Mobile phones are, by themselves, highly personalized devices, each person use it in their own way and for some of their needs, ans they fully adapt phone to their temperament and habits. The fact that the mobile phone is always with its owner is very important from the perspective of advertisers and brands that surround us. This is a new marketing channel that enables a quick and easy two-way communication between brands and consumers, regardless of time of day and the place where the consumer is at that moment. Also, with the possession of the appropriate base of proven consumers, there are really great opportunities for targeted advertising in relation to their demographics and consumer habits. Nonetheless, mobile email marketing is much cheaper and easier to prepare, implement and monitor effectiveness.
Email marketing is a form of direct marketing as a means to communicate with a large number of users. In a broader sense, every email sent to a potential or current customer could be considered as email marketing. According to Exact Target’s Mobile Behavior Report of 2014, consumers consider mobile an essential component of their every day lives and the average person spends around 3 hours a day on their smartphones and tablets.
Furthermore, the top three activities on mobile devices are email, texting and online search. Since consumers are becoming more dependent on mobile, it’s now up to businesses to take advantage of mobile email marketing. Future of marketing in 2015 is to optimize mobile content marketing.