In order for mobile device users to remember a product, they must be exposed to the marketing repeatedly, regularly and at least 20 times before they remember it. Though it’s more of a challenge than the consumer would think, it can also be easier than a marketer may perceive it to be, especially using mobile marketing.
Integration is the method used to expose mobile device users to a product enough times for them to remember the product. If a marketing tool is only placed in a single location, odds are not high that potential consumers will have enough exposure to remember the product.
A mobile device user typically uses more than 10 programs. These include operating systems apps, add-ons, social networking and games, and the Internet. Integration is the process of placing a marketing tool in a variety of locations so potential consumers come across it over and over.
With over 4.8 billion mobile device users, (only 4.2 billion people worldwide own a toothbrush) mobile device marketing is booming and showing no signs of slowing down. An important fact to remember is that most mobile devices users are within arms reach of their device 24 hours a day.
So, the driving question is, “how does a company expose their product to the maximum number of potential consumers at least 20 times?”
First, a company must know the mobile device marketing options. Then, the company must know what these fast-moving potential consumers spend the majority of their time doing on their device. For example, advertising on a genealogy site to a market niche that is 50 or older makes sense. Advertising for teenagers (typically more interested in music and movies) on the same site does not. Mobile marketing companies have found that combining marketing channels is a more valuable product for consumers because an integrated strategy is the only way to run a successful mobile campaign.
Rather than put the cart before the horse however, a company first needs to know its options.
Mobile Marketing Options
SMS, MMS, IM, and MoBlog
- Text messaging, multimedia message service, instant messaging and mobile and blogging services are some of the fastest and most cost effective means of communicating on a mobile device and have potential for mobile device marketing.
Mobile Operating Systems and Applications
- The OS of each mobile device and the applications associated with it can be used to promote a product if used correctly in a mobile device marketing strategy.
Social Network and Gaming
- Social networking and gaming provide a large conduit through with a company can reach potential clients. From overt ads to discrete, unobtrusive marketing strategies that do not interfere with the user’s objective, social networking and gaming marketing is almost limitless.
Internet and Search Engines
- Marketing directly through a website or using search engine keywords, AdWords and analytics to expose potential clients to a product may be the best promising mobile marketing strategy to date.
The notion that the more diverse your marketing strategy and the more marketing avenues you utilize, the greater the odds that the target audience meets the company is the key to mobile device marketing. Just like individuals, a company shouldn’t put all their eggs in one basket. Integrate.