Page 295 - Introduction to Electronic Commerce and Social Commerce

9.6 Mobile Marketing and Advertising 281

Figure 9.5 The process of Communication
mobile advertising
Create
Ad (Concept)
Create
Mobile an
Mobile
Advertiser Ad Ad: Systems
Network
Text,
Image,
Advertisement Video
Requirements
Distribute Ads
Review and Feedback to Capable
Recipients
Mobile
Device
Recipients
Ad Response

mobile user through proper mobile devices and apps. The Location-Based Ads
user’s response is then transmitted to the advertiser and the Location-sensitive businesses can take advantage of this fea-
company through mobile networks. ture to deliver location-based ads. A good example is a
Google Map that can show nearby convenience stores, gas
Interactive Mobile Advertising stations, hotels, and restaurants when a location is searched.
Some of these are paid ads.
Interactive mobile advertising refers to the delivery of inter-
active marketing contents via mobile devices, mostly tablets Viral Mobile Marketing
and smartphones. The inclusion of the word “interactive” Viral marketing can also be deployed to the mobile plat-
points to the fact that this is a two-way communication that forms. This is called viral mobile marketing. A typical
may include a customer response (e.g., placing an order or approach is to develop and distribute apps for mobile devices.
asking a question). For a comprehensive guideline, see the
IAB Mobile Web Advertising Measurement Guidelines at Mobile Marketing and Advertising Campaigns
iab.com/guidelines/iab-measurement-guidelines.
There are basically four classes of online campaigns: Infor-
Types of Mobile Ads mation, entertainment, raffles, and coupons. These classes
focus on one or more of the following six objectives:
Mobile ads may appear in different forms. The most popular
one is short text messages. Other forms include rich media 1. Building brand awareness. Increase customers’
advertising, advergaming, and ads appearing during TV
ability to recognize and recall a brand.
shows and movies on mobile devices.
2. Changing brand image. Change the customers’
perception of the brand.
Short Message Ads
SMS ads are commercial messages sent in the form of short 3. Promoting sales. Stimulate quicker or greater pur-
chase of products or services.
text messages. They are quite popular and SMS mobile ban- 4. Enhancing brand loyalty. Increase consumers’
ner ads are growing rapidly due to the increased popularity
commitment to repurchase the brand.
of smartphones and 4G networks. Several major advertising 5. Building customer databases. Collect data about
portals have been launched by both private mobile advertis-
the mobile device, data network, or profiles of
ers and portals (e.g., D2 in Japan). customers.
One advantage of SMS is that users can send them quickly
6. Stimulating mobile word of mouth. Encourage
and privately from any place and almost any time. A major customers to share ads with other customers via
drawback, however, is that short messages may interrupt and
their mobile devices.
annoy the recipients.