Mobile Marketing
Mobile marketing is the description of marketing activities using wireless telecommunications and mobile devices, with the aim to reach consumers directly as possible and to lead to a certain behavior.
Mobile marketing refers to any form of communicative business activities in which the provider services based on mobile devices such as digital content (games, songs, videos, etc.), information (news, alerts, product information ) and / or transactions such as shopping, video streaming, payments etc. builds and thus attracts attention of potential consumers and ideally leads into sales.
This radio technologies ( eg UMTS / HSDPA, Wireless LAN, Bluetooth and DVB -H) in conjunction with mobile devices used. Goal of mobile marketing is to build a lasting customer relationship and thereby collect the permission to present to the clients with customized offers as possible, simplify your life in the mobility him. Mobile marketing is considered as a section of the broader concept of mobile commerce, which consists of various applications ( applications).
Market share mobile marketing
In the first half of 2012, driven advertising companies have 23 million euros already invested in Mobile Display Advertising in Germany. In direct comparison to half of 2011, the sector also achieved an increase of 76.5 percent. These and other market data gave the Bundesverband Digitale Wirtschaft (BVDW ) to the international fair including congress for digital marketing, Dmecxo 2012.
Implementation of Mobile Marketing
For mobile marketing, there is still no common understanding and it is often reduced to SMS or MMS measures or simple to complex mobile portals based on WAP and xHTML. Meanwhile waived latter term and the term WAP replaced by mobile internet.
Country dependent personal identification is in contrast to similar activities on the Internet with mobile devices often possible, with the exception of the retention on the one hand, and anonymous prepaid cards on the other. Generally, there are to date again doubt whether dealt with customer data prudently and economically within the meaning of privacy, especially back in the telecom scandal in Germany.
Difficulties are also observed in relation to the design of services, tailored to meet the mobility of people. In many cases contradicts the life situation in which man finds himself, the fact of the limited display and input capabilities of small target devices. As a further restriction, the lower compared to cabled network bandwidth mobile wireless networks can be seen, which can vary beyond during movement of the user's very strong.
Interactivity in mobile marketing
An indispensable part of a mobile marketing activity, the interaction between provider and consumer dar. This can be realized through various interfaces. In consideration while sending / receiving SMS or MMS, WAP pages, WAP push links, have the functional, but not design similarities with websites Audiotex systems, interactive voice response, and simple to complex applications are using Java or even Flash light about, see also J2ME.
An examination of several existing mobile marketing campaigns, so there are three basic approaches can be identified:
In the push approach advertising companies use their own or via service providers leased address lists to mobile advertising messages to consumers to send (see spam).
With the pull approach, the consumers demand mobile advertising messages explicitly. Therefore, additional advertising needed to motivate the target group to participate in the campaign in these campaigns. Increasingly dive now on Java -based program such as JOCA, which aim to set up on the mobile phones proprietary mobile portals to the user to facilitate navigation by graphical user profiles are created at the application layer and the user therefore sets a framework, in which he may encounter more or less meaningful services. The vendors hope to extract build customer bases that have comprehensible profiles, which can have huge advantages for advertising and marketing driving.
When viral approach to the basic principles of the classical word-of -mouth (mouth advertising) will be forwarded following preserved mobile advertising messages or mobile services by consumers to other consumers. This third form of interactivity in mobile marketing is also evidenced by the term Mobile Viral Marketing. The consumers will be motivated to send content via mobile electronic communication techniques (in conjunction with mobile devices ) to other potential consumers from their social environment and in turn motivate the recommendation. This content is called mobile viral content and include both mobile advertising and mobile services. An example of the first case, which represents the communication concept in Mobile Viral Marketing is about a mobile multimedia greeting card which contains a promotional message. An example of the second case, which represents the distribution concept in Mobile Viral Marketing is about a mobile instant messaging service, which typically spreads virally.
