Mobile marketing is everywhere and simply the future in the world of marketing. There are all different types of mobile marketing such as mobile ads, coupons, websites, apps, payments and location based mobile marketing and I’m sure you all encounter multiple of these just in one day. As of 2018, according to statista, approximately 2.53 billion people across the world were using smartphones which is a huge number and no doubt why mobile marketing is the way of the marketing future. Out of these 2.53 billion people, a large percentage of them are going to run into at least one type of mobile marketing technique as listed above.
There is a new type of marketing that is starting to emerge and uses mobiles as an access point, this is called experiential marketing. Experiential marketing is defined by ngdata.com as “An advertising strategy that focuses on helping consumers experience a brand”. Donald Glover, also known as Childish Gambino, recently used this new experiential marketing technique at the Coachella Festival in California. On April 12th, Glover used Apple’s AirDrop feature to send out a picture of his new shoes in which he collaborated with Adidas. Everyone who accepted the photo on their phone, got a free pair of the shoes. It was smart by Adidas and Glover as everyone at the festival would have most likely been checking/using their phones throughout the day in order to post stuff to social media. However personally, if I was there I probably wouldn’t have been able to get the shoes as I keep my Bluetooth and AirDrop off when I’m not expecting something from someone I know in order to prevent random and unwanted photos or videos.
Another popular type of mobile marketing is advertisements in apps and mobile games, which I find really annoying. This form of marketing proves both beneficial for the actual company who’s advertisement is being shown but also the app developer as both parties can receive money. Now you may be asking how the app developer can be paid as well, this is due to a freemium business model which I discussed in an earlier blog post, but essentially some apps can have a paid version which removes all advertisements. So consumers may see an ad and go purchase that product or purchase the ‘premium’ version of the app to remove all ads.
I’ll leave you with this question, do you think a mobile marketing technique such as Glover’s AirDrop stunt is going to be effective in the future or perhaps is it too intrusive? I would love to read your comments about this!
Ian's Digital Marketing Blog 
Another great post, Ian! What you have written makes me wish I was sent this image because who doesn’t want free shoes? I understand the concern for privacy, though; are we OK with being sent images from random strangers? If anything, I find this campaign has normalised the act of accepting images from people you don’t know, as those who did were rewarded. I’m not sure if this is something that should be promoted? Nonetheless, it’s an interesting initiative. I can see this sort of scheme becoming more prominent with the rise of mobile marketing techniques.
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Thanks Jarryd! Yeah the free shoes sounds pretty sweet but again I guarantee I wouldn’t have gotten them because I just don’t want random photos being sent to me. Obviously you can decline it but I’m probably just better off leaving it off. It’s the first time I’ve heard of this technique being used and so far I think it was successful, but I’m still a bit skeptical about the whole process!
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Hey Ian! Wow I had no idea that Donald Glover used this technique! I think it’s genius and definitely creates a ‘hype’ for the product! Mobile marketing these days is so important particularly for our generation as we are constantly on our phone. It will be interesting to see what comes next!
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Thanks Natalie for your comment! It is definitely an innovative marketing technique and don’t think I ever would’ve come up with that. I do agree that mobile marketing is crucial in today’s age and without a doubt will be interesting to see what comes around next!
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Hey Ian, personally I loved this idea. For something to be successful it really needs to stand out and be different in a way no one has ever heard of. I truly had never even thought of or seen airdrop being used in marketing, this could definitely be used in the future for other brands but i feel this concept would need to be used hand in hand with other techniques too. Great post!
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Hi Molly, thanks for the comment. I agree that the airdrop feature would need to be used in conjunction with other techniques as well as I don’t feel it would be strong enough on its own. Glover certainly creates some waves with this technique and would’ve received good publicity.
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Hi Ian, such an insightful post! I had no idea about the Childish Gambino shoe stunt and think it is such a great way to get people talking and have your brand or product out there! I think it is effective, more for the fact that is a statement and stems a topic of discussion! I do however, find location based marketing and push notifications invasive so therefore am sort of contradicting myself! Whats your verdict on other forms off marketing these days being invasive?
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Hey Steph, thanks for the comment! I think you’re right when it comes to how it is a talking point as I haven’t quite seen anything like it before. Location based marketing and push notifications from strangers are definitely a bit intrusive. I think forms of marketing like this are revolutionary but too invasive so I’m not sure if this is the best way moving forward.
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