Any marketing activity performed to be consumed via a mobile device such as cell phone, tablets is called mobile marketing. This media of communication has a capability to provide customized and personalized information that promotes various marketing entities viz. goods, services, events, experiences, ideas etc. Rising presence of mobile devices everywhere and ability to gather personal data have made mobile marketing a lucrative tool of communication.
There are various features of mobile devices as a communication tool such as omnipresence, intimacy, wide distribution, easy delivery of content, customized content, targeted, convenience, two way communication channel etc. which has made mobile marketing an important marketing media. So, let us consider primary four characteristics which make it unique as a media. These are (a)Reach (b) Intimacy (c) Interactivity (d) Effectiveness
Reach
India has a population of around 1225M people out of which 907M have active mobile subscription as per November 2015. 462M (51% of all subscriptions) are active internet users. 371M (81% of active internet users) use internet on mobile and 150M people use social media via mobile with a yearly population growth of 39%. So, it presents opportunity for the marketer to reach a large audience.
Intimacy
Mobile devices are very personalized. It gathers unique information about the user which stores more personal or corporate data than ever before. Apps also tend to reflect the type of person user is, their interests, hobbies and social connections, making their devices more personal and intimate than ever.
Interactivity
A mobile device is a highly interactive medium. It facilitates two-way, multiple media communication (App-based, In-game, QR code etc.) which makes it interactive and effective. A new research study co-authored by an Indiana University professor suggests that interactive applications for mobile phones such as Apple's iPhone and Google's Android may be some of the most powerful forms of advertising yet developed. Also, it increases customers’ interest in sponsoring brands.
Effectiveness
Effectiveness of mobile devices is always higher than any other form of media as data is immediately consumed. According to a survey by Deloitte 98 percent of people still open their text messages and, even though the number of people using SMS services has declined. Mobile Marketing Association’s (mmaglobal.com) ‘Mobile Marketing in India State of the Industry 2015’ report says 58% of marketers regard mobile as a ‘very important’ channel, while 47% say it has proven to be a ‘very effective marketing channel’.
However, there are certain challenges mobile marketers are facing. One of them is measurement of medium efficiency for calculating ROI. Unlike other mediums like TV, Print this industry doesn’t have any standardized framework to measure the efficiency. Also, increasing millions of apps in the store presents a challenge in promoting a mobile app.
But future of mobile marketing is bright.
Mobile banking has taken the country by storm, growing by 212 per cent growth in value terms in February 2016 over the same period in 2015 and by 131 per cent in volume. If used to its full potential, UPI can penetrate far more homes than all the mobile wallets put together.
According to Marc Mitchell, Co-founder & CEO at Lootsie brands and developers will start to function as partners to offer a unique user experience. Quality will continue to be more important than quantity, and bombarding users with display ads will be less and less of a priority.
For success of a business, understanding the customers’ tastes and preferences and directing marketing strategies around them is necessary. Mobile devices becoming almost a necessity and emerging as that one most-preferred tool for customers to get all they want to, it is imperative that businesses smarten up and leverage the medium optimally to enhance their revenues.
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