Mobile Marketing
People use many
technological devices in their lives. Among the technological devices, the most
used ones are mobile phones. Thanks to the increasing use of mobile phones,
digital marketing has focused on mobile space.
Definition and Scope of Mobile Marketing
Marketing, which is a
versatile science, has developed in parallel with the changes in the technical
capacity and social life of humanity. Transitioning from product-oriented to
consumer and social-oriented understanding is one of these changes. In the face
of the increasing demand and insufficient supply with the industrial
revolution, the first thing I produce is the approach to sell, and then each
supply has turned to the approach where it creates its own demand. With the
change of marketing logic, marketing tools have also changed over time.For
example; “For example, in the 1990s, while advertising and media
tools were very effective in marketing communication, today this activity has
weakened relatively (Koç, 2015: 69-72).”
New communication
technologies that have developed in the process of transferring messages,
receiving a positive response to the message, using the message as a
promotional tool have created many opportunities. One of these new generation
solutions has been mobile marketing. With the developments in communication and
information technologies, mobile marketing can be used as an effective tool in
areas such as access to the target audience, giving information, inviting, and
directing to consumption. In a different source, the subject is handled
as follows:
“Mobile marketing is the use of traditional
broadcasting for marketing purposes in a personalized manner using individual
communication technologies. Therefore, the target of mobile marketing is the
individual, not the mass.” (Taşçı, 2010: 12)
There are different definitions related to mobile
marketing. These definitions vary according to the job detail and business
process. Some of the globally accepted mobile marketing definitions are as
follows:
1.
Mobile marketing is the use of mobile media in the
marketing communication process. (Leppaniemi VD, 2006: 36).
2.
Mobile marketing is the interactive use of mobile
media to create loyalty and awareness of the brand and product to improve
consumer attitude and behavior (Schneider ve Ceritoğlu, 2011: 312).
3.
What brings mobile marketing to an important place
in the marketing process is that mobile marketing has been proven to promise
great potential with the advantages that other communication devices do not
offer. (Tek, 2006:274)
4. Mobile Marketing Association
(MMA), which is a global non-governmental organization (MMA), has made a
definition to minimize the diversity and differences of definition in order to
use and develop mobile technologies in the advertising and promotion process.
According to the definition of the association; mobile marketing is the general
name of the efforts of organizations and organizations to communicate with
their target audiences through mobile technologies for the purpose
of marketing and promotion, sales and loyalty. (www.mmaglobal.com).
Undoubtedly, the most
important factor that makes mobile marketing important is the use of the
internet on mobile devices. As a matter of fact, as of the end of 2016, the
number of active internet users has increased by more than 10% compared to the
previous year and at the same time, internet penetration also
increases(eticaretmag.com, 2016).Of course, with this increase, the areas of
mobile marketing interaction also varied. The environment and interaction areas
of mobile marketing are discussed in detail under the next heading.
The Environment
and Interaction Areas in Mobile Marketing:
Mobile tools; provide services, the sale of goods and
services to go with your advertising campaign and to keep you informed of the
innovations, create brand awareness, raise brand value, in order to be an
active part in the race between firms to find new customers, maintain the
loyalty of customers already incorporates applications that can perform as many
as. The circles of mobile marketing are as follows.
Product
and Service Environment
Mobile marketing has removed the stability
restrictions of devices such as personal computers and TVs with the mobile
technologies in use. It is possible to sell all kinds of goods and services
through mobile roads.
When it became possible to
place an order on the mobile platform and pay the costs of the invoices, it
changed not only the consumer-consumer relations, but also the
business-to-business (B2B-Business to Business) marketing relations. (Barutçu,
2008:264-265).
Application
Environment
Many applications exist in the mobile marketing
industry today, and the first visual-oriented mobile marketing is MMS. This
application has more moving, high visual effect, impressive and audio video
features instead of classic SMS. One of the biggest benefits of applying MMS
service in mobile markets is the ease of use and high image power.
In addıtıon these ınformatıon: Mobile marketing has
created unique services in addition to the sales, marketing and promotion
opportunities of classic goods and services. Banking services can be provided
through mobile ways. On the one hand, customers have access to deposit
information, while they have opportunities such as time deposit account
transactions, investment transactions, money transfer, credit card information
and their payment, access to billing information and their payment.
