How easily we forget a world that once operated without benefit of cellular phones and mobile technology... Undoubtedly, it’s a trend that is here to stay - at least until something more novel, more efficient or entirely new technologies are created and deployed across the planet. From the first car phones on to the most basic of cell phones, change started gradually but has increasingly gained momentum. After all, an object in motion tends to stay in motion.
While mobile devices are widespread, it’s important to understand that all mobile devices are NOT created equally. Different types of devices will require different coding and different apps and different campaign results and execution. Over the next few pages, we’ll cover some of the
most popular and prevalent mobile devices currently on the market. We’ll highlight the pros and the cons of each, framing the review in such a way that you can plug in your unique situation and work through the process of discovering which mobile marketing campaign will have the greatest pay-off in your scenario. More importantly, a moment will be devoted to discussing the demographics that typically go along with each of them. After all, you want your mobile marketing campaign to actually reach the people your organization is attempting to advertise and entice.
First there was the iPhone. Then HTC brought Droid onto the system. Now, most cell phone plans offer options (and encourage upgrades) to SmartPhone technology, an increasingly digital and web-based mobile device. SmartPhones like the iPad and the professional office’s Blackberries offer a number of potential perks that mean that organizations and causes have increasingly more (and more interactive) ways to draw in new customers with highly targeted and specialized campaigns that can really boost your bottom line. Examples of these perks include:
• 3G & 4G offer the ability to quickly download, message, send and receive emails and surf the mobile web.
• GSM (the Global System for Mobile Communicating) means that a phone is capable of communicating pretty much worldwide, and is ideal for those who spend a great deal of time jet-setting between countries and continents.
• Bluetooth means hands-free talking and operation while driving and otherwise on the go. Of course, just because there no hands or wires required DOESN’T mean that you are better able to handle the demands of conversing while driving.
• Wi-Fi access means that SmartPhones can piggy-back off of free wireless signals in designated areas, translating into Internet on the go without Internet sticks or satellite connections.
• USB connectivity to hook up and communicate with other computers and devices in your home or office network.
• Infrared capability translates into the ability to transfer information and data across short distances to other infrared devices.
The only real drawbacks when it comes to mobile marketing to SmartPhones stem from the fact that various devices use different resolutions, browsers, coding and other factors that can mean that you as a marketer have to take steps to insure that it is a seamless visit on all of the major phones and operating systems out there. While this can be a headache, it isn’t “hard” to do, just time intensive. Fortunately, once it’s done, it’s done and the rewards will soon make themselves quite evident.
Once the iPod and iPhone took the world by storm, it was only natural that the iPad would emerge. And when it did, it caught on like a wild fire. Today, Apple no longer dominates the field of tablet PCs, meaning that more individuals are able to afford and buy them. Tablet PCs offer most of the benefits of a laptop computer without as many of the drawbacks. Unlike cell phones, however, most do not receive calls or traditional text messages. Instead, they browse the Internet, create documents, take pictures, send information and data via email, put on presentations and much, much more. Businesses use them. Creative professionals rely o n them. They simply make life easier.
Coding your HTML for Tablet PC compatibility for your website campaign is relatively easy, and offers more sophisticated options above and beyond mere apps. Presentations are a breeze, and offer bells and whistles, along with easy access to web connectivity when needed, especially for those who are in range of cities who promote an expansive wireless network.
When it comes to building a mobile marketing campaign around that specifically caters to or targets the same type of demographics that are heavy users of tablets, one of the best ways is to think like the consumer and end user of your product. The more you can make the meld between your software package, training manual, book, membership site, retail site, etc., the greater the probability that a query will eventually translate into a sale.
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