Mobile marketing: Difference between revisions

{{inadequateimprove lead|date=September 2014}}

'''Mobile marketing''' is a multi-channel [[Online advertising|online marketing]] technique focused at reaching a specific audience on their [[smartphone]]s, [[feature phone]]s, [[Tablet computer|tablets]], or any other related devices through websites, e-mail, SMS and MMS, social media, or [[Mobile_app|mobile applicationsapp]]lications.<ref>Karjaluoto Heikki and Leppäniemi Matti, "Factors influencing consumers’ willingness to accept mobile advertising: a conceptual model", Int. J Mobile Communications, Vol 3, No. 3, 2005, p. 198.</ref> Mobile marketing can provide customers with time and location sensitive, personalized information that promotes goods, services, appointment reminders and ideas.<ref>Leppäniemi, Matti, "Mobile marketing communications in consumer markets", Faculty of Economics and Business Administration, Department of Marketing, University of Oulu, 2008, p. 21.</ref> In a more theoretical manner, academic [[Andreas Kaplan]] defines mobile marketing as "any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device".<ref>Andreas Kaplan (2012) If you love something, let it go mobile: Mobile marketing and mobile social media 4x4 Found, Business Horizons, 55(2), 129-139 p. 130.</ref>

Marketing through cellphones' [[Short Message Service|SMS]] (Short Message Service) became increasingly popular in the early 2000s in Europe and some parts of Asia when businesses started to collect mobile phone numbers and send off wanted (or unwanted) content. On average, SMS messages have a 98% open rate and are read within 3 minutes, making them highly effective at reaching recipients quickly.<ref>[https://www.salesforce.com/blog/2016/11/sms-marketing.html Is SMS Marketing Right For Your Brand? 6 Things to Consider] “Salesforce”, Retrieved 2018-04-03</ref>

Over the past few years, SMS marketing has become a legitimate advertising channel in some parts of the world. This is because, unlike email over the public internet, the carriers who police their own networks have set guidelines and best practices for the mobile media industry (including mobile advertising). The IAB ([[Interactive Advertising Bureau]]) and the [[Mobile Marketing Association]] (MMA), as well, havehas established guidelines and areis evangelizing the use of the mobile channel for marketers. While this has been fruitful in developed regions such as North America, Western Europe and some other countries, mobile SPAM messages (SMS sent to mobile subscribers without a legitimate and explicit opt-in by the subscriber) remainsremain an issue in many other parts of the world, partly due to the carriers selling their member databases to third parties. In India, however, the government's efforts ofto creatingcreate the National Do Not Call Registry have helped cellphone users to stop SMS advertisements by sending a simple SMS or calling 1909.<ref>{{cite web |url=http://www.ndncregistry.com/indian-consumers.htm |title=Various Resources to Register for National Do Not Call Registry of India |publisher=Ndncregistry.com |access-date=2012-11-29 |archive-url=https://web.archive.org/web/20171231020611/http://www.ndncregistry.com/indian-consumers.htm |archive-date=2017-12-31 |url-status=dead }}</ref>

Mobile marketing approaches through SMS hashave expanded rapidly in Europe and Asia as a new channel to reach the consumer. SMS initially received negative media coverage in many parts of Europe for being a new form of spam as some advertisers purchased lists and sent unsolicited content to consumer's phones; however, as guidelines are put in place by the mobile operators, SMS has become the most popular branch of the Mobile Marketing industry with several 100 million advertising SMS sent out every month in Europe alone. This is thanks in part to SMS messages being hardware agnostic—they can be delivered to practically any [[mobile phone]], [[smartphone]] or [[feature phone]] and accessed without a [[Wi-Fi]] or mobile data connection. This is important to note since there arewere over 5 billion unique mobile phone subscribers worldwide in 2017, which is about 66% of the [[world population]].<ref>[https://www.gsma.com/mobileeconomy/wp-content/uploads/2018/02/The-Mobile-Economy-Global-2018.pdf The Mobile Economy 2018] {{Webarchive|url=https://web.archive.org/web/20190925090507/https://www.gsma.com/mobileeconomy/wp-content/uploads/2018/02/The-Mobile-Economy-Global-2018.pdf |date=2019-09-25 }}, ''Global System for Mobile Communications Association'', Retrieved 2018-03-22</ref>

However, nowadays, the mobile phone has become a focal device in people’s lives, and manlymany people cannot live without it. These advanced mobile technologies bring people more business opportunities that connect business people and consumers at any time and place. Because of this, digital marketing has become more essential, and mobile marketing is one of the newest digital marketing channels that people are considering; it can get information about the features of goods that people like without the need for buyers to go to the actual store.<ref>{{Cite journal |last1=Stefko |first1=Robert |last2=Bacik |first2=Radovan |last3=Fedorko |first3=Richard |last4=Olearova |first4=Maria |date=2022-03-30 |title=Gender-generation characteristic in relation to the customer behavior and purchasing process in terms of mobile marketing |url=http://economic-research.pl/Journals/index.php/oc/article/view/1982 |journal=Oeconomia Copernicana |language=en |volume=13 |issue=1 |pages=181–223 |doi=10.24136/oc.2022.006 |s2cid=247944696 |issn=2353-1827|doi-access=free }}</ref>

