Mobile Marketing for the Mobile Food Industry – Part 2
In the first part of our series, we covered the basics of mobile marketing, and provided some data we were able to piece together to show how important learning to master this technology can for your mobile business. In today’s article we will go over the pros and cons to using mobile marketing in your mobile vending tool box.
eMarketing has emerged primarily because of the Internet, and has allowed mobile vendors to invest very little money in their marketing and advertising budgets.
Not only has the Internet become a major channel, but the connectivity and community aspects of the Internet have brought about a mind shift in the marketing of savvy organization. Mobile Marketing is shaking things up once again.
As a direct response medium with lowered costs, easy customization and sophisticated tracking, even on a mass scale, mobile is proving to be an extremely profitable medium for advertisers and marketers.
Unique Benefits of Mobile
With direct response and relatively lower cost of communication, mobile is changing the face of the marketing and advertising horizon. We have identified six features unique to mobile phones, highlighting the unique benefits and challenges of the mobile phone.
- Mobile phones are personal.
- Mobile phones are almost always carried.
- Mobile phones are usually on.
- Mobile phones have a built-in payment system.
- Mobile phones can provide accurate audience measurement.
- Mobile phones capture the social context of media consumption.
Advantages of Mobile Marketing:
Instantaneous: Or, at least in principle. As the audience is likely to be carrying their mobile devices with them in a standby state, they are more likely to receive and absorb the message on the spot. They are almost always around, and on.
Efficient: Creating content such as images or video for streamlined mobile devices is relatively inexpensive when compared to desktop or laptop systems which can handle content of the highest quality. The limitations of mobile devices such as screen sizes, data transfer rates and costs mean that content needs to be simple when created for mobile.
This mobile efficiency is also great for promotions, such as issuing coupons for your food truck. Promotional codes and coupons can be relayed to the audience via mobile devices, allowing users to ‘carry’ around the virtual information and use at a convenient time – more on this in our case study at the end of the chapter.
Convenient: With a good idea in action, mobile campaigns can prove more convenient than traditional media, as the content is kept down to a minimum and the platforms are adaptable on a mass scale.
Sharing: Like the desktop based Internet, mobile connectivity can make sharing information a breeze. Not only does Mobile Marketing have massive viral potential, but planning a campaign to go offline and then return online by using such multimedia devices such as 2D barcodes can attract others to get involved.
Broad: Potential for brand new audience who may not have much online experience, while specific target groups can be singled out.
Consumer Relationship Management: As mobile technology is essentially the first mass-communication vehicle which relays messages directly to the individual wherever they are, there is an increase in relationship building potential. Mobile phones are private and relatively secure, allowing for a more personalized approach. You can receive feedback instantly, leading to a valuable two-way conversation with your audience members.
Customizable Mass Communication: Mobile Marketing is often able to reach a wider audience due to the accessibility of mobile devices when compared to the number of those who have access to traditional, desktop-based Internet.
There is often potential for device detection, geo-locating, location-based messaging and other handy tools for targeting.
Multimedia: Like the PC based Internet, photos and videos are available, but it’s never been easier for users to create and share this content, provided that they have the latest smart phones. The ability to view this content is important to modern mobile marketing, but campaigns can also be centered on user generated multimedia content. Audience participation allows your campaign to grow exponentially, in content and influence.
Payment: Mobile devices have the potential to replace the physical wallet as it is a relatively secure payment device. This means the consumer doesn’t have to carry around wads of cold cash – but can pay via advanced mobile Web systems.
Direct, Personalized Marketing: By the time you’ve finished reading this sentence, a mobile user could have received a direct marketing message from you. As his or her device can be used as a virtual wallet, there is potential for a sale to be completed at the peak of interest.
Disadvantages of Mobile Marketing:
Few standards: Mobile phones are even less standard than PCs. Not only do phone models present a myriad of screen sizes, there are also several operating systems and browsers that are used by mobile phones.
Privacy and Permission: Privacy is always in question on any network or device. Savvy food truck vendors must be aware of the connection that users feel with their mobile phone, and offer clear instructions for opting out of marketing communications.
Questionable Navigation: The mobile phone is small. This means that it has a small screen and a small keypad. While some phones have a full QWERTY keypad, many have the standard numeric keypad. When it comes to the mobile web, consider that phones do not have a mouse. There are a few models that have touch screens, but, for the most part, navigation of the mobile web is through the keypad or scroll buttons on the phone- making mobile more of an objective based exercise for the user, rather than casual browsing.
Education: The use of more advanced features of phones can require an extensive education process. While mobile phones have a host of features, these devices are for the most part under-used.
We hope you enjoyed this article in our series covering mobile marketing, keep an eye out for our next installment where we will cover the ways to reach potential customers for your food truck or carts mobile marketing campaign.