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The influence of mobile marketing on consumer behavior
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Mobile Advertising : A New Communication Media
Mobile marketing is becoming the most productive and cost effective medium for reaching a highly desirable demographic. It purposes are numerous : canvassing, building up customer loyalty and of course selling. The mobile phone is a good tool to exchange information with customers with several medium : Small Message Service (SMS), Mini Message Service (MMS), video MMS or internet. Today, it is also possible to pay with your mobile phone and some people think that mobile-phones will replace credit-cards or loyalty-cards in a next future.
The mobile marketing is born thanks to a huge development of high-technologies, which allow to have high-performances cell-phones. It is particularly targeted on young people, who use cell phones of the new generation.
The market on mobile marketing should reach 150 millions of dollars in 2006 (three times more comparing to 2005). The market will grow very quickly to reach 1 billion of dollars in 2009.
Companies such as AvantGO were born, just in order to provide services in terms of Mobile Marketing Advertising and Campaigns. Services provided include a huge database and mobile research surveys. Some major companies trust in AvantGo to build their mobile website : American Airlines or Rolling Stone for instance.
Building up customers loyalty : it is common acknowledged that it costs about five times less to build up loyalty with a customer than to find another one. That is why companies have to focus on existing customers. And because they often have a databases with a lot of information about their customers (including mobile phone numbers), sending SMS or MMS is an easy way to reach customers. And when effective, this type of campaign can contribute to significant brand awareness and loyalty, especially for a young demographic. Today most ambitious marketers try to associate a specialist ringtone or wallpaper with their brand. They are convinced that it could spread awareness of their own brand.
Canvassing : the method to canvass people with mobile marketing is not difficult. Companies have to buy a cell-phone database or to constitute it by their own, corresponding to their respective targets and then to send a message and/or pictures. They can ad an internet website, a call-centre number.
Selling: in Japan and South-Korea it is already possible to pay small bills like restaurants, cinema seats or public transports with mobile phones. The concept is being tested in the USA now.
In the last decade, wireless communications technology has grown rapidly in the global business community. The convergence of two key wireless technologies- mobile wireless communications and the internet has presented a plethora of opportunities for organizations through mobile business hereinafter referred to simply as m-business. M-business is a new business model which utilizes the internet for data/voice transmission through the deployment of wireless devices like smart phones, tablets and e-purses (Gartner, n.d. ). According to Picoto, Belanger and Palma-dos-Reis (2013) m-business has revolutionized the way organizations conduct business as customers are increasingly resorting to m-business. This pragmatic shift can be explained by the reliance on mobile devices for example smart phones to shop online. Undoubtedly, the market for m-business is on an upward growth curve with forecasts establishing higher global uptakes in coming years (Picoto, Belanger, & Palma-dos-Reis, 2013). With such high growth potential, one cannot help but ask what value m-business holds for contemporary organizations?
Imagine yourself sitting in front of the television during the super bowl and you see a commercial. This commercial starts off with an American soldier coming home to his wife and kids after a long day on the job. He says that "my job is at home protecting his family and that no one can tell me how to do that". At the end it shows what the commercial is for and it is for a gun company for Daniel defense (defense). This is a commercial for pro gun laws that has been banned from the super bowl this year. This is just one of the ads that are being banned from the commercials of the super bowl this year, yet there will be other more offensive ads being played. Why is this ad being denied and an ad for beer with half naked ladies being permitted?
Within the last few years the need for development, introduction and investment into creating and establishing a social media presence has been attempted by every organization. This has also led to the creation of start up business that allow support for organizations to enter this marketing approach. Such as Facebook, Twitter and Google have all helped boost the user base for organizations. Through advertising and permission for selling mobile applications to their own users companies are gaining the attention of younger generations. One of the major current platforms for organizations if mobile applications for phones. For Target, the creation of Cartwheel, target and pay applications allow customers to view products, promotions and shop out of the palm of their hands. This platform allows for real time engagement with customers, getting feedback through surveys and allowing customers to voice concerns via direct messages and contact information. The use of Social media being incorporated into a company's strategic strategies, marketing plans to achieve future success is now more important than
· the cellular phone companies are already making a LOT of money in developing and
The principal conclusions of this report show that the iPhone is a successful product that combines interesting features: iPod, internet browser and mobile phone, which satisfy the customer’s needs moreover it is also exceeding their expectations thanks to its fashionable design. However the UK current mobile market is very competitive, so Apple will have to deal with tough competition against established mobile phone manufacturers. The report finally comes up with some recommendations that can help improving Apple’s performance and the marketing environment for the iPhone, these are mainly:
Since the invention of the telephone, companies have predominantly advertised it from a business perspective. While the telephone has undergone a plenitude of developments and transformations, the primary themes of telephone advertisements - price and business - has not changed much over the entirety of the 20th Century. In the early 20th century, it was a method of introducing the telephone to society and convincing the public that this was a luxury they needed. In the 1990s, telephone advertisements continue to use pricing as the primary theme, but using low costs to promote and differentiate between different service providers. Although telephones are commonly used and thought of for social purposes, the vast majority of telephone service
(Riley, 2013) Thanks to the new found platform of technology, the economic growth of cells phones have sky rocketed. As of now the world mobile economy is currently at $1.6 trillion and it is expected to reach $2 trillion by 2017.
