The present rapid technological transformation is causing marketers to adapt to changes by developing new modernized models, such as mobile marketing. Tong et al. (2020) define mobile marketing as the promotional technique applied to attract consumers using such mobile devices as smartphones and tablets through different application features. For this reason, marketers are designing advertisements for various features aimed at targeting mobile device users. Organizations can apply SMS/messaging, mobile websites, push notifications for application downloads and the in-application advertisement, or use such mobile devices as tablet computers installed in restaurants to advertise and collect data while promoting customer experience.
Messaging/SMS and mobile website marketing are two ways that advertisers use as a mobile marketing strategy. For SMS/messaging method, an organization develops promotional message content to inform their targeted customers about their products and services, hoping to entice them to make purchases (Tong et al., 2020). For example, a betting company can design a message and send it to its clients to notify them of a new or existing bonus. The message is then sent to potential and existing consumer individual numbers. For the mobile website, an organization can design new or use the same content to promote their products and services on various popular mobile websites (Tong et al., 2020). For example, a beer company can develop a short advertisement content to promote a popular news website to inform consumers of a new alcoholic brand that it has released in the market.
Push notifications for downloading apps and promotions via mobile application are another way that firms are using to market their brands. Push notifications are advertisement pop-ups aimed at inducing probable consumers to download their mobile applications to access their products and services (Tong et al., 2020). For instance, a bank can develop push notifications for the new mobile application where its clients can access their services and use the various mobile websites as access points. In promotions via mobile applications, some organizations allow other companies to advertise their products in their mobile applications (Tong et al., 2020). Excellent examples are the various gaming application programs that contain promotion messages for other organizations, such as supermarkets informing consumers of an upcoming sale.
Apart from developing promotional content, firms are utilizing such mobile devices as tablet computers to promote their consumer experience when delivering products and services. For instance, restaurants have installed tablet computers on their tables and other convenient places within the facility where consumers can interact with them from when they enter the store to the time they exit (Kabadayi et al., 2019). When customers enter the restaurant and sit down, they can access the menu using the tablets installed at the table and order the meals. As they wait for meals, they can participate in surveys and go through other services and products provided by the restaurant. When finished, they can provide their feedback, request bills, and pay for the meals when exiting the dining facility using the tablets (Kabadayi et al., 2019). The restaurant can collect vital data that are necessary to implement their strategies and use the platform for marketing their products.
Mobile marketing is a valuable marketing tool that marketers use to promote their products and services via advertisement content and enhanced customer experience. Depending on the advertisement’s motive, organizations can decide to use push notification, SMS/messaging, in-application advertising, or mobile promotions. The firms will only design content data to inform their clients about their offers on new or existing products and services. Besides promotional services, an organization can use some of the mobile application devices, such as tablet computers to engage with the clients, improving their customer experience. Therefore, managers should consider this marketing technique as a permanent promotional strategy in their companies.
References
Kabadayi, S., Ali, F., Choi, H., Joosten, H., & Lu, C. (2019). Smart service experience in hospitality and tourism services: A conceptualization and future research agenda. Journal of Service Management, 30(3), 326-348.
Tong, S., Luo, X., & Xu, B. (2020). Personalized mobile marketing strategies. Journal of the Academy of Marketing Science, 48(1), 64-78.