2 Comments Add yours

  1. Harris Sandadi says:

    Hi Malary,

    Well done for this post! Never found a post that is so rich like this, even struggled to comment lol. The individualisation point is a very interesting point in this post. Mobile marketing, especially mobile application is getting more important, because what of the increase of social media and internet access through smartphone. Yet, mobile application is not free, even sometimes it is very expensive on developing and maintaining the app. Brands may even use some mobile applications that are specialising on time or location sensitivity features. One of the examples is ‘Skip’ app (www.skipapp.com.au), which specialising on location sensitivity feature. It helps customers to find and order coffees and food to avoid queuing based on their location (http://bit.ly/2cspKUV). This is the app that ‘Standing Room’ coffee is joining to help the customers more aware of it’s existence, increase the consumer experience by increasing time efficiency, and allowing customers to pay online. Hence, there are many ways to help the brands to promote their brands on the mobile basis.

    Great stuff! Cheers!
    Harris Sandadi


    1. Hi Harris, thank you for your nice and interesting comment!

      I agree with you, despite the opportunities created by mobile marketing, building an application can be very expensive and not all businesses can afford that. Moreover, it is also costly to maintain the app over time and make sure it still delivers value to customers. That is why I think an organisation should develop an app only if it is relevant to its business and will create value for its customers (which in turn will increase the financial value of the business).

      Your example of the Skip app is very interesting, especially because it uses its localisation-sensitivity feature to deliver value to both businesses and customers. Currently, lots of successful apps are using location- and/or time-sensitive features to better solve the needs of customers, such as Uber or Foodora. Moreover, these apps also benefit to other businesses. Foodora and Skip for example can increase the number of customers of a cafe or restaurant. It proves that mobile marketing is not exclusively useful for B2C companies, but also creates a lot of opportunities in B2B.



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