In this digital era, it is very crucial for marketers to transform their brand into digital and mobile world, hence marketers can reach people at places where they spend most of their time. With the advancement of mobile and internet technology, marketers able to have better understanding of the customers. since customers nowadays are often carrying a mobile device that can function as TV, radio, mailbox, address book and contacts that they can fit into their pockets wherever they go.
Mobile as a medium will be used more often by marketers to for their brand campaign as it is a medium that turned on every day and able to act as a bridge between the real world and the digital world. Thus, it has the capability to give extraordinary customer experience to its users. For example, Tesco/Home Plus developed an online store at a subway where the passengers are able to purchase goods that they want through QR Code technology using their smartphone. Moreover, mobile through its Location Based System technology is giving new experience where users receive offers and ads in accordance to their current location. As a result, it enables targeted and potentially more effective campaign.
There are factors that need to be considered for successful marketing campaign via mobile platform such as the creation of powerful and engaging content as well as the distribution of contents itself that can be read, commented, and shared by the target audience to give wider outreach.
The mobile platform has evolved from just an ordinary medium to become an interactive platform to entice direct response. Mobile branding activity also has evolved from just simply placing logo on the web page. Branding activity is now about people, how to communicate, interact and influence them to be able in some way to inspire them. Mobile platform is a platform that will make all these things possible.
According to Mobile Advertising: Delivery Channels, Business Models & Forecasts published by Jupiter Research, SMS, MMS, Mobile Internet, On-portal, In content downloads and Mobile TV are believed to be the main marketing medium in the future.
