Mobile marketing involves communicating with consumers via mobile devices.  The most common mobile marketing methods include sending consumers marketing messages, involving them in participation-based campaigns, and creating mobile-friendly websites that they can visit on their mobile devices.

Mobile marketing is an effective direct marketing method because of its high response rate and personalized nature.  The cost of mobile marketing is low, and it’s easy to customize mobile marketing campaigns.  In addition, sophisticated tracking methods are available in mobile marketing, enabling marketers to accurately measure the effectiveness of their campaigns.

Mobile Marketing Education

Mobile marketing at the core is communicating with consumers via mobile devices whether through an iPhone, Blackberry or iPad.  The most common mobile marketing methods include sending consumers marketing messages, involving them in participation-based campaigns, and creating mobile-friendly websites that they can visit on their mobile devices.  The following are some of the different types of mobile marketing methods available to marketers:

SMS – In the US, it’s estimated that the number of SMS (Short Message Service) users is twice that of email users.  People generally read text messages on their mobile devices within 15 minutes and respond to them within an hour, whereas their emails may go unanswered for days.

MMS – MMS, which stands for Multimedia Message Service, consists of timed slideshows of image, text, audio, and video.  The majority of new mobile phones with color screens are capable of sending and receiving MMS messages.  MMS provides a more engaging, interactive experience than text-based mobile advertising.

LBS – LBS (Location Based Services) enable marketers to send customized advertising to mobile phone subscribers based on location.  The location of a mobile phone subscriber is determined using GPS or radiolocation and trilateration based on the signal-strength of the nearest cell phone towers.

Mobile Web Marketing – Mobile web marketing consists of advertising on web pages that are designed for mobile access.  There are several advertising networks that focus solely on mobile properties.  Major mobile search engines like Google and Yahoo also sell mobile advertising space.

Mobile SEO – Anyone who has experience doing traditional SEO (Search Engine Optimization) will know the basics behind getting a website to rank well on mobile search engines.  Mobile search marketing presents unique requirements, however, because of the nature of mobile phone use.

People don’t want to read through pages and pages of content in order to find the information they’re looking for on their mobile phones, so mobile content must be concise and to the point.  In addition, keep in mind that the keyword phrases people use to search for content on mobile search engines are shorter than the ones they use when conducting searches on their computers.  Your content should be optimized for the specific keywords that mobile searchers use.

Mobile Websites – mobile websites are created specifically for mobile browsing.  Many websites already have mobile-friendly versions of their conventional sites available.  The mobile-friendly versions of websites offer only the most important information and services compared to the original websites.

Make sure that mobile users are automatically directed to the mobile version of your site.  Excessive scrolling and typing make using mobile websites difficult, so format your website appropriately for mobile devices.

Conclusion

As mobile marketing enters the mainstream, it is becoming a critical component of major marketing campaigns, especially considering that traditional marketing channels are less effective than they were in the past.  You can have deeper interactions with your target audience by leveraging efficient and cost-effective mobile marketing methods.

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