“Mobile is now the first point of contact between both individuals and organizations,” says Matt Berry, director, Demand Generation and Client Experience for IBM Mobile First.This is the planning sales of IBM"
According to the research which is made by BI( business insider)[1] mobile is the only media time that is growing . PCs are losing their values in the category of connected devices, and about 1 million smart phones are shipped in 2013.Smartmobile consumption is increasing .Now about 160 million people use the smart phones, in 2017 the number is expected to be more than 200.000 million[2]. Soon, there will be mobile users than laptop users mobile users than laptop users.
The results of the another
research is made by
Super Monitoring in 2013[3],
the key statistic about current situation of
mobile usage is like that;
- · 91% of all people on earth have a mobile phone
- · 56% of people own a smart phone
- · 50% of mobile phone users, use mobile as their primary Internet source
- · 80% of time on mobile is spent inside apps
- · 72% of tablet owners purchase online from their tablets each week
Of
course related with increasing in smart phone users , applications and social
platforms are increasing too.Apple did
$10 billion in app revenue last year. Over
1/5 th of internet traffic is from mobile. Mobile video is booming. Multiple
screen usage is also another increasing
trend towards customers. 84% of smart phone and tablet owner say that the use their devices as
second screens while watching TV.
So people tend to use more mobile phones
with at least two screens in our days.
All
these indicators show us that mobile and smart screens is creating big
challenges and opportunities. According to researches, people are spending at
least one hour a day on their smart phones. Additionally, we spend ½ hour on
tablet each time we use it. As it is seen, mobile is enabling to open new ways
for new forms of entertainment ,communication, media ,and
commerce.
Again according to researches, each devices its own prime time. By looking these
special times, ads campaigns or social
involvements plans can be
developed.
Mobile marketing is not just mean mobile
ads. It is for also customer engagement and simple tool for customers to reach the product.
I want to compare traditional marketing
methods with mobile or digital marketing campaigns shortly. Traditional are
expensive and becoming less effective, thanks to the text messaging mobile marketing is more cheaper and reach
more people in five minutes. The social life, actions and events occurs
instantly in real life , it is really hard to follow all of them .But, a
marketing campaign should include all
agenda in its content, so we have to follow at least current events .But
traditional marketing is not good way to do
that, it is more out of date because of its general framework. Time, money
and efforts are spending more than taken feedback after ads. Traditional ads
cannot create communication with customer, because of that it does not create a
content like mobile marketing does. More, as you know word-of –mouth is unarguable way to affect costume, and
in our days people are living with their smart screens ,so what is the other
way to create word-of-mount action rather than mobiles? Mobile marketing is
more desirable way to deliver a certain message to customers . These ratios
also show;
More than that, companies use mobile
platforms to engage with their customers. Starbucks did $1 billion mobile
transactions last year. This affects, of course, on gaining customer loyalty.
Post-purchases connections also important as pre-purchases one, and we can do
that on mobile marketing.
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