Telecommunications gained mainstream attention in the early 90’s; however the initial key market was business men and women, who used their phones whilst being on the move and so allowing them to communicate with their companies with ease. Though in the modern era, telecommunication went through segmentation in the market trends, and now in this day and age it would be difficult to find someone who does not own some form of mobile technology. Many phone providers battle to provide the best service for their customers (Figure 1).
Compared with the rate of many decades before, the rate of mobile usage is zooming these days. The developments of general economy and technology revolute peoples’ life styles and bring mobile business into a new page. Nowadays, business trends could still make a huge difference in those mobile companies.
Cell phone manufacturers and service providers are at the core of the cell phone industry. These corporations are integral from their research and development endeavors to interactions with the consumer and the marketing of new products. The companies that control such factors of cellular phones are very numerous, so it is difficult to address all the cell phone manufacturers and service providers. However, we have focused largely on only the most significant cellular companies namely in the U.S. marketplace, although many have global ties. Collectively, companies around the world have the same goals in mind – to create desirable cutting-edge technology and to increase consumer satisfaction with hopes of generating sales, and thus profits.
There is a slowdown in sales of mobile handsets, in some markets like the UK, as the mature part of the product lifecycle is reached. Customers are exposed to a barrage of different images and messages by mobile phone companies, as the competition gets tougher. Vodafone appeals to new customers and aims to keep its existing ones by emphasising the uniqueness of the brand.
When Kraft Foods, launched Jacobs 3in1/2in1 instant coffee, they were introducing a product into an already very competitive and dense instant coffee market. Therefore, Kraft had to find a cheep and affective way to get their product samples out to the current market and a target market that would be open to change and innovation and act as catalysts to promote their new product (primarily young coffee drinkers). Kraft put it’s money into the hands of an up and coming marketing group called YOC, who were convinced that mobile marketing was the way of the future and would work perfectly for their sampling campaign. YOC’s idea was to use traditional media to advertise the product, and placed control directly in the hands of the consumer by letting them order samples of the product for free using SMS from their mobile phones (Wirelessfederation, 2010) Kraft would use Short codes and key words promoted across traditional print and TV ads, inviting consumers to send an S...
The number of people that use the Internet on a daily basis is "3,611,375,813" as of "June 30th 2016" (Internet Usage Statistics). That means throughout the world, companies can advertise and market to people that use a search engine by putting up ads on the side of any given website. Businesses also use branding to help consumers remember their company. Marketing specialists use methods such as colour schemes and iconic symbols to get the ad to stand out and become memorable. The first way, businesses express their marketing in the 20th century is through social media and expressing interest in people’s hobbies.
For instance, the seemingly innocuous mobile phone is actually playing an increasing role in facilitating monetary transactions, especially in Asia. Already, in Japan, large companies such as Coca-Cola have sanctioned vending machines that are not only compatible with common cell phones but also allow consumers to earn credits for using them (Kupetz). In this regard, the United States is strikingly behind the times when compared to other countries. Another new technology in the vein of mobile phones is no-contact cards. These innovative cards do not require a cashier to conduct a transaction; one simply holds a specia... ...
E-Commerce is a type of industry where the buying and selling of products or services is conducted over electronic systems such as the Internet and other computer networks. Electronic commerce draws on technologies such as mobile commerce, electronic funds transfer, supply chain management, Internet marketing, online transaction processing, electronic data interchange (EDI), inventory management systems, and automated data collection systems. It also includes ‘M-commerce’ which makes use of various mobile devices or smart phones. It means "the delivery of e-commerce capabilities directly into the consumer’s hand, anywhere, via wireless technology.” The various services available on M-Commerce are Mobile Money Transfer, Mobile ATM, Mobile ticketing, Mobile vouchers, coupons and loyalty cards, News, Stock Quotes, shopping apps, Mobile brokerage etc. Launching of Google Wallet Mobile App is one of the recent developments.