Chapters six in the textbook discusses the mobile marketing experience in the modern world. Chapter seven discusses the development of the mobile marketing landscape, and how that landscape differs from country to country.
Chapter six begins by spelling out the players of the mobile marketing world. Those include the following:
- People: The consumer or prospects that represent the average person who consumers online content (news, social media, search results, games, videos, etc.)
- Buyers: Two types of companies that buy marketing services
- Marketers – the advertisers and agencies that are looking to gain exposure for their product, company, or enterprise and what they offer. Marketers are the ones paying for advertising.
- Agencies – the companies that represent marketers and whose goal is to assist in all areas of the mobile marketing process, which includes strategy, planning, creative, measurements, and analytics
- Sellers: Companies that represent media and digital channels responsible for distributing advertisements. They are broken down into three categories: publishers, networks, and exchanges.
- Publishers – companies that own property such as websites, apps, social media sites, etc. that attract any given audience. There are thousands upon thousands of publishers, ranging in size from giants like ESPN, to smaller niche publishers such as your local newspaper’s website.
- Networks – the enterprises that connect advertisers to relevant publishers. They are in charge of the aggregation process and combine both advertising inventory with placement within the space where media is purchased.
- Exchanges – companies in charge of aggregating publishing networks. Exchanges come in various sizes and types, and automate the placement of mobile advertising onto a publisher’s media properties. Exchanges take into account aspects such as geographical location, weather, target audience, and even specific person. An important term in exchanges is programmatic buying which can determine within a fraction of a second what that optimal ad placement is for a given media property.
- Enablers: The technology firms that help power and provide the online experience of a website, add, or social media site.
- Associates: Organizations, such as trade associations, whose job is to help stimulate growth and develop standards, policies, and consulting.
Chapter six also discusses the ethics of mobile marketing. Acting ethically is an essential part of marketing, as not many people feel comfortable doing business with a company that does not respect their consumer’s privacy and treat them as human beings.
“Marketing is about values” -Steve Jobs
As marketers, it is out job to act as ethically as we can. The book used examples of times where companies had crossed the line in their attempt to reach consumers through their mobile devices. Those examples were Papa John’s and Victoria’s Secret. Both companies were accused of violating the TCPA (Telephone Consumer Protection Act). Papa John’s was accused of texting consumers who had not opted in to receiving messages from them, and Victoria’s Secret was accused of sending one customer 97 texts in a single day. These are both examples of when companies clearly crossed the
line in regards to mobile marketing.
Digital Marketing Magazinealso has a great article that details how marketing and ethics go hand in hand. They acknowledge the fact that it is important to acknowledge the difference between illegal activity and unethical activity. Just because you can do something, doesn’t mean you should. A brands success is built on consumer trust, and then the brand betrays the consumer, they are in no way giving the customer any reason to want to give them their business.
Chapter seven, among other things, dives into the differences between the mobile landscapes across different countries. The global marketplace remains and continues to grow at differing paces across the globe, and it’s important to have a grasp on what kind of relationship each given region has with the mobile landscape.
The textbook breaks down the traits that make each country and/or region unique, and here are just a few of those examples:
- Asia: Japan and Korea, advanced infrastructure, and a sophisticated adaptation of mobile marketing. Because of the lack of competition between carriers, mobile has grown at an accelerated pace compared to desktop, differing from many western countries like America. Japanese characters also allow for more information to be displayed on small mobile screens, meaning less is lost in the mobile experience. Southeast Asia has incredibly high social network usage.
- Africa: Kenya is an emerging playing in the mobile landscape, with mobile penetration at 88%. Despite a lower annual income, Kenya beats the US in mobile payments and mobile banking.
- Germany: Provides consumers with the most protection of any country.
Designingit.comh does an excellent job of breaking down what makes a good mobile ad in Germany compared to the US. The US tends to take a more lighthearted, benefits focused approach, whereas Germany tends to stick to a more neutral toned statement of the facts. These differences highlight the cultural differences that extend even into the mobile landscape and mobile marketing. These are just a few of the topics covered in chapters six and seven.