Mobile
smart phones are powerful tools with regards to communications management. This
not only goes for personal applications but also for use in a business
environment. One facet in business is the conduct of marketing campaigns. It is
not only limited to sending text messages to a selected market.
To expand
the capabilities of smart phones with regards to mobile marketing campaigns,
Megamobile Inc. is engaged in mobile and
digital applications with focus on delivering services to mobile communities.
There are huge potentials to be tapped in said services sectors as disclosed by
Aris and Brigitte Villarin, Chief Technology Officer and Operations Director,
respectively of Megamobile.
Having an
extensive background with local and foreign brands ranging from service
conceptualization and project management, Brigitte Villarin brings 10 years of
experience in these fields. Aris Villarin has has a wealth of experience not
only on the technology side but has a deep understanding regarding business
development and consumer behaviour.
According
to them, mobile marketing is any action that is done on mobile devices that
will promote the sale of services or products utilizing a variety of mobile
channels such as Short Messaging System (SMS), mobile apps (Android, iOS and
Windows) and mobile sites.
SMS does
not discriminate between market segments and it is available to all mobile
phone users while Mobile site is useful in promotional campaigns or less
frequent communication of content. Apps is most effective as a communication
tool when there is a definite target market for it.
The user
of an app downloads and installs an app on their device and since it was
deliberate, it means that the app was installed for utilitarian purposes and
would be used more times than not. The interface between the app user has value
added since an app does not only have utilitarian features but the design may
be more artistic and there is a fun dimension built into it that caters to the
desire of the app user.
For
industry and business practices, an important aspect of mobile marketing is
timely and concise communication. Also, since a mobile device is part of the
personal properties of the user then it is critical that privacy concerns be
addressed. The timing part is that when communication is done, it is when they
are most receptive in interacting with the product. Effective communication
must be concise since time is a factor with regards to attention span of the
user.
Mobile
marketing is an equalizer in terms of business size. It can be effective to
small, medium and large scale enterprises that has mobile marketing campaigns
since it can reach all types of audiences targeted by the enterprise.
Determining
what market is the target is the first step. The second one is that the type of
interaction with the user must be identified so that the app will fulfil the
requirement of the user. Design and features of the app can then be made as per
what is needed.
Aris and
Brigette will be the facilitators of the first run of the Mobile Marketing
Professional Workshop to be held on Oct. 22-23, 2015 at the Inquirer Academy on
Chino Roces Avenue, Makati City.
The
workshop is brought to you by Inquirer Academy. For details about the workshop,
you may write to ask@inquireracademy.com or call (632) 834-1557. Look for Bambi
Donato or Arvin Maghirang.
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