MOBILE MARKETING

By
Prof.MM
 Introduction
• The Mobile Marketing Association (MMA) defines mobile marketing as “a set of practices that enables
organizations to communicate and engage with their audience in an interactive and relevant manner through
any mobile device or network”
• Role of Mobile in personal communication- 6 unique features
-Mobile devices are personal, always carried, always on, built in payment system, available at the
point of creative inspiration, allow accurate audience measurement
• Mobile messaging channels- SMS, MMS, Bluetooth and Wi-Fi, instant messaging etc
• Location and Mobile
• There are various factors that influence a mobile shopper’s behavior and interests
• Nielsen and Yahoo conducted research into mobile shopping and established nine mobile principles
that define a user’s mobile shopping experience (Nielsen, 2011) – location, goal orientation, attentiveness,
killing time, urgency, routine, trust, passion and security
Integrating mobile into online marketing
• Mobile is a mindset, not a specific and separate channel –
• A facet of any strategy you implement.
• Some of the key mobile implementations to consider –
• User experience • Email marketing • Social media • Mobile
advertising • Search advertising • Search engine optimisation
Advantages and Challenges
Carefully considered since Mobile phone is so personal, permission and privacy need to
be at the core of any mobile campaign.

Unlike the situation with email or web pages, where there is space available on screen to
explain privacy and permission, there is very little real estate on a mobile device to do so.

Ensure that you have very clear permission to market to the phone numbers on your
database and that it is easy for users to opt out of receiving your messages.

Mobile devices are even less standard than PCs. Mobile devices usually have a small
screen and keypad or touch interface.
THANK YOU