Mobile Marketing Communication Responses

Reply to 6 students – 90 words each

BOOK:

Beginner’s Guide to Mobile Marketing, 1st Edition

By: Garris, Molly

Mobile Marketing Communication
Describe your academic and/or professional background as it relates to various types of mobile marketing communication used
in your profession. How would you persuade a client or company to invest in mobile marketing? Consider some of the objections
and describe how you would address those objections (lack of time, lack of budget, etc.).
1. All forms of mobile marketing communication are hugely important within my profession. I work on Instagram
as a fashion content creator and use social media applications daily to run my business. I work to share content
with my audience that promotes brands in a way that’s different to everyone else. Using mobile marketing has
made it possible for me to grow a loyal following on a social media platform where I can market brands to those
who trust my opinion. Brands contact me to launch new products, promote their services or visit them. With this
I have clearly seen how important social media and mobile marketing can be to bran ds.
Personally I would persuade a client or company to invest in mobile marketing by showing them how truly
transformative this form of marketing is. We have all seen the power of platforms like TikTok for brands in recent
years so this is something I would hone in on. I would start by sharing where the origins of mobiles come from.
Stating that within our class text, author Garris (2015) shares, “Mobile phones were created to facilitate
communication.” With the new ease of communication any business can take advantage of this to share their
products or services with new audiences. I would also add in research to back up these points with the fact that a
quote “65 percent of time spent on social media networks happens on mobile.” This is a huge opportunity to utilize
the power of mobile marketing and to invest into it. When it comes to a lack of time or budget mobile marketing
is our friend. Using social media platforms to market within is an easy, fast and inexpensive way for your brand
to become known to the audiences you are looking to target.
2.
Currently, I would say that I am mostly just a consumer of mobile marketing communications. I say this because
I do not have much experience with it myself in a professional sense but I fall victim to mobile marketi ng tactics
that marketers try to persuade me for. I get many advertisements daily on various social media apps and I will
click on them and explore. From previous courses, I have learned the many tactics which a marketer will entice
potential consumers and how important algorithms are when advertising digitally. I personally see this increasing
across social media platforms and it is not going anywhere. I think algorithms are one of the most important tools
to use for mobile marketing. It easily alerts the marketer what the consumer is interested in or other ways that
they could market to the masses.
Many companies should be investing in mobile marketing due to the increasing numbers in this area. Mobile
devices keep getting better and better with more people constantly searching for the “new.” Many have lived their
whole lives with a cell phone attached to the sides and have realized that they will never be able to live without a
mobile device. Chapter 1 of the text proves this in the graph on page 2. From 2011 to 2014, the number of
smartphone users grew 23.9%. With this alone, a company can see that the number of consumers in the smartphone
industry is always increasing. The text also states, “increase in smartphone usage, they are more likely to discover
or seek out your brand on their phone.” In terms of cost, marketers can use SMS messaging to promote
advertisements and campaigns. This is extremely cost effective instead of running costly print ads “mobile
messaging can be used to deliver coupons, facilitate promotions and drive traffic to stores and commonly used to
deliver time sensitive messages.”
3.
Mobile marketing is a type of communication that I used to use very frequently in my past job. When I was
working at 24 Hour Fitness, mobile marketing was a tool that we used to connect with leads. I would send text
messages and emails to leads to promote the gym and the special memberships that were offered at the time. I
found this very effective because many of the leads were responsive and much more intera ctive with me than the
traditional cold calls that fitness centers would make. I believe that in today’s world, mobile marketing is a great
form of marketing because the majority of individuals have a smartphone.
Persuading a company to invest in mobile marketing is not an easy task, but a great way to encourage a company
to use mobile marketing is by showcasing the higher consumer engagement rate with mobile marketing. As stated
in the journal article “4 Reasons You Should Invest in Mobile Marketing,” it s tates, “There are many benefits of
mobile marketing, and one of them is the ability to use SMS text messages to reach your customers in a highly
engaged way. Research has shown that more than 90% of text messages are opened and read within three minutes
