Ever since options have become many and diverse for the customer
to choose, advertisement has become and important part of our consumer
society. With the rise in advertisement, also emerged innovative and
creative methods of marketing, one of which is Mobile Marketing. Since
most people spend at least a few hours a day on their phones, or at
least available to check their phones, mobile marketing has seen an
incredible increase as a mainstream advertising method. Ranging from
SMS/MMS ads, to push notifications, and app-based marketing, as well as
other new mobile marketing strategies, this method is now used by
virtually all major companies to attract customers. We can therefore
surely ask ourselves if this method truly works, or if it simply gives
the illusion of a good result.
When it first started, this new marketing channel wasn't very widespread. It was limited to that one promotional SMS you got, read, and either deleted or found useful. However, with smartphones being connected to the internet, and the use of so many apps on the average phone, mobile marketing has become very popular, which is not without a cost. Indeed, we don't get that one SMS anymore, but several different forms of ads nowadays. Thus, due to the huge number of ads seen by each person every day, one can only imagine how systematic the ignoring becomes. In fact, I can attest personally that at first, I used to read most if not all the promotional ads I got on my old phone, but rarely even pay attention to the name of the product in today's ads; and I'm sure I'm not the only one. With so many ads appearing in so many places when using a phone, one will surely reach a point when closing or ignoring the ads simply becomes a matter of habit unrelated to the content. Therefore, people don't really see the content of the ads in mobile marketing anymore, but simply the existence of the ad itself.
We can thereby say this type of marketing was once quite effective, and probably a very good way of getting people interested in a company's products; however, ruined by the abundance and annoyance of recent ads in mobile marketing, we can safely say that their effectiveness is at least partially lost. All we can now wonder is whether the companies will find new interesting ways to enhance mobile marketing and lift it up to its initial success, which is definitely not out of question.
When it first started, this new marketing channel wasn't very widespread. It was limited to that one promotional SMS you got, read, and either deleted or found useful. However, with smartphones being connected to the internet, and the use of so many apps on the average phone, mobile marketing has become very popular, which is not without a cost. Indeed, we don't get that one SMS anymore, but several different forms of ads nowadays. Thus, due to the huge number of ads seen by each person every day, one can only imagine how systematic the ignoring becomes. In fact, I can attest personally that at first, I used to read most if not all the promotional ads I got on my old phone, but rarely even pay attention to the name of the product in today's ads; and I'm sure I'm not the only one. With so many ads appearing in so many places when using a phone, one will surely reach a point when closing or ignoring the ads simply becomes a matter of habit unrelated to the content. Therefore, people don't really see the content of the ads in mobile marketing anymore, but simply the existence of the ad itself.
We can thereby say this type of marketing was once quite effective, and probably a very good way of getting people interested in a company's products; however, ruined by the abundance and annoyance of recent ads in mobile marketing, we can safely say that their effectiveness is at least partially lost. All we can now wonder is whether the companies will find new interesting ways to enhance mobile marketing and lift it up to its initial success, which is definitely not out of question.
