Mobile marketing was born from the convergence of the mobile phone and the web. It marks the dawn of a new era. While the principle remains the same—reaching the consumer where they are, on their mobile device, the ultimate platform for expression—this is made possible in particular by Octopush's various solutions.

New technologies, new paradigms

While we might recall the early days of WAP, the history of mobile marketing didn't truly begin until 2012.

Faced with the exponential rise in mobile sales, the primary concern for businesses was purely technical. E-commerce sites were designed to provide the same user experience as on a desktop. The small "m" preceding the site address indicated that it was mobile-compatible.

Recent trends are revealing regarding customer demographics. The number of mobile users has surpassed that of desktop internet users since 2014. The internet and the accompanying web development, such as mobile apps, constitute a massive market in France. Locating, personalizing, building loyalty—these are the new challenges on mobile.

Consequently, entire strategies must be redefined based on these new behaviors. The SO-LO-MO (social, local, mobile) model serves as a conceptual foundation for strategy. Beyond the generic "think global, act local," businesses must adopt a new approach.

A new strategy… or is it?

From a technical and legal standpoint, this digital medium introduces new constraints. The Law for Confidence in the Digital Economy (LCEN) sets the regulatory framework. Furthermore, the concept is linked less to the web than to the technological environment. Smartphone sales have increased tenfold over the past several years. It was the widespread adoption of mobile internet that truly launched mobile marketing, with Google playing a major role.

Both concepts were born in the 70s. They only truly became mainstream at the dawn of the 21st century. Thus, it is their convergence that defines the landscape.

Conceptually and commercially, it is a matter of studying shifts in behavior. The customer is more informed, more demanding, and is repositioning themselves on new channels (social networks).

However, few studies currently show profound changes in consumer behavior. Purchases are not necessarily more impulsive. Consumers are not less thoughtful—quite the contrary, as a wealth of information awaits them online. The key is that you have to reach them differently, elsewhere, and at the right time.

The challenges of mobile marketing

Geofencing and direct messaging will be two of the main challenges for mobile.

Initially, it will be important for a brand to communicate its proximity (retailers). Through a dedicated app, users will know when they enter a trade area. The challenges regarding visibility and accessibility are being fundamentally re-evaluated.

Responsiveness is equally important, hence the prevalence of the technical aspect of the application. A store's online presence is becoming a key success factor. It must be present on price comparison sites, directories, and other dedicated applications.

Social networks are not to be outdone, as word-of-mouth has never been more important. Viral marketing is essentially word-of-mouth in an online version. Campaigns must be even better targeted to reach influencers and opinion leaders. They will then take over, communicating about the brand once their initial experience is confirmed.

Thus, techniques for targeting and loyalty are being revised. SMS is proving to be the ultimate mobile weapon.

Mobile marketing and advertising

With a 95% open rate (compared to just 22% for emails), this medium is the most read. For businesses, it is the most effective way to reach their target audience. Better yet, it is much more personalized than an email or a letter. A phone number is more private than an email address, which is often shared from partner site to partner site.

From a technical standpoint, carriers prohibit thesending of bulk SMS. This is to ensure regulatory compliance. Users can easily unsubscribe using the mandatory "STOP" option.

SMS: a must-have

In terms of marketing

Brands can leverage specialized platforms to mass-mail their communications. Attractive packages, technical support, and even campaign management services for implementation are available. It is a way to take advantage of a technological environment where the user is engaged and therefore receptive. Ultimately, the key to deploying a new mobile web strategy inevitably involves SMS, to the great satisfaction of your customers.

With extensive possibilities

• Low-cost SMS, premium texts, and more, the various service levels allow you to tailor your campaigns to your budget.
• Legal frameworks, such as French legislation, protect customers and reduce scams.
• The list of services to expect depends on your partner and the chosen offer.
• With Octopush, you choose a reliable partner for a winning service.