什么是移动营销？

移动营销涉及在客户远离传统家庭或办公室桌面环境使用互联网时接触他们。

智能手机、iPad、平板电脑和类似移动设备的使用日益增多，可能使移动营销成为许多在线业务的必需品。移动营销使用交互式媒体，通过无线连接帮助客户获取位置和时间敏感信息。这对包括组织和客户在内的所有利益相关者都有帮助。消费者可以随时随地搜索所需的产品。组织可以随时随地接触潜在的全球买家。

移动营销正在彻底改变当前的商业格局。

Marketing via cell phones, especially through text messages, is widely used throughout the world.  It is estimated that a recipient of a text message will read it within minutes, a phenomena that may increase a consumer’s response rate to an advertising message.

Many companies have developed large databases of customers’ information and send them promotional packages and special offers through text messages.  Enterprise solution software can assist businesses in sending mass marketing messages within a single click. In addition to being cost effective, this software may also turn out to be one of the most prompt ways of marketing and advertisement.

短信通知

远程营销，例如通过短信或文本信息进行的移动营销，可能并不总是像实时查看产品那样受到热烈欢迎。多媒体消息服务 (MMS) 是向二维 (2D) 和三维 (3D) 产品展示迈出的一步。组织可以向其客户发送 MMS，以便更好地展示其产品。

推送通知

Push notifications constitute another type mobile marketing that is used globally.  Apple introduced this technology to its smartphones, and many companies later adopted it. Push notifications may be an efficient way to communicate with end-user customers. These notifications “pop up” as messages on clients’ mobile phones, informing clients of new events or developments in a phone application without their actually having to open up the relevant application.

Companies can benefit from the adoption of push notifications because this technology can allow them to alert customers or new products or discounts.  A push notification can also function as a “call to action” ad.  A push notification interrupts the user in the midst of whatever function he is using on his phone, such as surfing the Internet, and alerts him to a new development.  If the development appeals to him, he can then click on an embedded link and then visit the company’s application or website.

地理位置营销

Mobile marketing may have revolutionized marketing techniques, and the Global Positioning System (GPS) may have revolutionized mobile marketing.  GPS enables consumers to locate any business, restaurant, hotel, school, or hospital within few seconds. GPS may aid companies in capturing the attention of their target consumers. Location-Based Services (LBS) is another form of mobile marketing that can operate without GPS and send marketing messages to customers based on their location.

注意事项

One of the advantages of mobile marketing for an organization may be its ability to directly connect with its end-user customers. Using this technology effectively may yield favorable results for companies.  Many people consider their cell phones to be for their personal use and may become irritated by mobile marketing messages.  Companies that adopt a conscientious attitude towards customers’ privacy may reap more benefits from mobile marketing than companies that do not.

 

请联系我们，了解您的下一个移动营销研究项目。