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A new gem called mobile marketing

/ 01:00 AM October 12, 2015

MOBILE phones are everywhere and they are changing the way we live, work and play.

This makes a mobile phone a powerful gadget that can also be used for marketing campaigns.

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Some company executives, however, still believe that mobile marketing simply involves sending a text message to a target market.

There are other opportunities just waiting to be tapped, say experts like Aris and Brigette Villarin, Chief Technology Officer and Operations Director, respectively, of Megamobile Inc.

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Megamobile is a mobile and digital applications provider focused on delivering services to mobile communities.

Brigette has worked for 10 years with numerous local and foreign brands, from service conceptualization to project management.

Aris, on the other hand, has a wealth of experience not just on the tech side but also on understanding consumers and developing businesses.

In this brief interview, Aris and Brigette talk about their insights into mobile marketing:

Q: When we talk about mobile marketing, what is it really?

Mobile marketing is any action done on mobile that will promote the sale of service or products.

This can be done through various mobile channels: SMS, mobile site, mobile app on Android, iOS and Windows systems.

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SMS cuts across all markets segments, as this feature is available to all cell phone users.

Mobile site is good for promotional campaigns or infrequent content communication.

Apps, on the other hand, are the premium communication tools to interact with the target audience.

There is deliberate intent for the user to download and install an app on their device and the affinity will more likely translate to frequent use.

There is also a richer experience on an app as the artistic design, fun and utilitarian factors are put to play.

Q: As businessmen or industry practitioners, what are the important aspects of mobile marketing one should understand?

One must use concise and timely communication, taking note of the user’s privacy preference.

A mobile device is a very personal object that people are attached to. We want to ensure that when we communicate with them, it is when they are receptive to interact with the product.

The attention span is short and we want to be able to entice them by attracting their sensitivities at a glance of their phone.

Q: Is mobile marketing advisable for a small business?

Yes it is. There are many levels of mobile marketing, feature and cost-wise.

Small, medium and large businesses will benefit from taking the mobile-first initiative as this form of communication to their customers is more intimate, a one-on-one interaction.

Q: Everyone is coming up with a mobile app. How do I know when my brand/ business should have one?

First, the business has to identify which market it is trying to target.

If the market is primarily customers with smart phones, then definitely, the business shall make plans to release its app.

Second, an app is created with a singular purpose, the business has to identify the type of interaction it desires to achieve by having the app.

After this, the features and design will follow suit.

Aris and Brigette will be the facilitators of the first run of the Mobile Marketing Professional Workshop to be held on November 11-12, 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 [email protected] or call (632) 834-1557. Look for Bambi Donato or Arvin Maghirang.

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