Mobile phones have continued to evolve the way we operate in society, ordering a pizza over the phone is a classic example of how society has developed. 10 years ago, if someone told you to order a pizza using your phone, the chances are you would have done so by making a phone call to the pizza shop. However, with the increase use of smart phones and app usage marketers have been able to adjust and create mobile friendly websites and apps allowing users an easy way of ordering and customising their very own pizzas. This is just one of many examples around how mobile phones are adding value to customer experience, and how mobile marketing has become a part of many business strategies. Throughout the article I will identify and explain the following mobile marketing tools used to create customer value:
- Mobile Ads
- Mobile Coupons
- Mobile Apps
- Location Based Mobile Marketing
- Mobile Payments
Before we analyse the mobile marketing tools, it’s important we understand what it exactly means. Mobile Marketing is ‘any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device’. The concept has become extremely adaptive as majority of marketers are understanding the potential it creates of gaining a competitive edge, 80% of top Alexa websites were mobile adaptive. This is largely due to the fact that a whopping 80% of internet users own a smartphone and are more actively using their phones to browse the web.
Mobile advertising is the type of advertising that appears on mobile devices that have wireless connections, it is a subset of mobile marketing. In terms of mobile ads, there are 5 major ad formats which are; Interstitial ads, Banner ads, Native ads, OfferWall ads and video ads. The concept of Mobile ads is to raise awareness of your products or specials and draw the user into clicking into the advertisement, the overall goals is for it to lead to a sale. The more appealing the Ad is, the greater the odds of it attracting the user’s attention.
A Mobile Coupon is an electronic coupon delivered to a mobile phone, which can be exchanged for a financial discount or rebate when purchasing the product or service. Paper coupons are slowly being replaced by its mobile version counterpart. We are seeing less coupons being sent to your letter box and more being exchanges via the websites, SMS and ads users click on. Coupons can be used in different ways, Target mobile coupons are an electronic barcode that is scanned instore to receive the discount, whereas Uber users discount codes that enable users to enter it in themselves.
Companies have begun creating their own mobile apps to create customer value and improve customers experiences. Dominos is a great example of a company that does this well, there app and website allows users to not just order their products over the smart phone but also track the location and estimated time arrival. The app is easy to use and addictive to track the process of production and delivery of your food.
Location Based Marketing:
Location-based Marketing is a direct marketing strategy that uses a mobile device’s location to alert the devices owner about an offering from a near-by business. It’s almost acts like an electronic replacement for billboard advertising, this can be extremely useful for small local businesses to generate awareness and draw in customers with their cheap specials. Gas Buddy is a popular mobile app that incorporates LBM by helping users find the best gas prices in their local areas using crowdsourced data. This popular app has been downloaded 52 million times, this really highlights the popularity of LBM and the extent to which users value the method.
The rise of the share economy has resulted in significant number of customers adopting the mobile method. This is only made possible due to the popularity in phone usage and revolutionary companies such as Uber. The Uber chain only allows users to pay for services through this method and doesn’t take cash or physical card transactions as a payment. Instead the user physically enters in their bank details where money is withdrawn each time the service is used. This doesn’t just save the customer time but also adds reassurance to the providers that users cannot run out of services and avoid paying. We have seen the payment of cash decrease in popularity over time, do you think the same thing will happen with physical card transactions? Will mobile payments completely cannibalise existing payment methods?
These are only a few examples and methods of mobile marketing tools and how its evolving every day to add value to customers experience. What do you think the future of mobile marketing will hold? It’s scary to think how convenient societies daily activities have been made already due to marketing breakthroughs. The possibilities are endless…
Thank you for taking the time to read my blog, looking forward to hearing your own opinion on the topic! 🙂