A: Many things are similar and transferable between different types of marketing in the sense that a company needs to understand who someone is and what they’re looking for. You need to have a level of trust in the relationship between a customer and a business — the business explains what they’re offering, how it benefits the customer, what data the business will collect and how they will use that data to provide a better customer experience. This implicit contract between company and customer exists across the board for all types of marketing.
Where mobile marketing differs is in the specific requirements necessary to reach customers on their mobile devices. A mobile marketing strategy has to consider different regional regulations for mobile, different device and hardware types, new generations of digital cellular networks, different operating systems and the layers of data and partners between a customer and a business, like the operating system layer or an app store layer.
For example, when implementing a mobile marketing campaign, marketers need to take into account that SMS messaging is generally more regulated than things like in-app messaging, push notifications or mobile-responsive email. Companies are often restricted from sending promotional messages through SMS and are limited to using SMS marketing mainly for communications like password resets and account notifications. They need to be aware of what type of mobile marketing they’re doing and the specific mobile channel they want to use.
Mobile marketing also requires that companies understand how regulations and user behaviour vary from country to country. Some countries have leapfrogged the desktop era of the Internet and gone straight into mobile. Other countries are still more based around the desktop or laptop version of the Internet. A mobile marketing strategy works differently across countries and verticals depending on where they are in terms of mobile maturity and what their regulations are.
And different networks and devices have different requirements. If you have a mobile app and you have a big segment of customers using an iOS device and another big segment using Android, you're going to use a different type of push notification for each. The notifications will render differently and you’ll need to proof it. Companies need to take into account how their apps and mobile sites will look for all their users.
Something unique to mobile is that it requires permissions and a lot more trust building. People are rightfully cautious now about what data they're sharing and with whom, as well as what they’re getting in return. Most people aren’t ideologically averse to sharing information with businesses that they frequent, but they need to know what they're sharing and, most importantly, how it will benefit them.
The two key permissions that you hear about frequently in mobile are the prompts asking if the app can track the user’s location and if it can send push notifications. Ultimately, that's up to each person to opt into that. And they’re more likely to opt in if they know they’re getting something out of it. For example, a consumer might let a music app access their location if they know the app will inform them of local concerts put on by their favourite artists.