Advantages and Disandvantages of Mobile Marketing

Advantages Of Mobile Marketing

Besides being able to reach an audience almost anytime and anywhere at a much lower cost and to collect customer data in real-time, mobile is also useful for:

  • Enhanced Interaction With Customers: Mobile advertising allows marketers to interact closely with their customers. This enhanced interaction can help to boost brand recognition and subsequently enhance customer loyalty.

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Mobile devices are personal and users are connected to the devices throughout the day. When users allow a marketer to contact them through their mobile devices, users are essentially letting you into their life. This means that as a business, you will be interacting with your customers on a very personal and visceral level.

  • Prompt Customer Feedback: If you have just launched a new product or service, you can get the word out to a large majority of your customers. The targeted customers are likely to provide feedback about what they think of your offering, immediately. This is quite a contrast to the traditional forms of marketing where feedback and customer response is slow. In traditional advertising, you may continue with a campaign without even knowing about the customers’ reaction to the campaign.
  • Bringing In New Customers: With a properly targeted campaign, marketers can expand their customer base by encouraging mobile phone users to subscribe to their messages. This has become possible as mobile users are using their devices for diverse activities including shopping, making reservations and finding out about the location of a business.

 

Disadvantages Of Mobile Marketing

Admittedly, the benefits of mobile marketing outweigh the disadvantages. However, marketers may face the following challenges when undertaking mobile advertising campaigns:

  • Diversity Of Platforms: There are numerous mobile devices available in the market today. When compared to computers, mobile devices come with different screens, shapes and operating systems. This makes it difficult to create a standardized campaign that reaches the target audience irrespective of the type of mobile device that one uses.
  • Privacy Concerns: Although customers can opt-in to receive promotional messages, it is advisable that marketers moderate how they send the messages to their customers. In the end, the mobile device is very personal and customers are often concerned about intrusive promotional messages. It is also a god idea to determine the best time for sending your marketing messages and the time you choose to target your audience largely depends on the type of audiences you are looking to engage.
  • Navigation Technicalities: The mobile phone typically has a small screen and no device for navigation such as a mouse. This can make it difficult for users to navigate through pages and information they receive on their mobile devices. That’s why marketers need to optimize their mobile content to a form that is easily accessible from a mobile device. Failure to optimize content for mobile can result to low click through rates and conversions.
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