For the past few years, there has been strong growth in Mobile Marketing. One of the best examples for these is the luxury markets. They have finally made its ways into the mobile space, though mostly through iPhone applications. The reason why luxury brands are flocking towards the application market is a recent Mobile Metrics Report declared that most of the consumers on the Android and iPhone platforms continue to be actively engaged with application (Source: Mobile Marketer). It is also a well-known fact that “The iPhone and other smartphones allow for deep and rich experience within rich media, in-app and in browser”. So it possible to showcase all your premium products through this mode without sacrificing the luxury feels. All these makes clear that the luxury brands are starting to understand the appeal of the iPhone as a marketing channel. Any way iPhone application are not the only mode, there are lot more than that even mobile Web is also a good way to reach consumers. They too have proved an additional sales channel.
The Luxury brands should start to integrate mobile into their broader campaign efforts to forge the personalized experience that uniquely comes with mobile by providing the right message at the right place. Many of such don’t have a mobile or any such mobile commerce enabled site. Studies on mobile sites have proved that they are the effective mode of driving traffic and attendance in store, even brand awareness is made possible through them. One of the good things for such company is that the number of unique mobile web users keeps on increasing. A recent study shows that overall Unique mobile web users increased around 34 % and now there are 56.9 million unique mobile web users. These finding has made clear that now the luxury market should not only target iPhone application but they should now broaden their marketing tactics and should start to tap into the mobile arena to reach consumers beyond just iPhone applications. The functionality of such mobile has made possible for luxury brands and similar companies to reach consumer at each step in the marketing funnel.
The recent revolution brought by Social Networking sites such as Facebook and MySpace have made the mobile a highly interactive medium to get connect for personal and social purposes. Even the recently released report by digital marketing research signifies that mobile ads campaign norms were four and a half to five times more effective than online norms. Thus Mobile Advertising is an ideal opportunity for luxury brands.
Tags: iPhone Application, Mobile Application, Mobile Marketing, Social Networking