Mobile Marketing or Mobile Advertising: What do Brands Need
Marketers are now experimenting and taking advantages of the
growing trend of mobile medium for expanding the strategic marketing competency
of the company. However, the concept of mobile marketing is pretty recent and
many marketers are only learning it. As a result, many of them have had experiences
of a few bumps along their way. In fact, there are many myths associated with
mobile marketing and marketers need to debunk them to get a proper insight
about the mobile medium and how it can help them to interact with their
customers.
The first and most common myth associated with mobile
marketing is that for many mobile marketing is all about mobile advertising.
According to Mobile Marketing Association, marketing through mobile platform is
“a set of practices that enable organizations to communicate and engage with
their audience in an interactive and relevant manner through any mobile device
or network.”
Technically, it includes marketing as well as advertising.
However, it is essential to know the differences between mobile marketing and
mobile advertising in order to frame plans for strategic use of both these
tools. And the usage of these marketing tools is quite different. For example,
mobile advertising uses paid media like banner ads on a third party site,
preferably on the mobile website of another brand. In addition, it may involve
Google’s paid mobile search campaigns. Mobile marketing, on the other hand, is
all about earned or owned media. Unlike ads, marketing is more about creating
outlets and channels for your brand where you use your content for building
long-term customer relationships. The difference between mobile marketing and
mobile advertising is very similar like the differences between traditional
public relations and advertising.
Mobile advertising provides more options for a brand’s ads
with the help of technology advances; however, it is done on a third-party
site, channel or application. In contrast, mobile marketing programs help
businesses to allow their customers to interact with their brand by providing
information directly to the customers’ mobile phones. Here, brands have the
ability to control the experience. Thus, mobile marketing programs have better
capability to provide insights about consumer behavior as well as return better
results, if done properly.
However, it does not mean that you should omit out mobile
advertising entirely from your overall marketing budget. They do play an
important role in your marketing plan, but trying to engage your customers only
through mobile advertising program will hardly provide any visible result.
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