With mobile marketing catching fire, few have any doubt about its huge potentials. Smartphone, tabs and other mobile devices have become the integral part of our lifestyle and marketers are tapping this highly potential medium to reach out to the always-connected customers. It is predicted to emerge as a game changer in carrying out targeted campaigns.
How Mobile Marketing Works
The basic idea behind mobile marketing is to deliver personalized, location-based information to the customers. Mobile marketing campaigns are focused on timely delivery of content that the recipient will find valuable.
Various Forms of Mobile Marketing
As opposed to other forms of electronic communications like email or Twitter, mobile marketing readily be integrated with other ad platforms. Thus your SMS campaign can easily be integrated with radio or television ads as well as billboard and Internet campaigns. Mobile marketing can take various forms starting with instant text messaging, mobile-couponing, digital photos, and contests to call answering and direct response.
Web-page advertisement is one of the most important elements of mobile marketing. To this end, special ads that can be accessible via your mobile devices, are created. In order to create these ads, marketers need to follow a set of guidelines and standards stipulated by the Mobile Marketing Association. The standards cover such areas such as ad-format, presentation style, and metrics used in reporting. Google and Yahoo are two major mobile content providers. In addition, there are many advertising networks that focus specifically on the discipline of mobile advertising.
There are technologies that can help the marketers, event organizers and likes to integrate web forms with mobile texting sources for sending alerts on new product launch, discounts and reminders about important events. This way, businesses can keep their customers updated, even if they are on the go and in front of their computers.
Last but not least, new age marketers are emphasizing on building mobile-friendly websites. Mobile websites are being used as helpful tools to ease online transactions. Mobile transactions in turn are expected to create better communication opportunities between customers and traders.
Organic Mobile Marketing
As its name implies, organic marketing refers to a process that strives to get traffic naturally. So far as driving traffic to your website is concerned, organic search marketing has remained a time tested tool in the hands of the marketers. The findings of a number of researches have established the efficacy of organic marketing. With smartphones and tabs becoming all encompassing and with ever increasing use of apps, the new age marketers are applying the rules of organic search to mobile marketing.
Mobile Websites Are Experiencing Surge in Organic Traffic
Mobile websites catering to various industries including hospitality and realty have been experiencing steady surge in organic search traffic. If research findings are to be believed, increasing numbers of users across the globe are using their mobile devices to search broad key phrases like best hotels in New York or new homes in Melbourne and more like these. These are the phrases that the marketers typically use as part of their search engine optimization process.
This increase in the organic traffic to mobile websites is indicative of a change in consumer behavior. For long time, businesses have used smartphones apps to run targeted campaigns, convey ideas, promote goods and services and aid in customer engagement. They also help ease online payment process.
Now the mobile websites are becoming mainstream–slowly but steadily. More and more consumers are performing search on their phone to find what they are looking for—restaurants, homes, inventory list, air ticket availability and more. Thus web browser has come to be associated with a search tool and not merely an information tool. With this mobile marketing is gradually shaking off its dependence on mobile apps.
This is good news for the small business as building apps for every mobile platform—iOS, Windows, Android, Blackberry—would be an expensive affair. With more and more consumers searching their way to your website means, visitors can access your website without the need for an app.
There is no doubt that mobile marketing comes with its unique advantages. By leveraging multiple delivery methods, mobile marketing puts the businesses in direct contact with its customers. Its capability of delivering personalized information is what contributed to its immense popularity in the recent years. However, in order to be successful, marketers need to use multiple platforms innovatively, so that they can reach a vast audience simultaneously. The quality and accessibility of the wireless networks are also important factors in deciding mobile marketing success.