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What Do All These Mobile Marketing Definitions Mean?
To many people, the The term mobile marketing It is often thought of as some form of advertisement sent to a mobile phone by a company or advertising service. At one point, this definition may be correct, but mobile marketing has gone beyond the simple act of delivering an ad to a mobile phone. In fact, the term mobile marketing can now be considered an umbrella term to encompass all aspects of delivering or receiving information to their target audience through mobile devices. The Mobile Marketing Association recently updated their definition of mobile marketing to reflect this change.
Their definition states: “Mobile marketing is a set of practices that enable organizations to communicate and engage with their audiences in an interactive and relevant manner through any mobile device or network.” Increasingly, mobile marketers are shifting from pushing content to consumers to a new model that is more interactive and engages with consumers in a fun or meaningful way.
There are several advertising methods that fall under the category of mobile marketing:
* Mobile Web Marketing
* Location based services
* SMS (Short Message Service)
* MMS (Multimedia Messaging Service)
* In-game marketing
What other types of advertising and mobile marketing definitions do you need to know to be successful?
Mobile web marketing involves placing ads on websites designed specifically for mobile devices. This is a very common form of mobile advertising and continues to grow. Many people access the Internet through their smartphones, and these phones usually don’t have a full-scale browser to view webpages. To accommodate this, website owners create customized versions of their webpages that are specifically optimized for viewing in mobile phone browsers. Since these pages are not like regular webpages, new ads are served for them. Advertising on these mobile web pages ensures that mobile device users see the ads. Usually, if clicked, these ads take the viewer to the advertiser’s mobile optimized page. Companies like Google, Yahoo, and Microsoft are among the largest sellers of ad space on their mobile content pages, particularly their search pages.
A location-based service is one that allows an advertiser to send advertisements or other information to a mobile device based on its physical location. Location based services are offered by cell phone networks that are able to track the general location of a mobile phone user through the process of triangulation. If a mobile phone user has their GPS system turned on, it will also work to pinpoint their location in a more specific way. Once the network is able to find out where the user is, the advertiser can send an ad based on that location. For example, if someone is walking down a street with a Starbucks on the corner, a location-based service can recognize that the person is near a Starbucks and send them an ad for the store. A more passive version of this is to locate a physical base station in a specific location. When someone comes into the area that has allowed the network to send them messages, the base station can send location specific information or advertisements to their mobile device.
SMS marketing is advertising delivered via text message. This is a very common form of mobile marketing and can work both ways. Advertisers can send messages to mobile users’ networks simultaneously, while mobile users can send text messages to advertiser’s short codes. A short code is a 5 or 6 digit number that many advertisers use in their SMS communications. A common example is after the earthquake in Haiti, people were encouraged to text 90999. That five-digit number is the American Red Cross short code. Short code numbers are valid for all mobile carriers in a particular country. They are expensive so they are generally used by large businesses.
MMS marketing is similar to SMS marketing but allows more than simple text messages. Users can send pictures, videos or audio as well as text to the company running the campaign. In some instances it can be used in real-time, such as Motorola joining the House of Blues to provide real-time photos of the concert on screens next to the stage.
With the rise in popularity of online games, in-game marketing is becoming more common. One of the more common uses for in-game marketing is to provide relevant ads to a target demographic. For example, car companies often place in-game ads as banners in car racing games to promote their brand or specific car. It appears to be part of the game, but paid for placement. Another form of marketing is sponsorship of events or figures. For example, Old Spice Madden 11 sponsors a football game called Swagger. This was followed by the release of their new deodorant, also called Swagger.
As indicated by the Mobile Marketing Association’s definition, mobile marketing covers a broad spectrum of activities. As mobile technology changes and grows, the definition of mobile marketing must grow with it.
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