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This is the Mobile Marketing edit for the Digital Marketing Module ran by Fiona Ellis- Chadwick.

Original Introduction to Mobile Marketing:

Mobile marketing is multi-channel online marketing technique focused at reaching a specific audience on their smart phone, tablets, or any other related devices through websites, E mail, SMS and MMS, social media or mobile applications. [1] Mobile marketing can provide customers with time and location sensitive, personalized information that promotes goods, services and ideas.[2] In a more theoretical manner, academic Andreas Kaplan defines mobile marketing as "any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device".[3]

My introduction to Mobile Marketing:

Mobile Marketing has been defined by Fiona Ellis- Chadwick as, 'Marketing to encourage consumer engagement when using mobile devices (particularly smart phones or tablet devices)'. It is a digital marketing platform that companies can use to target a specific audience. Recent studies suggest that in the year 2016 over 1 billion people will own smart phones, consumer spending on mobile applications was $56 billion and business spending on mobile projects had doubled. Since this study, the New York Times Company reported that its digital advertising revenue had rose by 19%, however its print revenue had fallen by 18% suggesting that mobile marketing is how consumers are interacting with companies, and will continue to do in the future. The term 'Mobile Marketing' is an umbrella term for all the ways consumers can be reached on portable devices.

In the early 2000's consumers could traditionally be reached by companies via SMS/ MMS. This was achieved through obtaining customers phone numbers. As technology advanced smart phones became the go to device and served as the consumers 'pocket desktop'. This new technology allowed Apple to introduce 'Push Notifications' which enabled application developers to send notification data to apps installed onto apple devices. This service included, 'keeping users informed with timely and relevant content, whether the app is running in the background or inactive'. Another way to use mobile marketing is the use of company applications compatible with smart phones and tablets. With the increase in smartphone users, the app market enlarged in turn. By converting to mobile friendly apps, consumers who are most likely to browse apps whilst waiting or on the move can be drawn into downloading and purchasing goods from an organisation. Coming hand in hand with this tool, another way marketers use mobile marketing is through the use of in-app purchases. These usually occur on games/ celebrity apps, for example, Kim Kardashian reportedly made $200 million in revenue for Glu through her Hollywood lifestyle game taking $85 million of that for herself, through the likes of in- app purchases.

Location based marketing, also falls under mobile marketing. Smartphones and tablets can be specifically tracked through the use of GPS and internet connection pre-installed within the device. This allows application developers to tailor specific campaigns and deliver a notification straight to their appliance. Companies such as taxi service Uber, rely on this type of marketing in order to make a profit. In 2014 it was reported that location based marketing and services 'generated approximately $12.2 billion in worldwide revenue', however there is still controversy around the privacy concerns of users. Due to the nature of the technology some consumers find that businesses and governments an influential grasp over their purchase decisions and this is an unsettling concept.

Other tools used in the mobile marketing space are; QR codes- these codes are physical, and are made to be scanned by smartphones in order to quickly take users to a specific website; Bluetooth; Proximity Systems and Ringless Voicemail.