Mobile Marketing :
What’s inside: An introduction in which we ask why the mobile and an outline of some of the limitations of the mobile phone. Learn the key terms and concepts you need to grasp the basics. Find out why mobile phones are for more than phone calls and learn how to reach your audience by tailoring websites for mobile, and gaining insight into getting users to the Mobile Web. Find some useful stuff on planning to go mobile and catch an overview into the pros and cons of mobile marketing. Piece it all together with a case study showing how AtPlay made mobile work for the Peugeot 107 campaign.
introduction
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| Mobile Marketing |
The mobile phone is a small gadget that has had a huge impact on our day to day lives. It has already had a profound impact on the way we communicate and conduct ourselves daily. This continues to be felt as the mobile phone enables new ways to market and new markets in which to transact.
The Internet transformed our world in two fundamental ways: it has given anyone with access to the Internet the opportunity to interact easily with others (and with companies and brands), and through search, it has made information easily available.
Content and information have become readily available, and importantly, available for free on the Internet. Developed as a platform for academics to share information, the Web has a strong ethos of free content.
Mobile phones, particularly as developing technology means that new and better features are being packed into ever smaller devices, add to the interactivity and searchability of the Internet with several fundamental features native to the mobile phone and the way we use it. These unique benefits are explored further in this chapter.
While the Internet and the personal computer have had a profound impact on the world we transact in, it is the mobile phone that presents an exciting opportunity for even more of the world to access the benefits of these inventions.
Consider that there are 1.3 billion people worldwide with access to the Internet. Of those, 1.2 billion are active users of email. With the world’s population at 6.6 billion, that’s almost a fifth of the population who can be reached on email. That needs to be compared to 3.2 billion mobile phone subscribers – almost half of the world’s population. And of that 3.2 billion, 2.5 billion were active users of SMS text messaging in 2007 (Ahonen, 2008).
Looking at figures like that, it’s obvious why so many organisations are investigating the mobile phone as a marketing platform.
Looking at figures like that, it’s obvious why so many organisations are investigating the mobile phone as a marketing platform.
