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Mobile Marketing

The mobile device marketing o mobile marketing is a sub-discipline of marketing that focuses on reaching users of mobile devices such as smartphones and tablets.

Mobile device marketing activities focus on presenting information, content and, of course, commercial promotion in an ideal way for mobile devices. This means that the websites have to be structured differently so that they can be rendered on mobile devices, and instruments that are not present at all in online marketing can be used, such as QR codes.

Marketing Tools Mobile Device

A variety of tools can be used in mobile device marketing. Typical marketing methods are, for example, the following:

  • Web mobile device: Mobile websites can be used by online stores to increase their turnover, and advertisers can place banners on mobile websites.
  • Mobile Apps: Like websites, applications are suitable for integrating advertising banners or for increasing awareness of the company. Apps can be used to implement services, a customer account or shopping solutions, for example.
  • M-commerce: In the context of M-Commerce, web stores optimized for mobile devices or shopping apps are launched that, unlike non-optimized stores, make it much easier for customers to buy mobile phones.
  • SEO mobile device: Search engine optimization is used differently in connection with mobile device marketing. Here, for example, local SEO aspects are in the foreground.
  • Mobile device payment: With mobile device payment, at least one of the participants uses mobile device technology. A typical example is near field communication (NFC), with which you can even make cashless payments in a store.
  • Mobile Device Banking: In the field of mobile device banking, users can access account data and carry out transactions (for example, bank transfers) through their mobile phones.
  • Value added services: Value-added services can also be used for mobile device marketing, for example, to organize an SMS contest.
  • Commercial promotion by SMS: SMS commercial promotion is a difficult field, since the owner of the mobile device must explicitly accept its use as an advertising medium. In spite of everything, if the advertiser has this permission, the advertising SMS can receive a high level of attention.
  • Mobile coupons: Mobile coupons can be used in sales promotions, for example for special offers on certain products. With the help of QR codes, mobile coupons can be redeemed at stationary stores.


Mobile device marketing has enormous potential. Advertisers can communicate directly with their target audience - you can have access in a dialogue and interact, while the classic commercial promotion is always in one direction: from the advertiser to the customer. There is no feedback.

Mobile device marketing gives advertisers the ability to personalize their ads, making it attractive to customers regardless of time and location, and fostering engagement. Many smartphone users are constantly discoverable, and they hardly miss a notification on their device. Youth target groups, in particular, can be addressed with mobile device marketing.

Critical aspects

Mobile device marketing campaigns are at an early stage, as consumers are not yet aware of all the possibilities that their mobile device has to offer. In this way, explanations and accompanying measures are always indispensable. Another major problem with mobile device marketing is high costs, which are offset by a relatively low success rate.

For example, users will generally not be satisfied if they pay for an application that is full of commercial promotion. At the same time, there is a unilateral dependence on mobile device providers, mainly with regard to payment processing in the area of micropayments.

Mobile device marketing operating systems

According to a Statista study, the global market share of mobile operating systems with mobile device Internet access is divided into seven operating systems. In July 2014, Android had the largest market share (53,51%), followed by iOS (24,90%).


Android or Android OS is an operating system and an app platform in one, used on mobile devices such as smartphones and tablets. Android is an open source system of the Open Handset Alliance (OHA), founded by Google in 2007. Android is enabled as open source and can be implemented by the device vendors themselves.[1] Members of the OHA agree to only manufacture Android-compatible devices. Around 78% of all smartphones delivered in Q4 2013 used Android as the operating system.[2]

Android overview

Android was founded in 2003 by Andy Rubin in Pao Alto and acquired by Google in 2005. Initially, it was only known for offering mobile phone software and location-based services. Only with the merger of the OHA members and with the support of Google was the first Android operating system introduced in 2008. Since then, the number of smartphones with Android operating systems has grown steadily.

At the same time as the operating system, Android also includes services such as the Android Market, which is the competitor of Apple's App Store, or the Google Maps navigation software, which uses GPS connectivity and the integrated motion sensors of mobile phones. Android. The performance and functionality of an Android device depends on the manufacturers and their extensions.

