Mobile Marketing: Features that makes it effective, valuable and result oriented.


Mobile handset is mostly if not always within an arm’s reach of their devices owners. The omnipresence nature of the mobile device has made it most valuable media in recent times.  Most mobile phone users are within an arm’s reach of their devices over 90 percent of waking hours.  Mobile handset, no wonder, is very personal device which is often part of the intimate identity of their owners, who may personalize or accessorize their devices. The mobile provides the ability to reach customers ‘on-the-go’ and create highly effective two-way communication.
The way mobile as handset offers a few features that makes it unique communication tool, mobile campaign also has many unique features that takes the marketing campaign to the next level of engagement. Mobile campaigns are easy to create and execute. It helps brand reach out to people all over the world. Moreover, the delivery of mobile campaign is almost always guaranteed, unlike other channel of communication, and the messages are delivered to recipients within seconds. In addition to this the mobile communication also offers content to be customized to target individuals who have opted to receive them. The medium provides the ability to customize the brand message to a diversified audience. Moreover, the mobile campaign results can also be tracked thru downloads, page visits, customer opt-ins, and a variety of other methods.


Presentation: Mobile Marketing Features that makes it effective, valuable and result oriented.

The mobile as a communication tool has various unique feature, which are mostly to with the device, mobile as communication tool, and mobile as a marketing channel. In my views the basic features of mobile marketing include:

  1. Omnipresence: Mobile handset is mostly if not always within an arm’s reach of their devices owners. The omnipresence nature of the mobile device has made it most valuable media in recent times.
  2. Reach: The mobile as a communication medium offers ubiquitous reach. It reaches recipients wherever the handset owner is.
  3. Intimacy: Mobile is very personal device. It is part of the owner’s identity, who may personalize their devices.
  4. Delivery: The mobile campaigns are easy to create and deliver. They are delivered to recipients within seconds.
  5. Distribution: The beauty of mobile campaign is, that it can reach out to people all over the world. The delivery of mobile communication is almost always guaranteed.
  6. Affordability : The mobile campaign is very much affordable. It is prices at cost per message which is very modest. Moreover the cost per message decrease as volume increases.
  7. Personal: The mobile as a medium has ability to customize the brand message to a diversified audience.
  8. Targeted: The mobile communication can be very targeted and specific to individual. It also offers opportunity to target individual with specific content.
  9. Two-Way: The mobile offer opportunity to the customers to reach back to the brand. The two-way communication option makes it more effective and interactive.
  10. Interactive:  Mobile as a device has ability to reach customers on- the-go and create highly effective and interactive communication.
  11. Relationship: Mobile marketing has unique ability to build long lasting customer relationships. It retain existing customers while enticing new customers
  12. Effectiveness: The mobile campaign effectiveness is always higher than any other form of the media. The average response rate is approximately 15 percent.
  13. Convenience: The small screen size of mobile handset makes campaign managers to keep message basic and simple.
  14. Localization: Location-Based Service provides both proximity data and contextual information which can be effectively used to converse with customers.
  15. Integration: Mobile marketing has ability to integrate with existing communication strategies without encoring large capital expenditures
  16. Novelty: The mobile marketing medium insures that messages Factor will achieve higher impact with their target audiences. The innovation in mobile marketing has novelty factor.
  17. Microblogging: Mobile users are increasingly using microblogging platforms like Twitter which can be highly beneficial to the marketer.
  18. Viral: The ease with which mobile marketing messages can be shared with potential customers makes it most potent viral marketing tool.
  19. Mobile marketing offers subscribers to have controlOpt-in over the messages they want to receive and the one they do not want.
  20. M-Payment: The mobile payment is very convenient for the users. It is offered as a secure online payment environment, which works via advanced mobile Web systems.
  21. Tracking: User response can be tracked instantaneously which makes mobile marketer understand and analyze user behaviour.
  22. Quantifiable: Mobile campaign results can be tracked thru downloads, page visits, customer opt-ins, and a variety of other methods.

Disclaimer: The views represented in the presentation have nothing to do with the companies I have personal, professional, or academic interest. It is absolutely my view which is based on the years of experience in the business.

One thought on “Mobile Marketing: Features that makes it effective, valuable and result oriented.

  1. Pingback: what is Mobile Marketing? « Braj Mohan Chaturvedi

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