"SMS vs. WAP" vs. Proximity Marketing
Written on Wednesday, October 01, 2008
I came across this article comparing SMS with WAP as mobile marketing approaches. I know most current mobile marketing campaigns are running on those mediums, but in my opinion this comparison leaves out one key method: proximity marketing.
Bryon Morrisson, the author, does a 7-point comparison between SMS and WAP to assist companies looking to invest in mobile marketing. I completely agree with the author that it largely depends on the needs of the company, however, I think it is useful to add to this comparison my view for the proximity marketing approach.
1. Acquisition: Proximity marketing has the advantage over both SMS and WAP, as it doesn't have to rely on another medium to approach consumers. Its strength is in that fact.
2. Accessibility: Challenges can occur in all three approaches, however, with proximity marketing the difference is that it doesn't rely on mobile carriers / operators to provide the content, as it can provide it itself. This difference to some companies is an advantage, and to others a disadvantage, however the base point is that, today, it is mostly suited for location-based services. In the near future, I am confident we will see established mesh networks around the world, through which the marketer will be able to approach a more global audience.
3. Experience: Proximity marketing can offer a very rich experience, at least comparable to WAP, I would argue even more if we add the location element. It also provides an opt-in mechanism, but, like SMS, it does run a risk of surprising the consumer.
4. Adoption and momentum: The user base for proximity marketing is tied to the number of people that go through the specific locations that will be targeted. As such, it has great potential as the marketer, can, for example, approach everyone going through London Victoria at 8.45 on a Monday morning. However, there is not a great user base yet; this will grow exponentially fast with the installment of mesh networks.
5. Measurement: Proximity can offer very similar data to online marketing, and it can also offer an additional layer of information, as users can usually be identified by their mobile phone (they cannot, realistically be identified by their IP, or browser, for example, as they can use multiple PCs), allowing for the creation of user profiles. However, proximity, as both other channels require effort and expense to easily access this data. Common bottom line: we’re at the early stages of all three and they each have their own unique limitations.
5. Functionality: I think SMS wins this one, as it is such a commonly used means of communication. WAP and proximity marketing follow.
6. Opportunity: SMS is what it is, WAP will grow, and proximity marketing will grow. Perhaps more exponentially than WAP, but WAP has the head start.
7. Context: All can be highly-customized on a one-to-one level, and proximity has the advantage here, as it can also offer location as context.
There is a further point to be considered: access to a company website (which is essentially WAP from a mobile marketing perspective), can also be offered through a proximity marketing channel.
To conclude, as the article author points out, the decision has to be made by the marketer based on which of these variables suits the target brand and audience best. I just added proximity in the mix.
Posted in
mobile marketing,
proximity marketing
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