Going mobile: 4 I's of Media Marketing

Source: Anthill Magazine

Mobile marketing refers to a digital marketing strategy and a multi-channel platform that aims to reach out to their target audiences through mobile devices. It is one of the fastest growing platform, which is also interactive, time relevant and location dependent.

Source: Statista 2020

It is estimated to have about 3.5 billion smartphone users in the world and it is predicted to increase to 3.8 billion in 2021! Mobile marketing is getting very common and it is an easy way to reach out to larger and wider audiences.

According to Kaplan's article, he mentioned that there are 4 I's of media marketing are: Integrate, Individualise, Involve and Initiate that are essential to the success of mobile marketing.

First: "Integrate your activities into users' lives, to avoid being a nuisance"

Currently, Grab offers cashless payments for Food delivery services, transportation, book accommodations and hotels for their staycation or holiday, attraction tickets and many more. These services solves the users' needs in today's world with the ease of app especially now during the COVID-19 situation, people tend to stay home and order food via GrabFood!

Second: "Individualise your activities to take account of use preferences and interests"

As you can see from the picture above, Nike does not have one Instagram account, but it has several accounts that is dedicated and personalised to target different audiences.

This enables their users to go to the specific account and view the products and items that they are interested in rather than looking at items that does not.

Third: "Involve the use through engaging conversations"

Customer engagement with the companies are important to ensure a close relationship. Starbucks is fond of using Twitter as a convenient and main platform for them to showcase their products and replying to tweets from their customers.

Fourth: "Initiate the creation of user-generated content"

Back in 2014, Starbucks created a #WhiteCupContest where customers can doodle on the original white Starbucks cup and post them on their social media platforms. This attracted over two thousand submissions on Instagram which a huge success for Starbucks.

This has shown that user-generated content enhances brand awareness which is a prime marketing goal. Hashtag campaigns allows Starbucks to engage with their audience which allows interested users to engage with the brand.

Mobile marketing can be a powerful tool and it will bring success to your business if you approach it in the right way! As usual, feel free to comment and let me know your inputs! :)