Achieving Competitive Advance through Wireless Technology

Kirjoittaja: Samuli Kaidesoja

3 huhtikuun, 2020


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First edition of Mobile Marketing written by Alex Michael and Ben Salter was released on 2006. That means that most of the technical intel in this book is already old fashioned as technology has developed to whole another level since 2006, but these marketing theorems can still be suited to the modern world. They just need to be adjusted to modern devices, and most of the theorems are good to go.



SMS-Marketing isn´t that effective anymore, because the use of SMS has advanced more towards free messaging applications, like Whatsapp or Messenger. Book offers ways to effective SMS Marketing, for example that you ensure the sender identity within the copy of the message and offering the target audience an opportunity to “unsubscribe” from receiving further messages on your campaign, and further remind them of this in every fifth message thereafter throughout the campaign period. These examples can be used on Whatsapp or Messenger marketing today, and the target audience on these apps can be made a lot wider than on 2006, ensuring more compelling results and reply rates.



M-Commerce is the buying and selling of goods and services through wireless hand-held devices such as smartphones, laptops, tablets or smart watches. The book describes M-Commerce very simply like you could expect from a book this old. Book offers some helpful advice for using M-Commerce, for example paying bills online on wireless devices. Clearly a big problem in this is that none of this information is new anymore, everyone pays their bills online nowadays, and you don’t get any competitive advance anymore by just moving services online. M-Commerce is still going strong today, but we need to find new ways to gain advantage from it. Book offers an idea about mobile alliance, which would be a good way to gain some advantage. In mobile alliance the operators, hardwire companies and content providers meaning marketers work together to spread marketing wider to the wireless world, so it achieves more visibility and potential customers. That gives the alliance advantage to content providers who work alone.



Target groups

In mobile marketing target groups and converting the marketing towards those groups is an essential thing. You can divide mobile and technological marketing to target groups easily on 2020, for example to older and younger age groups. Book says that mobile marketing needs to be on different platforms for these groups, and that instruction still applies even now 14 years later. In modern world you can slide in ads on Youtube, Instagram, TikTok or Snapchat for younger people and for older people ads which are placed on Facebook, SMS or email could be more effective. Book also has a specific chapter for adult content marketing, which can be used effectively on marketing towards all aged adults. Adult entertainment is mainstream media, and you can gain a lot of visibility from those sites and platforms. Negative side on all adult content marketing is that in more civilized world these ads and usage of adult content is considered as bad PR and a shameful way to promote.



As a whole, Salter´s and Michael´s book has guidelines I can still use in my team academy studies now, but the book itself really is old fashioned. I´ll try to bring some of the knowledge in this book to modern world and use it when I do digital marketing on social media and on mobile. I can develop these older ideas and modify them to answer todays requirements on digital marketing. I´m considering this book to be useful to me after all despite of its technological theories are way past their time.

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