of receiving the message” (Pirbanic, 2020, para. 2). By utilizing SMS with mobile marketing, it will allow the
marketing team to connect with potential consumers more genuinely. Not everyone opens an email right away,
but almost everyone opens a text message the moment they see the notification. An objection that a company can
have when asked about mobile marketing could be a lack of budget. A way to overcome that objection will be to
have the digital marketing team take control of the mobile marketing effort s for that company. This will be ideal
for them since they should have experience with mobile marketing and be best suited to use it effectively. Mobile
marketing is a great form of communication that a company should use to engage with its consumers quick ly and
successfully.
Privacy Best Practices for Apps
You have been assigned to create a mental health mobile app for a psychotherapist. What are the app privacy best practices
that you will discuss with your client? Provide details of all the user data th at the app will collect and how the data will be
used. Give logical reasons for your suggestions.
4.
Online user privacy is and should remain a huge concern for those using the internet. In this week’s lecture video,
an interesting fact that was mentioned was that out of 11,500 people surveyed, 80% of mobile users want to know
when and what type of information is collected while 8/10 users wont read the terms and conditions for privacy
because the font is too small or its too long. These facts are startling when personal information is being used. In
terms of a psychotherapist the best privacy practices to discuss with them would be a few things. First the purpose
should be to “design an app with limited private data required.” According to our lecture this week, this will have
the “app function accordingly and allows for the user to have the best fundamen tal experience possible.” Second,
“transparency is to keep consumer trust.” This is important to anyone no matter their profession. The consumer
should know exactly how and why their information is being recorded. Third privacy practice would be to “don’t
make me think: easy to use settings.” The lecture claims that this is to eliminate the guessing game and challenge
from finding these settings. Finally, the overall purpose of privacy practices is to keep everyone safe especially
when developing an app for a psychotherapist whose privacy and client confidentiality is important.
5.
For this app, the information needed will be in two groups: personal identification and health data. Personal data
would consist of name, phone number, email, and username/password. These details would be used so that the
patient can create an account that is securely accessed by them. Also, it allows the doctor to identify the patient.
Second, health data would be needed to provide information for the doctor. The app provides a secu re messaging
system where the patient can communicate with the doctor about their health. Health data are not limited only to
medical data, but also includes information regarding a user’s health status (TermsFeed Research Team, 2023).
Since the app involves conversations about the patient’s health, this would need to be secure and protected. The
app would need to ask for explicit consent from the user that the information is processed for medical purposes
only (TermsFeed Research Team, 2023). In this case, the conversations would just be for the doctor to
communicate with the patient and help them to manage symptoms. It is also recommended that information
regarding personal and health data collected be clear and available before users install the app. Thi s can be
achieved by including the privacy policy on the app store page and linking the agreement in the app.
6.
Even if this specific field isn’t something we are interested in, privacy is so key within any application and can
make or break a user’s experience. Within our lecture this week we learned that there are many privacy practices
that can improve a user’s safety. Practices I would discuss with my client are the app’s design, transparency, ease
of use, and of course the user’s safety especially when it comes to something as sensitive as mental health. I
believe it is essential for the app to be designed with a limited amount of private data required. This means that
all of the data the app collects needs to be absolutely essential and necessary for the app to function well and the
user to have the best experience possible. It is key for any app but especially one within this category to be fully
transparent with its privacy policies. We learn within our lecture that the aspect of transparency is key to consumer
trust of an item. This is something that is vital to the success of the product. Continuing on from this idea of
transparency we can further read that within the FTC they speak to providing “ just-in-time disclosures to
consumers and obtain their affirmative express consent before allowing apps to access sensitive content like
geolocation” along with this to “express consent for other content that consumers would find sensitive in many
contexts, such as contacts, photos, calendar entries, or the recording of audio or video content.” These are all
aspects I believe would be of the utmost importance to the mobile app and its success.