Mobile marketing is not exactly a new concept but it has yet to catch up to other conventional platforms due to a few drawbacks. The reach of mobile technology is dependent on the number of mobile devices in use today. Very few people can function without a mobile phone and with the advent of 4G smartphones (who’s got their iPhone 4?!), the reach and ability of a mobile device has grown tenfold. Naturally, it makes sense that marketing through these devices will mean the ability to access more people directly. Even your grandma is using her phone to browse the web (Hi Grams!). Ergo, getting a mobile version of your site and incorporating mobile advertising using tools like AdWords is a smart marketing strategy move, especially if you are in the retail industry. Read more about how to do that on our previous blog post.
Considering the number of mobile users in the world, mobile marketing as a concept sounds very lucrative. Unfortunately, mobile users have yet to take advantage of the widespread technology that can enable this marketing tool to succeed. For example, do YOU have a mobile version of your website? If yes, does it look exceptional for iPhone, Android, Blackberry and other mobile users? How accessible, functional and relevant is it to your customers? Believe it or not, mobile marketing is no longer “in the future”; ladies and gentlemen, it is NOW. If you’re interested in joining the world in going mobile, be sure to check out Webcopyplus‘ must-read blog article about how The World is Going Mobile. If the issues standing in the way of mobile marketing are addressed one by one, it can easily overtake email marketing.
Mobile Shopping Made Easy
Mobile marketing has definitely benefited from the advent in mobile broadband technology. Smartphones now make it very easy to browse the net and the prices of mobile Internet packages have also come down in the last few years. Mobile users, especially women, now prefer to use a mobile device to shop online. In the meantime, online stores are also accommodating mobile shoppers with mobile friendly versions of their websites.
There are also various mobile applications available out there that can be used to make mobile shopping easier. For instance, Google recently launched a unique mobile marketing feature in the US. Shops participating in the program will sport a 2D barcode that a mobile user can read by taking a picture. The Google Maps application on the phone can than automatically transfer the user to the retailer’s website, showing coupons and offers available online, product reviews etc.
Security and Privacy
Even though mobile marketing and advertising is one of the top ways to reach a lot of people while being personal as well, the biggest drawback of mobile marketing is consumer privacy. Because mobile phones have GPS trackers and they are listed under a person’s name and address, industry watchdogs are weary of how seller’s information can be misused. The popular opinion is that mobile marketing can be akin to stalking. The mobile device is always with us and we cannot sort or filter calls and SMS from personal and commercial contacts, unlike emails.
Considering how identity theft has become a large issue in the US, mobile shopping will have to go a long way before users are reassured. The Federal Communications Commission (FCC) has already come up with basic rules on privacy for mobile marketing and shopping.
Not all agree with this line of thought though. After all, just how secure is the Internet compared to the mobile Internet? Many consumers feel that their mobile devices are just as secure as their laptop and are willing to shop using their handheld devices.
The other big drawback of mobile marketing is the “irritation” factor. You are enjoying a quiet lunch with friends or discussing an important project and the phone rings to announce the latest sale in the nearest clothes store. Unlike emails, calls and SMS demand our immediate attention and barge into our life. Repetitive calls about loans, mortgages, sales, credit cards etc. can annoy any normal person. Unless mobile marketing can come up with a way around this, users are likely to stay negative about this marketing tool.
On-the-Go Convenience
The other way round though, users are happy to be able to access and buy products online through their mobile devices. A recent survey showed that 94% of women prefer to use their phones to surf even when they have access to PC and laptop. Moreover, women are also the most avid mobile shoppers considering they spend a large chunk of the day interacting with friends online via Twitter and Facebook anyway.
If you’re still unsure about whether or not your site is ready to join the mobile world or if you’re ready to join the bright side, we’re only a tweet, email, Wall post or call away! Show us some love by following us on Twitter or Liking us on Facebook. If you like what you’re reading, let us know by clicking the juicy “Like” button below 
Written by:
The Online Marketing Wizards {Profile} @ October 17 Media
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Tags: AdWords, android, blackberry, Facebook, Google AdWords, iphone, SEO, Twitter, Web Site Accessibility
