According to a research from the Nielsen Company, more than 100 million people subscribed for portal, Email, weather, News, business & finances services in 2008. Obviously cellphone has gone from novelty to true utility for people. Just as phone has evolved, hence there is a mobile commerce for nowadays marketers.
M-commerce means the use of wireless media as an integrated content delivery and direct response vehicle within a cross-media or stand-alone marketing communications program. Since mobile is a quite new media which is different from our traditional platform, in order to take use of this new media for business development , we have to be educated well about the basic of mobile platform integration and how to optimize mobile user interactions.
M-commerce basically have two definitions. Firstly, a relatively new meaning is to describe marketing on or with a mobile device, such as cell phone. It is an example of horizontal telecommunication convergence. Another more traditional definition is to describe marketing in a moving fashion, e.g. technology road shows or moving billboards.
Case Study: Johnson & Johnson Mobile Marketing Campaign
Background
Johnson & Johnson created a mobile advertising campaign which combined Interactive Voice Response (IVR) and mobile web (WAP) to build customer subscriber list, extend its branding reach and enhance two-way relationship with consumers.
Strategy
The campaign was aimed to reach young adult consumers. Consumers were directed to a WAP site via SMS where they could sign up and received a trial pair of contact lenses. The mobile voice call-to-action asked consumers to press a number to receive a link to the mobile web site then opt-in to the Acuvue campaign. It is easy to interact through the mobile devices.
Conclusion
Adding a mobile voice component to an existing text messaging and WAP multi-channel marketing strategy can let the company stand out from the keen competitive market. The company can cost-effectively extent their targeted reach and appeal to any mobile audience.
More…
Johnson & Johnson also used 3G campaign site, mobile media banner ad placement and mobile game to promote their new product launch of DEFINE contact lenses.
Major classificaton
1. Mobile marketing via MMS
MMS mobile advertising can contain a timed slideshow of images, text, audio and video. This mobile content is delivered via MMS (Multimedia Message Service).
2. In-game mobile marketing
There are three major trends in mobile gaming: interactive real-time 3D games, massive multi-player games and social networking games. Brands are now delivering promotional messages within mobile games or sponsoring entire games to drive consumer engagement. This is known as mobile advergaming or Ad-funded mobile game.
3. Mobile web marketing
Advertising on web pages using mobile devices is also a trend. Google, Yahoo and other major mobile content providers have been selling advertising placement for years.
4. Bluetooth
Using bluetooth for marketing has the advertantage of permission-based and higher transfer speeds. Bluetooth is a radio-based technology thus consumer will not be billed (i.e. free of charge).
5. Location-based services
Location-based services (LBS) are offered by some cell phone networks as a way to send custom advertising and other information to cell-phone subscribers based on their current location. The cell-phone service provider gets the location from a GPS chip built into the phone, or using radiolocation and trilateration based on the signal-strength of the closest cell-phone towers (for phones without GPS features).
For more articles on mobile marketing trend and issues, please frequently visit:
http://mobilemarketing09.blogspot.com
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