertising and distribution is still in its infancy. Many players in the market are still unaware of the features and benefits of mobile advertising and distribution. Proper awareness should be created among the marketers, about the way in which mobile marketing functions will prevent them from damaging their reputation.

With the current technological innovations in the mobile and large response rate form the customers, it is vital for the marketer to include and to integrate mobile advertising plan as an integral part of the overall marketing strategy.
 


Praba Karthikeyan
Faculty, Marketing
K.Navarathinam
Faculty, Marketing
R.L. Institute of Management Studies
Madurai
 

Source: E-mail January 28, 2011

          

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