The Definitive Guide to Mobile Marketing – Part 1: What is mobile marketing?
The Definitive Guide to Mobile Marketing: Part 1 – What is Mobile Marketing?
This is the first article in an ongoing series – mShopper.com’s Definitive Guide to Mobile Marketing, Engagement and Commerce. The goal of this guide to help marketers and brands understand how to succeed in this brave, new mobile world of ours. The intended audience for this series are marketing and branding decision makers, implementers, and all C levels who are mandated with maintaining and growing your company’s top and bottom line. Much of the series will focus on B2C mobile commerce, but the same tenets apply to B2B marketers and decision makers.
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What is mobile marketing? Mobile marketing defined
According to the American Marketing Association, marketing is the set of activities, institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
Mobile marketing is similar, yet very different. In a simplistic sense, mobile marketing can be thought of as a subset of the aforementioned activities that are specifically targeted to people who are mobile. Please kindly take note of this first, very important point: Mobile marketing is not about marketing to a specific ‘mobile’ device. Like all marketing, mobile marketing involves the engagement of a real live person, in this case, a mobile person. And because this person is mobile, we are presented with a whole suite of unique imperatives and challenges. Helping marketers and executives gain clarity around these unique mobile marketing attributes, and then learning how to harness the opportunities while avoiding the pitfalls is the goal of this series.
What makes mobile marketing unique?
The salient elements that make mobile marketing so magical revolve around the very fact that our target audience is mobile. Mobile shoppers, clients, customers, and prospects are out and about, living their lives. They are going to and from work, errands, tending to children, and getting pushed, pulled and cajoled by all of the distractions, joys and crises that comprise this crazy thing we call life. There are however, elements that are common to all of us during our manic, mobile lives:
1. We are all constantly bombarded by an overwhelming amount of information, stimuli, and diversions. For many, the needs, urgencies, and exigencies of modern life have even become overwhelming, and
2. For the most part, your target audience are all carrying their connected smartphones by their sides at all times.
Therein lies both the challenges and extraordinary opportunities uniquely associated with this brave, new mobile world.