The third or maybe fourth(?) screen

In advertising and marketing communication, fourth screen, or sometimes third screen, refers to a small portable video screen such as a mobile phone or portable media player. (Wikipedia)

In today’s post, I would like to address mobile marketing.

So what is mobile marketing?
It is a multi-channel, digital marketing strategy aimed at reaching a target audience on their smartphones, tablets, and/or other mobile devices, via websites, email, SMS and MMS, social media, and apps. (Marketo.com)

Recently, there has been an increase in usage of mobile phones worldwide. I confess that spend a little too much time on my mobile as well with an average of 8 hours a day. (I had to check the iPhone’s screen time to be sure)

According to broadbandsearch.net, there is a significant increase from 2013 to 2019.

This also shows how much time people spend on their phone. To me, there’s no surprise in the rising rates. How often do you see students in SIM bringing their laptops? From what I see when I go to class, only 3 in 10 students bring their laptops to school. The rest either use their iPads or their phones.

Why is this a rising trend?
Very simple, laptops are bulky and heavy. Imagine lugging a 2.5kg laptop to and fro school everyday. Let’s not forget the other stuff we need to bring to school. Just thinking about it gives me a shoulder ache.

Ok I digress. Now back to the topic.

Mobile marketing, why is it different? Or how is it different one might ask.

1. Personal
   Receiving ads on your phone as compared to emails seems more “special” and personalised as compared to traditional marketing.
2. Interactive
   Circles life now has this function on their app where you can participate in a poll. By participating, they give away prizes from time to time.
3. Time relevant
   You will be alerted to the current situation (that is if you turn on notifications). For example, news on the Covid-19 cases in Singapore.
4. Location independent
   It is easy to spread information as well as easier to target audiences using specific locations when needed.

Some mobile marketing tools are

• Mobile Ads
• Mobile coupons
• Mobile Apps
• Mobile websites

I would just like to share some of the successful mobile apps out there.

The first application I would like to touch on is the Starbucks mobile app. At every purchase you get to accumulate points and once you reach a certain number of points you get to exchange it for a free drink. Not only that, you do not have to bring your card out to purchase a drink at Starbucks, just open the app and scan to bar code to pay. The app also reminds you of promotions as well as provide you with a special promotion.

Another amazing app is the Expedia app.

This app is free and simple, easy to use. Everything you need in one app when it comes to travelling. From booking accommodations to transport. They even advise you on the things to do when you’re at your holiday destination.

Before I leave, I would just like to say, as an avid mobile user myself, I get a ton of information when I’m on the go as compared to sitting in front of my laptop or desktop. Mobile marketing in my opinion is extremely effective. You can enable what you want to see and what you don’t want to. In order for a company to have a successful marketing strategy, mobile marketing should definitely be part of it.

Agree? Yes? No? Let me know in the comments I would love to hear!

HAPPY FRIDAY!