Marketing 2.0  

 Mobile marketing in India

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Mobile is a constant and ever increasing piece of technology that is becoming reasonably priced and suitable for people all over the world to use. Since the technology is changing fast, so is the concept of mobile marketing. Modern mobile technology has got its impetus since 1970s but marketing through mobile phones is quite new. That is because technology took years to spread all over. During the 1990s, text messaging came into existence and cellular telephony started reaching the people. But its reach waited until the introduction of 3G (third generation technology) which is a very recent phenomenon. Marketing on a mobile phone has become more and more popular ever since the rise of short message service (SMS) across the globe. According to the Mobile Marketing Association, the market is expected to grow by up to US$14 billion by 2011, with a huge percentage of the revenues coming from the Asia Pacific region.

What is Mobile marketing?
Mobile marketing is a promotional activity designed to enhance the experience of cell phone users. For businesses, it can be used to build brand awareness, develop a customer database, drive attendance of events, improve customer loyalty and even increase revenue through creating applications that users are willing to pay for.

Mobile marketing today is just not limited to internet capable devices. There are different types of mobile marketing channels which one can consider exploring, depending on target audience preferences. Mobile marketing can be done through SMS marketing, applications such as iPhone applications, mobile friendly websites, and mobile web banner. Mobile marketing is actually a key for a successful business.

Types of Mobile Marketing
SMS or short messaging service also known as texting: Advertisers can send relevant marketing messages in form of texts.

MMS or multi-media message service: Marketing messages that utilize multiple, rich media elements such as images, videos and audio.

Mobile Applications:  The ads can be hosted inside the application design and logic. The applications comprise of managed platforms, virtual machines, native applications and widgets.

Bluetooth Wireless Proximity Based Marketing:  It works like local TV advertising on cable or network channels where a customer in a particular location will be served custom ads for that area. You will receive an ad or a message based on the location your wireless device is picking up.

Pay Per Call Mobile(also called click-to-call):  Pay per call is advertising that generates a billable event only when the reader of the ad does something—in this case, makes a phone call.  A mobile ad can contain a phone number that the customer can select and call instantly from their cell phone.

Voice Marketing:Voice broadcasting calls numbers from a computer managed list and plays a pre-recorded message to the customer.

Why should companies go mobile?
Many companies big or small are investing in a mobile marketing strategy and there are lots of reasons why businesses should start getting involved into the mobile industry. Today there are around 4 billion mobile subscribers around the world, and many of these subscribers are conducting internet searches through their mobile phones. Most companies, from small businesses on up to Fortune 500 companies, hire a mobile marketing firm to assist them with their campaigns. Popular mobile marketing firms like Ez Texting is an affordable Group SMS Text Messaging solution for businesses large and small, groups, and individuals. Another company is Go live! Mobile provides businesses with technology solutions for mobile marketing, mobile billing, mobile web, and mobile content delivery markets. There are few other popular mobile marketing companies like TellMyCell, The Group Texting Company, mobileStorm, Tatango,Mobivity, and Mozesoffering different types of mobile marketing services.

Mobile advertising
In the marketing world, mobile advertising is the way of the future. The mobile industry is fast becoming the cutting edge advertising medium for which companies should market. It is one of the most effective ways to reach your consumers and improve business investment.  Inmobi has released a network research report that looks at mobile advertising trends in India and the Asia Pacific region between July and October 2010. According to James Lamberti, VP of Global Research & Marketing at InMobi, “The Indian mobile advertising market continues to show rapid growth due to the improving ad ecosystem. Major publishers are bringing their media into the mobile channel while brands are simultaneously discovering the power of mobile advertising. This healthy ecosystem along with 3G network infrastructure improvements will position India as one of the most influential mobile markets on the globe.”

Benefits of mobile marketing
Mobile marketing is fast becoming the marketing channel of choice for organizations of all types. Advantages of mobile marketing are:

§  Immediate and direct communication with customers.

§  Very effective in cost.

§  Developed data management.

§  Integration of cross media is easy.

Why security is important for mobile marketing
Marketing industry is qu

 RAvindra kumar
pgdm 2nd