Mobile Marketing – how to understand promotion in the mobile segment?
How professionals approach marketing from their personal perspective? How they understand it and whether digital transformation will help displace the traditional branches of the sector? What is mobile marketing, decided to tell us Artur Jabłoński, owner of the interactive agency digitalk.
Marketing is everywhere, and some would be tempted to say that we are marketing ourselves. Voluntarily promoting brands and showing belonging to their community by flaunting their logos, artificial emanations of instagram life to sell our lives as attractive or on the other side of the barricade, but from the same social media – LinkedIn, which directly serves to create its own personal brand, only that in the professional edition. You can agree with it, but you don’t have to. The problem with marketing is that in order to define it, it is necessary to specify its components, which may differ in their interpretation. As it happens in life, everything depends on the context of the situation under examination.
The concept of marketing
The very definition of marketing depends on the context and the person who deals with it. Some see it as sales, others as advertising, still others as propaganda.. – I have the impression more and more often that people who talk about marketing are really talking about sales and in general I think that marketing with sales should talk to each other much more often, but marketing is nevertheless confused with performance itself from this angle – explains the owner of digitalk.
Kotler describes marketing as a social process in which individuals and groups get what they need by creating, offering, and freely exchanging with others goods and services that have some value to them. The encyclopedia of management claims that it is a way of acting and managing in a company oriented towards the market and the customer. According to the American Marketing Association, it is the planning and implementation of ideas, the realization of concepts, pricing, promotion, distribution of ideas of goods and services to create exchanges that realize the objectives of individuals and enterprises.
As we can see, the concept of marketing is understood in different ways, but all definitions usually include the aspect of focusing on the target customer and his needs, for example, by thinking about strategies and products or include ideas, concepts and creativity. It is therefore unfair to look at marketing from a unitary and ad hoc point of view, which usually results from a lack of understanding of its strategic.
Mobility – how to understand it?
We may associate the very aspect of mobility with the literal possession of features about the mobile, portable nature of the object or person concerned. Metaphorically, it can mean adaptability and flexibility. Semiotically, the mobile market is characterized by the full meaning of the word, because as devices remains portable, and as applied technology adapts its ergonomics to progress and changes in human needs, i.e. it is also variable according to the needs of the market.
Mobile in marketing
How to understand it mobile marketing? In many ways. You can think of it as advertising campaigns focused on phones or tablets. One may also mean activities focused on promoting the devices themselves and products dedicated to them, i.e. mainly mobile applications, but there are also sources presenting mobile marketing as a general application of mobile messages, e.g. A billboard on a car or a person in disguise advertising a product or service. – I know many people who would say that marketing is one , as a set of activities, a certain philosophy, and the rest is just a set of channels and tools. I think that if I were to define it, I would say that it is a set of activities aimed at promoting applications and products from the mobile world, just as product marketing is a separate category, so we can also define mobile as a separate segment of activity – says Artur Jabłoński, CEO of digitalk agency.
The very understanding of some processes is declarative and based more on intuitiveness, which results from interdisciplinarity and softness of the issue. It all depends on what our product is or what we want to show the audience – Marketing in the classic 4P’s, as defined by Kotler, is also about the product and working on it. I would say that marketing has two dimensions, one is performance, efficiency – direct, […] that is, just to get the installation of the application, hits on the website, signups for trials […] this requires separate tools, and on the other hand you have this dimension of marketing, which is branding in the sense of image building. Here we are dealing with universal tools, such as. skilful use of the language of benefits, ability to understand the needs of the target group, choosing the time schedule and channels of reaching it, i.e. those which will also be outside the mobile world and those most common channels – adds.
How to be a marketer in the world of digital?
Digitalization has pushed our activity into digital media, which has resulted in less and less attention being paid to traditional forms of marketing. Traditional marketing, which is based on offline activities, is characterized by high distribution costs, multi-channel message, local dimension and one-sidedness. All this makes offline activities very expensive, and the evaluation of their effectiveness is certainly not as accurate as the reports spit out by Google Analytics or Tableau, and sometimes it may even be impossible to conduct.
However, when talking about traditional marketing, one has to put it in deep quotation marks. All offline marketing activities have found their reflection on the web, and for marketing they are simply cheaper and better measurable, which does not mean that no one uses offline anymore. I don’t think of myself as a marketer of a particular category, because at the end of the day it all comes down to communication, empathy, choosing channels where the group is or should be present, and all the rest is a tool to possibly encourage people to take the first step on the path of conversion; says Jablonski, realizing that the most important thing is to focus on where our target group is and how to effectively reach it, rather than thinking about a narrow category of operation.
