MOBILE MARKETING SERVICES...
Target High Value Prospects with Mobile Marketing Campaigns like SMS, Coupon Codes, Vouchers, Notifications, NFC
Unlike traditional mobile phones, todays handheld devices like smartphones and tabs are capable of doing much more than just sending an SMS or making a voice call.
A typical smart phone today has multiple channels like messaging, alerts, audio, browsing, application and app layers and feeds through with marketer can reach them. It has multiple enablers like advertising, data, sensors, cloud services, location and commerce that help enhance the customer experience within these channels. These enabling experiences enhance the channels. The App Stores are market places where these Apps can be sold or marketed.
Mobile channels can be used to reach out to mobile audience. Channels available on most hand-held devices and used to engage consumers are:
From tradition mobile phones to the modern day smart phones and tabs, the way users send and receive messages has evolved over time.
- SMS (Short Message Service) – Also called Text Messages, they are means of sending short, text-only messages from one phone to another over a cellular data network like Airtel, Vodafone or BSNL. Standard SMS can include not more than 160 characters per message. SMS messages are not encrypted.
- MMS (Multimedia Messaging Service) – MMS are just like Text Messages, but can include not just text, but also sound, images and video.
- USSD (Unstructured Supplementary Service Data) – USSD is a Global System for Mobile (GSM) communication technology that is used to send text between a mobile phone and an application program in the network. Applications may include prepaid roaming or mobile chatting. USSD is similar to Short Messaging Service (SMS). The difference between SMS and USSD is, that USSD transactions occur during the session only. With SMS, even if the phone is not activated or within range, messages can still be sent to a mobile phone after being stored for several days.
- Email (electronic mail) – Email is the information stored on a computer that is exchanged between two users over telecommunications. In simple words, e-mail is a message that may contain text, files, images, or other attachments sent through a network to a specified individual or group of individuals. An email can be sent from desktops, laptops and handheld devices likes tabs, smartphones and mobile phones.
Alters – Alerts have remained an integral and one of the most important functionality of mobile devices over time. But they was mobile and smart phones users can be alerted, has changed considerably over the last two decades. The two most common types of alerts supported by hand-held devices are:
- Bluetooth – Using Bluetooth, devices like mobile phones, computers, pagers, headphones, music systems and personal digital assistants (PDAs) can be easily interconnected using a short-range wireless connection.
According to www.bluetooth.com – “Bluetooth® device uses radio waves instead of wires or cables to connect to a phone or computer. A Bluetooth product, like a headset or watch, contains a tiny computer chip with a Bluetooth radio and software that makes it easy to connect. When two Bluetooth devices want to talk to each other, they need to pair. Communication between Bluetooth devices happens over short-range, ad hoc networks known as piconets.”
- Push Notifications – Push notifications are a way of letting your application notify a user of new messages or events even when the user is not actively using your application through a pop-up message on the mobile device. Usually, push notifications are sent by app publishers anytime there is an important update, event, activity, news or message to be sent across to app users. App users don’t have to be in the app or using their devices to push notifications.
Audio – Almost all the modern hand-held devices support high quality audio. Two of the most popular mobile audio channels are:
- Calls – The voice call functionality enables the users to make and receives phones calls. Marketers have been using this channel to reach out to the right prospects and customers for a long time. Most of the marketers still solicit their business by pitching their products and services to potential customers and prospects through voice calls. Advertisers love to communicate through voice as it offers a far more personal experience. Audio calls are an effective way to tell a brand story and generates an emotional connection with consumers. Brands are increasingly extending post sales support and driving feedback initiatives by calling customers on their mobile phones. They also have dedicated customer support departments to resolve pain points, workflow issues and nuances faced by customers through inbound and outbound calling.
- Streaming – Most of the modern handheld devices like smart phones and tabs capable of audio streaming. Its is a real-time one-way audio transmission over a data network. It is widely used to listen to audio clips and radio from the Internet on computers, tablets and smartphones. With audio streaming, there is no requirement to download the audio files on the devices. Now a days, users can easily listen their favorite music, dialogues, podcasts and speeches thanks to real-time audio streaming support on mobile devices.
In fact, back in 2015, Twitter partnered with SoundCloud to bring streaming audio to the social network, enabling musicians, media producers and marketers to share audio content with followers. The Twitter Audio Card enables users to discover and listen to audio directly within their timeline on both iOS and Android devices. The Audio Card which hosts to content can be docked, letting users listen as they continue browsing the Twitter app. Interactive and streaming digital audio ads have gained extreme popularity over the last few years. Audio ad networks like Instreamatic and Triton offer some of he most efficient and widespread audio marketing tools, used by both top tier brands and small businesses.
Browsing – Almost all the modern handheld devices support browsing, and have at least one native browser pre-installed.
- Web – Mobile users can browse their favorite websites and blogs by installing browser apps like Google Chrome, Skyfire, Google Android, Microsoft IE, Mozilla, Opera, Apple Safari, Teashark and Blazer on their hand-held devices.
- Content – Mobile users can consume any type or content on through modern browsers, including audio, video, RSS, static and dynamic images, documents, eBooks, ePubs, scripts, etc.
- Social – Mobile users can visit all social media websites like Facebook, LinkedIn and Twitter using the mobile browsers.
Applications – One of the greatest capabilities of modern day smart phones and tabs is the support for apps. Apps are one of the major difference between traditional mobile phones and smart phones and tabs. Apps supported on almost all modern day phones can be broadly classified into three types:
- Native Apps – Application programs developed for use on a particular platform or device are called native apps. They are live on the devices as they are pre-installed on most hand-held devices they have be developed for. Native apps are accessed through icons on the device home screen. Native apps are installed through an application store (such as Google Play or Apple’s App Store). Because native apps are written specifically for one platform, they can interact with and take full advantage of operating system, device features and other software that are typically installed on that platform like camera, GPS, accelerometer, compass, contacts, and so on. Native apps can also use the device’s notification system and can work offline.
- Hybrid Apps – Hybrid apps are a mix of native apps and web apps. Like native apps, they live in an app store and have to be downloaded from there. They can also take advantage of the many device features available, just like native apps can. But at the same time, jut like web apps, they rely on HTML being rendered in a browser, with the caveat that the browser is embedded within the app. It’s also called in-app browser.
Usually, companies build hybrid apps increase reach and visibility by having an app store presence, without having to spend much time, expertise and resources on a native app development. As HTML code components can be reused on different mobile operating systems, Hybrid Apps as cross platforms with no incremental development costs involved, and have thus gained considerable popularity over time. Tools such as PhoneGap and Sencha Touch allow people to design and code across platforms, using the power of HTML.
- Web Apps – Web apps are basically websites that look like native apps. They are not real applications, and are not implemented or coded as such. You can open them using mobile browsers as they are typically written in HTML5. User can access them as they would access any other website. Once they navigate to the website by typing in the URL, then have option of installing the home screen of their hand-held devices by creating a bookmark to that page. The web app icons would be displayed, just like any other app icon on the mobile device.
When HTML5 came around, web apps became really popular as people soon realized that they can obtain native-app like functionality in the browser itself. Today, as more and more sites use HTML5, the distinction between web apps and regular web pages has become blurry.
App layers and feeds:
- Google Maps
- Google Earth
- Augmented reality