We may encounter different applications such as making
reservations, buying or canceling tickets on mobile phones. Mobile advertising
works have a lot of usage. Mobile ads, which are implemented in order to
remember, inform, persuade, encourage and contribute to brand awareness and
identity as a result, provide the opportunity to reach huge masses quickly.
Communication
Environment
Communication is also a very important factor in
marketing. “One of the main features of mobile marketing is its ability to
interact with the consumer more and more effectively than other devices. This
interaction stems from the fact that mobile devices can always be open and
accessible. (Klein, 2014: 282). ”
Of course, the fact that the communication network is
strong does not require constant messages send to customers. Özgü Gülden, a
student of Izmir Katip Çelebi University, shares the following information with
us:
“Delivering continuous,
unqualified, timeless and remarkable messages will not provide any benefit to
the company, and will also lead to the dismissal of messages to be sent in the
future and to weaken the links between the customer and the company.” (Gülden, 2018, s. 14)
It is obvious that the messages sent unnecessarily
disturbed the customers and affected the companies negatively. Mobile marketing
is very important, as well as the impact of the environment, as well as the
attitude of the actors. In the next section, information about some actors of
mobile marketing will be given.
Actors in
Mobile Marketing
The main elements in mobile life are; mobile
consultants, content collectors, mobile phone subscribers, platform servers,
access servers, content and application developers and publishers, business
organizations, marketing and media agencies, and network operators. The most
important ones among these are Mobile Phone Subscribers, Network Operators, and
Mobile Consultants.
1.
Cell Phone Subscribers:
Mobile phone subscribers are
among the biggest actors in digital marketing as mobile phone usage is very
popular nowadays. Özgü Gülden supports our thesis that he shares the following
information with us:
“They
are the largest community mobile phone subscribers who benefit from or have the
potential to benefit from the created mobile services. The number of mobile
phone subscribers in Turkey is increasing every day.” (Gülden, 2018, s. 15)
2. Network
Operators:
Network operator providers can
be defined as those who overcome many problems faced on the Internet, design
and sell various services.(www.turkishtimedergi.com, 2012).
3. Mobile
Consultans:
They generally have a
relationship with access and platform servers. Mobile consultants provide
consulting services to companies on how to best define and implement mobile
strategies. While a content developer tries to sell content in the form of a
content collector, many platforms and access servers can also work as content
collectors.
Mobile
Market Overview in Turkey:
Turkey is a country with a large population of young
people.Therefore, the use of mobile phones in Turkey is quite high. Thanks to
the dynamic population, the number of 3G and 4.5G subscribers is extremely
high. The data we receive from the Information Technologies Authority are as
follows:
Source:
BTK 2016: 39
“As the the end of June
2016, the rate of mobile communication usage in our country was 93.5%, and the
number of 3G subscribers together with corporate subscribers was 28.599.109 and
4.5G subscribers was 38.597.384. Approximately 3.7 million of this consists of
corporate or intermachine (M2M) subscriptions. The distribution by population
is shown in Figure 1 below. (BTK, 2016: 39).”
In another graph of BTK, it handles the situation as
follows:
“The most important driving force in the expansion and
deepening of the mobile marketing sector in Turkey has been the transition to
4,5g'y. The number of 4.5G compatible subscribers that increase the quality and
speed of smartphones and mobile communication is 20,072,104 as of the end of
June 2016. The distribution of mobile device usage by age (except 0-9 age range
and M2M) is shown in Figure 2 below.”
Source:
BTK, 2016: 39.
“Looking at Figure 2, the mobile penetration rate was
106%, excluding the 0-9 age range and M2M. With the transition to 4.5G in the
middle of 2016, the number of subscribers in this group has reached 38,597,384.
On the other hand, the number of broadband subscribers that opened the field of
mobile internet marketing, which is one of the most important tools of mobile
marketing, reached 29.300.175, in the second half of 2016, 255.376 TByte (terabyte)
and total mobile internet usage reached 255.376 TBy for the same period. This
figure was realized at 4.54 on 224.945 TBytes. (BTK, 2016: 39).”