Value chain in mobile marketing
Historically, today mostly installed value chain arose from the needs of mobile operators to use an independent third party as an Application Service Provider (ASP), which then became more and more also for content providers. Either began this yourself to create content such as ringtones, wallpapers, animations, etc., or they used at the internationally from specialized aggregators. Today, these ASP also as advertising and marketing communications agencies, which increasingly take care of mobile marketing.
There is a growing demand for alternative paths from the sender towards the mobile phone users. New value chains, specifically originating from the Java applications and make use of the Bluetooth channel as free data transfer. So it is possible to build local marketing solutions to get coupons, information and even content on the mobile phones without folding it at the user a fee.
Business models in mobile marketing
Depending on the objectives of a mobile marketing campaign, different business models to bear. Everything that is related to the individualization and beautification of the phone is charged by so-called premium billing. In this case the user an SMS with higher values calculated as a standard SMS. The higher revenue is then divided according to the installed value chain, with the mobile operators in Europe to the highest, the second highest of the ASP and the content producers often receive the smallest part.
Newer business models that are based more and more on Java applications strive, similar to how in the early days of the Internet reach. It's about to be installed by many users as possible on many mobile phones, and then there to act as a Trojan horse and the seller thereby allowing Although permitted, but also almost unlimited access. The distribution of such applications is extremely easy to make, but it must be sent as text in a text message just a download link ( WAP link ). The user then clicks the link only, and it builds up via a WAP connection of the contact to a download service, where the small program can be downloaded, provided the user has a mobile phone with all necessary attributes such as WAP and Java capability. This type of mobile phones are also colloquially known as smartphones.
Security in Mobile Marketing
Security in mobile marketing is achieved for all sides by authorization, confidentiality, integrity and non-repudiation. It is in the nature of things that mobile must have higher safety standards, as it is given in the telecommunications simpler and therefore also to the Internet. Just because a general distrust prevails over the safety of mobile phones, there are great efforts to establish the standards at a high level. Theoretically, it is possible that can be accessed, for example, with an open Bluetooth channel on a third-party phone. But only if the user has mistakenly given his consent. It is also possible that the user via WAP link is downloading something on his mobile phone which he knows neither the seller nor the purpose. In this way, the user can inconvenienced.
Mobile Marketing as a collective term
The collective term mobile marketing sometimes different instruments are subsumed, such as mobile entertainment and mobile news. Mobile Marketing can be considered as a portion of the mobile commerce, which includes mobile banking and mobile ticketing belong.
Mobile internet and mobile advertising can be understood in your current market stage as part of mobile marketing. Mobile Advertising is concerned with specific types of advertising, such as specially optimized banners, text links, interstitials, inter alia, also relevant for mobile marketing is to measure and analyze the behavior of the users of mobile websites ( Web Analytics).
Critical Factors of Mobile Marketing
Mainly the most critical factor in mobile marketing remains from today's perspective, the lack of awareness in the market that it is a new medium in the mobile phone. This measures still play more of a role and substituting require accompanying communicative actions in other media. This in turn promoted the convergent approach between different media and content.
Today in force in Europe business models and value chains may be considered a critical. The mobile operators and their dependent ASPs enjoy a virtual monopoly, which means that mobile marketing or not at all are possible depending on the size of the markets and niches in which measures should be planned and carried out, are too expensive. Because of the separation margin between information and advertising consumers are sensitive when they get charged for costs. Therefore, there is the part of the communications and advertising industry, the need for low-cost or free mobile channels.
Therefore, there are increasing efforts to bypass the mobile operators and to provide billing solutions via direct debit, credit cards, etc. and build a dedicated mobile portals on the basis of Java applications. Credit card collection has now been created for the first time, but can so far the only solution offered not to harass the so-called micro- billing of mobile operators, since the minimum billing amount is 10 euros. Smaller amounts must therefore be still fed via phone bill, making the collection risk still remains with the operators.
Although the operators thereby increasing considerable data traffic is generated, they are against this development with suspicion and doubt on the causal relationship of lack of activities, new services and existing business models.