Mobile Marketing Is The New Tradition

No longer are the traditional forms of advertisements, such as newspapers and radio, effective in today’s society. If a business wants to get their message across, they need to start using mobile marketing.

With more than 5 billion people owning a phone and 3 million mobile users active on social media, it is imperative for a business to move their marketing efforts to online platforms in order to be successful.

As previously discussed, social media is extremely crucial in the process to making content viral. Just take the “what colour is the dress’ post that started a worldwide debate about whether a dress was blue and black or gold and white as an example.

As a business wanting their brand to go viral, what can they do to have more of an impact? Andreas Kaplan has created the 4 I’s of mobile social media.

Integrate – Consumers do not like being bombarded by a business, they have trusted the organisation by showing interest in the company, therefore it is crucial not to lose that trust. Businesses need to occasionally remind consumers of their service/product rather than constantly bombard them with notifications.

Individualise – Social media accounts typically only belong to one person. Therefore, businesses should work on making their content for their consumers more personalised to their wants and needs. This can help entice consumers to use their product/service.

Involve – The technology of the 21st century allows businesses to involve their consumer more in their company and allow them to share experiences. This could be in the form of interactive games or stories. For example, Nike’s Unlimited Stadium, an innovative LED running track was set up in the Philippines to promote their innovative shoes. Consumers were encouraged to train on the track and use their personal hologram from a previous run to try and beat themselves.

https://www.youtube.com/watch?v=F67V5J40hv8

Initiate – Businesses need to initiate and start positive conversations about their brand, and social media is a prime platform to do so such as encouraging word of mouth (WOM). As mentioned in previous weeks this concept of WOM continues to be brought up, highlighting its importance in marketing, businesses need to use it to their advantage and embrace it.

With Businesses addressing the above concepts they have the potential to create a successful mobile marketing campaign. Looking at all these methods, I wonder what will future marketing methods involve? How long will social media be the top marketing platform?