SMS marketing has both inbound and [[Marketing communications|outbound marketing]] strategies.<ref>{{cite web |url=https://www.digitalmarketingnearyou.com/mobile-marketing-strategies-to-reach-customers-on-the-go/ |title=Mobile Marketing Strategies to Reach Customers on the Go |publisher=DigitalMarketing.com |access-date=2022-11-14 |archive-url=https://web.archive.org/web/20230425051421/https://www.digitalmarketingnearyou.com/mobile-marketing-strategies-to-reach-customers-on-the-go/ |archive-date=2023-04-25 |url-status=live }}</ref> Inbound marketing focuses on lead generation, and outbound marketing focuses on sending messages for sales, promotions, contests, donations, television program voting, appointmentappointments and event reminders.

Transaction Alerts are used by financial institutions to notify their customer about a financial transaction done from their account. Some SMS only highlights the amount transacted while some also include the balance amount left in the account.

Simply put, SMS infrastructure is made up of special servers that talk to each other, using software called [[Short Message service centre |Short Message Service Centre]] (SMSC) that use a special protocol called [[Short Message Peer-to-Peer|Short Message Peer to Peer]] (SMPP).

| India || 1,162,470,432 || ACL Mobile Ltd, SMS Gateway Hub, SMS Gateway Center, Txt Local, Tubelight Communications, SMSCountry

| United Kingdom || 83,100,000 ||MMG, Quicksms.com

| Argentina || 56,725,200 || Innovative Txt, [[UK Intis Telecom Limited|Intis Telecom]], Via Nett

Push notifications were first introduced to smartphones by [[Apple Inc.|Apple]] with the [[Apple Push Notification Service|Push Notification Service]] in 2009.<ref>{{cite web|title=Notifications for Developers|url=https://developer.apple.com/notifications/|website=Apple}}</ref> For Android devices, Google developed [[Android Cloud to Device Messaging|Android Cloud to Messaging]] or C2DM in 2010. Google replaced this service with [[Google Cloud Messaging]] in 2013.<ref>{{cite web|title=Cloud to Device Messaging (Deprecated)|url=https://developers.google.com/android/c2dm/|website=Google}}</ref> Commonly referred to as GCM, Google Cloud Messaging served as C2DM's successor, making improvements to authentication and delivery, new API endpoints and messaging parameters, and the removal of limitations on API send-rates and message sizes. It is a message that pops up on a mobile device. It is the delivery of information from a software application to a computing device without any request from the client or the user. They look like SMS notifications but they are reachedreach only the users who installed the app. The specifications vary for iOS and androidAndroid users. SMS and push notifications can be part of a well-developed inbound mobile marketing strategy.

Mobile marketing via proximity systems, or [[proximity marketing]], relies on GSM 03.41 which defines the Short Message Service - Cell Broadcast.<ref>{{cite bookcn|urldate=https://books.google.com/books?id=QUQQBwAAQBAJ&q=Mobile+marketing+via+proximity+systems%2C&pg=PA190|title=TheApril Social Media Marketing Handbook - Everything you need to know about ... - Rob Peters - Google Books|isbn=9781743448571|last1=Peters|first1=Rob|date=2012-10-242024}}</ref> SMS-CB allows messages (such as advertising or public information) to be broadcast to all mobile users in a specified geographical area. In the Philippines, GSM-based proximity broadcast systems are used by select Government Agencies for information dissemination on Government-run community-based programs to take advantage of its reach and popularity ([[Philippines]] has the world's highest traffic of SMS). It is also used for commercial service known as Proxima SMS. Bluewater, a super-regional shopping center in the UK, has a GSM based system supplied by NTL to help its GSM coverage for calls, it also allows each customer with a mobile phone to be tracked though the center which shops they go into and for how long. The system enables special offer texts to be sent to the phone. For example, a retailer could send a mobile text message to those customers in their database who have opted-in, who happen to be walking in a mall. That message could say "Save 50% in the next 5 minutes only when you purchase from our store." Snacks company, [[Mondelez International]], makers of Cadbury and Oreo products has committed to exploring proximity-based messaging citing significant gains in point-of-purchase influence.<ref>{{cite web|last1=Savage|first1=Mike|title=Mondelez Mobilizes|url=http://www.mediabusinessasia.com/article.php?id=494|website=Media Business Asia|access-date=24 July 2016}}</ref>