什麼是行動行銷？

行動行銷涉及在客戶遠離傳統家庭或辦公室桌面環境時使用網路時吸引客戶。

智慧型手機、iPad、平板電腦和類似行動裝置的使用增加可能使行動行銷成為許多線上企業的必備條件。行動行銷使用互動式媒體，幫助客戶透過無線連線獲取位置和時間敏感資訊。它對包括組織和客戶在內的所有利害關係人都有幫助。消費者可以隨時隨地搜尋所需的產品。組織可以隨時隨地接觸潛在的全球買家。

行動行銷正在徹底改變當前的商業格局。

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.

簡訊通知

遠端行銷，例如透過簡訊或簡訊進行的行動行銷，可能不會總是像即時查看產品一樣受到熱烈歡迎。多媒體訊息服務 (MMS) 是向產品的二維 (2D) 和三維 (3D) 表示邁出的一步。組織可以向其客戶發送彩信，以便更好地展示其產品。

推播通知

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.

地理位置行銷

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.

注意事項

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.

 

請聯絡我們以了解您的下一個行動行銷研究專案。