12 Feb What is Mobile Marketing?
Since the release of Apple’s iPhone and the ensuing explosion in popularity that the smartphone has gone through in the last five years, the world of digital marketing has essentially been re-built from the ground up. The Web in general is becoming much more of an intimate experience, thanks largely to the fact that users are connected at all times on devices that they can carry with them wherever they go. Marketing has had to become much more intimate as a result, which is where the idea of mobile marketing enters into the lexicon for all time.
What is Mobile Marketing?
Simply put, mobile marketing is a type of digital marketing that is targeted directly at smartphones, tablets and other types of mobile devices. Thanks to the GPS hardware that is normally installed in these types of devices, along with the huge amounts of information that users are storing on them at the same time, mobile marketing can provide customers with location-based and other personalized information at a moments’ notice.
Types of Mobile Marketing
Mobile marketing can take a few different shapes depending entirely on the type of audience that a business is trying to reach. SMS marketing takes the form of traditional text messages, similar to the type that you probably receive from friends and family members on a daily basis.
“Push” notifications are essentially the smartphone’s version of a pop-up advertisement. These can be triggered based on a series of pre-determined events (like the launch of a new product) or even via location. A user can automatically receive a “Push” notification on their iPhone when they’re physically close to the store in question, for example.
One of the most popular types of mobile marketing, however, is mobile Web marketing. This is a form of advertising that features ads and other types of marketing-related messages that are specifically designed to be viewed on a smartphone or tablet. Mobile Web marketing is governed by a set of guidelines and standards that were created by the Mobile Marketing Association. These include recommendations regarding the size of certain ads, where they should be placed inn relation to content and more.
One of the most important factors to keep in mind regarding mobile marketing is the idea of responsive design. Not all smartphones are created equally. They can vary wildly in characteristics like screen size, resolution and included hardware based not only on the original manufacturer but also regarding which specific model in a product line that you’re talking about. Responsive design practices will take a piece of content formatted for the mobile landscape and make sure that it can be properly viewed on every type of device that a user may own.
If you only formatted your mobile advertising for the Apple iPhone, for example, you run the risk of creating content that will display improperly on devices with wildly different technical specifications like the Samsung Galaxy (and will thus alienate those users as a result). Responsive design practices not only help make sure that all members of your target audience are accounted for, but they also help save time and money because businesses no longer have to design multiple versions of the same piece of content to account for changes in devices on a regular basis.
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