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Mobile marketing explained

Over the past decade or so, mobile marketing has gone form a fairly broad advertising term to a rather specific type of marketing. Once, the term traditionally was used to describe any form of marketing that made use of a moving (“mobile”) medium; moving billboards, roadshows and other types of outdoor advertising.

Today the term generally refers to a medium that may move but has little in common with the traditional definition – the mobile phone or mobile computer device. Strictly speaking, the latest definition from the Mobile Marketing Association is “a set of practices that enables organisations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.”

The different types of mobile marketing on offer have expanded rapidly in a relatively short amount of time:

SMS marketing

Arguably the first method of marketing to mobile devices, this type of method only became possible when the Short Message Service (SMS) system became a standard capability for mobile phones and service providers. First launched in the early 2000s across western Europe and North America, it originally received a negative reception from many quarters as it was unregulated and businesses would often send unwanted advertising to users who had never opted to receive such messages.

Today, anti-spam laws in most developed nations require advertisers to receive permission from mobile phone users before sending SMS messages and must give an opt-out option within each text. This has probably helped it become the most popular branch of the mobile marketing industry, with several hundred million advertising SMS messages sent out every month in Europe alone. SMS marketing covers both direct advertising and open competitions, where users send in their answers to a brand in return for opting in to their marketing campaigns and a chance at winning a prize. Bluetooth content Bluetooth marketing is often very similar to SMS messaging but uses a different type of communication to send messages to mobile devices and is based around a “hotspot” system. Generally, this involves sending marketing messages to any user who walks within range of the bluetooth transmitter with their settings open.

MMS marketing

Essentially a rich media form of SMS marketing, this uses the Multimedia Message Service and therefore can only reach phones with a colour screen and MMS capability. Luckily, this accounts for the vast majority of users and effectively all modern phones. These messages can contain a timed slideshow of images, text, audio and/or video and are popular among brands for more closely targeted campaigns. Some MMS campaigns involve user participation, where the advertiser actually receives photos, videos or audio clips for use in a competition or to crowdsource content for the web.

Web marketing for mobiles

The latest addition is by and large, an extension of web marketing. Many mobile devices provide access to the internet either through the 3G network or even via wireless internet connections; the more advanced of these are known as ‘smartphones’ and are often capable of rendering a web page in the same fashion as a desktop PC.

Still, the different dimensions and interface of a mobile device mean that traditional HTML pages are often duplicated in an optimised mobile format at another address, where navigation is less dependent on a mouse and where processor intensive content is less likely to appear. This opens up display advertising for mobile devices as well as banner ads and text ads in search engine marketing. Advertisers can often use traditional PC advertising networks to target mobile devices specifically if they include certain lines of code, which is useful as the mobile format also allows for the new ‘click to call’ format for generating direct leads as well as dynamic location-based marketing using geolocation.

About the Author

Joseph Barwick is a freelance author who has vast knowledge in mobile marketing. For more information on mobile marketing, please visit: http://www.sign-up.to/

Mobile Marketing: Video & Audio As Prime Mobile Tools

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Mobile Web Design For Dummies $24.99 Let’s go mobile! Here’s how to make a big impression on the small screen These days everyone’s on the go, and Web sites that are easy to navigate on your computer screen may be frustrating and inconvenient on your mobile phone. This book is all about fixing that problem! Learn what makes a great mobile Web page, the technologies that help you get around the limitations, and how to pack a punch on the small screen. Small space, big challenge — examine what makes mobile a different creature and the specific design challenges involved Being flexible — learn to adapt your existing site for mobile display Tools of the trade — discover the best markup language for your audience: WML, XHTML MP, or HTML5 Maximize mobile features — take advantage of special features on the iPhone®, Android, and BlackBerry® Storm Testing, testing — discover how to test your mobile designs with online emulators Get around the limitations — find out how to add audio and video and optimize images for the small screen Spread the word — explore marketing options to get the word out about your mobile site M-commerce excitement — add a mobile-friendly shopping cart to your site Open the book and find: The unique challenges of a mobile site How smartphones, touchscreen phones, and feature phones differ Tips for adapting an existing site to mobile Points to consider when designing for the small screen What WAP, WML, XHTML MP and HTML5 are — and how to use them Ways to make multimedia work on a mobile device How to use a mobile emulator Interviews with top mobile experts Learn to: Plan an effective mobile Web site Create your design with XHTML MP and CSS2 or HTML5 and CSS3 Add audio, video, social media, and m-commerce functions Build

Mobile Web Design For Dummies $3.3 Let’s go mobile! Here’s how to make a big impression on the small screen These days everyone’s on the go, and Web sites that are easy to navigate on your computer screen may be frustrating and inconvenient on your mobile phone. This book is all about fixing that problem! Learn what makes a great mobile Web page, the technologies that help you get around the limitations, and how to pack a punch on the small screen. Small space, big challenge — examine what makes mobile a different creature and the specific design challenges involved Being flexible — learn to adapt your existing site for mobile display Tools of the trade — discover the best markup language for your audience: WML, XHTML MP, or HTML5 Maximize mobile features — take advantage of special features on the iPhone®, Android, and BlackBerry® Storm Testing, testing — discover how to test your mobile designs with online emulators Get around the limitations — find out how to add audio and video and optimize images for the small screen Spread the word — explore marketing options to get the word out about your mobile site M-commerce excitement — add a mobile-friendly shopping cart to your site Open the book and find: The unique challenges of a mobile site How smartphones, touchscreen phones, and feature phones differ Tips for adapting an existing site to mobile Points to consider when designing for the small screen What WAP, WML, XHTML MP and HTML5 are — and how to use them Ways to make multimedia work on a mobile device How to use a mobile emulator Interviews with top mobile experts Learn to: Plan an effective mobile Web site Create your design with XHTML MP and CSS2 or HTML5 and CSS3 Add audio, video, social media, and m-commerce functions Build

The Digital Consumer Technology Handbook: A Comprehensive Guide to Devices, Standards, Future Directions, and Programmable Logic Solutions $75.94 The consumer electronics market has never been as awash with new consumer products as it has over the last couple of years. The devices that have emerged on the scene have led to major changes in the way consumers listen to music, access the Internet, communicate, watch videos, play games, take photos, operate their automobiles — even live. Digital electronics has led to these leaps in product development, enabling easier exchange of media, cheaper and more reliable products, and convenient services. This handbook is a much-needed, comprehensive engineering guide to the dynamic world of today’s digital consumer electronics. It provides complete details on key enabling technologies, standards, delivery and reception systems, products, appliances and networking systems. Each chapter follows a logical progression from a general overview of each device, to market dynamics, to the core technologies and components that make up that particular product. The book thoroughly covers all of the key digital consumer product categories: digital TV, digital audio, mobile communications devices, gaming consoles, DVD players, PCs and peripherals, display devices, digital imaging devices, web terminals and pads, PDAs and other handhelds, screenphones/videophones, telematics devices, eBooks and readers, and many other current and future products. 7Surveys crucial engineering information for every digital consumer product category, including cell phones, digital TVs, digital cameras, PDAs and many more — the only reference available to do so7Has extremely broad market appeal to embedded systems professionals, including engineers, programmers, engineering managers, marketing andsales personnel — 1,000,000+ potential readers7Helps engineers and managers make the correct design decisions based on real-world data