Lat week we published part 1 of this article kindly contributed by our guest blogger Sebastian Landsberg.
Part 2 looks at how the technological environment will impact on mobile marketing.
But how will the changing technological environment impact marketing? Is there still room for mobile marketing as a separate communications discipline? How will online communications fare with the new situation?
Firstly, mobile marketing will continue to be a valuable discipline in the communications mix. A number of the unique benefits of mobile marketing will remain exceptionally important despite consumers’ constant connection to full blown internet access. Think about mobile sites for example: New mobile devices are not limited by screen size, problematic navigation, and data transfer rates. Thus, mobile sites are not required due to a lack of appropriate technology. However, if a consumer is in transit and requires information as quick as possible, an easier navigation typical for mobile sites will help to get that information when needed. The built-in payment system will lead to a growth in mobile commerce. Users will spend more on mobile service, such as news ticker feeds and music subscription, and offline goods by using their phone as a payment device. Another example is mobile gaming.
Secondly, online marketing will greatly benefit from the new technology, allowing it to utilize some of the hitherto unique benefits of mobile marketing. Instantaneous access to the consumer via email, improved personalisation of search results, advertising, and special offers taking into account users location, demographics, device type, and carrier as well as known search preferences, will improve users’ online experience, conversion rates of online marketing, and finally increase spend on online marketing above proportion.
And finally, there will be a tighter integration of mobile and online marketing. Using the mobile devices’ availability at the point of creative inspiration, online marketing professional will be able to harness the creative potential and impulse of consumers in their campaigns combining elements from online and mobile marketing disciplines. For example, a campaign would start with the reception of a Bluetooth message that prompts an action taken using a mobile device. The result is then uploaded to a website, which can be accessed by other consumers participating in that campaign.
Overall, it is certain that mobile and online marketing will benefit from the diffusion of mobile devices capable of accessing online content, new services, and the further development of mobile networks. Both marketing disciplines will remain distinct, but more integrated, and will become a priority in the marketing mix of corporations within the next couple of years.
Teimlo would like to thank Sebastian Landsberg for contributing this article. If you would like to contribute an article offering some expert advice please contact Huw.