Mobile Marketing for the Uninitiated

Mobile messaging is just one tool in the mobile marketer’s tool box – albeit a very important one! The field of mobile marketing is changing all the time, so it can be hard to keep up and understand all of the new terms and techniques. With that in mind, we’ve compiled this ‘glossary’ to help you get to grips with the latest mobile marketing updates.

Beacons use Bluetooth to identify phones in a certain location, enabling brands to send targeted ads direct to a customer. A number of top brands are using them this summer in unique ways, with Pimm’s using beacons in pubs to measure busyness, then displaying outdoor ads for pubs and beer gardens with empty spaces when the weather is good, and Magnum sending out coupons to customers in Tesco stores. The technology is still in its early stages, and brands are still sceptical, but these early trials will tell if beacons are here to stay.

Apps continue to rise in popularity as smartphones increase in capacity, with many brands now offering their own apps for customers to download and engage with. Aside from the cost of developing and maintaining apps across different operating systems, apps face the issue of competing with the host of competitors available for consumers’ time and hard drive space.

Mobile Ads
Mobile advertising is growing faster than all other ad formats, and there are a huge and ever increasing range of ways that marketers can go about this. Display, video, social, and search are all popular, with programmatic advertising on the rise. Concerns still exist about the intrusiveness of mobile advertising, and the use of ad blockers is rising, calling into question the effectiveness of the tactic.

No list of mobile marketing activities would be complete without the granddaddy of them all, mobile messaging. Instant messaging apps are on the rise, but marketing opportunities are still lacking, leaving SMS as the most reliable method of two-way communication on a mobile platform. It might not be the most exciting of the marketing tactics, but it’s fast, reliable and extremely effective, so it still retains its popularity among marketers. In fact, as smartphone use has increased, mobile messaging has become more sophisticated, and you can now attach files, mobile surveys, vouchers and more to cram even more information into a text message.

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