Mobile media transcend traditional communication and support one-to-one, many-to-many and mass communication.Scharl, Dickinger & Murphy, J (2005)
Mobile marketing offers a great number of advantages to the company.
- Near real time engagement
Often, people carry their mobile phones around with them. And yes, sometimes, 24/7. Messages is received as soon as the recipient looks at his/her phone. This makes mobile-marketing techniques
- Simpler content creation
Size and complexity is constrained for mobile phones, which makes it simpler and less expensive when creating content. By keeping it simple and basic, it helps to adapt easily to various mobile platforms.
- Message Amplification
Mobile phones are considered to be a handy and convenient gadget that can be passed around easily. As such, users are able to share their mobile contents with no extra effort – anywhere & everywhere.
I-Want-To Moments (Micro-moments)
Micro-moments arise when people reflexively turn to a gadget, to act on a need to learn something, do something, go somewhere, or buy something. These “micro-moments” are game changes for both consumers and brands.
- I-Want-To-Know Moments
66% of smartphone users turn to their smartphones to learn more about something they saw in a TV commercial.Source
Want to go on a trip but trouble finding a suitable hotel, and stumbled on an ad to solve your problem? Hotel Trivago has a total of 5,594 airings for a period of 30 days. With TV campaigns put up by Trivago, people will be more enticed to search their company on their mobile to find more information.
2. I-Want-To-Go Moments
Feeling hungry in the middle of the night? And especially after watching commercial advertisements on TV or mobile phones of your favorite food? Yes, this is how McDonald’s gain sales by attracting customers to purchase from the nearest outlet or online.
3. I-Want-To-Do Moments
Hai di lao soup is now available in supermarkets! Consumers are now able to purchase them with an affordable price. And…. if you do not know what to cook it with, where do you go to? That’s right, you google! With the use of mobile marketing, there are plenty of recipes and informations of the product that consumers can obtain with a click of the mouse.
4. I-Want-To-Buy Moments
Are you guilty of spending too much online?
Ever been in a dilemma where you passed by a store and wanting to purchase your favourite pair of item? Mobile marketing has allow most consumers to think twice before purchasing . WHY? That’s because online shopping allows you to look for the item and purchase them online. Not only you get to see reviews, you may get discounts too GOOD DEAL