Introduction

Mobile marketing is a new area in interactive marketing. It has a great opportunity as people often own a cell phone all the time. It is a broad channel which includes SMS, MMS, mobile internet, applications, location based services and Bluetooth marketing.

Mobile marketing is growing rapidly. Marketers are using this in various areas, such as:

• Response marketing and fulfilment
• Customer relationship management
• Sales promotion
• Interactive marketing, such as voting and competitions
• Ticketing and couponing
• Advertising

These campaigns are offered both exclusively on mobile and in integration with other media, including online, email, direct mail and broadcast channels.

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Definition of mobile marketing

According to the Mobile Marketing Association,

“Mobile Marketing is the use of the mobile medium as a communications and entertainment channel between a brand and an end-user”
- Mobile Marketing Association

Mobile marketing basically have two definitions. Firstly, a relatively new meaning is to describe marketing on or with a mobile device, such as mobile phone. It is an example of horizontal telecommunication convergence. Another more traditional definition is to describe marketing in a moving fashion, e.g. technology road shows or moving billboards.

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Major classification

1. Mobile advertising via MMS
MMS mobile advertising can contain a timed slideshow of images, text, audio and video. This mobile content is delivered via MMS (Multimedia Message Service).

2. In-game mobile marketing
There are three major trends in mobile gaming: interactive real-time 3D games, massive multi-player games and social networking games. Brands are now delivering promotional messages within mobile games or sponsoring entire games to drive consumer engagement. This is known as mobile advergaming or Ad-funded mobile game.

3. Mobile web marketing
Advertising on web pages using mobile devices is also a trend. Google, Yahoo and other major mobile content providers have been selling advertising placement for years.

4. Bluetooth
Using bluetooth for marketing has the advertantage of permission-based and higher transfer speeds. Bluetooth is a radio-based technology thus consumer will not be billed (i.e. free of charge).

5. Location-based services
Location-based services (LBS) are offered by some cell phone networks as a way to send custom advertising and other information to cell-phone subscribers based on their current location. The cell-phone service provider gets the location from a GPS chip built into the phone, or using radiolocation and trilateration based on the signal-strength of the closest cell-phone towers (for phones without GPS features).

Article extracted from: http://mobilemarketing09.blogspot.com

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Tags: bluetooth, Internet Marketing & SEO, IVR, LBS, Location based service, MMS, Mobile Marketing, QR code, SMS, WAP, wi-fi