The amount of mobile phone use can be seen as a new business as a telecommunications service to be effective media for the company to market the product to the public.
Mobile telecommunications is more personal. Mobile Phone offers promotional path that is ono-to-one. Consequently, the company began to look to the communication media to improve mobile phone marketing activities, one for the increase in the brand. Form of marketing a product using the media is often called the mobile phone with mobile marketing.
Mobile marketing not only functions as a wireless media (without wires), which aims to convey the information to the public. Moreover, the marketing function as a mobile media device that is integrated with other marketing, such as TV, radio, magazines and internet. Mobile marketing is more effective than mass communication because it is more personal, do not be bound by time and place as a communication using a TV, magazines and internet.
Mobile marketing has experienced exceptional growth in Indonesia. For information, Indonesia is the fifth largest market in the use of mobile ads. According to research by AdMob, the company's mobile internet network home market the United States titled Mobile Metrics Report 2008, as many as 116 million times in the ad network AdMob seen by the people of Indonesia.
Mobile marketing has four important functions, namely:
(1) mobile advertising,
(2) mobile sales promotion,
(3) mobile and direct marketing
(4) mobile customer relationship management (Mobile Marketing White Paper, 2007).
In the world of advertising, Philip Kotler recommend to use the device associated with the mass media, like TV and radio. Currently, the use of advertising can be done using the media, such as mobile internet, mobile search, mobile radio, mobile TV, mobile games, danring back tones. Not very different from the conventional media of communication?
Sales promotion is a form of marketing communications that aim to encourage the occurrence of increasing the value of purchases of products and services. For example, in the context of mobile marketing, which is included in the sales promotion is back download ring tones, games, and wallpaper from a mobile phone user, mobile content is sponsored by a particular brand, and the zodiac and the weather forecast.
Direct marketing is a form of direct communication with consumers to increase loyalty. Mobile marketing is more one-to-one so that the company will get more customers right. Companies can implement the program increase customer loyalty by using a mobile media marketing as the best able to improve the company's direct relationship to the customer.
Customer Relationship Management (CRM) into activities that absolutely must be done if companies want to increase customer loyalty.
Mobile marketing offers many advantages for the company. Communication through mobile marketing can be delivered to the customer at the time also (immediacy). By using the mobile phone media, the failure of transfer of information from companies to customers to be very small (high realibilitas).
From the customer, they can receive information from companies, either where and at any time (Mobility). Thus, the effectiveness of the delivery of a message occurs.
In addition to the communications media, the form of mobile marketing communications can be a source of income for new companies (revenue generation).
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