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Mobile Marketing, Mobile Advertising, SMS Marketing – Care-i diferenta?
Datele arata ca petrecem din ce in ce mai mult timp pe dispozitivele mobile. In 2020, numarul utilizatorilor de telefonie mobila din intreaga lume a fost de 6.95 miliarde, iar previziunile sugereaza ca pana in 2024 acest numar va depasi 7.4 miliarde. Impresionant, nu? In acest context, marketingul mobil a devenit o parte integranta a oricarei strategii serioase de marketing.
Ai auzit de termeni precum „Mobile Marketing”, „SMS Marketing”, „Mobile Advertising”…Poate chiar ai citit articole pe tema asta. Si te intrebi: „Inseamna acelasi lucru?”, „Care sunt diferentele?”.
E normal sa ai sentimentul ca nu mai intelegi nimic si sa nu stii de unde sa incepi, dar suntem aici pentru a te lamuri!
Iti explicam in cele ce urmeaza diferentele dintre Mobile Marketing, Mobile Advertising si SMS Marketing.
- Mobile Marketing = orice activitate de marketing desfasurata pentru utilizatorii de dispozitive mobile (smartphone-uri, tablete). Mobile Marketing este un termen mai general care include si mobile advertising si sms marketing.
- Mobile Advertising = orice forma de publicitate livrata pe dispozitivele mobile.
- SMS Marketing = mesaje livrate direct in aplicatia de mesagerie a telefonului mobil.
Cuprins
1. Mobile Marketing
Ce este mobile marketing?
Orice activitate de marketing care targeteaza utilizatorii de dispozitive mobile personale. Marketingul mobil permite companiilor sa comunice cu clientii direct prin intermediul dispozitivelor lor mobile – smartphone-uri, tablete.
Cum functioneaza?
Mobile Marketingul include reclame care apar pe smartphone-uri, tablete sau alte dispozitive mobile. Formatele pot varia, deoarece multe platforme de socializare, site-uri web si aplicatii mobile ofera propriile optiuni unice de anunturi sponsorizate.
Mobile Marketing include strategii si tehnici precum:
- content marketing livrat via site-uri mobile-friendly, user-friendly;
- native advertising (reclama care nu pare reclama);
- promovare pe retele sociale (utilizatorii de dispozitive mobile se conecteaza mai frecvent si petrec mai mult timp pe retelele sociale);
- context marketing (livrarea continutului potrivit, oamenilor potriviti, la momentul potrivit);
- notificari prin SMS livrate prin pluginuri SMS pentru e-commerce;
- notificari push app (aplicatii).
2. Mobile Advertising
Ce este?
Termenul mobile advertising se refera la orice forma de publicitate livrata pe dispozitivele mobile, cum ar fi smartphone-urile si tabletele.
Care-i diferenta dintre Mobile Advertising si Mobile Marketing?
Mobile Marketing este un termen mai general care cuprinde si mobile advertising.
Mobile Marketing utilizeaza tehnologia pentru a personaliza anunturile in functie de preferintele, obiceiurile sau locatia utilizatorilor. Asta inseamna ca unele reclame pot aparea numai atunci cand un utilizator se afla in imediata apropiere a unui anumit magazin sau furnizor de servicii.
Mobile Marketing utilizeaza tehnologia pentru a livra consumatorilor formate adaptate dispozitivelor mobile (site-uri, aplicatii).
Mobile advertising include:
- notificari push web si app
- bannere publicitare
- videoclipuri publictare
- anunturi sponsorizate text
- campanii publicitare prin SMS, MMS
- campanii publicitare prin aplicatii chat (Viber, WhatsApp, Facebook Messenger)
3. SMS Marketing
Ce este marketingul prin SMS?
SMS Marketing este o parte integranta a marketingului pe dispozitive mobile. Se utilizeaza mesajele text pentru a comunica scurt si la obiect, dar si intr-un mod atractiv, o informatie, o oferta speciala.
SMS-ul – regele comunicarii non-vocale
Mesajele text sunt o forma de comunicare directa, personala, care iti permite sa tii legatura cu clientii, personalul sau furnizorii tai. Niciun alt canal de comunicare nu ofera o asemenea apropiere intre un brand si consumatorii sai. SMS-ul permite firmelor sa comunice cu oamenii intr-un mod foarte personalizat si receptiv.
SMS-ul este „regele” comunicarii non-vocale datorita celor 5 calitati principale:
- Este usor de creat si trimis: toata lumea stie sa scrie si sa trimita un mesaj text.
- Este ieftin: mesageria costa doar cativa banuti/centi in majoritatea tarilor.
- Este rapid: livrarea aproape instantanee.
- Functioneaza pe toate tipurile de telefoane mobile.
De ce este SMS marketingul esential intr-o strategie de mobile marketing?
- In medie, SMS-urile sunt citite in maxim 3 minute de la primire, ceea ce le face extrem de convertibile. In acest sens, campaniile SMS par sa raspunda cel mai bine nevoilor actuale de promovare.
- O campanie de sms marketing se seteaza mult mai simplu si mai rapid decat o campanie publicitara pe Facebook sau Google Ads.
- Se pot consulta rapid datele cu privire la persoanele care au primit mesajul si rezultatele campaniilor.
- Rata de deschidere a mesajelor este foarte mare. 98% din mesajele primite pe telefon sunt citite, in timp ce doar 20% dintre emailuri sunt deschise si doar 12% din postarile de pe Facebook sunt citite.
- SMS – ul este scurt, informativ si la obiect (160 de caractere) si permite inserarea de link-uri.
- Costurile unei campanii de SMS marketing sunt foarte reduse. Se poate incepe cu o campanie de cateva zeci de euro. Costurile nici nu se compara cu bugetele necesare pentru alte canale de marketing (retele sociale, Google Ads etc)
- O campanie de SMS marketing iti permite sa ajungi la audienta exact la momentul potrivit: livrezi mesajele la orele cand clientii fac cumparaturi, inainte de ora mesei (in cazul restaurantelor) etc. Altfel, raspunzand exact nevoilor publicului tinta, ai sanse foarte mari sa cresti vanzarile.
Fii in pas cu vremurile! Integreaza Mobile Marketingul in strategia ta pentru 2021!
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