by Jennifer O’Brien
Mobile marketing can be defined as marketing by sending messages to mobile devices like cell phones. However, mobile marketing has come to mean so much more due to its having boomed within the last decade as cell phone technology improved. There are recent trends moving from traditional SMS to MMS (Multimedia Message Service), in-game, QR codes, and more. The possibilities for mobile marketing are continuing to grow and evolve and provide great opportunities for the advertising of businesses.
SMS is the practice of sending messages to subscribers in 160 words or less in a text message. But, as smart phones came into existence, SMS started to evolve into MMS. This went from simple text messages to text messages accompanied with video, audio, and images. With smart phone users projected to reach 73.3 million by the end of 2011, the trend of MMS will continue to grow. Also with the increased popularity in smart phones, businesses are making their websites more easily accessible through mobile devices. Either they are making “apps” for their sites or they are just making it easier to navigate through their websites via smart phones and tablet computers.
Another trend in mobile marketing would be in-game marketing. In-game mobile marketing is when a company advertises within a game on a smart phone or tablet computer. While the gamer plays the game, they notice various advertisements. They have the option of clicking on it and purchasing whatever is being advertised.
QR codes are “a specific matrix barcode (or two dimensional code) that is readable by dedicated QR barcode readers and smart phones.” The trend toward these QR codes is fairly new. You download the barcode reader on your smart phone and then when you see one, you can scan it to see the message. This is a good way to market because it is very intriguing. People are curious about what the message is and will want to scan it. You can put QR codes on business cards, coasters, magazines, buses, etc. – anything you can photograph with a mobile device.