Mobile Marketing Definition
Mobile marketing is marketing on or with a mobile device such as a smart phone.
Sounds simple – right?
Wrong! You’d be forgiven for thinking that Mobile Marketing is a Ronseal explanation; pretty much what it says on the tin. But, if you work in the industry, you will know that it’s not quite as simple as that and people can get sometimes get quite confused as to what it covers and what it includes. The definition from Mashable above highlights this confusion when they say it’s “on or with” a mobile device..
What they mean by that is it’s either:
“ON” – marketing that uses the features of the mobile device to reach the target audience. Advertising inside a free app is a good example of this. I expect you’re familiar with the transport apps that are free but show you ads before you can search for your train time.
“WITH” – is referring to what we call mobile marketing channels. A mobile marketing channel is a platform or system where potential customers can be found using a mobile device – such as a social network like Twitter, or a search engine or mobile website.
I prefer to think of Mobile Marketing as a catch-all term that simply describes how marketing folk use the mobile medium as a way to reach potential customers.
The benefit of mobile marketing
The real benefit of mobile marketing over more traditional web marketing is the fact that your customers have the device with them at all times and it’s always switched on. This means that we can now find customers in the location we want and at the time we want.
Examples of mobile marketing
Mobile marketing is a relatively new marketing discipline that is innovating all the time. It’s hard to keep up with all the new technologies and ways to target customers. Below are a few examples of mobile marketing that may help you if you were asked to provide an example in interview:
Facebook Mobile App Install Ads
Ever seen an ad pop-up in your Facebook newsfeed with a button on the bottom right that says [Install] or [Download] and takes you straight to the App Store? You have received this because you fit the profile that the advertiser has targeted with this campaign.
Twitter App Cards
This is Twitter’s answer to Facebook’s Mobile App Install Ads. Again, you can target distinct user groups like Facebook but you can do this by interest (choose from over 350 categories), by followers (people who follow someone relevant), by keyword (based on the content of their tweets) and by Television (people who engage in conversations about TV programmes).
Appstore Optimisation (ASO)
Like SEO for web, ASO is the practise of getting people to click and download your app without paying for advertising to get them there. So this means you concentrate on making your Appstore Profile as strong as you can so it is found in Appstore search easily and as compelling as you can so the new visitor clicks and downloads the app. The more downloads you get the higher your app will rank and the more it will get seen.
This is the process of advertising your product inside someone else’s app. There are 5 formats of ads: (banners, full screen image ads, full screen interactive ads, notifications, and capture forms) and there are broadly two types of ads:
Incentivised – have you ever played a gambling game such as 21 and to earn more chips you have to do something such as download an app to earn those chips? This type of advertising is good because is guarantees downloads of your app and usually for a really cheap cost per download. The downside is that the downloads are usually less valuable to your business because the user has only done it to get those chips and isn’t necessarily interested in what you have to offer.
Non-incentivised – this type of advertising is your normal advertising where no incentive is offered and you place your ad in front of the target audience you choose. The benefit of this type of mobile advertising is that you have an incredible number of targeting options, including location and time (as mentioned earlier).
Mobile Search Advertising / Mobile PPC
Now that over half of the total internet traffic is on mobile, it follows that the search engines offer a mobile PPC advertising solution. Both Google and Bing among others offer mobile search solutions that allow you to create ads that look great on the smaller screen of a smart phone. It works in the same way as web PPC (more on that here).
Hopefully this has given you un understanding of what mobile marketing is so that if you see the term in the job advert for a graduate job you will be able to research some examples in preparation for your interview.