Why Mobile Marketing?

Image by premasagar via Flickr

When I first learned from my Digital Marketing Wiki Course that the mobile phone will play a very significant role in Digital Marketing, I found it hard to believe. I ask myself: How can a small gadget host a myriad of graphics, colors and content? Will it be effective?


When I registered in the Mobile Marketing Course, it was more of a compliance to the Digital Marketing Diploma Program. I was not excited to say the least. The succeeding courses are more cool and exciting.


On the first day of the course, the Subject Matter Experts (SMEs) tasked to deliver the lecture, successfully justified the importance of Mobile Marketing. My perception on the effectiveness of mobile as a medium for marketing changed. One cannot underestimate the capability of mobile to reach a larger segment of society compared to other media. In the Philippines, there are 75 million mobile phone subscribers. This translates to 8 out of 10 people having a mobile phone. 75 million subscribers is nothing to sneeze at as it represents 82% of the Philippine population.


Mobile has the highest level of engagement and interaction and can deliver on its promise of one-on-one marketing. It has become the fastest way to communicate with anyone as people never seem to turn off their mobile devices unlike any other media. The device encourages the brand to interact with the consumer on an intimate basis. Because it is intimate, it has targeting capabilities. Messages can be sent in a relevant, tailored and timely manner. The consumer receives the right messages at the right time and the right place. This translates for mobile marketing to have high conversion rates.


Mobile marketing is measurable. It is easy to monitor the amount spent, the rate of conversion and how many participated in the campaign.


Aside from all of the reasons stated above on mobile as a very potent marketing medium, its use would be better appreciated and maximized if there is a corresponding investment on the part of handset manufacturers in data transmission speeds and for telcos in terms of bandwidth. The lack of which will compromise the future of mobile marketing.


What can mobile marketing do to a brand? For one, it can increase brand awareness of a product. SMS raffles, mCoupons, mSampling, downloads, info-on demand, mobile hotline can very well deliver more awareness for the brand. Because of the very nature of mobile marketing campaigns wherein a customer has to register vital information about himself, mobile marketing can generate profile opt-in database for the brand. This database can be mined extensively by the brand for future campaigns and strategies. The brand can also further interactivity with the customer by leading him to a website wherein he can read more information about the product. Loyalty programs can be created from the database on hand. These activities all point to increasing the company's revenues.


Though mobile marketing seems the way to go putting into consideration its wide reach and targeting capabilities, it can not be a stand alone campaign. It works best with traditional marketing media.

What is Life Without Digital?

I asked myself this question and a lot of things came to my mind. True, the world revolved and life went on normally before internet became a byword. Scientists were able to invent gadgets and equipment that made life easier for all of us. Einstein gave us the light bulb. Alexander Graham Bell invented the telephone. A lot of things were invented that made a great impact to civilization but nothing compares to the advent of digital technology.

When I was in my teens, my family shared one black and white television set in the living room. All of us had our favorite TV show but we had to follow a schedule in watching. That way, everyone was given a chance to watch his TV show given the limited number of TV channels to choose from. There was no cable then. This situation was changed when my father brought home our second TV set, this time a color television unit but still no cable.

One of the things that digital technology brought that made a major impact on my life is the mobile phone. I grew up sharing our PLDT landline with a neighbor, in short, we had a partyline. I cannot use the phone whenever I want to. I had to wait for my neighbor to put down his phone before I can use it. That was a cause of irritation between us neighbors. Twenty years or so after, the situation is completely different. Not only do I have a landline telephone, I have three mobile phones in my bag, my major phone Smart, Sun used for calling my employees and a wireless landline. It’s just incredible and amazing.

Digital technology has brought convenience and speed to our daily chores. Nowadays, we reheat our pre-cooked meals in the microwave oven, type our correspondences using the computer, conduct business using emails, bank and buy online, call or send SMS using the mobile phone. Everything is done through the click of a finger. We’ve really gone a long way. What if we decide to give up digital technology even for a week? For a digital immigrant like me, life will go on albeit slowly. I will feel isolated as I can’t network with my loved ones and friends who are on the other side of the globe. I will drag myself to the bank to pay my bills or just to get my account balance. It will be a big inconvenience. I can still do things that have to be done except that it will take more time and effort to accomplish them.

I think the crucial question is if I am willing to give up digital technology.

http://www.ictineducation.org/home-page/2009/11/1/life-without-the-internet.html

http://www.helium.com/items/1268584-speculating-on-life-without-the-internet

http://www.helium.com/items/1268584-speculating-on-life-without-the-internet?page=2

http://www.helium.com/items/1268584-speculating-on-life-without-the-internet?page=3