Mobile Marketing

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Mobile marketing is the description of marketing measures using wireless telecommunications and mobile devices with the aim of reaching consumers as directly as possible and leading them to specific behavior.

Mobile marketing describes any type of communicative business activity in which providers provide services on the basis of mobile devices. This can e.g. B. media content (games, music, videos, etc.), information (news, alerts, product information) and / or transaction-related services (online shopping, video streaming, payment processing, etc.). The aim is to attract the attention of potential consumers and, ideally, to bring about sales. Andreas Kaplan defines mobile marketing as "any marketing activity that is carried out using a ubiquitous network and with which the consumer is constantly connected by means of a mobile device".

Radio technologies (such as UMTS / HSDPA , Wireless LAN , Bluetooth and DVB-H ) are used in connection with mobile devices . The aim of mobile marketing is to build up a customer relationship and thereby obtain permission to make offers that are as tailor-made as possible and that make life easier for the customer. Mobile marketing is viewed as a sub-area of marketing and also as part of mobile commerce .

Mobile marketing market share

In the first half of 2012, advertising companies in Germany have already spent 23 million euros on mobile display advertising. In a direct comparison to the first half of 2011, the industry achieved growth of 76.5 percent. The Bundesverband Digitale Wirtschaft (BVDW) announced these and other market figures for the international digital marketing trade fair dmexco 2012.

Implementation of mobile marketing

There is still no uniform understanding of mobile marketing. It is often used for SMS or MMS measures as well as for offers on mobile websites , mobile apps or messenger apps . Mobile marketing is increasingly taking place as part of multichannel marketing . The term is also used for simple to complex mobile portals based on WAP and xHTML , often referred to as Mobile Internet .

Depending on the country, in contrast to similar activities on the Internet, personal identification is often possible with mobile devices, if one refrains from data retention on the one hand and anonymous prepaid cards on the other. To this day there are generally doubts as to whether customer data is being handled carefully and economically in terms of data protection , particularly in the context of the 2008 telecommunications affair in Germany.

The tailor-made design of services to the situation of consumer mobility is often a challenge in the implementation of mobile marketing. In many cases, the situation in which the person is at the time of use contradicts the fact that the display and input options are limited small end devices.

The lower and less stable bandwidth of mobile radio networks compared to wired networks can be seen as a further limitation.

Interactivity in mobile marketing

An indispensable part of a mobile marketing activity is the interaction between provider and consumer. This can be realized via various interfaces. Sending / receiving SMS or MMS, WAP pages, WAP push links, which have functional but not design similarities with Internet pages, Audiotex systems, interactive voice response and simple to complex applications using Java or now also come into consideration Flash light, for example, see also J2ME .

If one examines various existing mobile marketing campaigns, three basic approaches can be identified:

With the push approach, advertising companies use their own address lists or address lists rented through service providers to send mobile advertising messages to consumers (see also spam ).

With the pull approach, consumers explicitly request mobile advertising messages. Therefore, additional advertising media are required for these campaigns in order to motivate the desired target group to participate in the campaign.

In the viral approach, following the basic principles of classic word-of-mouth ( word of mouth ), received mobile advertising messages or mobile services from consumers are passed on to other consumers. This third form of interactivity in mobile marketing is also referred to as mobile viral marketing. The aim is to motivate consumers to send content to other potential consumers from their social environment using mobile electronic communication technologies (in conjunction with mobile devices) and to motivate them to make recommendations. This content is called mobile viral content and includes both mobile advertising messages and mobile services. An example of the first case, which represents the communication concept in mobile viral marketing, is a mobile multimedia greeting card that contains an advertising message. An example of the second case is a mobile instant messaging service, which typically spreads virally.

Value chain in mobile marketing

Historically, the value chain that mostly exists today arose due to the needs of mobile network operators to use independent third parties as application service providers (ASP), who then increasingly became content providers. Either they began to create content themselves, such as B. ringtones , wallpapers, animations, etc. or they used the internationally specialized aggregators . Today these ASPs also offer themselves as advertising and marketing communication agencies that are increasingly concerned with mobile marketing.

There is a growing demand for alternative routes from the sender to the cell phone user. New value chains are emerging that are based specifically on Java applications and use the Bluetooth channel as a free data transfer. This makes it possible to set up local marketing solutions, to bring coupons, information and even content to the mobile phones without collecting a fee from the user.