These data we can make the following comments
regarding the mobile marketing in the light:
"Turkey is argued that in mobile marketing grows
three times per year. On the other hand, 89.3% of the total subscribers are
individual users and this shows how big the mobile market is.
(Www.itnetwork.com.t is, 2015). "
Through games, the market can provide access to the consumer
audience from all walks of life and spread through advertising in the game
content. “The fact that the worldwide mobile game market was 13 billion dollars
in 2014, the fact that this figure could reach about 70 billion dollars in 2017
supports this claim (Yeniova, 2016).”
It is stated that this intensity in the mobile game
market will be seen in other parts of the sector over time:
“Although 60% of the market is game-based, online
shopping is expected to turn to the mobile market in the future. The rate of
mobile shopping in our country has increased by 60% in recent years. According
to MMA (Mobile Marketing Association / Mobile Marketing Association), which
guides the global development of mobile marketing, it is estimated that mobile investments
reached 300 million TL and mobile premium display investments reached 120
million TL in 2016(www.xtrlarge.com,2016).”
Özgü Gülden in the master's thesis includes the
following information:
"IAB Turkey's adex-TR
Research report released in April 2016 by the scope of digital advertising
investment rose 21.3 percent in the first half of the year approaches in Turkey
has reached 927 million. Impression or Click Based Advertising Investments took
the biggest share in the display ads category with 427.7 million TL. (Gülden, 2018, s.22). ”
To summarize, mobile marketing takes up a big place in
the world.Within the scope of digital marketing, it is estimated that mobile
marketing will be the largest share in the transition from traditional
marketing to digital marketing.If we look at BTK data in Turkey in the future, and
mobile marketing will be actively used countries. Since mobile marketing has a
large share, it also has different marketing methods. In the next part of our
study, we will share information about mobile marketing methods.
Among the mobile marketing devices; There are
opportunities such as SMS, game marketing, location-based marketing, Wi-Fi
marketing and mobile internet marketing.
1. Mobile
Marketing by Game:
Mobile games; As the social networks became popular
after the Nokia Snake game started with mobile phones, daily games such as 'Farmville'
caused new markets to form. In addition, mobile marketing with games is a
structure that both entertains and has instructive functions and can be
presented with a tool that people always carry with them. While influencing
people's desire to spend time, there is a trend towards many different game and
marketing options by creating place-based games and similar constructions thanks
to tools such as Bluetooth.
2. Mobile
Marketing over Mobile Internet:
One of the most popular services from mobile internet
services is 4.5G technology. With this technology, voice-speaking is beyond the
scope of wide-range wireless phone calls, video calls and wireless data sharing
for mobile users, which facilitates many marketing opportunities.
3. Mobile
Marketing by WiFi:
One of the mobile advertising branches is the
advertisements made with Bluetooth and Wi-fi. Companies broadcasting
advertisements in certain areas send messages to their mobile phones in the
coverage area and instantly receive campaign information. (Barutçu, 2008:48).
4. Location
Based Mobile Marketing:
Location based mobile marketing; to determine the
exact location of the consumers, to find the mobile device and to determine the
local location of the user. Marketers can clearly identify the location and
send content in the right need, at the right moment, so it is possible to
influence people's purchasing decisions. In this system, it is also easier for
the consumer to notify the company where the service is received. Thus, the
closest and easiest service provider can be reached. (Bauer vd. 2005:65).
5. Marketing
by Mobile Code:
The code system has been implemented for many years in
order to keep the jobs such as production, marketing and distribution healthy.
A QR Code developed by a Japanese company called Denso-Wave, is a
two-dimensional barcode technology. The label placed on the poster of a cinema
movie, Mobile Code scanner on the mobile phone, the movie's lounge / session
information, interviews with the actors or behind the scenes can be accessed.
Email Usage Rates:
As the table shows: it is possible to reach people
using Email technology.Most people are also reached via smartphones. In the age
group reached through smart devices, the younger age group has a slice of
81%.Öztele companies are able to reach people via e-mail and young people are
the majority of this group.