Mobile marketing is marketing information transmitted via mobile devices or the like. This strategy is on-demand today because people are increasingly using mobile for a variety of tasks, including shopping on eCommerce sites.
Companies can communicate and engage with their audience interactively and relevant through mobile devices. Marketers can combine many channels, including via smartphone or other mobile devices, websites, email, SMS, social media, and applications.
Benefits and drawbacks of mobile marketing
There are several benefits of using mobile channels for marketing. Many people use smartphones and are increasingly connected to the internet. Thus, this channel can reach broader audiences and make mass communication easier.
Marketers can also monitor the results and track audience responses directly. The design of interesting marketing content is also likely to spread among the audience and become viral.
Mobile payment facilities also make it easier for consumers to make transactions. Consumers do not need to hand over money directly but simply transfer via mobile banking or similar facilities.
The increasing adoption of cellular marketing also increases attention to individual privacy. Identity theft and account numbers are examples of cases that often arise, which hijackers can use to profit. Therefore, more and more governments in several countries are working to issue policies on privacy protection.
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Many cellular phones also interfere with the way people interact with brands. Apart from that, mobile devices also come with various shapes, pixels, browser types, operating systems, and different screen sizes. So, in designing marketing campaigns, marketers still need to adapt to these variations, and of course, it’s not an easy and inexpensive task.