Mobile Marketing To The Upwardly Mobile
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Most smart device users are well educated, earn good incomes, and work as managers. The results show that smart mobile devices have become an integral part of their owners’ lives, at least in the surveyed countries.
Mobile Marketing – yet another buzz phrase you may feel. How many Marketings can there be? You have Internet Marketing, Word-of-Mouth Marketing, Viral Marketing, Stealth Marketing, Direct Marketing, Search Engine Marketing, Buzz Marketing, and the list could go on .. and on. Does Mobile Marketing just get added on to the list? Well I don’t think so and I’ll tell you why.
If you look at all the other ‘brands‘ of Marketing, they’re all dealing with different methods of communicating and hopefully persuading that great mass of folk out there. You could see Mobile Marketing as just another method or channel of communication. However there’s a very fundamental difference here. Mobile Marketing reaches out to those who are using mobile devices. That’s a very select market niche. They’re often what you might call the Upwardly Mobile. The dictionary definition is ‘Advancing or likely to advance in economic and social standing’. That sounds a great market niche to go after.
You can read what such mobile marketing offers the marketer in Mobile Marketing Uncovered: Upwardly mobile. The article points out that mobile advertising and marketing offer the chance to target consumers in a very personal and direct way. The article includes comments from the head of the Mobile Marketing Association (MMA), which says it is the premier global association that strives to stimulate the growth of mobile marketing and its associated technologies. It now has representation in over fourteen countries. It’s headquartered in Boulder, Colorado, in the USA. It’s growing at a fast rate and given the potential of the mobile market its fee structure seems appropriate:
- MMA General Membership for companies – $5,000 per annum
- MMA Start-Up Membership for companies with less than 50 employees – $2,500 per annum
- MMA Individual Membership for those not affiliated with any company or who work as a consultant – $1000 per annum
Not surprisingly there is now an online Mobile Marketing Magazine. The most recent issue has an article by Nick Fuller, Chair of the Direct Marketing Association’s recently formed Mobile Marketing Council.
Clearly Mobile Marketing is as upwardly mobile as the market niche it targets.
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