An interesting example is Netflix. A streaming service promotes itself both online and offline. Although it is a great simplification, because stationary forms of marketing resound precisely on the web, which shows how inseparable digital and physical realities are becoming in terms of marketing. As examples we can cite the kidnapping of spoilers, set buses stained with blood on the streets or murals with a robbed lady with an ermine or covering up Dali’s mask on Krakow’s main square. We can make a tentative conclusion that bigger and richer brands can afford actions of such a scale, just for the sake of publicity and media hype, although the final activity will be carried out on the Internet anyway. So it seems that the Internet is an increasingly significant and strategic area of activity, but complementary to the activities carried out offline.
Is mobile marketing difficult?
As we already know, mobile marketing is not particularly more difficult or easier than other types of marketing activity. We also know that it is not the type of marketing itself that can be a problem for those who want to use it, but the approach to it.
– People have two types of problems in marketing. The first are algorithmic problems, that is, what I have to do to fire up a campaign on Facebook so that my app downloads more people, only that it quickly turns out that the problem, which they diagnose as an algorithmic problem, is actually a strategic problem, because the fact that someone is not downloading this app is not due to the fact that I have set wrong creative on Facebook and I should set a different advertising target in Google, it’s because people do not see the value in this app, they do not know it, it advertises too short, in the wrong channel – notes an expert.
The implication is that expert marketers are navigating new paths to get their message across, but the model of how things work remains the same. So the tradition of thinking is reflected in new media, and the most important is still not the channel itself, but the person who uses this channel. Yes, marketing is focused on profits, although they do not always have to be material, but its main task is to provide value to its recipients, which will determine the final profit or loss of the company.
– I firmly believe that the only true marketing nowadays is content marketing, that is, content-based, so I was looking for a way to reach people, but not only in written form – explains the creator of of the marketing podcast – Specifically about Marketing.
Podcasts – or how to sell by voice?
Communication is a basic element of our functioning and it is what our civilisation is based on, including the achievements of marketers. Those who know the specificity of the target group can try to reach it, not only through what they say, but how and with what tools. For people who read there are blogs and articles, for visual people you can focus on images, video and graphics, and for audiophiles it is worth thinking about audio forms. Audio, however, has an advantage over the rest, as it does not consume as much attention as the previously mentioned forms, and it is possible to consume it while falling asleep as well as during a car journey or exercise at the gym.
Podcasts have been leading the way in recent times, as evidenced by the growing interest in them, not only from influencers, but from companies and mere mortals as well. Podcasting is also a great advertising space where by means of our voice, knowledge and character we can get closer to our audience encouraging them to sympathize with our brand. – You have to have time for the article and its reading, and youtube, podcast, audition, interview, webinar you can listen in the background. You can listen in a different context, such as. driving a car – which I do myself – hence the idea! Why should I not do it? I wanted to have two channels that are complementary and can even talk about the same things sometimes, but after all, some people prefer to read and another part of people prefer to listen – explains the marketer.
Referring to the content and brand, it is worth mentioning the entire visual communication, which is an indispensable showcase of our activities oscillating around self-promotion. Consistency and logic in choosing the appearance of our message is important from the point of view of memory, as repetitive things are easier to remember, but also from the logical point of view of giving a coherent testimony, not only in action, but also in appearance. It is similar in the case of audio content, where it is worth taking care of consistency in the methods of conducting, soundtrack, intro or the very cyclic nature of the appearance of content, which allows you to associate our content with a particular period. – Today is Wednesday, which is podcast day! – we can think in the spirit, waiting for the latest broadcast. A similar mindset should therefore accompany every marketer – the one in mobile as well.
The shift in operating paradigm is certainly not unproblematic for marketing, which is accustomed to calibrating and optimizing actions based on numbers. Arthur notes that this is a transitional phase, as companies will find a way around this or adapt with other tools. He also sees it as an opportunity for marketing itself. – Enhanced privacy controls are bad from a business standpoint, but they’re also good for the industry itself in general, because it will force marketers and business people to stop fixating on just the data we have, which leads to constantly thinking about everything through the lens of such micro attribution, like: did this particular channel, or this particular creative, on this particular day bring me more installs than another, and it makes them go back to those strategic problems and then look at whether our message resonates with the group, because generally people are installing us, using our products or whatever we care about – explains the CEO of digitalk.
You can listen to more of Artur Jablonski’s interesting findings on metaverse, content marketing, and online campaign tools on the Mobile Trends Podcast.