From the course: OMCA™ Certification for Digital Marketers Test Prep

Viewing the mobile marketing landscape

From the course: OMCA™ Certification for Digital Marketers Test Prep

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Viewing the mobile marketing landscape

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- Mobile marketing is the newest discipline of the OMCA test. It covers the terminology, regulations, and types of campaigns. Most likely as a mobile user, you will recognize much of the content, but now you'll get a behind the scenes tour of how marketers view this technology. Mobile marketing covers any multi-channel technique to reach audiences specifically on a handheld, mobile, or connected device. Devices include full featured phones, which have limited capabilities and only basic multimedia and internet. Smartphones, tablets, wearables such as fitness bands, smartwatches and eyeglasses, and game consoles. To understand the primary terminology in mobile marketing you first need to know about the primary operating systems of mobile devices. Most smartphones run the Android operating system which was developed by Google. Apple devices run iOS. The goal of companies is to have users download their apps. App is short for application. It is software designed to run on a mobile device. Apps allow a company to interact directly with users through their personal device instead of a website. To create apps software developers using SDK or software development kit. This is the building block to create simple apps within minutes and even has the options for more complex and customized apps. The benefits of mobile marketing are extensive. First is the immediacy of mobile. Mobile messages and notifications are sent right away. There is no waiting for a user to see a message in a feed or open an email. Next, sending marketing messages on mobile is highly affordable. The costs are significantly low because most messages are text-based or simple notifications. And then the deliverability of mobile is nearly guaranteed all over the world. Unlike other marketing, mobile is direct and doesn't go through gateways or third party filters. This allows messages to reach users wherever they are and they do not need to be on a computer or near a TV. Also, the response rate of mobile marketing is higher than other types of campaigns, most likely because of its benefits of personalization and immediacy. And since the messages are usually based on specific factors such as location or recent actions, they're more relevant. Another distinct benefit of mobile marketing is the interactivity of campaigns. They can integrate with other features of customers' devices like cameras, maps, and browsers. They can also provide two-way communications. Finally, there's integration. Mobile marketing not only integrates with other features of mobile devices, it also integrates with other marketing channels. Email, video, websites, social can all be integrated with a mobile-specific delivery or campaign. In fact, mobile users spend more time on social media than desktop users, so it's a natural fit. So you see, mobile marketing is highly personal and interactive. Perhaps no other device is so close to people as their smartphone.

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