| The innovative nature of internet marketing provides | | | | Mobile marketing revolutionizes the industry in other |
| exciting opportunities for all sorts of businesses. While | | | | ways as well. For example, mobile devices can now |
| techniques such as Search Engine Optimization (SEO), | | | | interact with certain digital out-of-home (DOOH) |
| Search Engine Marketing (SEM) and Social Media | | | | advertisements. The marriage of these technologies |
| Marketing (SMM) prove very effective, the most | | | | gives rise to a new form of impressive and |
| revolutionary approach is mobile advertising. This | | | | memorable publicity. Although such interaction does not |
| advanced form of advertising utilizes modern | | | | seem to encourage direct response, it certainly helps |
| technology to its fullest extent. | | | | with branding. |
| | | | | |
| Mobile advertising enables companies to launch | | | | Click-to-call advertisements are yet another unique |
| marketing campaigns that target much more specific | | | | capability of mobile devices. This technique is very |
| and relevant audiences. One way to accomplish this is | | | | promising for two reasons. First, the inclusion of a |
| to target individuals based on proximity to a location, or | | | | phone number in the text of an advertisement seems |
| to the business itself. This is an exceptionally powerful | | | | to give the company more credibility in the eyes of |
| tool for very small businesses that serve only nearby | | | | consumers. This generally leads to higher click through |
| clientele, yet this feature barely skims the surface of | | | | rates. Second, interaction with the advertisement |
| mobile marketing capabilities. Technology permits an | | | | results in direct conversation with salespeople, rather |
| increasing ability to target individuals based on their' | | | | than a connection to a landing site. It is well understood |
| preferences, especially with the expansion of services | | | | that live contact of that nature is a more effective |
| such as Foursquare and Gowalla which help measure | | | | way to deal with potential clients or buyers than web |
| one's plans, preferences, and social associations. | | | | based sales efforts. |
| These capabilities will enable businesses to market | | | | |
| only to the audience that is most likely to respond. | | | | Lastly, mobile devices provide another way to receive |
| | | | | feedback, making it easier for companies to measure |
| Not only does the mobile marketing industry promise | | | | return on investment for campaigns, as well as for |
| campaigns that target individuals, but it also helps | | | | products and services. As social networking services |
| companies reach out to a broader audience. It | | | | such as Twitter become more prevalent, companies |
| achieves this through the consolidation of mobile | | | | can monitor traffic that comments on their |
| industry players. Consolidation involves the vertical | | | | advertisements and services. Also, many businesses |
| integration of businesses including ad networks, | | | | have developed applications dedicated to gathering |
| technology providers, and publishers. Typically, | | | | feedback. Yet again, the mobile age aids companies' |
| companies target very fragmented bodies that are | | | | marketing goals. |
| difficult to reach. Consolidation makes it easier to find | | | | |
| and pursue these divided groups. As a result, | | | | As technology improves, so do campaigns of |
| businesses can increase their outreach. Thus, mobile | | | | businesses and experiences of consumers. Mobile |
| marketing enables businesses to target the most | | | | devices have already revolutionized the marketing |
| relevant audiences in two ways. First, mobile devices | | | | industry. Businesses can now target a more relevant |
| increasingly measure attributes of the owner, permitting | | | | and expansive audience than ever before with more |
| exposure to more tailored advertisements. Second, | | | | effective and memorable advertisements. Consumers |
| consolidation of major players in the mobile industry | | | | notice reduced clutter of uninteresting advertisements |
| makes it easier for businesses to target all members | | | | and enjoy those that suit their needs. Considering all |
| of a fragmented audience. | | | | this information, it seems the mobile revolution has |
| | | | | benefits for all involved. |