Android functions

Android is based on a Linux kernel, responsible for memory and process management, and uses different parts of the Java programming language, such as class libraries and a Java-based virtual machine (Dalvik), which acts as a runtime environment. [3] Dalvik was developed by Dan Bornstein in the Google search engine and works like a log machine for theoretical computing: natural numbers can be stored in each register. And in each register you can perform certain arithmetic operations.

All parts of the Android system, with the exception of the virtual machine and kernel memory, are on one level. In this way, changes and additions with special services are possible at any time, in addition and exactly because the software is open source. For Android phone users, this also means that the structure of the Android system is not always obvious: each mobile device phone model that uses Android as a system may have a different user interface and functions.

Importance of Android for mobile device marketing

Since more than 78% of all smartphones use Android as their operating system, optimization and mobile device marketing for Android phones is particularly important. To get the most out of it in the most efficient way feasible, knowledge of the system architecture is an advantage. What possibilities does the system offer? How should content be coded and designed so that it can be found, read, and distributed by Android users? And since Google is the majority shareholder of Android, many search engine optimization criteria can be applied:

Websites, applications and widgets must be optimized on a mobile device basis and must have short loading times, high usability or easy navigation. The apps in the Google Play Store search engine or in the old Android Market must also be optimized.


iOS is an operating system developed by Apple for mobile devices such as Iphone, Ipad, Ipad Mini and Apple TV. The operating system is proprietary software that is used exclusively on Apple devices, but also allows the iOS SDK to produce third-party apps for the Apple App Store.

General information about iOS

Apple's iOS grew out of the prototypes of the Purple project. In 2005, Apple was going to design an Apple mobile with the appropriate software. Several modules of Apple's operating system for desktops and laptops have been specially modified for use on mobile devices. The first version of iOS was called "Mac OS running on the iPhone" by Steve Jobs.[4] At first there were special versions of iOS for different devices. Regardless, these were later merged into one operating system and implemented on devices as standard.

IOS functions

iOS is based on the MAC OS architecture and uses Unix code. Android also uses Unix as a major competitor in terms of operating systems for mobile devices, since Android is based on a Linux kernel written in Unix. The core element of iOS is the springboard - the home screen. From there, you can start apps, manage system programs, and retrieve a wide range of information. All the apps of this operating system use the Sandbox principle to guarantee maximum security. Since iOS uses its own file system, the user cannot enter the partition with the basic features (hardware control, security, system functions) of the system.[5] Only devices that have a jailbreak will allow unauthorized access from Apple. The partition for the user contains a user directory, as well as subfolders for apps, media, and user settings. Every iOS comes with a host of apps and widgets that significantly expand the functionality of your iOS, including connectivity with other Apple devices.

Examples of this are:

  • Photos: management of images, graphics and videos.
  • Music: Manage music, sounds, and playlists from iTunes and iCloud.
  • Siri: Voice control for the mobile device.
  • Maps: Navigation and traffic information in real time.
  • Facetime: Video telephony and VoIP.
  • Safari: Mobile device web browser to surf the Internet.
  • Airdrop- Share photos, videos, and contacts with other iOS users.
  • Game Center: A social games center for apps and online games.
  • Airplay: Application to transfer content to a TV or Apple TV.

Meaning of iOS for online marketing

Apple's iOS operating system is as important in mobile device marketing as Android, since they are the most widely used operating systems for mobile devices. Despite everything, Apple is regularly criticized for its focus on proprietary software and hardware, as this makes it difficult for third parties to develop iOS apps.

At the same time as the incorporation of third-party apps, fundamental factors that are not insignificant for mobile devices also play a role in mobile device optimization:

  • Mobile websites
  • Responsive designs
  • Mobile device usability
  • mobile device user experience
  • Short charging times
  • and App Store Optimization

These are the keywords that deserve attention in mobile device marketing for iOS devices.

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