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Pros and Cons
The mobile phone has many benefits (there are those seven unique features after all) but comes with its
own challenges. The reach of the mobile phone alone makes it a very attractive marketing channel.
Many mobile marketing mediums need little audience education, but marketers need to be aware of
creating more complicated campaigns and applications. If there is an extensive education process
required in order for a campaign to succeed, it probably needs to be rethought.
Because the mobile phone is so personal, permission and privacy need to be at the foundation of any
mobile campaign. Unlike an e-mail or Web pages where there is space available on screen to explain
privacy and permission, there is very little real estate on the mobile phone to do so. Ensure that you have
very clear permission to market to the phone numbers on your database and that it is easy for users to opt
out of receiving your messages.
KEY TAKEAWAYS
- Mobile phones have different operating systems. There are also multiple ways for a device to connect
with the Internet. - Mobile devices can access the Internet via WAP (Wireless Application Protocol) sites or more
sophisticated HTML (hypertext markup language) browsers. However, the HTML browsers are pared-
down versions as mobile devices have low memory and low bandwidth. - Webmasters can take some best practices into consideration for making Web sites appropriate for mobile
browsing. - 2D (two-dimensional) bar codes, also known as tags, are another way for marketers to deliver their
message to a user’s phone. - Mobile search is becoming increasingly more important. Natural and paid search also applies here.
- Mobile apps are another eMarketing channel that is becoming increasingly important.
- Augmented reality (AR) is a variation of virtual reality that superimposes graphics into “reality.”