Page 296 - Introduction to Electronic Commerce and Social Commerce

282 9 Marketing and Advertising in E-Commerce

Obviously, these are the same types of campaigns and 3. Video on mobile is growing, and targeting by location
objectives underlying traditional marketing approaches. is key
Currently, SMS and e-mails are the principal technologies 4. Virtual reality will create new ad formats
used to deliver advertisements to mobile devices. However, 5. Beyond cross-screen, mobile marketers will align unified
richer content and advertising is expanding with improved screens with in-store touch points
bandwidth.
Recent mobile marketing campaigns conducted by retail- Example: Innovative Sticker Advertising
ers have been very successful. For example, the “Singles In addition to these five trends, we also see the increasing
Day” (November 11, 2014) sales resulted in over $9 billion, importance of mobile social media, such as whatsapp.com,
with 43% generating from mobile devices. (See market- wechat.com, and line.me/en. Creative advertising methods
watch.com/story/alibabas-singles-day-bigger-than- black- such as stickers offer new ways of advertising. A funny sticker
friday-2014-11-10.) Of these, over $5 billion were sold at is a small image (like an “emoticon”) that can be used to show
Alibaba companies Tmail and TaoBao. certain emotions such as great, love, hate, and so forth. It is
very popular for Line users. Line allows a business to develop
a set of eight sponsored fun stickers (with company logo or
Mobile Marketing Implementation Guidelines advertising messages) at a fixed cost. Line users can download
free chat stickers from Google Play and iTunes. For example,
Although organizations such as the Direct Marketing in the case of Tatung Electronics (of Taiwan), its Boy charac-
Association have established codes of practice for Internet ter stickers and emoticons generated more than one million
marketing, including the use of mobile media, most industry active users within 24 h of being introduced online.
pundits agree that the codes are not well suited for the Note: For a comprehensive collection of articles about
dynamic nature of mobile commerce. Therefore, the mobile mobile advertising, see mashable.com/category/mobile-
media industry has established a set of guidelines and “best advertising and Mobile Commerce Daily (mobilecommer-
practices” for mobile advertising. The Global Code of cedaily.com).
Conduct from the Mobile Marketing Association (MMA;
mmaglobal.com) is indicative of the types of practices pro-
moted by the industry. The basic principles of the code SECTION 9.6 REVIEW QUESTIONS
include four sections: Notice, choice and consent, custom-
ization and constraints, and enforcement and accountability.
1. Define mobile marketing (provide at least three defini-
For practical tactics by large advertising companies, see tions). Why are there several definitions?
Eslinger (2014). See also Rowles (2013).
2. What drives mobile advertising?
3. What is the role of SMS in mobile ads?
Tools to Support Mobile Advertisement 4. Define interactive mobile advertising.
5. Describe the process of mobile advertising.
6. Define viral mobile marketing.
A large number of applications, tools, and methods are avail-
able to support advertising in m-commerce. There are millions 7. What are the similarities and differences between tradi-
tional media and mobile marketing/ad campaigns?
of applications (apps) that have been developed for iPhone and
Android-based mobile devices that can be downloaded from 8. What are the trends in mobile advertising in the near
future?
app stores (e.g., Google Play and Apple store). Applications
include features such as finding products, places, or events.
For details and a marketing glossary, see where2getit.com.
9.7 ADVERTISING STRATEGIES
AND PROMOTIONS
Mobile Ad Trends
Several advertising strategies can be used on the Internet. In
Several positive predictions have been made about the future this section, we present some major strategies and imple-
of mobile ads. According to entrepreneur.com/slideshow/ mentation concerns.
254425, the following are the five important trends that
advertisers need to watch:
Permission Advertising
1. Content marketing will improve the mobile marketing
experience One solution to the flood of ads that people receive via e-mail
2. Instead of BIG data, it’s about accurate data on mobile— that is used by advertisers is permission advertising or
and this data will be coveted permission marketing (or the opt-in approach), in which