5 Terms That Signify The Future Of Mobile Marketing
1. The Shortcode – Similar to the URL system that has
allowed brands to have specific destinations online, the shortcode is giving
brands a way to allow direct messaging from their consumers in an easily memorable
way. Simply send a single word or a message to a five digit code from your
mobile phone and you will get something in return. The simplicity of this
format is an important prerequisite to make it truly likely that people will
actually use it as it offers a memorable syntax that enables an actionable
message to be memorable enough to stick in the minds of consumers on the go.
2. LBS (Location Based Services) – One of the biggest new
abilities that new phones are offering is the ability for your phone to know
specifically where in the world you are. The potential of a personal GPS in
your pocket, so to speak, ofers up all sorts of localized marketing
possiblities. Of course, the potential for location based advertising could
certainly backfire if people start to get inundated, but used right LBS can be
a boon – and offer an important basic capability that enables all sorts of
innovation in mobile device tools and marketing.
3. APP(lications) – By now you have probably formed an
opinion about Apps, and whether or not you feel like they will save the world,
there is no denying that letting someone download a branded tool to enhance
their experience of your brand offers great potential for engagement, lead
generation and even direct sales. The App revolution, more than anything else,
is fueled by a new level of utility in content for mobile devices. The popular
tagline "there's an app for that" is based on this ubiquitous
utility. When you can find an app to enhance just about anything you are doing,
the net effect becomes transformative. Marketing can now do that too.
4. AR (Augmented Reality) – You see a lot of hype about the
potential for augmented reality these days, as it finally evolves beyond the
realm of science fiction. Whether it is a service like Yelp's Monocle or more
practical computer-based effort from USPS that I blogged about some time ago
and referred to as "holocam marketing" at the time. Through your
mobile device, you can now add a new layer to your interactions that offers more
knowledge, more opinions and more suggestions – all live.
5. DMPs (Direct MobilePayments) - Underpinning all these
advances is the simple question of how people will be able to move money
around. The potential for micropayments has always vastly outsized the reality.
The only environment that has ever come close is Apple with iTunes, where you
have a linked account and can easily click a button on a device to trigger a
micropayment from your own account without having to re-enter or re-confirm
credit card details. As the recent text-to-donate campaign for Haiti from the
Red Cross showed the world, trying these payments to user's phone bills may
offer another solution. If the behaviour of using these direct micropayments
can be extended for consumers beyond donations, it would fuel many other
marketing efforts.
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