• Mobile Marketing is marketing on or with a mobile device, such as a cell phone.
• It is “any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device”.
SMS messaging is currently the most common delivery channel for mobile marketing. Search engine marketing is the second-most common channel, followed by display-based campaigns.
New mobile marketing channels include:
1) Location-based service (LBS), which involves detecting the area the user is connecting from (Geolocation) and sending marketing messages for businesses in that area.
2) AugmentedReality Mobile campaigns, which overlay the user’s phone display with location-specific information about businesses and products.
3) 2D Barcodes, which are barcodes that scan vertically as well as horizontally to include much more information. A mobile user can scan barcodes in the environment to access associated information.
4) GPS messaging, which involves location-specific messages that the user picks up when he comes into range.
5) MobileSearchAds: These are basic Google search ads built for mobile, often featuring extra add-on extensions like click-to-call or maps.
Some examples of companies and industries active in mobile marketing include:
• Google, Yahoo, and other internet-based companies
• Technology companies such as Microsoft and Apple—indeed, Apple’s iProducts have been directly responsible for much of today’s mobile computing environment
• News media companies, including CBS, the New York Times, and the Washington Post
• Sports media companies, including ESPN
• Retailers, including BestBuy and Target (at Best Buy, you can walk down the aisles scanning QR codes to access online information as you shop)
• Brands, including ProctorandGamble (P&G) and CocaCola.
• Be Clear and Concise: Mobile devices have small screens, which means words should be used sparingly. Cluttered and crowded ads will just drive users to scroll past. When it comes to mobile, it’s best to keep things simple.
• Consider Your Audience: The type of audience you’re hoping to reach should influence the kind of mobile ads you use.
Are the gamers? Then try taking advantage of in-game ads.
Are they young and tech-savvy? Mobile Facebook Promoted Posts might be more likely to get their attention.
• Experiment with Different Strategies: There’s a lot of room for experimentation when it comes to mobile marketing. Don’t be afraid to test out some ad extensions with your AdWords Enhanced Campaigns – try the Google Offers ad extension, or the click-to-call extension, and see how they work for you.