Mobile Marketing is broadly defined as including advertising, apps, messaging, mCommerce and CRM on all mobile devices including smart phones and tablets (MMA, 2014). With so many people who have mobile devices, mobile marketing is a great medium for marketers.
There are several advantages of mobile marketing.
- Instant Results
Unlike some marketing mediums that could take weeks or months to view results, most mobile marketing provides immediate results. Mobile users are likely to be carrying their phone with them, so they are likely to receive a mobile message when it’s sent. Because of the instantaneous results, tracking and analyzing can also happen quickly which allow for understanding user behavior and making adjustments.
Because mobile platforms connect directly with specific users, it allows for a more personalized interaction. “Using this benefit, marketers can even start a direct dialogue with the user, getting instant feedback via SMS” (Viswanathan, n.d).
- Mass Communication
According to Pew Research Center, 90% of American adults have a cell phone and 58% have a smartphone (Pew Research Center, 2014). This allows mobile marketers to reach a wider and diverse audience. Using GPS and Bluetooth technology, mobile marketing also provides the advantage of geo-location and sending location specific messages to users.
- Mobile Payment
What more could a marketer ask for than an instant transaction! No need for waiting to get a computer or go to a store. The global market for mobile payments is forecast to grow about threefold by 2017 to some $721 billion worth of transactions, with more than 450 million users, according to research firm Gartner (Reuters, 2014).