{"id":2271,"date":"2024-03-01T17:02:32","date_gmt":"2024-03-01T13:32:32","guid":{"rendered":"https:\/\/dgding.com\/en\/?p=2271"},"modified":"2024-03-12T12:14:36","modified_gmt":"2024-03-12T08:44:36","slug":"what-is-mobile-marketing","status":"publish","type":"post","link":"https:\/\/dgding.com\/en\/what-is-mobile-marketing\/","title":{"rendered":"What is mobile marketing?"},"content":{"rendered":"

Mobile marketing or mobile marketing is one of\u00a0the types of marketing<\/a>\u00a0that can be\u00a0considered a subset of\u00a0digital marketing<\/a>.<\/p>\n

Mobile has been called the seventh mass media in the world.\u00a0This means that after printing, gramophone screens, cinema, radio, television and the Internet, mobile is the seventh generation of mass media that technology has made available to humans.<\/p>\n

Usually, in explaining the importance of mobile marketing, they refer to the mobile penetration rate and the number of mobile phones around the world and statistics like that, but considering that it is not difficult to access these types of statistics, I will refrain from mentioning them and repeating them because the\u00a0ITU<\/a>\u00a0site It is a suitable and reliable source for this type of information.<\/p>\n

The concept of mobile marketing<\/h2>\n

The term mobile marketing or mobile marketing was initially considered equivalent to SMS marketing.\u00a0But gradually, with the increase in the capabilities of mobile phones, the spread of smartphones and the provision of access to the Internet through mobile phones,\u00a0mobile marketing<\/strong>\u00a0became a much broader concept.<\/p>\n

To such an extent that sometimes they prefer to present it not as a subset of\u00a0digital marketing<\/a>\u00a0, but as an independent branch of\u00a0marketing<\/a>\u00a0in order to sufficiently emphasize its importance and position.<\/p>\n

Some people like Turban in his e-commerce book consider mobile marketing as a subcategory of mobile business so that the importance of mobile and mobile marketing\u00a0is not diminished among other digital\u00a0marketing tools .<\/p>\n

Definition of mobile marketing<\/h2>\n

Mobile marketing is a tool to connect companies with each other and with their customers via mobile, using direct messaging, at the right time and place.<\/p>\n

Mobile marketing is a set of actions that help organizations to establish interactive and appropriate communication with their audience according to the needs of each audience.\u00a0This type of communication can be done through any type of tool or telecommunication network.<\/p>\n

The term action in this definition covers\u00a0any activity, institution, process, industry sector, standards, advertising and\u00a0media<\/a>\u00a0, promotion, direct marketing,\u00a0CRM<\/a>\u00a0, customer service, customer loyalty programs, social marketing and any other aspect of\u00a0marketing<\/a>.<\/p>\n

Also, communication with the audience in the above definition covers all stages of relationship building, acquiring customers, creating interaction with customers or between customers and any other form of relationship.<\/p>\n

As is clear from this definition.\u00a0Today, mobile is less often placed next to other mass media, and the ability to customize and personalize mobile communications is considered one of the fundamental features of mobile marketing.\u00a0Customization and personalization<\/strong>\u00a0are two main components of power in mobile marketing.<\/p>\n

In addition, attention has been paid to the capacity of mobile phones for use in different parts of the business value chain.<\/p>\n

Therefore, we must remember that mobile marketing is not limited to mobile advertising, and the word marketing in mobile marketing is used\u00a0in the same general sense as marketing, i.e. market discovery and\u00a0value creation<\/a>\u00a0for the target market, and not the limited meaning of\u00a0advertising<\/a>.<\/p>\n

Mobile feature in marketing<\/h2>\n

It’s not that difficult to come up with a list of valuable mobile features for marketing,\u00a0advertising<\/a>\u00a0, and communication, and any of us can come up with a long list of benefits in a matter of minutes.\u00a0However, a list-wise emphasis on a few of these features can be useful:<\/p>\n

It is personal<\/h3>\n

Mobile is one of our most personal devices and few people are willing to share their mobile with another person.\u00a0It is not an exaggeration to say that mobile is an extension of our hands and brain, and from this point of view, access to mobile is direct access to the customer at the closest imaginable level.<\/p>\n

