Advertising is always used to promote goods and services in the consumer market. A wide range of products and competition of their producers among themselves allows to create new advertising means.
The use of mobile advertising is becoming widespread. Surely each of you has more than once received a variety of promotional offers on your cell phone: credit services, promotional offers from stores. Consider how effective mobile advertising is. And also, what should be considered by those who present their products to the consumer.
The essence of mobile advertising
The modern world is saturated with various gadgets and electronic means. The cell phone has already become an integral part of human life.Advertising does not stay away from technological progress, as the dissemination of information about a particular product or service is carried out through various technical channels of commercial messages (television, radio, press, Internet, etc.).
Mobile advertising is that advertising which is transmitted to the consumer through their personal cell phone.
Mobile messaging channels. Types of mobile advertising
Companies that are involved in sending out advertisements via mobile, distinguish 3 channels of mobile advertising:
- ICB;
- USSD;
- SMS/MMS mailings.
Depending on the chosen channel of messaging, there are three types of mobile advertising.
Types of mobile advertising
- SMS and MMS advertising.The most common type of mobile advertising. Of course, there is a possibility that your message will not be read, but the inconvenience is that such messages are displayed as unread messages. So the user clicks on the “read message” button anyway. Willy-nilly, he reads the advertising service. As practice shows, he will definitely be interested in some of them!
- ICB messages – a teaser pops up on the phone, but there is no audible notification about it. If the user is interested in the advertising message, he/she can get more detailed information about the advertised product or service. With a detailed description of the service or product, the user can get the terms of the ongoing promotions in order to receive discounts or bonuses (for example, gifts).In addition, some mobile operators provide the opportunity to send ICB-messages “target”, for example, to subscribers of a certain city or subscribers who visited a certain institution. Naturally, such services are offered on condition that the necessary contact base is available.
- When a subscriber makes USSD-requests. For people who are unfamiliar with the wisdom of cellular communication and various technologies, let us give a simple example. Sometimes they use the balance check, which is not automatically displayed. When the requested information is transmitted, then at the end of the reply message you can see an advertising block of compact content. Probably, each of the subscribers understood what it is about. Unlike SMS, such messages are not stored in the phone memory.
Advantages of using mobile advertising
The main advantage for those targeted by mobile advertising is that mobile messages are, in principle, harmless to the subscriber: they do not require them to make additional financial expenditures or take unnecessary actions. There are no requirements for the technical equipment of a cell phone – all phones are equipped with the function of receiving text messages.
The main advantage of mobile advertising for the ad sender is that such messages reach the majority of citizens. Almost 100% of the population has cell phones and uses them daily. Regardless of the phone model and manufacturer affiliation and cellular service, the messages reach everyone. Therefore, you can say with almost 100% certainty that your message will reach your target audience.
Mobile advertising requires less financial expendituresin comparison with other types of advertising (TV advertising, advertising in the press).
Disadvantages of using mobile advertising
The disadvantage of mobile advertising is that subscribers are irritated when they see an envelope on their phone from an unknown number. Half of subscribers admitted that they do not read and immediately delete a message if they see that it is of an advertising nature. But a large audience coverage even with half of the read advertising messages can ensure the achievement of the planned goal.
The disadvantages of mobile advertising messages are alsorelated to the lack of creativity in such messages. Data from a marketing company shows that users are not interested in reading traditional advertising texts that are not characterized by brightness and originality. They are not memorized and are deleted from the memory of the cell phone.
And the greatest interest is that advertising that has an interesting and tempting offer, rather than template phrases. Let it be even by SMS! It can be a promise of gifts or bonuses. According to statistics, users under 35 years of age remained more responsive to such offers. Let’s note one more interesting nuance: subscribers are ready to receive advertising messages of different nature on their phones, but in response to a reduction in fees on the part of the cellular operator. The average consumer is no worse than marketers and advertisers at formulating interesting offers!
