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Mobile Marketing sacrifices the historic marketing paradigm we all learned at school: companies create products and services that the market is looking for and they sell them at the right price to customers in order to make a profit.
So marketing would be all about exchanging products against money? Market analysis shows that this paradigm has been changing. In 2002, a survey in the UK showed 54% of people expressing that they thought they disposed of all the things they needed for their life. The same study showed 36% of interrogated people saying they preferred spending their money on buying experiences rather than simple material goods.
The buying process involves more than money: it is also about time, energy and information passed on to the salesperson. And when it comes to spending a mix of money, time and energy, everybody is unique. How could you track these distinct buying scenarios? Through the use of IT. How can you hook up with these customers and explain that your communication is personalized? Through mobile communication straight to their personal mobile phone. Who does it all make possible? Mobile Marketing!
Opportunities are huge for companies that strive to get a deeper understanding of their target markets, get a stronger grip on the buying process or develop a long-term brand building strategy. Mobile Marketing gets you to the heart of your customer. If you behave well, he will let you in and you will be able to stay there for a long time.
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