There was a time when eMarketing was very much the thing for all marketers. Offering various benefits, it had practically changed the face of conventional marketing and the way companies viewed this aspect of business. Now, with the further advent of advanced mobile devices bringing in a lot more connectivity, Mobile Marketing is going far beyond eMarekting.
Mobile marketing gives the user far more advantages, such as lower cost, customization, easy tracking and so on, thereby reducing manpower and yet giving the entrepreneur better business benefits and profits.
Of course, like everything else, mobile marketing also has its upside and downside. Let us study the pros and cons of this system of marketing.
Pros of mobile marketing
- Instant results
- Easy to work with
- Convenient to use
- Direct marketing
- Tracking user response
- Huge viral potential
- Mass communication made easy
- Niche not highly concentrated
- Microblogging benefits
- Mobile payment
Users always carry their mobile phones with them. Most of the time, the user has his mobile phone on as well, which means, he or she receives the message at the very moment it is sent. Even if it is in standby mode, the message is received as soon as the user turns on his mobile device. Hence, mobile marketing techniques are always almost instant.
Drawing out content for mobile devices, whether it is text, images or video, is simpler and less expensive as compared with the same for desktops or laptops.
The mobile medium also makes easier to issue promotions and marketing incentive services to the user. Further, the user can keep the virtual information with him and carry it around till the time he needs to use it.
Since the screen size of a mobile phone is small, it limits the scope of content that can be displayed. This makes it convenient for the creators of the content, who can keep it basic and simple. Also, simpler content will adapt itself better to various mobile platforms.
The mobile platform interacts directly with users on their mobile phones. This allows for personalized interaction to a large extent. Using this benefit, marketers can even start a direct dialogue with the user, getting instant feedback via SMS.
User response can be tracked almost instantaneously. This helps the mobile marketer better understand and analyze user behaviour, thus improving their own standards of service.
Since mobile content can be easily shared among users, mobile marketing can have huge viral benefits. Users invariably share good information and offers with their friends and family, so companies get a lot more exposure with no extra effort.
Since a lot more people own mobile phones than desktops or laptops, mobile marketing helps the marketer reach a far wider and diverse audience, especially in the more remote regions of the world. Mobile marketing also gives the entrepreneur the advantage of geo-location and sending location-specific messages to users, using GPS and Bluetooth technology.
Mobile marketing is still only being explored, so the niche is still comfortable for any new marketer. This means that he stands a better chance of success with his mobile marketing efforts.
Mobile users are increasingly using microblogging platforms like Twitter from their mobile phones. This microblogging feature can be very highly beneficial to the marketer.
The latest mobile payment facility is very convenient for the users today. Here, users are offered a secure online payment environment, which works via advanced mobile Web systems. This means that the user does not need to cough up physical currency each time he wants to make a mobile purchase or pay a bill online.
Cons of mobile marketing
- Platforms too diverse
- Privacy issues
- Navigation on a mobile phone
Mobile devices do not have any particular standard, as compared to PCs and laptops. Mobile phones come in many shapes and sizes, so screen size is never constant. Besides, mobile platforms vastly differ from each other, using different OS’ and browsers. Hence creating one campaign for all of them can get difficult.
Mobile marketers need to understand and respect the fact that users would like their privacy online. So they should only indulge in promotional activity if they have the user’s permission for it.
The mobile phone usually comes with a small screen and no mouse. This means that navigation on a mobile phone may get difficult for the user, even if it has a touchscreen. In such a case, most ads may go untouched, as the user may find it too tedious to look in detail through each one of them.