One of the most pivotal developments in recent years, affecting potentially every facet of marketing, has been the growth of "mobile marketing." As the term implies, mobile marketing employs the technology of the mobile phone to target customers. Mobile marketing encompasses many things including; mobile advertising, mobile sales promotions, "click and buy" technology and mobile CRM to allow customers to track their orders. Mobile applications also allow customers to access entertainment content such as games, ringtones, and mobile videos.
Even though there has been a dramatic rise in smartphone usage over the last two years, most advertising on mobile phones is still done with SMS text messaging. The more modern mobile marketing methods will surely increase in popularity as companies become more mobile-savvy. Here are some examples of these new mobile media formats.
1. Mobile Internet Advertising
Wireless Application Protocol (WAP) enables website developers to code their websites in such a way that they can easily be viewed on mobile phones. When creating content for viewing on a mobile phone, marketers should think in terms of billboard dimensions - i.e. not in terms of big graphics, but in terms of little messages. Marketers should be able to deliver their message at a glance.
2. Video Marketing
Streaming/Pre-roll delivers a short video that autoplays (with sound) before the video content the user wanted to view is shown - similar to the adverts you see at the cinema before the film begins. Advertisers often place these short video ads in front of webisodes or 'mobisodes' relevant to their business.
3. Multimedia Message Service (MMS)
MMS allows graphics, video clips, and sound clips to be sent and received over wireless networks using the WAP protocol. Marketers may use this form of mobile marketing to deliver ring tones, music promotions, or 'mobisodes' that their customer base enjoys.
4. Downloadable applications
Java/Brew is an example of a platform for building applications that can be downloaded to a mobile phone or PDA. Apple opened the iPhone platform with the iPhone SDK (software developers kit), and more than 500 independently created applications were launched in June 2008 to accommodate the iPhone 3G. Google's Android is another wellspring of new applications open to any developer. As penetration of open platforms increases, marketers will have greater opportunities to layer applications specific to their brand on top of them..
Even though there has been a dramatic rise in smartphone usage over the last two years, most advertising on mobile phones is still done with SMS text messaging. The more modern mobile marketing methods will surely increase in popularity as companies become more mobile-savvy. Here are some examples of these new mobile media formats.
1. Mobile Internet Advertising
Wireless Application Protocol (WAP) enables website developers to code their websites in such a way that they can easily be viewed on mobile phones. When creating content for viewing on a mobile phone, marketers should think in terms of billboard dimensions - i.e. not in terms of big graphics, but in terms of little messages. Marketers should be able to deliver their message at a glance.
2. Video Marketing
Streaming/Pre-roll delivers a short video that autoplays (with sound) before the video content the user wanted to view is shown - similar to the adverts you see at the cinema before the film begins. Advertisers often place these short video ads in front of webisodes or 'mobisodes' relevant to their business.
3. Multimedia Message Service (MMS)
MMS allows graphics, video clips, and sound clips to be sent and received over wireless networks using the WAP protocol. Marketers may use this form of mobile marketing to deliver ring tones, music promotions, or 'mobisodes' that their customer base enjoys.
4. Downloadable applications
Java/Brew is an example of a platform for building applications that can be downloaded to a mobile phone or PDA. Apple opened the iPhone platform with the iPhone SDK (software developers kit), and more than 500 independently created applications were launched in June 2008 to accommodate the iPhone 3G. Google's Android is another wellspring of new applications open to any developer. As penetration of open platforms increases, marketers will have greater opportunities to layer applications specific to their brand on top of them..
No comments:
Post a Comment