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Why Do Companies Use Mobile Marketing?

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There are several reasons why companies choose to embark in the mobile world to further reach their customers. Below are just a few reasons marketers have leveraged mobile marketing.

1. People Consider Their Mobile Phones Personal

Many people use their mobile phones to store contact information, appointments, reminders and personal notes. People take pictures using their mobile phones and customize various settings on their phone (wallpaper, ringtone, theme, etc.). Also, generally people don’t share their mobile phones. So communicating to your customers via their mobile devices is an effective way to increase the personalization of your marketing message. With that said, privacy and permission are very important for all marketing campaigns especially involving a mobile device.

2. People Always Keep Their Mobile Phones Around Them And On

Think about the things you grab just before you leave the house: wallet, keys, mobile phone. Think about the things you keep close to you throughout the day: your mobile phone. Also think about the last time you turned your mobile phone off. During meetings, outings and even while they sleep, people generally put their phones on silent or vibrate. Rarely do people turn their mobile phones off unless they need to reset it, pop out the battery or change the SIM card.

What does this mean for marketers? Mobile campaigns can be read within minutes of being received. But marketers must be sensitive to the timing of their messages. Nobody wants to be woken up at 4 AM with a marketing message to their mobile device.

2. People Always Keep Their Mobile Phones Around Them And On

Think about the things you grab just before you leave the house: wallet, keys, mobile phone. Think about the things you keep close to you throughout the day: your mobile phone. Also think about the last time you turned your
mobile phone off. During meetings, outings and even while they sleep, people generally put their phones on silent or vibrate. Rarely do people turn their mobile phones off unless they need to reset it, pop out the battery or change the SIM card.

What does this mean for marketers? Mobile campaigns can be read within minutes of being received. But marketers must be sensitive to the timing of their messages. Nobody wants to be woken up at 4 AM with a marketing message to their mobile device.

3. People Can Make Payments Through Their Mobile Phones

Every mobile phone has a built-in payment system: the SIM card. Billing can be done through the user’s mobile network. With the popularity of ringtone downloads, game downloads and data usage, people have developed the mentality that they must pay for content through their mobile phones. The expectation that mobile content is free has been lessened. But marketers must understand that even though consumers are willing to pay for content and downloads via their mobile device, clear communication that charges will apply must take effect.

4. People Can Easily Share Mobile Content

Much like how email has the “forward” option, mobile phones gives users the ability to forward messages to their friends with a click of a button. There is great viral potential with mobile marketing and if the message/offer is compelling enough, users will share your message/offer with their friends. With the use of text messaging, BlackBerry Messenger and other instant messenger systems on the mobile device, people are communicating with their friends using their cell phones more than traditional communication channels. Therefore, mobile marketing campaigns have the potential to go viral because users can send a message to their mobile contacts simultaneously within minutes.

5. People’s Response to a Mobile Campaign Can Be Easily Tracked

Much like how Internet marketing offers exceptional tracking and measuring capabilities, so does mobile marketing. Since every activity in a mobile marketing campaign is tracked to a single phone number, engagement can be easily measured. Though some mobile networks may limit the amount of data they are willing to share with marketing
companies, activity can be traced back to individual mobile users.

Consider the number of people who rely on their phones and how important they consider their phones as part of their way of life. Mobile marketing allows companies to capitalize on this fact, while increasing customer engagement, brand loyalty and profits at the same time.

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