Mobile Advertising – An Effective Lead Generation Technique
The advent of the Internet has opened up many opportunities for sales and marketing automation teams to increase their sales pipelines. Until then they were lost in the world of direct mail and outside sales, which brought slow progress and slow gains. The interactive nature of the internet provided them the means to add value, quality and finesse to their lead generation techniques. Moreover, on further exploration of the Internet, the marketers were able to discover new avenues in internet marketing which helped them to grow and expand their businesses. The new avenues that opened up business opportunities were email marketing, display advertising, social media marketing, affiliate marketing, interactive marketing, search engine marketing, search engine optimization, pay per click advertising, mobile advertising and others. Of the different internet-marketing techniques, mobile advertising has an edge over others owing to its personalized nature, easy customization, affordability and viral marketing. These attributes explain the reasons for its popularity among marketers and advertisers.
Today, if we take the latest statistics, it is evident that cell phone adoption rates are rising thanks to iPhones, smart phones, iPads, touch screens, the Android operating system and so on, outnumbering even the TVs and laptops that once ruled the roost. This, coupled with the expansion of the mobile advertising landscape as a result of a myriad of options — SMS, mob app display ads, Wi-Fi, rich media, search ads, WAP, video and social networking — has led to the rapid growth of a mobile advertising market that is estimated to be valued over $16 billion by 2011. Hence, more and more companies are joining the bandwagon to get a piece of the ever-growing pie.
Mobile Advertising as an Effective Lead Generation Technique
The following are some of the advantages of mobile advertising thus qualifying it as an effective lead generation technique:
- Compared to other kinds of advertising it generates high response rates.
- Mobile ads are more likely to be read since mobiles are always on and always accessible.
- Wider customer reach is possible since a great percentage of people own mobiles.
- Marketers can build a customer database within a short period of time.
- Viral marketing is facilitated due to the interactive nature of mobile advertising.
- Marketers can send messages to anyone, anywhere and at any time.
- Buying decisions are influenced as it is more likely that customers receive messages when they are shopping.
- Mobile advertising helps in generating buzz about products and services.
Mobile advertising helps in effective lead generation thereby ensuring successful lead management by bringing instant results. Though privacy and data security issues are the greatest concern of mobile advertising, they can be solved easily if and only if the advertisers follow mobile advertising guidelines and implement privacy enhancing solutions. This would create a win-win situation for advertisers and customers alike since ads would be sent only to those individuals who like to receive promotional messages, thus increasing response rates.
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