The Mobile Marketing is a discipline of Online Marketing consisting of preparing, carrying out and evaluating marketing actions through mobile devices (whether mobile phones, PDAs, GPS navigators, iPhones, portable consoles…). It is an emerging sector of the first order .
The main advantages of mobile marketing regarding traditional Online Marketing are the following:
- market penetration than 100%, since there are currently more mobile phones than physical persons in Spain.
- Mobile devices are always online, ready to be used. It is not necessary to “turn on” the computer, or sit at a table. Just one hand to take the device out of the pocket and the thumb to start typing.
- The user of a mobile device who is looking for information is usually in a very late point in the buying cycle. It also responds to a functional and often immediate purchase. Looking to solve a need at that time, in that placeunlike reflexive purchases, more typical of a fixed point of connection.
These campaigns tend to promote the personalization of messages based on different segmentation possibilities, which can be extremely precise. (geographical, circumstantial, type of terminal, etc.).
An emerging sector of new services has been born thanks to this high level of geolocation and real-time information. It’s about the Augmented reality, thanks to which it is possible to have an expanded vision of a physical environment in the real world, thanks to a set of devices that add virtual information to the already existing physical information. The Augmented reality overprints computer data onto the real world.
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