The target most affected potentially by mobile advertising is the target of young people. Massive sending of SMS shows growth well beyond teenagers. Young people send more text messages than they call, the unlimited SMS packages target teenagers, and people under 25 in general. The help of technology is for many: there is more bandwidth, more videos. More and more users are watching video content on their mobile.
Life before the iPhone
In the early 2000s, wap appeared, but with little innovation. Since 2007, Ajax technology, widgets have appeared on mobile phones. In 2009, the phone becomes an active terminal for digital. Before the era of the iPhone, applications were limited (SMS / MMS, WAP), the only real innovations were ringtones to download and wallpapers!
Life after iPhone
The iPhone has forever changed the world of the 3G mobile phone. The emergence of this smartphone has allowed the combination of entertainment and professional use. The iPhone has developed many applications and geolocation especially, which no one had managed to do before. The appearance of the iPhone has allowed a change in ergonomics: a personalized delivery mode, a phone always focused on the user, which facilitates transactions (iTunes) and integrates GPS location, and 3G. Today iPhone offers more than 20 000 applications, and nearly 1 billion applications have been downloaded.
Concrete examples
he operation Adidas QR Tagging
QR codes (quick response) turn a mobile device into a barcode scanner. Adidas uses these codes on the labels of its products in the store. A user takes a picture of the barcode and the device recognizes the model, color, and size of the product by connecting to the site. During an Adidas test campaign in July 2008, 60,000 people participated in Korea and over 2,000,000 site visits were generated through this operation.
Nike ID
Users are invited to interact with a 23-story sign in Times Square from their wireless device. By sending an SMS, they can customize their own pair of Nike sneakers and display their design on the panel. Users receive a text message with a link on the Nike ID website allowing them to buy their creation. They also receive a personalized wallpaper of their creation. The buzz of personalization on the big screen was phenomenal. More than 3,000 pairs of Nike were sold through this initiative.
Monoprix opts for the promotion
The Monoprix Mobile website, accessible from Gallery or i-mode offers a whole range of useful services in a mobility situation: the bargains of the week, the address of the Monoprix store closest to where you are, consulting the Smiles loyalty points, receiving SMS alerts "Monoprix Good Deals" or downloading the "Monoprix recipe ideas". The banner hopes to increase traffic in its stores.
Mobile 2.0
Mobile 2.0 makes it possible to create value: personalized content, applications available all the time, synchronization and portability, social networks available on mobile phones: Facebook, Twitter, Digg, etc., and the famous geolocation that we will talk about again one later. The synchronization of the Web and the mobile (Twitter, Facebook) make it possible to put forward social interactions. It is still necessary that brands dare to take the plunge, be relevant and experiment.
Social media, while keeping us "virtually connected", often does not offer face-to-face interaction, while social mobile can actually bring people together.
The mobile can go to blogs, receive RSS feeds, chat, download the podcast, share music, play.
Geolocation applied to mobile marketing
There is a lot of talks right now about the promise of GPS applied to the mobile phone. We can, therefore, wonder what use of geolocation can be done in mobile marketing? Geolocation is a mobile feature made available to advertisers for several years now. It is clear that brands underutilize this feature. Some of them fear its potentially intrusive character. However, geolocation obeys very strict rules: the agreement of the consumer must be solicited so that it can be located.
This fear raised, the geolocation could be integrated into interesting marketing operations. In a very simple way, it makes it possible to identify the nearest points of sale, in a situation of mobility.
With the technological evolution of the mobile phone, marketing has discovered a new tool with multiple objectives: prospection, loyalty, but also sales. Starting in the early days of SMS, mobile marketing has taken off since the appearance of MMS, photo or video. Brands use it both to capture new customers and to work on their image, and this is just the beginning.
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