There is no doubt that mobile marketing is different that marketing designed for other devices and media. For one thing, mobile phone ownership is nearly ubiquitous in Australia with 87% of Australian’s owning a smart phone (Yellow Social Media Report, 2018).
Additionally, the relationship we have with our phones, is unlike any other device, according to research carried out by IDC the typical smartphone user uses their phone consistently throughout the day actively. 79% of all smart phone users have their phones on them for all but 2 hours of their waking day. 4 out of 5 owners, check their phone within 15 minutes of waking in the morning.
Smart phones are rarely shared – so the opportunity or marketers to obtain and track information on the users is incredible. The attachments we have to our phones is more than just a utensil – it’s almost an extension of our selves.
However, marketers, when they see these figures, they extrapolate great opportunities to advertise and communicate to their target audiences via their phones – and why not, they are always at hand, actively used day after day.
However, I believe that marketers can do damage to their relationship with customers by using mobile advertising inappropriately.
Take for example the classification of mobile marketing applications developed by Andreas Kaplan
In this classification he makes a distinction between push and pull triggers of communication.
Push triggers are unsought messages sent to consumers- which can be sent to both customers you know and don’t know.
I think that there is a great danger for markers to advertise their products in Push advertising on mobiles.
Without being requested from the consumer – the company does not know if these messages are wanted or If they are even considered a nuisance.
Mobile phones are a unique device in the digital world of media – it is an extremely personal device which holds most of a person’s personal and important information such as contacts, banking information, photos, social media, text messages; not to mention where they’ve been, who they’ve called, and online purchases they have made. People don’t hand their phones over to just anyone. They protect the content with a password. T is an extremely personal possession; one that they pay to use monthly for calls and bandwidth.
So, for an organisation to send them unsolicited and unwanted messages is worse than ‘Junk Mail” it is almost a violation of their privacy. A recent example of this is the Australian National Party sending text messages to nearly all Australian’s prior to the upcoming election.
Most of the population do not support this party. A text message from this Party was unwanted – and the bit question was “how did they get my number? And what else do they know about me?”.
There are amazing opportunities for marketers to use mobile marketing as a means of building stronger relationships with customers (meaningful moments), but Push marketing, I believe has the opposite effect.
What do you think?
 If you love something, let it go mobile: Mobile marketing and mobile social media 4×4