Mobile Marketing

Did you know anyone who doesn’t have a mobile phone? Well, not for me, even my 86 years old grandmother does use a Nokia phone. In fact, more than 90% of the global population are a cell phone user (Turner 2022). Yeah, that’s huge percentage of people owing a mobile phone globally and definitely, marketers would not miss this opportunity.

With the advancement of mobile marketing technology, SMS is no longer the only mobile marketing strategy available, but also App-based marketing, location-based marketing, Voice marketing, In-game advertisement, proximity/Bluetooth marketing, and QR codes.

These various mobile marketing strategies can be applied easily for most of business since most of the people in this world is a mobile phone user. Furthermore, mobile marketing has a significant influence in increasing consumer purchase intention (Alameer, Suhluli and Khalufi 2022). This shows that marketers will continuously utilise mobile marketing in the future

However, not all mobile phone users will accept this strategy, particularly because they consider their phone to be a personal device. Furthermore, one of the most common concerns people have about this strategy is the privacy issue.

It is because they viewed that this strategy could result in the disclosure of personal information such as a bank account, home address, and medical history. Therefore, people have a negative perception of mobile marketing in terms of privacy.

To eliminate the negative perception of mobile marketing, there are 3 suggestions provided:

1. Gain a customer’s trust
   • Trust has become the main factors for people’s acceptance towards the mobile marketing (Nguyen 2021). To gain customer’s trust, firstly marketer can create a solid relationship by showing them an honest and transparency.
   • In addition, marketers can emphasise the safety privacy regulation to its customer.
2. Use a permission marketing system
   • This concept simply refers to giving the customer the option of receiving promotional messages or not.
   • This demonstrates that the brand respects the customer’s choice and can develop a better relationship with the customer.
3. Give a mobile marketing awareness
   • It is a workshop in which the benefits and purpose of marketers in adopting mobile marketing will be discussed.
   • It can also address how customer privacy can be protected to be more effective and persuasive in changing their opinion of mobile marketing.