Friday, February 19, 2010

Mobile Marketing: Here and Now

Mobile Marketing is the "use of wireless media in an integrated content delivery and direct-response delivery and direct-response vehicle within a cross-media marketing communications program."*

Personally, mobile marketing, for the here and now, is the use of wireless devices such as mobile phones and internet to achieve defined marketing objectives as part of an integrated marketing communications campaign. There are 6 marketing objectives that can be achieved through mobile marketing: (1) brand awareness (2) customer acquisition (3) revenue generation (3) trials (3) promotions and sweepstakes (6) loyalty and customer relationships management.

In the Philippine landscape, mainstream brands like Coke, Pepsi, Rexona, Vaseline, Axe, Ford, Ponds and Rexona have successfully implemented mobile marketing campaigns as part of their over-all IMC programs. And so, mobile marketing is here today, not tomorrow. The question as to whether companies will adopt is not if, but when? The decision point for marketing managers is not why mobile marketing, but how mobile?

These were among the many things I learned during the "Mobile Marketing on the Go" module of the Digital Marketing Program of the Ateneo - Center for Continuing Education - Internet Mobile Marketing Association of the Philippines. More of these learning can be seen at 2 other blogs:

*The 2006 definition of Mobile Marketing by the Mobile Marketing Association was cited by Matti Leppaniemi, University of Finland faculty,  in his paper, "Mobile Marketing: From Marketing Strategy to Mobile Marketing Campaign Implementation.