Mobile Marketing - The Future?

The Use of mobile is one of the fastest growing commodities worldwide. The use of mobile is seen not only amongst the younger generations as stereotypes portray, studies have shown that although demographic, socioeconomic and political factors are involved in the adoption of mobile, adoption rates are still high amongst categories which we might not expect (older generations, developing countries). Therefore this gives us the perfect audience to be able to connect with anytime, anywhere. From a marketing perspective this is an opportunity for very targeted mass communication where tracking is simplified. A lot of users are now on 3g and even 4g which gives us an even higher platform for which to target with high-speed wireless mobility. However mobile is still in its infancy [1]. In order for marketing to be effective through the realm of mobile there needs to be a good strategy.


In addition to this there is the fear that using mobile to target people could be too personalised and seem like an invasion of privacy to the consumer. This is an ethical issue that companies cannot afford to get wrong. I would suggest that a company with a good reputation and a high level of loyalty and trust from customers should take on mobile marketing but with caution. I highly doubt a new or improving company could take on this method of marketing. However I do believe that if used correctly, it could become an integral part of an already well established marketing plan. 

Mobile apps are already a big thing, only to get bigger in the future. However instead of merely creating a fancy dressed up app in the app store or different channel. The brand identity, image and values need to be embedded in the app in order to create more loyalty from users. Failure to do this can mean that a mere SMS would suffice and this would be at a fraction of the cost. Because lets face it, there is no point producing and marketing a mobile app if it is not profitable. In addition a poor app could be detrimental to a business and create bad PR as a result. 

The lecture on mobile marketing was fascinating to me. I myself believe that new media such and this and social media is the future of marketing. It is exciting. To hear the figures for the number of people who use mobile in China and India is astounding. One website quoted the number of mobile users in China as 900 million [2]. So if harnessed correctly, mobile could quite easily take over the PC in many countries as the main form of accessing the internet, it is more affordable, convenient and fast. 


[1] http://www.mobilemarketer.com/cms/news/research/4101.html
[2] http://www.mobilemarketingwatch.com/

Interactivity

Interactivity is vast becoming a vital part of communication within organisations. The purpose of which is to receive feedback from products or services that have been provided by the organisation. Cost effective providers of interactivity can be, facebook, twitter, blogging, Linked in, youtube videos, the list goes on.

The problem companies can have with using interactive forms of marketing, is not knowing how to use them effectively. Its one thing having a facebook page but if you don’t have anyone viewing the page there is no point in having it. In addition to this if the company don’t take on board the feedback they are given and show changes accordingly this can be unfavourable for the business, however obviously costs, brand image and brand identity must be first and foremost.

The key to using interactive media efficiently is all about keeping it relevant. Especially if the product or service is aimed at a specific segment and demographic. People like to see constant updates and progress. They like to know the information first hand. For example If something were to go wrong for the company (BP springs to mind). A way of handling the PR would be use of interactive social media to have more control over the situation. 

During the crisis of the oil spill by BP, they failed to communicate with its customers and stakeholders how bad the oil spill actually was. Their corporate social responsibility was to protect the animals and people of the area of the spill. This was also not handled in the correct way and many people felt that they could have done more for the local area. [1] It is clear that their contingency plan was awful, and you would expect more from such a massive corporation. Trying to detach themselves from the inscident. Carreen Winters, executive vice president at MWW Group and head of the firm’s crisis practice. “While millions of people watched the spill growing via a live video feed on the internet, BP downplayed the impact of the incident, attempted to shift responsibility to a sub-contractor and generally did just about everything wrong.”[1]


[1] http://provoque.co.uk/2011/03/14/10-examples-of-how-big-corporations-managed-pr-crises/

Fighting Cancer with Social Media.

Since the 90’s social media has evolved and is now a worldwide phenomenon. Social media is primarily used as a communication tool to create awareness for an organisation. “It personalizes the "brand" and helps you to spread your message in a relaxed and conversational way.”[1] Social media is essentially a free/low cost channel to market and thus is vastly becoming one of the most effective and economical communication strategies to date. But which organisations are using social media effectively?

In the news at present there have been reports on a rise of breast cancer in women in the UK from “one woman in nine to one woman in eight”[2]. It is deemed that lifestyle is to blame for the increase. I wanted to find out what channels Cancer Research UK was using to help raise awareness for the charity. Their blog informs people about the rise in breast cancer and gives advice about how to prevent it. [3]

Cancer Research UK use many popular types of social media from podcasts and their own blog to having over 60,000 friends on facebook and over 13,000 followers on twitter. 

Influencial adverts are placed on their youtube channel to help raise awareness and increase donations towards the charity. Using ‘real people’ both experts and the general public makes this particular advertising converge to different platforms, to which anyone can relate. Marketing in a way that evokes emotion is a key semantic field in these adverts, which then creates empathy within their audience. In addition to focusing on the key principal and slogan ‘together we can find a cure.’ This makes the audience part of the organisation and makes us think were able to help. This is a very clever and effective marketing tool.

When visiting their facebook page it is clear that Cancer Research UK is dedicated to informing people of different cancers using both scientists and doctors as a question and answer type forum. In doing so this page has become extremely interactive and it shows that many people are benefiting from the information given by this particular service. As a result, instead of paying any consultancy fee’s general questions can be asked on this page. However surely all advice cannot be the same for every person, cancer is very individual. I fear that people who are maybe too scared to go see their doctor would merely accept advice given on this site.

Gangadharbalta (2008) picks up on the point that social networking meets the needs of ‘group seeking behaviour.’[4] I believe that this has been achieved (perhaps initially unintentionally) through the interactive social media channel of facebook by Cancer Research UK. For people visiting the page who have felt the sting of this vicious disease, to know that they are not alone could be very psychologically beneficial for them. Increasing the size of their support team from not only close family and friends, but also to digital friends globally.

Other than the above advantages, the social media channels chosen by cancer research UK are used for promoting events and organisations that help to fund the charity. Such as the ‘race for life’, whereby women are asked to participate to help raise money to fight breast cancer. Perhaps by seeing the events promoted on social media pages this may encourage more members to participate or create awareness for them to donate.

Overall I feel that the channels of social media chosen by Cancer Research UK have all been used effectively as communications tools, interacting with their audience has clearly been the key to their success.

[1] ^http://marketing.about.com/od/strategytutorials/a/socialmediamktg.htm   

[2] ^ http://news.sky.com/skynews/Home/UK-News/Cancer-Drinking-And-Obesity-Linked-To-Rise-In-Breast-Cancer-Among-British-Women/Article/201102115922399?lpos=UK_News_Top_Stories_Header_3&lid=ARTICLE_15922399_Cancer%3A_Drinking_And_Obesity_Linked_To_Rise_In_Breast_Cancer_Among_British_Women

[3]^ http://scienceblog.cancerresearchuk.org/2011/02/04/why-are-breast-cancer-rates-increasing/  

[4] Gangadharbalta, H., 2008. Facebook Me: Collective Self-Esteem, Need to Belong and Attitudes Toward Social Networking Sites:Journal of Interactive Advertising: Volume 8(2) P5-15.