Mobile Marketing has become a powerful tool for marketers and brands. But how did all this get started? What made it popular? What are the benefits for brands? How about benefits for subscribers?
First I would like to start off with a short history of mobile marketing.
In 1973, the first mobile portable handset was invented by Martin Cooper. This would not be on the market for another 20 years. In 1992, the first text message was sent by Neil Papworth from his computer to Richard Jarvis’s mobile phone. 1993 was the year when the first mobile phone capable of sending and receiving text is introduced. In 2003, the first commercial mobile SMS service launches and short codes were introduced for use with text message marketing. In 2005, major brands like Nike and Pontiac launch SMS campaigns. Those are the Nike’s Times Square design campaign and the Pontiac Spot a G6 giveaway. In 2007, SMS users all over the world is 2.4 billion. The same year the average text messages in the US per month reaches 218, which is more than the average number of phone calls, 213 per month. In 2010, QR codes begin to surface in mobile marketing. In 2011, of all US mobile users, 40% report that they use the Internet on their mobile devices on a regular base. In the same year, mobile marketing platforms became a $14 billion industry.
Now, I would like to tell you a little bit about the trends to watch in 2013.
According to MediaPost In 2013, mobile will become the first type of marketing for many marketers, after TV, newspapers and other media. Amazon will launch same-day shipping everywhere, which means that you can buy something on your phone while you are out and have it at your doorstep when you come home. This is great for impulsive shopping. Users are spending a big amount of time on their devices, which is great for mobile marketers.
According to a report from Walker Sands, website traffic coming from mobile devices has increased 84% from 2011 to 2012.
More and more people are using smart phones and this allows for the mobile marketing industry to grow.
So, what are some of the benefits of mobile marketing for subscribers and brands?
First of all, there is a more immediate and personal touch. People get the information they requested quicker and it is geared only to what they are interested in, vs. the mass media approach of just showering you with unnecessary information and ads. Also, this gives subscribers easier access to deals and events, as well as convenient opt-in and opt-out options. Everybody is able to use the coupons just by showing their phones. Also, all the information they need for various events is right there on their mobile phones.
Mobile marketing is great for brands as well. Some benefits for brands are:
- Reaching a broader audience for their business
- Much higher open rate of messages
- Increased brand loyalty
- Driving foot traffic and increase sales
- High Audience Engagement and Retention
I introduced you to how the mobile marketing industry came to be what it is today. Also, I gave you some benefits for brands and subscribers, as well as trends to watch out for in 2013.
Please feel free to comment and/or ask questions.
As always, thank you for reading.