Brandon's Marketblog

Mobile marketing is a multi-channel digital marketing activity, which aims to have a constant connection with a target consumer through their mobile devices such as smartphones and tablets. When you think about it and put it in to context, this is happening everywhere right now.

Think about it, apart from workplaces or professional settings there is a declining trend:

“who even uses Desktops anymore?”

Here are some stats that will blow your mind:

•  Consumers are now spending more than 5 hours a day on their smartphones.
• Upto 80% of web traffic happens on a mobile device (CIODive, 2018)
• Over 95% of active Facebook user accounts accessed the network via a mobile device. (Statista, 2018)

And lastly, the one that really made me think about it and realise the impacts it can potentially have is: Worldwide more people own a cell phone than a toothbrush!!

Here are some things that consumers said they would give up instead of their smartphones, which I found quite ridiculous. Especially the one that states people would rather stop seeing their friends than give up their phone. This just shows how addicted people are to their phones.

What would you be willing to give up instead of your smartphone?

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Businesses are well aware of this and are embracing mobile marketing more and more. One of the best mobile marketing campaigns that come to my mind is Ford.

To promote their 2014 F-150 model pick-up truck and drive brand awareness and user engagement. Ford launched a 3d mobile advertisement experience in which they created a banner ad, that when clicked expanded into a virtual showroom that allowed users to interact with the pick-up truck and provide extensive information.

Below is their banner ad depicted on an IPAD.

The campaign blew their expectations out of the water, with more than 20 million interactions.

• Increasing their brand favourability by 19.9 percent
• Increased brand awareness by 11.4 percent

Most importantly it increased consumers purchase consideration by an outstanding 40.4 percent. (MMAglobal)

Below is a video that shows their marketing advertisement in full flight, this for me provides a great example of a mobile marketing campaign and shows exactly why it was so successful.

Andreas Kaplan, created a model classifying mobile marketing applications. He uses two variables to differentiate which are:

1. Degree of consumer knowledge
2. Trigger of communication From the given variables, it creates four types of mobile marketing applications

The table below provides context of this method in use

Strangers: General message to a large number of consumers, without knowing who

Groupies: Customers opt to receive information but don’t identify themselves when doing so, doesn’t know what specific clients they are dealing with.

Victims: Companies know their customers therefore and send them information without permission.

Patrons: Customers giver permission and provide personal information about themselves, allowing one to one personal communication.

(Kaplan, 2012)

Relating this back to the FORD Motors campaign, I think that they have used a stranger’s type method. As their main goal was to increase brand awareness and drive consumer engagement. Ford have broad casted a general message to a large number of mobile users, without knowing exactly who they have reached.

This method to create personalisation and segment consumers, may not be comply with all mobile marketing strategies. Which makes me think what what other variables could be used to target consumers? 

What do you think??

Below is an interesting video by Mada Seghete that shares some mobile marketing strategies. Mada, has personally written  the handbook on mobile growth, so I hope you can take something away from her video!

https://www.mmaglobal.com/case-study-hub/case_studies/view/32323

https://rmit.instructure.com/courses/51017/pages/week-7-learning-materials?module_item_id=1593492