Mobile Vs Traditional Marketing
Mobile marketing is a multi-channel, digital marketing strategy aimed at reaching a target audience on their smartphones, tablets, and/or other mobile devices, via websites, email, SMS and MMS, social media, and apps (Marketo, 2016). As time goes on and technology continues to increase mobile marketing is becoming a dominate marketing strategy, there is an estimated 2.7 billion smartphone users in the world so it’s not a surprise that mobile marketing is now an integral part of any marketing campaign (Evan, 2019). When comparing traditional marketing to mobile marketing some the advantages mobile marketing brings to a company are the ability to target a specific audience, consumer engagement, and reach.
Mobile marketing has enhanced a company’s ability to target their specific audience, Google Ads and other pay per click tools allow for companies to reach a specific buyer persona. Traditional media such as billboards and TV commercial are not as effective as mobile marketing because there is a greater chance that a smaller portion of your target audience will see the ad. In addition to the ability to target a specific audience mobile marketing has an extensive reach. Typically, traditional marketing is localized, newspapers and billboards can’t be shared or moved easily across the country or the world but mobile marketing provides that opportunity. There are billions of mobile devices around the world and social media and other digital marketing means allow content to be shared at the click of a button that has the potential to reach your target audience anywhere around the world. One of the biggest advantages of mobile marketing compared to traditional marketing is the ability to communicate with your audience. Traditional media is a one street but on mobile marketing platforms the consumer and company can engage each other, address concerns or share positive experiences all building allowing the company to build consumer loyalty (Wagner, 2018).
The benefits that companies receive form the advantages of mobile marketing are increased sales, awareness and brand loyalty. Mobile marketing has a big reach and can really be specific in there targeting. This allows companies to push advertisements to an audience that cares about their product. This allows companies to increase their awareness and sales. In addition, mobile marketing allows consumers to purchase products online. This is a huge advantage to traditional marketing, where consumers have to take time out of there day to go to a store. In mobile marketing consumers can purchase products with a few clicks of a button. Lastly brand loyalty can be developed a lot easier through mobile marketing, the ease of purchasing products and engagement between the consumer and company can keep customers coming back again and again, also consumer loyalty programs can increase brand loyalty while also providing information about their customers (Wagner, 2018).
Two cons of mobile marketing are choosing what platforms are the best to market on and app/website development knowledge is needed to be effective. New social and digital content i.e. apps/websites are being developed at an outstanding rate. It is imperative that the companies do their research to ensure they know where to find their target audience. As technology innovates so do marketers, to develop apps and easy to use websites they should have a base line knowledge on how apps and websites are developed, in addition marketing departments should start to integrate IT departments to assist with development of mobile marketing techniques (Moats, 2019).
Bibliography
Evan F.P. (2019). How Mobile Marketing Works in 2019. Retrieved from https://postfunnel.com/how-mobile-marketing-works-in-2019/.
Marketo. (2016). What is Mobile Marketing? Overview & Resources. Retrieved from https://www.marketo.com/mobile-marketing/.
Moats, S. (2019). Advantages and Disadvantages of Mobile Marketing. Retrieved from https://www.thebrandonagency.com/blog/advantages-and-disadvantages-of-mobile-marketing/.
Wagner, N. (2019). Traditional Marketing vs. Digital Marketing. Retrieved from https://stevens-tate.com/blog/articles/traditional-marketing-vs-digital-marketing/.
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