Journal 1

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Lombardi 1 Journal 1-2 Anthony Lombardi Southern New Hampshire University MKT 311 Professor Finui 7/2/2023

Lombardi 2 Mobile Marketing Experience Throughout my life, there have been countless times when a product or service has been marketed to me using mobile marketing. I am somebody who does not watch much cable television or even series and movies on streaming services like Netflix. The only real exception to this is when I am watching sports games on television or the rare occasions when I will watch a Netflix series such as Squid Game. With that being said, I do tend to watch YouTube very regularly, and with that comes the opportunity to be presented with mobile marketing. Almost every video I watch on YouTube has advertisements that play throughout the video, and sometimes the YouTuber even incorporates an advertisement into the video by taking time out of the video to explain the video’s sponsor and the product or service they provide. Often when the latter example happens the content creator will also include a promo code that the viewer can use to get a discount or a special promotion on the product or service. One of the most common and memorable advertisements I see on YouTube videos is for the product Express VPN. This product protects your identity online and even allows you to change your location to watch movies and series on streaming services only available in other countries. This is the perfect type of product to be marketed using mobile marketing because the people who are viewing the advertisements are already on a mobile device, and by letting them know how the product can protect their identity online, the company can very effectively reach and inform their target market.

Lombardi 3 Mobile Marketing Strategy In order to explain why I consider this to be a mobile marketing strategy, I first must define what mobile marketing is. According to DX Adobe (2021), mobile marketing is a marketing strategy that delivers marketing advertisements and messages using multiple mobile channels while also considering how advertisements look on different devices, the performance of specific mobile apps, location-based information to improve customer service, and ethical considerations. My example of YouTube advertisements for products like Express VPN aligns very well with this definition. For example, since “brands can target viewers based on their Google search history and YouTube viewing behaviors” (Clark, 2022), they are able to directly target people who searched for or watched content like the product or service being sold and can effectively reach them with the advertisement. In addition, since the viewer already has some interest in the product or service, there is a much better chance they will watch the entire advertisement, click on the link, or even purchase the product or service. They use all of this information to place the advertisement on the right mobile platform, in the right video, for the right viewers in order to increase sales.

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Lombardi 4 References Clark, S. (2022). Is Your Brand Effectively Marketing with YouTube? CMSWIRE. https://www.cmswire.com/digital-marketing/is-your-brand-effectively-marketing-with- youtube/ DX Adobe. (2021). Mobile Marketing. Adobe Experience Cloud Blog. https://business.adobe.com/blog/basics/mobile-marketing

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