Mobile marketing In India- Definition, Types, Process, Policies and advantages.

 

Mobile Marketing

Introduction

India will have  65crore internet users in 2020.  70% of this population i.e. 51 crore people are using  mobile phones for their internet. Among these 43 crore customers uses 4G telecom services.Added to this, mobile data consumption in India has seen 133% growth year on year. However, the internet speed in 4G is a major concern. With the 9 MBPS India’s 4G mobile data speed is the lowest in the world. Though, internet speed is a bottleneck, YouTube video consumption has gone up by 400% and taking the total number of India’s video content consumers tally to 25 crores. Uniquely to the preceding numbers 22 crore people watch videos in their local language. Out of this 22 crore people 88% of them respond to advertisements on this local video content.  Another notable thing in the India mobile marketing is 28% of all web queries are voice based and the Jio smartphone made it possible to scale up. 

 Definition

According to Wikipedia

“ Mobile marketing is a multichannel online marketing technique focused at reaching a specific audience on their smartphones , feature phones, tablets and other devices through websites, emails, SMS, MMS, social media or mobile applications”

 Types of Mobile Marketing

• MMS Marketing
• Push Notifications
• APP based  Marketing
• In game Mobile Marketing
• Bluetooth Marketing
• Proximity Systems
• Location Based Services
• Ring less Voicemails
• Mobile email marketing
• Mobile social Media Marketing
• M-Commerce.
• Mobile Advertising
• SMS Marketing

 

 Mobile Marketing Process

Information Search

1. Industry mobile marketing strategies
2. Research information on mobile marketing
3. Comparative study.

Consumer Profiling

1. Customer background( Age, Income, Gender, Location, and occupation)
2. Job Description
3. Goals
4. Preferred content
5. Customer role in the buying process.
6. Matching customer profile and mobile channels
7. Tone, style, and delivery strategies liked by customers.
8. Devices customers are using.
9. Hobbies and aspirations.
10. Customer purchase history.
11. Customer life cycle( passive awareness, Active researchers, trigger to buy, feedback, relationship orientation,  and customer advocacy)

Goal Formulations

1. Brand Building
2. New customer acquisitions
3. Relationship Building.

Key performance Indicators (KPIs)

Customer engagement

1. Number of people downloading applications(APP)
2. How frequently customers are using mobile phones.
3. How long customers are using mobile phones.
4. Do they participate in loyalty programs of companies?
5. Do they complete companies ‘ surveys?

Contact, user, and sales automation

1. Number of mobile users  for the content.
2. Contacts
3. How much does the company spend to acquire new mobile customers?
4. Higher conversion rates.
5. Customer Lifetime value of mobile users.
6. How to enable mobile app purchases?

Service quality

1. Retention rate
2. Lower rate of personal content

Mobile Marketing Policy

1. Safeguarding the consumer privacy
2. Original content and blocking spamming
3. Clarity on target audience before the mobile marketing process.
4. Content validation before marketing
5. Clear and communicable Key performance Indicators(KPIs)

Mobile Marketing Advantages

1. Customers can access the mobile marketing content, anywhere, anytime and anytime.
2. Modern mobile applications (APPS) have customer thumbs up due to their ease of use.
3. Mobile marketing allows companies to personalize advertisements.
4. Mobile marketing companies can access social pages of consumers.
5. Modern mobiles work as mini computers.
6. Mobile marketing is cheaper and has maximum reach.