Mobile Marketing: Does It Work?

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Introduction

Technology has changed our lives than ever before. Digital marketing strategies are replacing the way of traditional marketing strategies works. This is primarily because of easy user interference, consuming engagement, less time, and great cost-effectiveness.

There are over 3.5 billion smartphones users averaging screen timing is 2 hours 55 minutes. Approximate 56.2% of the global traffic coming from mobile phones, it would be safe to say, consumer experience all in for a mobile-first experience. These trends are producing a great impact on the business especially on the way business sell their products and services. According to Salehi et.al, 2018, markets are arguing over the subject does smart phones marketing increases business sales? Mobile marketing is a medium of sharing your product’s information giving access to users to order products and services anytime. The purchasing decision is highly dependent on the peer to peer communication and how many times the consumer sees the advertisement. When it comes to mobile marketing, this means keeping devices in mind and utilizing SMS/MMS, mobile apps and e-marketing concepts.

In today’s times, mobile marketing can do wonders whether it is in terms of driving brand value or leveraging mobile devices to connect with many customers. This study evaluated multiple aspects of the mobile marketing used by the marketers and the current role of mobile marketing in the pharmaceutical, textile, automobile industry impacting changes in the practices.

Mobile Marketing- A Boom Or Burden

Mobile marketing is a state of art how your business appeals to the business strategy. If done correctly, it has the potential to enhance a large customer base with personalized and time and location sensitive advertisements. It has grown steadily. As per the report of e-marketer and assignment maker mobile versus desktop users has been increased by 19%. 

Similar to a report of the pew research centre, 96% of the people have owned some sort of smartphone. And in 2019, the share of Americans who owned smartphones increased by 81% that was 41% in 2011. This is quite predictive smartphones cover a huge time of our day to day life. Let’s see how bigger these stats would be- 

  • An average smartphones users check his or her mobile phones 47 times in a day
  • Almost 3 hours per day, users spent on mobile phones doing some random searches, shopping, video or playing games
  • In early 2019, CNBC reported almost 75% of the users to access the web solely by their smartphones by the end of 2025. 
  • People browse 70% more on smartphones than desktop
  • The retail conversion rates are 0.7% however the traditional PC conversation rate is still higher
  • Mobile searches have increased by 200% times in 2012
  • And now it is assumed mobile searches will sooner surpass desktop searches in 2014
Source- Statista, 2020

Huang, 2018 conducted the research on purchasing intention of consumers and identified, purchasing intention would be enhanced if the conversion was done by social media including e-marketing and other internet marketing in some ways. Nowadays consumers are totally dependent on the views shared by e vom and emails. According to online assignment help experts Electronic marketing has shown a decent increase in buying decisions of consumers made upon decisions shared by the people on the internet.

Mobile Adoption and Users Behaviour

From the final creation of mobile over 40 years ago till the date, mobile phones have become an integral part of people’s life. And with the demand for smartphones has grown continuously, with 333.4 million smartphones will be shipped around different corners of the world in 2017 however the key player Samsung and Apple dominating the market. 

According to a recent study conducted by assignment helper, it was assumed UK citizen check their smartphone in 12 minutes and there are no surprises what clues it is provided to the different marketers. This clearly demonstrates the heavy smartphones usage behaviour suggesting users are becoming reliant on the capabilities provided by the smartphones. According to Wang and Fanjiang, 2016 since the inception of iPhones in 2016, the meaning behind introducing smartphones have changed drastically even users are more focused on the interference and experiences provided by these devices. Further, the creation of the smartphones and opening of distinct app stores completely change people perceptions that turned them into more than just a mode of communication.

In between 2008- 2006, digital ads saw a significant amount of growth with 37% of the advertisement budget spend digitally. With this, marketers are allocating a hefty amount of digital advertisement towards different forms of mobile marketing. Advertisement associations in the UK predicted 37% of mobile advertising growth in the UK in Q1 of 2017. Further evidence also depicted 11,859 million GBP evidently showing the continuous growth of the advertisement format. 

Throughout the years, researches progressed to check the stats given the proliferation of mobile phones. Despite this mobile was looking like a promising way of communication with an audience as a perspective of advertisement. In fact, many advertisers are ready to reap the benefits that originate from mobile marketing. Many studies conducted have shown although the number of clicks is significantly higher in the case of smartphones than Desktops, arguments made the failure of mobile marketing happened due to lack of understanding of the surrounding module. Statista reported consumer perception and highlights, consumers believe ads should be better and more acceptable, if they find advertisements easier to avoid, they would choose to skip them. The fundamental mismatch in relation to user expectation and different types of mobile marketing would be based on how the advertisement is served.

Digital Marketing- Selected Channel

Prior mobile marketing was focused on the theme such as mobile phone usages, and consumer behaviour. McCarthy, 2017 concluded in his research, digital marketers focused on mobile marketing it is quite cheaper and seems necessary elements for business growth. Mobile marketing on a large scale is easier to reach maximum consumers. 90% of the world population access mobile services to enhance brand image whether it is bigger and small enterprises. 

As mobile phones don’t need constant connection with desktops, the wireless factors of the smartphones increase the flow of information become a trend people have accepted this is because smartphones are easier to use. Many studies conducted by online assignment help experts show in the whole of America and Europe consumers are more active and access services from it. Their study also showed 90% of the world population will access the services through mobile marketing.

Khan, 2015 shared their views on mobile marketing and consumer relationship with brands. He said, in the era of wireless connection, this will create hype in marketing trends and brand communication. With the help of mobile marketers, this will become much easier for businesses to influence consumer behaviour and their purchasing intention. This will bring a sense mobile marketing creates a good relationship and help in maintaining effective relationship with the consumers. 

