A Brief History of Mobile Marketing

Traditional media has, for as long as we can remember, dominated marketing strategies for businesses and industries across the board. Large proportions of target consumers, particularly the older generations may actually be much more comfortable or familiar with print, television and radio advertisements than email, social or mobile marketing. This is however changing at a very fast rate as both the demographics of the target market and the adoption rates of technology changes.

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In addition to this, the prominence of digital media has meant that traditional forms of marketing are being seen as increasingly costly and ineffective. Marketers have long sought solutions that would make marketing campaigns easier to launch, run, monitor and follow up, and digital marketing in its many forms is the answer to their prayers.

All started with the iPhone, back in September 2007 and it affected even small local businesses. People now use their phones not just to make calls, but also to take photos, SMS, MMS or email friends, access social media sites, look for directions, chat, scan QR codes, play games, watch videos, shop or browse the web for weather and travel information or check the news.

Mobile devices are constantly redefined to handle even more capabilities. Developments in technology have seen the distribution of mobile devices that come with built-in GPS technology allowing any marketer to determine the area from which communication or responses to their marketing campaigns are being made. This allows marketers to collect contextual and location-based information about their audience and to develop even more targeted mobile marketing campaigns.

For marketers, this adaptability coupled with the relatively low costs as well as the instantaneous nature of communication provides a new frontier for engaging with customers and promoting a brand.

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