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What Do All These Mobile Marketing Definitions Mean?
To many people, mobile marketing term is often thought of as a form of advertising sent to a mobile phone from a company or advertising service. At one point, this definition may be true, but mobile marketing has gone beyond the simple act of delivering an ad to a mobile phone. In fact, the term mobile marketing can now be considered an umbrella term that encompasses all aspects of communicating or receiving information with their target audience via a mobile device. The Mobile Marketing Association recently updated its definition of mobile marketing to reflect this change.
Their definition states: “Mobile marketing is a set of practices that enable organizations to interact and communicate with their audience in an interactive and relevant manner through any mobile device or network.” Increasingly, mobile marketers are moving from pushing content to the consumer to a new model that is more interactive and engages with the consumer in an engaging or meaningful way.
There are many advertising methods that fall under the category of mobile marketing:
* Mobile marketing
* Location based services
* SMS (short message service)
* MMS (multimedia message service)
* In-game marketing
What other types of ads and mobile marketing definitions do you need to know to be successful?
Mobile web marketing involves serving ads on websites designed specifically for mobile devices. This is a very popular form of mobile advertising and is growing steadily. Many people access the Internet through their smartphones, and these phones usually do not have a full-fledged browser for browsing the web. To do this, website owners create customized versions of their web pages that are especially suitable for viewing on mobile phone browsers. Since these pages are not the same as regular websites, new ads are presented for them. Advertising on these mobile web pages ensures that the ads are seen by those using mobile devices. Typically, if clicked, these ads take the viewer to the advertiser’s mobile-optimized page. Companies like Google, Yahoo, and Microsoft are some of the biggest companies that sell ad space on their mobile content pages, especially on their search pages.
A location-based service is one that allows an advertiser to send ads or other information to a mobile device based on its physical location. Location-based services are provided by mobile phone networks that are able to track the general location of a mobile phone user through a process of triangulation. If the mobile phone user activates their GPS system, this will also serve to determine their location more precisely. Once the network is able to understand where the user is, the advertiser can send ads based on that location. For example, if someone walks down the street with a Starbucks on the corner, a location-based service can recognize that the person is near a Starbucks and send them an ad for the store. A more passive version of this is to place a physical base at a specific location. When someone is nearby who has authorized the network to send messages, the base station can send location-specific information or advertisements to their mobile device.
SMS marketing is advertising served via text messages. This is a very popular form of mobile marketing and it can work both ways. Advertisers can send messages to a network of mobile users at once, while mobile users can send text messages back to an advertising shortcode. A shortcode is a 5 or 6-digit number that many advertisers use in their SMS communications. A popular example is when people were encouraged to text 90999 after the earthquake in Haiti. This five-digit number is the short code for the American Red Cross. Short code numbers are valid for all mobile operators in a particular country. They tend to be expensive, so they are usually used by larger businesses.
MMS marketing is similar to SMS marketing, but allows for more than simple text messages. Users can send images, video or audio as well as texts to the company running the campaign. In some cases this can be used in real-time, such as when Motorola teamed up with the House of Blues to present concert footage on a screen next to the stage.
In-game marketing is becoming more popular as online games grow in popularity. One of the most common uses for in-game marketing is to deliver relevant ads to your target population. For example, car companies often place in-game ads as banners in car racing games to promote their brand or a specific car. It looks like it’s part of the game, but the placement is paid for. Another form of marketing is event or event sponsorship. For example, Old Spice sponsors a Madden 11 football game stat called Swagger. This coincided with the release of their new deodorant, also called Swagger.
As indicated by the Mobile Marketing Association’s definition, mobile marketing covers a wide range of activities. As mobile technology changes and grows, the definition of mobile marketing must grow along with it.
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