Pros and cons of mobile marketing

Mobile marketing has the potential be the next big thing in interactive marketing. However, there are many obstacles to overcome.

Pros:

• Mobile phones can receive input anywhere-anytime, enabling location-specific and behavioral targeting for local businesses.
• Personalization, immediacy, and interactivity of mobile ads encourage response by consumers.
• Mobile marketing can help build a customer database. Once customers opt in to receive an ad, you can use the information for loyalty marketing and customer retention.
• Web searches on mobile devices will eventually exceed searches on PCs.
• Access to many international consumers who can’t afford PCs .

Cons:

• General intolerance of advertising messages on a personal device.
• Adaptation of content and messages to the mobile web results in poor user experience.
• Advertisers are wary of consumer privacy issues.
• Mobile marketing is fragmented and complex because of many different handsets and carriers, different types of functionality, and different preloaded apps
• Scarcity of mobile web sites.

H&M multifaceted mobile marketing campaign

H&M launched its first mobile banner campaign in 2006, becoming one of the first major brands to do serious mobile marketing. The retailer has continued to use the mobile channel ever since.

 

The goals of H&M's mobile campaigns are to illustrate and promote its latest seasonal collection of apparel and to drive membership in the H&M Club, a loyalty rewards program.

MADS and Mobiento gather demographic info

The campaign includes SMS coupons, mobile banner ads placed on major carrier portals and media sites. Consumers can sign up by entering their mobile number on the site to get SMS alerts and mobile coupons with special offers driving them into physical retail locations.

The mobile campaign was designed to enhance its viral effects by letting consumers send links with information and images of specific pieces of clothing to friends and family.

The H&M mobile site

Reference: http://www.mobilemarketer.com/cms/news/advertising/2506.html

Definition of Mobile Marketing

Mobile marketing can refer to one of two categories of internet.

• First, and relatively new, is meant to describe marketing on or with a mobile device, such as a cell phone.
• Second, and a more traditional definition, is meant to describe marketing in a moving fashion - for example - technology road shows or moving billboards.

Mobile marketing is broadly defined as “the use of the mobile medium as a means of marketing communication” or “distribution of any kind of promotional or advertising messages to customer through wireless networks”.

More specific definition is the following: “using interactive wireless media to provide customers with time and location sensitive, personalized information that promotes goods, services and ideas, thereby generating value for all stakeholders".

 Source from: http://en.wikipedia.org/wiki/Mobile_marketing