Mobile marketing came in the business world as a blessing for all the companies playing in the market. Before diving into the topic, here is the exact meaning of mobile marketing. Mobile marketing is a multi-channel, digital marketing strategy aimed at reaching a target audience on their smartphones, tablets, and/or other mobile devices, via websites, email, SMS and MMS, social media, and apps. We are in a century where people are attached to their cellphones to a level where every other person is glued to the mobile screen.
When done right, mobile marketing can take the business from 0 to 100 in a few steps. Most of the time, Facebook and other social media are logged in using mobile phones. 65% of emails are read on mobile phones. It provides customers a sense of personalisation as it provides them time and location sensitive information, promoting goods and services. According to the latest information from IMAI, India is estimated to have 371 million mobile users in 2016, which is expected to attract 65 million new internet users in a period of six months in 2016. Global companies like Nike, Coca Cola, Volvo, and many other big organisations are already into mobile marketing, said Sultan, an assistant professor in the College of Business at Northeastern University. Mobile marketing has grown not only in urban areas but also in rural areas. People are exposed to various companies through messages, online ads, pop-ups, etc. Before starting mobile marketing, a company should come up with the strategy to be followed. The best option has to be selected from the various marketing options out there.
Along with better advertisement comes personal attachment with customers. Companies have the numbers, email ids, and various other information with them that are required to be kept safe and private, as the leaking of any of this confidential information may paint a bad image of the company hampering its overall growth.
Mobile marketing is a blessing for the companies if implemented with appropriate planning. Companies need to update their technology to go with the speed of development happening around the globe.
Mrinal Garg