It is often with us<\/h3>\n

The mobile phone is usually with us and is turned on and connected to the Internet.\u00a0The mobile screen is one of the first things we see after waking up and many of us fall asleep in the last hours of the night with our eyes fixed on the mobile screen.<\/p>\n

Instant payment is possible<\/h3>\n

Therefore, if the audience is satisfied with the purchase decision, they can implement this decision at the same moment.<\/p>\n

The most accessible source for information<\/h3>\n

Even those who prefer using laptops and personal computers to mobile phones have no choice but to refer to mobile phones to get information quickly in the streets and shops as well as in meetings and parties.<\/p>\n

It is an important channel for content consumption<\/h3>\n

A significant part of\u00a0digital content<\/a>\u00a0is consumed (read, heard, seen) on mobile.\u00a0News, social media<\/a>\u00a0content\u00a0, e-mails, video clips, audio files and podcasts are among the contents that many of us consume on mobile phones.<\/p>\n

Ability to define and access control indicators<\/h3>\n

The possibility of defining quantitative indicators and measuring the effectiveness of activities is one of the characteristics of\u00a0digital marketing<\/a>\u00a0.\u00a0Mobile marketing also benefits from this feature.\u00a0But all kinds of sensors and hardware tools and software processes embedded in mobile phones, including measuring the user’s geographical position, provide software developers with extraordinary possibilities for designing control systems for mobile users.<\/p>\n

\"Common<\/h2>\n

Common tools in mobile marketing<\/h2>\n

Setting up a list of mobile marketing tools is not difficult.\u00a0Each of us, as a customer or marketer, has reviewed some of them, but I would like to mention a few of these tools below:<\/p>\n

1.\u00a0SMS<\/h3>\n

As a rule, this list should start with SMS Marketing;\u00a0A feature that quickly attracted the attention of marketers.\u00a0The ability to send and receive MMS, as well as fast and cheap two-way communication, are among the features that have made SMS marketing still popular.<\/p>\n

Value-added services (VAS) based on SMS, although it has spread in our country in a very superficial and sometimes deceptive way, is a valuable opportunity for which potentials can still be searched and defined.<\/p>\n

The future of SMS and its place in mobile marketing cannot be definitively commented yet, but user validation using SMS is one of the applications that does not seem to fade away anytime soon.\u00a0Of course, in countries where the telecommunication infrastructure is centrally managed and access to text messages is not far from imagination, experts do not consider this method to be the safest validation method.<\/p>\n

2.\u00a0application<\/h3>\n

Apps are one of the most popular mobile marketing tools.\u00a0We know that in many businesses, the\u00a0application<\/a>\u00a0is used directly to supply and provide services, such as banks, magazines and news sites, internet taxis and\u00a0online stores<\/a>\u00a0.<\/p>\n

But let’s not forget that some applications\u00a0are designed with the sole purpose of increasing\u00a0brand awareness<\/a>.\u00a0These applications may try to create their desired identity in the mind of the audience in the form of games or information.<\/p>\n

As an example in this field, we can refer to the Audi application (Android \/ iOS).<\/p>\n

Despite being clear, I need to emphasize that applications, contrary to their appearance, which seem to be one of the first options in mobile marketing, are not necessarily the most appropriate option.<\/p>\n

The application market is very competitive and the memory and space of the mobile screen as well as the user’s mind are very limited, and\u00a0the strategy<\/a>\u00a0of using the application is successful when it can gain a suitable place in the mind and mobile of the audience in this very competitive environment.<\/p>\n

Many applications offered by businesses are either not downloaded or are forgotten after being downloaded.<\/p>\n

Therefore, while emphasizing that the potential of applications is very high, it is necessary to remember that the path to achieving a successful application is very difficult and uneven, and we must\u00a0consider this issue when designing\u00a0a marketing strategy<\/a> .<\/p>\n

3.\u00a0Location-based marketing<\/h3>\n

Location-based marketing using mobile is very low-cost and effective.<\/p>\n

We know that the location of mobile users can be accessed in different ways and with different accuracy, although the accuracy of access is different according to the permissions that the user gives to the application.<\/p>\n

