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Let’s play a game! What’s the difference between Mobile Marketing and Mobile Marketing? Hmmmmm…. waiting…… Okay, give up? There are SO MANY differences, I don’t blame you for being confused!
Since Mobile Marketing is taking way in such a rapid pace, many businesses are getting left behind by the “early adopters” who are shifting and evolving their Marketing Plans. Mobile Marketing is the way to go in 2013 and 2014, because everyone, and I do mean everyone, has a mobile device and will access the Internet through a data connection in some fashion over time. Those who do not have a Mobile Marketing Plan better start collecting pennies under Walmart Pop Machines; because even if your budget doesn’t allow for it, it is a must!
Think about it:
Mobile Devices have faster connections than our home modem connections, and mobile plans are getting cheaper and cheaper. Some companies offer UNLIMITED data for a small price. Shoot, there are so many Wifi-enabled Smartphones and Devices that can serve even those who have no home connection or paid data plan while out in public! Thank you, McDonalds. Thanks, Starbucks!
Those who previously had no access to an Internet connection or very limited usage now have it… regularly! And, there are even those who have been GIVEN a mobile device via Government Assistance (Obama Phones and Phones for the Elderly). So, no matter what, people are getting Online and they are taking advantage… with or without a paid mobile data plan.
Now, tell me why you haven’t evolved and included Mobile Marketing into your plan, yet?!
Ohhhhh, you don’t understand the difference between Mobile Marketing and Mobile Marketing. You don’t know the first thing about it? Well, let me break this down for you really fast!
Marketing is demonstrating the “need” of a consumer or potential consumer through an impactful Marketing Message. It’s the emotional connection that takes place. Now, if you understand contemporary Marketing trends, you will notice that Internet Marketing is an “Always On” approach to Marketing Efforts.
Conversation is important in getting out a message, but the conversation is one way to make it “personal” without ADVERTISING to the consumer. Let’s face it, the consumer WANTS and NEEDS your brand, we don’t need to force it down their throats until they give in! As a matter of fact, advertising in Internet Marketing is often called “SPAM,” as it is also named in the Mobile Marketing World.
Truthfully, Mobile Marketing is almost the same thing as Internet Marketing. Only, it is more personal. The content size and message length are often smaller and shorter than Internet Marketing Messages for attention span and transfer rate issues. Distribution and delivery are important factors in Mobile Marketing, as well. These things are to be considered in creating a Mobile Marketing Action Plan (MMAP).
In Mobile Marketing, most messages and deliverables are able to be monetized. This is awesome! A lot of Cross Promotions between brands also take place. Additionally, a lot of the downloadable content, while it can be shared, is often times not. And yet, links, photos and video codes are shared at an extensive rate!
This means that more measurables are able to be analyzed for true numbers. We can also tell demographical information much more efficiently, because “mobile means personal.” So, we learn the psychology behind our consumers and who to thank for our success! This will lead to more personalization, customized marketing plans and Brand Loyalty.
Through Mobile Content Delivery in using it as a means for Marketing and even Revenue-generating Marketing, our products are always with our consumers. When speaking with friends, family, and associates, they have a point of reference, to explain what they are talking about (when talking about our brand) with visuals and audio. Because they will show this content on their mobile device, they will quickly take their device back, leaving the other person curious.
Electronics are valuable and many are worried that their property will be broken or that someone will intercept a “private message” without their consent! So, taking too much time consuming a product on someone else’s device will lead to the phone to be taken away. Additionally, the average person doesn’t carry around transfer cords in their back pocket to share files. These elements will force the new potential consumer to download or purchase these items on their own. In a way, this is Physical Viral Marketing and Word of Mouth Marketing wrapped into one!
Additionally, the average person doesn’t carry around transfer cords in their back pocket to share files. These elements will force the new potential consumer to download or purchase these items on their own. In a way, this is Physical Viral Marketing and Word of Mouth Marketing wrapped into one!
A really cool thing about Mobile Marketing is that if you have subscribed to a company (or if you are that company), it is easy to unsubscribe. Subscribing to a company is usually done through and in order to receive SMS or Push Notifications which offer the consumer “to-the-minute announcements and updates,” exclusive content, giveaways, contests, coupons, and much more!
These are easily customized and very personalized based on locale, interests, personal data, activity history, etc. Unsubscribe features are important and required by law in abiding by FCC Regulations and the CAN-SPAM Act, which require “opt-in” and “opt-out” features to be provided to consumer rights protection and mobile charges. Most Mobile Marketing platforms, such as Trumpia, MadMimi, ReverbNation and Remark-a-Mobile have set up an automatic process to allow for this.
Being directly connected to your audience is a priority in Mobile Marketing. It’s the second half of Mobile Marketing and the end goal if a Mobile Marketing Plan is set in stone. However, it is also a separate style of Mobile Marketing that could just be the ongoing and “Always Connected” communication to an already established consumer base.
This marketing allows you to be connected to them through personalized messaging. However, you are more than likely not retrieving any new customers unless Marketing takes place elsewhere.
This can be done through short codes (such as texting “BRANDSOCIAL” to 69302) or through QR Codes (Quick Response) that can be scanned and saved directly to smartphones. A QR Code should be programmed and optimized for a “Call-to-Action.” This means of Mobile Marketing is more clerical, in my opinion, than the “nitty gritty, roll up your sleeves” Mobile Marketing one should outsource for. It is setup to give priority to a consumer base already analyzed and for conversion estimations to take form at “bare minimum.”
The more scientific form of Mobile Marketing, as stated earlier in this article, is equivalent to Internet Marketing on a Mobile Platform. It is the delivery of content to potential consumers, as well as established consumers, and the optimization of such. It is the copy, the cross-promotion, the advertisements (directed to specific TARGET individuals), the microblogs, and all around Mobile Marketing Message!
Both means of “Mobile Marketing” are, in fact, important. And, it is very important to give BOTH venues FULL ATTENTION and PRIORITY. Analysis and budgeting are very important in the success of these weapons, but so is personalization.
Personalization and familiarity are the MOST IMPORTANT tools in Mobile Marketing Success. Frequency attention of messaging is very important, as well. You don’t want consumer to feel “spammed.” The magic touch comes with the loyalty factor, stick with the Laws of Branding, and everything should be just fine!
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