An Overview of Mobile Advertising for Business Owners

September 30, 2011 by  Filed under: Advertising 

Mobile advertising is fast becoming a widely used and beneficial method of advertising one’s products and services. Businesses have always relied on advertising to persuade men and women to part with their hard-earned cash in order to buy their products or use their services; and thus they have been quick to take advantage of any new technology that has become popular.

More specifically, mobile advertising refers to sending advertisements to a person’s mobile phone. According to the Mobile Marketing Association (they gave this definition two years ago), “mobile marketing is a set of practices that enables organisations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.” It has quickly caught on, not only among senders, but also among receivers, who need only make a single click on the ad and find themselves at the online store where they can buy the advertised product. (And with PayPal, the buying process has become even more streamlined.)

There are many different ways of marketing online. Location- based services adjust the forms of ads they send each particular recipient to suit where that person is located at present.

Quick Response (QR) codes are a way of encoding all the information about a product in digital form. The technology originated in Japan in the late 1990s and has only recently begun to be adopted in the United States and other parts of North America. The way it works is the customer browsing in a store finds something he likes, whips out his iPhone or iPad, and scans the QR code on the product. Instantly all the information about it on the web is at his fingertips, including reviews by fellow customers.

Bluetooth and Proximity Systems have also been used as channels for mobile phone marketing. Bluetooth has the advantage of its high speed of transfer; Proximity Services delivers to all consumers within a defined geographical area. Infrared has been tried too, but it probably will never catch on owing to its short wavelength.

There are those who have expressed concern that this form of advertising can become an invasion of privacy, as some mobile advertisers often send information to potential customers without their permission. But most companies will not send such unsolicited information; and the Bluetooth channel is based entirely on the receiver’s consent.

In 2003, the three- year- old Wireless Marketing Association and Wireless Advertising Association merged to form the Mobile Marketing Association, whose goal is to encourage the growth of mobile marketing world-wide. They offer a Mobile Marketer Certification program for anyone who seeks a career in the field. And every year, a Global Mobile Marketing Awards ceremony is held highlighting the best companies and their finest campaigns.

For more information on marketing and advertising on a mobile platform, please visit Fetch Media who provide tailored mobile media solutions including mobile advertising.

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