GPS embedded in the phone, telecommunication antennas in the vicinity of the phone, Access-point used by the phone to access the Internet and IP, which of course is the most imprecise method, are among the methods of determining the geographical location of the mobile phone that can help businesses to personalize their services.<\/p>\n

Sending special messages to audiences in a specific area or helping to search for specific stores and products near the user are among the simplest applications of location detection tools.<\/p>\n

Many businesses also use tools such as Check-in at certain times and give points to customers who announce their presence at stores or exhibitions.<\/p>\n

The breadth and variety of location-based strategies is much more and I will mention it here only as one of the mobile marketing opportunities.<\/p>\n

4.\u00a0Social Networks<\/h3>\n

Social marketing<\/a>\u00a0is an independent branch of\u00a0digital marketing<\/a>\u00a0.\u00a0However, it’s also commonly touted as part of a mobile marketing strategy.<\/p>\n

Considering that mobile is one of the main tools for consuming social network content, it is common to consider social networks and their presence strategy as a subset of mobile marketing.<\/p>\n

We all know people who are not used to go to Google and search the web when using mobile and limit their mobile searches to messaging software and social networks.<\/p>\n

Therefore, it is not incorrect to say that ignoring or abandoning\u00a0social platforms<\/a>\u00a0means giving up part of a business’s audience.<\/p>\n

5.\u00a0Web access<\/h3>\n

Due to the fact that mobile phones are considered as one of the web access tools, mobile access to websites is also considered as one of the subsets of mobile marketing.<\/p>\n

The weakest form of this work is accessing the desktop version of the websites by mobile, which can be said that in this case, businesses have not done any special activity in the field of mobile marketing and have only used a small part of the existing telecommunications infrastructure.<\/p>\n

But designing a dedicated mobile version for a website or\u00a0responsive designs<\/a>\u00a0makes mobile access to the web a better place in a business’s mobile marketing strategy.<\/p>\n

6.\u00a0SEO and search engine optimization<\/h3>\n

The topic\u00a0of SEO<\/a>\u00a0is somewhat similar to the issue of web access.\u00a0This means that even if you don’t do anything specific to mobile, being on the web and optimizing for desktop audiences regardless of mobile will cause search engines to direct part of their mobile traffic to your site.<\/p>\n

But two points make\u00a0SEO<\/a>\u00a0as an independent tool in the list of mobile marketing tools.<\/p>\n

First of all, Google, as the most popular\u00a0search engine<\/a>\u00a0, has made the evaluation algorithms of the mobile and desktop versions largely independent of each other.\u00a0Even the content you publish on your website does not appear in the mobile and desktop results lists at the same time, and after publication, the ranking of the content on the mobile and desktop search results pages is not necessarily the same.<\/p>\n

In other words,\u00a0the algorithm<\/a>\u00a0and pattern of indexing pages in mobile and desktop are largely independent.\u00a0The difference in the behavior of users on mobile and desktop has helped to further distance these two systems from each other.<\/p>\n

The second point is that the questions of users on mobile are not necessarily the same as those asked on the desktop.<\/p>\n

Many of the questions that are asked to search engines on mobile are for immediate needs.\u00a0For example, a person who wants to buy a TV in a store may want to check the prices of other stores or other brands right away.<\/p>\n

However, more in-depth questions are likely to be asked on the desktop.\u00a0For example, it is unlikely that someone will decide to check the difference between different types of screens and their advantages and disadvantages when buying a mobile phone in the store.\u00a0This work requires a more detailed and comprehensive examination at home or at work, in which the probability of using a desktop increases.<\/p>\n

The short moments when the audience wants to quickly access compact information for quick action are called Micro-moments.<\/p>\n

When\u00a0optimizing the site for search engines<\/a>,\u00a0it is necessary to pay attention to these micro-moments separately and consider specific designs for them.<\/p>\n

The list of mobile marketing tools could be much longer and include things like QR Code<\/a> , virtual and augmented reality, NFC and the like.
\nSo consider the above as just a few examples of mobile marketing opportunities.<\/p>\n

Measurement challenges<\/h2>\n

Some businesses make an important mistake in evaluating the effectiveness of mobile marketing.\u00a0To the extent that they abandon this type of marketing or allocate a small and disproportionate budget to it.<\/p>\n