Business models in mobile marketing

Depending on the goals that a mobile marketing campaign pursues, different business models come into play. Everything that is related to the customization and embellishment of the phone is charged via so-called premium billing . The user is charged an SMS with higher values ​​than a normal SMS. The higher revenue is then divided according to the value chain, with the mobile operator in Europe receiving the highest, the ASP the second-highest and the content producer mostly receiving the smallest.

Newer business models, which are increasingly based on Java applications, are striving for reach, similar to the early days of the Internet. It is about being installed by as many users as possible on many mobile phones in order to be able to act like a Trojan horse and thereby enable the provider to have permitted, but almost unrestricted access. The distribution of such applications is easy to organize, a download link (WAP link) as text in an SMS is sufficient. The user then simply clicks on the link and contact is established via a WAP connection to a download service from where the small program can be downloaded, provided the user has a mobile phone with all the necessary attributes such as WAP- and Java capability. These types of cell phones are also known colloquially as smartphones.

Security in mobile marketing

Security in mobile marketing is achieved for all parties through authorization , confidentiality , integrity and non-repudiation . Mobile communications should have higher security standards than is the case with simpler telecommunications and thus also with the Internet. Precisely because there is a general mistrust of security in mobile communications, great efforts are being made to establish the standards at a high level. Theoretically it is possible that e.g. B. can be accessed on a third-party phone when the Bluetooth channel is open. But only if the user has given their consent. It is also possible for the user to download something to his mobile phone via a WAP link, of which he does not know the provider or the purpose. This can cause inconvenience for the user.

Mobile marketing as a collective term

Various instruments are sometimes subsumed under the collective term mobile marketing , e.g. B. Mobile entertainment and mobile news . Mobile marketing can be viewed as a sub-area of mobile commerce , which also includes mobile banking and mobile ticketing .

Mobile internet and mobile advertising can be understood as part of mobile marketing in their current market stage. Mobile advertising deals with special forms of advertising, such as B. specially optimized banners, text links, interstitials and the like. a. The measurement and analysis of user behavior of users of mobile websites ( web analytics ) is also relevant for mobile marketing .

Mobile Marketing Critical Factors

The main critical factor in mobile marketing is the lack of awareness in the market that the mobile phone is a new medium. Measures therefore still play a substituting role today and require accompanying communicative measures in other media. This in turn promotes the convergent approach between different media and content.

The business models and value chains established in Europe today can be considered critical. The mobile network operators and the ASPs that are dependent on them enjoy a monopoly-like position, which means that depending on the size of the markets and niches in which measures are to be planned and implemented, mobile marketing becomes too expensive or not possible at all. Because of the sharp distinction between information and advertising, consumers react sensitively when they are charged for it. There is therefore a need for inexpensive or free mobile channels on the part of the communications and advertising industry.

That is why there are increasing efforts to bypass the mobile network operators and to create clearing solutions via direct debit, credit cards, etc. and to build dedicated mobile portals based on Java applications. Credit card collection has now been created for the first time, but the only solution offered so far is not able to oppose the so-called microbilling of the mobile network operators, since the minimum billing amount is 10 euros. Smaller amounts therefore still have to be collected via the telephone bill, which means that the collection risk remains with the operators.

Although this creates a significant amount of data traffic for the operators, they view this development with suspicion and doubt the causal connection between a lack of activities, new services and current business models.

Individual evidence

  1. ↑ Andreas Kaplan (2012) If you love something, let it go mobile: Mobile marketing and mobile social media 4x4 Found, Business Horizons, 55 (2), 129-139
  2. ↑ tagesschau.de: Telekom boss Obermann on the spy affair "Customer data is safe at Telekom" ( memento of December 9, 2008 in the Internet Archive ) , June 1, 2008
  3. ↑ Pousttchi, K .; Wiedemann, DG: A Contribution to Theory Building for Mobile Marketing: Categorizing Mobile Marketing Campaigns through Case Study Research. In: IEEE Computer Society (Ed.): M-Business Revisited - From Speculation to Reality. Proceedings of the 5th International Conference on Mobile Business, Copenhagen, 2006.
  4. ↑ Palka, W .; Pousttchi, K .; Wiedemann, DG: Mobile Word-of-Mouth - a Grounded Theory of Mobile Viral Marketing. In: Journal of Information Technology, 2009
  5. ↑ Wiedemann, DG: Development and empirical review of a theory on mobile viral marketing. Dissertation. Publishing house Dr. Kovac, Hamburg 2009

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