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0:00
Hello and welcome to
the session on mobile
and email marketing.
My name is Hanne
Knight and I teach
marketing at the University
of Plymouth in the UK.
Some of the content
is taken out of
my textbook "Digital marketing
in practice, how to design,
implement and measure
effective campaigns".
0:18
In this session, we will
be looking at some
other channels that
can be utilized in a
successful digital
marketing strategy.
We will start by reviewing
mobile marketing and we will
then cover email marketing.
0:31
Mobile marketing is
another marketing channel
enabled through
technological development.
It provides extensive
opportunities
to reach and engage
with consumers.
Mobile marketing is any
advertising activity
that promotes products
and services by mobile devices
such as tablets and smartphones.
It makes use of features of
modern mobile technology,
including location
services to tailor
marketing campaigns based on
an individual's location.
Mobile marketing is a way in
which technology can
be used to create
personalized promotion
of goods or services to
a user who's constantly
connected to a network.
1:07
The increased availability
of mobile phones is
contributing to an
ever-increasing
market size of mobile marketing.
Mobile marketing can make use of
significant and unique features
that come with mobile devices.
Kumar & Mittal in 2020
researched ubiquity,
multi-way communication,
24/7 availability, multiple
marketing channels
and personalization as
unique features of
mobile marketing.
We will discuss these
in more detail.
The large scale adoption and
the versatility of
smartphone devices across
the world, provides
unique features
given the pure
quantity of devices.
Mobile phones provide
the option of multi-way
communication.
These different forms of
communication can be from
the marketer to consumer,
from the consumer
to the marketer,
or between consumer
and consumer.
Mobile phones are
normally switched on
even while the target
customer is sleeping or
traveling hence
ensuring the delivery
of marketing content
anytime, anywhere.
Mobile marketing provides
the availability
of multiple channels
and tools to
the growth of smartphones with
the latest features and
enhanced computing powers.
Finally, mobile marketing
offers high potential for
personalized and localized
campaigns with better
targeting due to the
effective use of analytics.