The spread of mobile phones has made\u00a0the customer journey map<\/strong><\/a>\u00a0become a complex and non-linear path in many cases.<\/p>\n

For example, a customer may\u00a0not go there at the same time as the\u00a0promotion program<\/a> after seeing a store’s discount SMS;\u00a0But the probability that he will visit there for his next purchase will increase.<\/p>\n

Or the person who went to your competitor’s business, after checking the prices and specifications, abandons his purchase.\u00a0But he doesn’t refer to you, or even after referring, you can’t realize that mobile marketing played a role in his referral.<\/p>\n

As another example, let’s say someone reads your office phone number from the bio section of your Instagram account and calls you.\u00a0Unless he explicitly mentions this point, you may never realize that his phone call is the result of being on Instagram.<\/p>\n

For this reason, evaluating the effectiveness of mobile marketing requires special care and attention, and despite the availability of basic facilities, it faces its own challenges and difficulties.<\/p>\n

The non-linearity of\u00a0the customer journey map<\/a>\u00a0makes defining, analyzing and evaluating quantitative indicators in mobile marketing more difficult than it seems at first glance.<\/p>\n","protected":false},"excerpt":{"rendered":"

Mobile marketing or mobile marketing is one of\u00a0the types of marketing\u00a0that can be\u00a0considered a subset of\u00a0digital marketing. Mobile has been called the seventh mass media in the world.\u00a0This means that after printing, gramophone screens, cinema, radio, television and the Internet, mobile is the seventh generation of mass media that technology has made available to humans….<\/p>\n","protected":false},"author":1,"featured_media":2273,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[824],"tags":[918,917,916],"class_list":["post-2271","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","tag-mobile-feature-in-marketing","tag-mobile-marketing-concept","tag-mobile-marketing-tools"],"yoast_head":"\nWhat is mobile marketing? - Mobile marketing tools, features<\/title>\n<meta name=\"description\" content=\"Mobile marketing or mobile marketing is one of the types of marketing that can be considered a subset of digital marketing, in the sense\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/dgding.com\/en\/what-is-mobile-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What is mobile marketing?\" \/>\n<meta property=\"og:description\" content=\"Mobile marketing or mobile marketing is one of the types of marketing that can be considered a subset of digital marketing, in the sense\" \/>\n<meta property=\"og:url\" content=\"https:\/\/dgding.com\/en\/what-is-mobile-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"DiGi Ding\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/dgdingcom\" \/>\n<meta property=\"article:published_time\" content=\"2024-03-01T13:32:32+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-03-12T08:44:36+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/dgding.com\/en\/wp-content\/uploads\/2024\/03\/mobile-marketing-blog-ding-001.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"768\" \/>\n\t<meta property=\"og:image:height\" content=\"512\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"Digi Ding\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@dgdingcom\" \/>\n<meta name=\"twitter:site\" content=\"@dgdingcom\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Digi Ding\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"11 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/dgding.com\/en\/what-is-mobile-marketing\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/dgding.com\/en\/what-is-mobile-marketing\/\"},\"author\":{\"name\":\"Digi Ding\",\"@id\":\"https:\/\/dgding.com\/en\/#\/schema\/person\/cd3d42e7e4613be219ea14a9b3d3fe86\"},\"headline\":\"What is mobile marketing?\",\"datePublished\":\"2024-03-01T13:32:32+00:00\",\"dateModified\":\"2024-03-12T08:44:36+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/dgding.com\/en\/what-is-mobile-marketing\/\"},\"wordCount\":2291,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/dgding.com\/en\/#organization\"},\"image\":{\"@id\":\"https:\/\/dgding.com\/en\/what-is-mobile-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/dgding.com\/en\/wp-content\/uploads\/2024\/03\/mobile-marketing-blog-ding-001.webp\",\"keywords\":[\"mobile feature in marketing\",\"mobile marketing concept\",\"Mobile marketing tools\"],\"articleSection\":[\"Digital Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/dgding.com\/en\/what-is-mobile-marketing\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/dgding.com\/en\/what-is-mobile-marketing\/\",\"url\":\"https:\/\/dgding.com\/en\/what-is-mobile-marketing\/\",\"name\":\"What is mobile marketing? 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