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.
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/
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/
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