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
- Industry
mobile marketing strategies
- Research
information on mobile marketing
- Comparative
study.
Consumer Profiling
- Customer background( Age, Income, Gender, Location, and occupation)
- Job Description
- Goals
- Preferred content
- Customer role in the buying process.
- Matching customer profile and mobile channels
- Tone, style, and delivery strategies liked by customers.
- Devices customers are using.
- Hobbies and aspirations.
- Customer purchase history.
- Customer life cycle( passive awareness, Active researchers, trigger
to buy, feedback, relationship orientation, and customer advocacy)
Goal Formulations
- Brand Building
- New customer acquisitions
- Relationship Building.
Key performance Indicators (KPIs)
Customer engagement
- Number of people downloading applications(APP)
- How frequently customers are using mobile phones.
- How long customers are using mobile phones.
- Do they participate in loyalty programs of companies?
- Do they complete companies ‘ surveys?
Contact, user, and sales automation
- Number of mobile users for the content.
- Contacts
- How much does the company spend to acquire new mobile customers?
- Higher conversion rates.
- Customer Lifetime value of mobile users.
- How to enable mobile app purchases?
Service quality
- Retention rate
- Lower rate of personal content
Mobile Marketing Policy
- Safeguarding the consumer privacy
- Original content and blocking spamming
- Clarity on target audience before the mobile marketing process.
- Content validation before marketing
- Clear and communicable Key performance Indicators(KPIs)
Mobile Marketing Advantages
- Customers can access the mobile marketing content, anywhere,
anytime and anytime.
- Modern mobile applications (APPS) have customer thumbs up due to
their ease of use.
- Mobile marketing allows companies to personalize advertisements.
- Mobile marketing companies can access social pages of consumers.
- Modern mobiles work as mini computers.
- Mobile marketing is cheaper and has maximum reach.
