Mobile devices are now a constant companion to consumers, so it makes sense for marketers to make the most of these devices that are almost in constant use. They can be seen as a gateway to a new relationship between the consumer and retailer; or in short simple terms a new channel to try and sell you their products. However, due to the great number of features on mobile devices the way in which each firm can connect with consumers can be varied.

But what exactly is mobile marketing? Well the Mobile Marketing Association (yes that’s a real thing) have come up with a rather useful definition:

“mobile marketing is a set of practices that enable organisations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network”

Much clearer right? The idea is simple, but being able to carry it out in such a way that it does not bore consumers and become an annoyance for them is quite important. Unless one is a socialite, most people would much rather their phone not be buzzing in their pocket every 30 seconds whilst out shopping, with offers being pinged through left, right and centre. The most important part would be not sending the information to them as a constant stream, but having it ready and waiting at the touch of a button, exactly when the consumer wants and needs it.

In order for marketers to have this information exactly when the consumer tried to access it, it would be appropriate to recognise a number of the ways in which a smartphone can be used to enhance their shopping experience:

• Camera – can be used for taking photos of products they like, scanning barcodes to find cheaper prices
• Mobile network – could be used in conjunction with the camera to share photos of products e.g. “found this gorgeous dress, but is it black and blue or white and gold”
• Applications – consumers are able to buy products no matter their location, on their phone, through a mobile application
• Administration of loyalty benefits – using application to keep track of their points
• GPS – allows for location based service; from sharing their location online to location based offers
• NFC – an opportunity to receive in store deals and information or even pay for their purchases
• Augmented reality – applications allowing for enhanced on-screen information overlaid on an image produced by your phones camera (or your glasses for the very few who own Google Glass).

The various functions of a smartphone mean that it can be used as a companion to existing retail channels but also as its own channel. But knowing how a consumer is going to use their mobile device difficult, they may just be using a function as one off or just the one that they feel most engaged with at that particular moment. Therefore, the value of mobile marketing is not getting the consumer to purchase a product, but providing a satisfying experience for the consumer.

In order for retailers to be able to create a sustained competitive advantage in mobile marketing, they may need to identify application areas of high relevance for consumers that will contribute to an enhanced experience or by adding valuable benefits to their brand image. The next vital step is devising a way of implementation that gives consumers a perceived image of superiority to their competitors.

With continuous development of mobile technology, and additions of new technology, mobile marketing will prove an interesting aspect of the consumer retail experience.

Strom, R., Vendel, M. & Bredican, J. (2014) Mobile Marketing: a literature review on its value for consumers and retailers, Journal of Retailing and Consumer Services. Vol.21, No.6, pp.1001-1012