But mobile marketing solely doesn’t provide several opportunities to the marketers but it also throws tough challenges before diving into the opportunity. In the marketing mix, advertisement through SMS and email has become quite common. Mobile marketing uses several advertisement modes like games, vouchers, information services and coupons etc. McDonald and Dominos who offer tough competition with mobile marketing, various marketers are now using mobile marketing as a source of communication with regular customers. 

A Brief History Of Mobile Marketing

The history of mobile marketing links back to the time when the first commercial SMS advertisement and shortcodes were launched in the year 2003. Nike and Pontiac were the first brands to launch the First mobile campaign in 2005. That was the earliest time when everyone accepts the ironist and started seeing mobile marketing as the future.

By the end of 2007, there were 2.4 billion SMS users across the globe. Apple launched its incorporation is US and QR codes into mobile marketing in 2010 that led to the beginning of mobile marketing.

By the end of 2011, mobile marketing encompasses $14 billion in global industry worth. As we have already seen the tremendous growth of iOS and Smartphones, in 2013 apps were becoming a popular medium to run advertisements were also replacing the traditional way of advertisement in some way. However, still, most the company emphasized traditional marketing.

In 2014, the number of smartphone users has exceeded desktop users also accessing the internet from their phones. Today 89% of the smartphone time is spent on apps and this is one of the reasons 71% of the marketers are using mobile marketing as a core of their business and almost 68%brand have integrated mobile marketing into their common business strategy. Henceforth it can be concluded brands who are still emphasizing the traditional advertisement strategy should rethink their advertisement strategies. To know about advertisement policies, you can take assistance from OmanEssay essay rewriter team.

Privacy And security

Privacy and security is a huge concern when it comes to promoting mobile marketing. Privacy of data is a widespread issue associated with mobile marketing that also impacting consumer attitude. Many times users doubt whether mobile applications have legal rights to records personal details. This data can be used by cyber attackers spamming. Also tracking the consumer direction over the websites somehow crosses their limits. 

Data helps the company in providing better customer services resulting in business success. These mobile apps ask for personalized information and access to galleries to make them more comfortable while sharing the data, but in some stance, it works against impacting brand image.

Apart from that Security is the foremost issue for the ICT based channel tools. For organization-based advertisement policy, it is quite evident security of sensitive should be their top priority. The application security strategy should be formalized and must be presented early in the development of the life cycle. 

One of the possible threats is losing confidential statements. Cheating and providing the fake location of consumers could be other threats that should be taken in mind before advertising. A real example of location cheating, Foursquare have encountered the cheating incidence during their early days of working. Foursquare adapted cheater codes to defend them against the cheating attack that is further verified by the customers. Bring your own device model (BYOD) and Mobile device management (MDM) is essential to avoid potential threats that arise doing conducting mobile marketing. In recent years companies have largely used behavioural targeting, personalized tools, and techniques for mobile optimization. However standard consumer direction optimization tool is not sufficient, 43% of the business are offering personalized desktop and mobile experiences. The more personalized mobile marketing campaigns certainly offering a higher impact. Get to know more BYOD model from OmanEssay assignment help team.

Conclusion

With the increase of smartphones users, mobile marketing campaigns are weapons to determine the growing business needs. In this report, we have concluded the electronic marketing has shown a decent increase in buying decisions of consumers made upon decisions shared by the people on the internet. Thereby to enhance the brand image, a number of mobile-based channels are largely used by the marketers to conduct different advertising. Therefore the right channel and marketing mix is very much important to design effective advertising. But it is also seen several clicks significantly higher in case of smartphones than Desktops, several arguments made on the behalf of the failure of mobile marketing happened due to lack of understanding of surrounding module that means consumer believe ads should be better and more acceptable. Henceforth it is advisable to make advertisement interactive, having lower running time based on the idea. This will help in establishing a good marketing relationship and maintaining an effective relationship with the consumers. 

References

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Broadbridge, V.E., 2018. Users’ Perceptions of Control and Mobile Advertising Effectiveness: Theoretical Reflections and Empirical Evidence (Doctoral dissertation, University of Portsmouth).

Hurley, D., 2016. An Investigation of the Impact of Retargeting Mobile Advertising on

Customer’s Purchase Intentions–A Study of the Irish Millennial Market (Doctoral dissertation,

Dublin Business School)

Jawaid, M. and Ahmed, S.J., 2018. Pharmaceutical digital marketing and its impact on healthcare physicians of pakistan: A national survey. Cureus, 10(6).

Katawetawaraks, C. and Wang, C. 2011. Online Shopper Behavior: Influences of Online

Shopping Decision. Asian Journal of Business Research, 1(2).

Khan, I. and Iftikhar, F., 2017. The Impact of Email Marketing, Mobile Marketing and Retargeting on online Consumer Buying Behavior.

Kumar, Vikas & Mittal, Saurabh. (2020). Mobile marketing campaigns: practices, challenges and opportunities. International Journal of Business Innovation and Research. 21. 523. 10.1504/IJBIR.2020.105996.

Moats.S.2020. Advantages and Disadvantages of Mobile Marketing. Available at- https://www.thebrandonagency.com/blog/advantages-and-disadvantages-of-mobile-marketing/ Data accessed on 15 Jul. 21

Statista.2020. Number of smartphone subscriptions worldwide from 2016 to 2026 Available at- https://www.statista.com/statistics/330695/number-of-smartphone-users-worldwide/ Data accessed on 15 Jul. 21

Trillo.C.2021. MOBILE MARKETING: HOW TO ENGAGE YOUR CUSTOMERS [2021] Available at- https://www.evinex.com/mobile-marketing/ Data accessed on 15 Jul. 21

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