The Basics of Mobile Marketing

Mobile marketing entails the use of mobile technology to promote a brand and its services, anytime, from anywhere and everywhere. The practice involves sending targeted messages to a specific market segment that may be interested in the product or service you are offering.

Mobile marketing is based on the idea of ‘permission marketing’, as users subscribe to receive messages/updates from a company. This can result to a higher return on investment when compared to traditional forms of advertising and marketing. Traditional marketing is not permission oriented; as such you may spend a large amount of money and time, only to get low returns in terms of customers’ response. Additionally, in mobile marketing and advertising, the reporting and monitoring of campaigns can be done in real-time.


Mobile marketing is a cheaper form of marketing compared to traditional methods. This is true for both the marketer and the customers and it is also easier for just about anyone to engage with this type of marketing. Marketers are increasingly using mobile marketing as they see it as a lucrative source of income. In fact, research by ABI indicates that revenues from mobile marketing may reach $24 billion by 2013. Other sources show that the number of mobile phones is five times higher than that of computers. Studies further indicate that mobile advertising has a higher click through rate than the traditional web marketing.

According to a presentation by Chetan Sharma called the ‘Annual State of Global Mobile Industry’, the global mobile industry accounts for more than 2% of global GDP. Big players such as Paypal, Google, Square took advantage of this new technology and mobile transactions now make up a significant percentage of their turnover.

The main advantage of mobile marketing is that marketers are able to communicate with their audience directly. Subsequently, marketers are able to receive direct feedback from their customers.

Mobile devices have also made it possible for users to find what they are looking for, irrespective of the time of the day or their location.


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