Mobile Marketing is fundamental to success.Mobile marketing is multi-channel online marketing technique focused at reaching a specific audience on their smart phone, tablets, or any other related devices through websites, E mail, SMS and MMS, social media or mobile applications.  Mobile marketing can provide customers with time and location sensitive, personalized information that promotes goods, services and ideas.
Mobile marketing differs from most other forms of marketing communication . in that it is often user (consumer) initiated (mobile originated, or MO) message, and requires the express consent of the consumer to receive future communications. A call delivered from a server (business) to a user (consumer) is called a mobile terminated (MT) message. This infrastructure points to a trend set by mobile marketing of consumer controlled marketing communications.
Mobile Marketing Process
1. Marketing through cellphones' SMS (Short Message Service) became increasingly popular in the early 2000s in Europe and some parts of Asia when businesses started to collect mobile phone numbers and send off wanted (or unwanted) content. On average, SMS messages are read within four minutes, making them highly convertible.
2. MMS mobile marketing can contain a timed slideshow of images, text, audio and video. This mobile content is delivered via MMS (Multimedia Message Service). Nearly all new phones produced with a color screen are capable of sending and receiving standard MMS message. Brands are able to both send (mobile terminated) and receive (mobile originated) rich content through MMS A2P (application-to-person) mobile networks to mobile subscribers. In some networks, brands are also able to sponsor messages that are sent P2P (person-to-person).
3. With the strong growth in the use of smartphones, app usage has also greatly increased. Therefore, mobile marketers have increasingly taken advantage of smartphone apps as a marketing resource. Marketers aim to optimize the visibility of an app in a store, which will maximize the number of downloads. This practice is called App Store Optimization (ASO).
In-Game Mobile Marketing
4. There are essentially three major trends in mobile gaming right now: interactive real-time 3D games, massive multi-player games and social networking games. This means a trend towards more complex and more sophisticated, richer game play. On the other side, there are the so-called casual games, i.e. games that are very simple and very easy to play. Most mobile games today are such casual games and this will probably stay so for quite a while to come.
5. Mobile marketing differs from most other forms of marketing communication in that it is often used (consumer) initiated (mobile originated, or MO) message, and requires the express consent of the consumer to receive future communications. A call delivered from a server (business) to a user (consumer) is called a mobile terminated (MT) message. This infrastructure points to a trend set by the mobile marketing of consumer-controlled marketing communications.
6. Kaplan categorizes mobile marketing along the degree of consumer knowledge and the trigger of communication into four groups: strangers, groupies, victims, and patrons. Consumer knowledge can be high or low and according to its degree organizations can customize their messages to each individual user, similar to the idea of one-to-one marketing.
7. QR codes allow mobile phone owners to visit a website address by scanning a digitised 2D image with their phone's camera one drawback of QR codes is that some people are not familiar with QR codes. There are still a lot of people in society who do not know what the QR code stands for, although QR codes can be seen almost everywhere in our lives.
8. Location-based services (LBS) are offered by some cell phone networks as a way to send custom advertising and other information to cell-phone subscribers based on their current location. The cell-phone service provider gets the location from a GPS chip built into the phone or using radiolocation and trilateration based on the signal-strength of the closest cell-phone towers (for phones without GPS features). In the United Kingdom, which launched location-based services in 2003, networks do not use trilateration; LBS uses a single base station, with a "radius" of inaccuracy, to determine a phone's location.
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