Mobiteam

Cellular sure-fire hit

2009-08-25

Mobile marketing market is growing fast, cultivated on crisis soil fertile for new, more efficient and economical ideas for marketing. Mobile phone is an example of a tool, which allows not only to reach with success targeted consumer, supplement main marketing communication channels or even substitute them, but also to earn money. Hereunder about how to "squeeze more" from cellular phone and why it is getting easier to do it.      

How to arise in consumer’s awareness, attract him to desired activity and in the same time, increase project’s profit? We are carrying answers to this question in our pockets. Cell phone, about which we are talking, it’s a versatile tool for multidirectional communication, receiving and sending multimedia and making payments. It’s effectiveness in this matters had been repeatedly proven (eg. in Dynamic Logic Millward Brown research from 2008 ).

Massages first of all

Even though number of mobile marketing users increases and connection costs fall, according to different estimations Internet from cell phone is used by only few percent of mobile phone users (7% in Universal McCann research from 2007 ). Sending and receiving multimedia, next to calls, are still most important activity. In Poland SMS-es uses 93,7% of cellular network’s subscribers, and MMS-es 41,3% (report "Telekommunication market in Poland in 2008. End users", Indicator 2009 ).

What’s more, on contrary to Internet, where any attempt of introducing charges for content access met fiercely resistance, in telecommunication fees are automatically accepted obviousness. Equally important plus for mobility is it’s accessibility, much higher than in internet case.

On cell phones one can earn

Consumers commitment in campaigns, measured in number of send SMS/MMS, could be source of income. There are many forms of cooperation between subjects involved in mobile project. Cooperation of campaign’s employer with marketing agency, media house and telecom operator could be arranged in a way satisfied for each side.

Such methods of consumers’ mobile commitment, as fotocode, m-coupon, ad during application download (spotler), advergaming (in mobile application) or marketing content tailored with SMS/MMS send by users, requires charging. One can assume that generating traffic should be strong advantage for cellular operator for sharing with content provider profits from it.

Supporting social media

Thanks to cell phone revenues of projects which uses in communication social media networks could be increased as well as users’ commitment. SMS allows members of internet society to develop their profiles and increases its functionality. It will build member’s prestige among colleagues and enhance their virtual attractiveness. He could also download application on mobile phone, participate in contest or other initiative.

Example of such cooperation was Mobiteam’s projects for Epuls.pl social media network. It offered users sending SMS wishes for their moms, entering mobile contest on Children's Day or downloading on mobile phone sport games prepared specially in World Cup occasion. It’s a way to increase internauts commitment, surprise them by new idea, build their loyalty and making campaigns more attractive by integrating many different communication channels.

Creative technology

Significant improvement in use of mobile phone’s features (not only in marketing) is connected, among other things, with higher availability of phones with Java technology (especially with MIDP, Java language adopted to small devices). This specification opens broad road of possibilities for web developers. They could use their metalanguage abilities to create visual attractive and simple in handling applications on mobile phones (MIDlets) and PDA devices.

This technology, connected with mobile games, has far more abilities, it can overcome barriers separating this devices to Internet or TV spots. It allows for their adaptations for mobile needs. Profitability of mobile activity is additional stimulus for specialists accustomed to hard fight for profit in Internet.

Mobile phone is still uncolonized by marketers territory, friendly for new ideas and with promising potential. Its neglecting would be irresponsible. In 2008 global market of mobile entertainment was worth almost 24 billion dol., in  2013 will be twice number (47 billlion dol. according to Portio Research ).

Varius applications on mobile phones (MIDlets), third generations cellular networks, or even fourth generation, mobile TV and video services, mobile ad, entertainment, using mobile phones for GPS navigation or making payments are leading topics for mobile market in nearest future. These are also potential tools of market success.

Marketing-news.pl, 24/08/2009, "Komórkowy samograj"