Mobile marketing is considered to be one of the fastest growing industries. It has many advantages over traditional Net Marketing. Keeping these advantages as the base, they can provide the most value to their customers and engage at the deepest levels. While focusing on the benefit and specific concerns of each, they will be more likely to turn customers into fans (Source: Mobile Marketer).
Omnipresence
They are considered to be only mode which users can reach more than any other device. According to the Research it is possible to reach 90% of US adult users and start conversation accordingly through mobile device. Though extreme marketing through such channels may results in disturbing too many consumers so it is very important to let mobile consumers determine how and when to hold conversations.
Reduced targeting errors and improved data management
In comparison to other personalized messaging channels, having a unique ID – phone number – will dramatically improve Customer Relationship Management (CRM) integrity for marketers. By having this ID available during marketing conversations, the ability to reference prior interaction history can improve personalization and meet customers’ conversation expectations. Thus, the overall customer data integrity and quality of customer relationships will improve.
Improved time relevance
The nature of mobile devices provides more timely communications than any other channel. Apart from these the use of mobile SMS/MMS and mobile micro-blogging tools enable ease, message shortness and impulsiveness to support conversations that rarely existed in prior web marketing. Even the average response time for SMS message is dramatically less than that of email or postal mail and thus these lead to the increase in the quality of conversation.
Location awareness
Conversation is also possible by taking the location into consideration For example, when Joe is sitting in a downtown basketball arena, there are many restaurants and retail stores nearby that want to engage with Joe. Location-awareness is possible through broadcast services such as Bluetooth, or embedded within other transactions such as QRS codes. Any way care should be taken that the same modes do not interrupt them else it may results into relationship hazard.
Increased intimacy with the device and via the device
Mobile devices are often part of the intimate identity of their owners, who may personalize or accessorize their devices. It also allows people to seek private locations for personal communications. As a result, many consumers prefer to hold their most intimate conversations via mobile phones instead of landline phones. Thus all conversations on this “intimacy platform” require a further degree of trust. Thus, Mobile Marketing conversations require a higher level of sensitivity as compared to other medium of marketing.