MOBILE MARKETING: Definition, Example & All You Need To Know

mobile marketing
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Are you currently using mobile marketing to increase foot traffic? You ought to be. For the foreseeable future, the global pandemic has transformed the way people shop. You’ll need to market where your clients are if you want to capture their attention and drive foot traffic. This is increasingly happening on their mobile devices. According to eMarketer, the number of shopping app downloads increased by 20% between January and April. According to App Annie, American shoppers will spend 1 billion hours shopping on Android devices in 2019, up 50% from 2019.

Mobile Marketing

Mobile marketing is a multi-channel digital marketing approach aiming at reaching a target audience via websites, email, SMS and MMS, social media, and apps on their smartphones, tablets, and/or other mobile devices. Customers have begun to transfer their attention (and expenditures) to mobile in recent years. As a result, marketers are following suit in order to achieve real multichannel engagement. Marketing is becoming more fragmented as technology becomes more fragmented. Content must also be strategic and highly tailored in order to gain and maintain the attention of potential buyers.

In terms of mobile marketing, this entails considering devices and leveraging SMS/MMS marketing as well as mobile apps. When it comes to developing a short- or long-term marketing strategy, mobile marketing is a critical component. There is a mobile marketing channel for every section of your audience where they are most comfortable, from email to pay-per-click (PPC), search engine optimization (SEO), content marketing, and social media marketing. To be effective with mobile marketing, you must create a consistent experience that customers expect which can be difficult to do when you’re trying to acquire, engage, and retain users across several platforms.

By employing mobile devices to connect with more consumers in real-time at any point in the customer lifecycle, mobile marketing can do wonders for boosting brand value and demand for your products or services. Mobile is also slowly increasing in popularity.

Advantages and Disadvantages of Mobile Marketing

#1. Advantages

In regards to online-related advertising, mobile marketing is much easier to access. You don’t need high-level technology or significant technical experience to get started. It’s also easier to measure the success of mobile marketing campaigns.

In addition, mobile marketing is incredibly cost-effective. There are many options to pick from for any budget, and the impact can be tremendous when contrasted to the cost. In a frequent comparison, social media commercials are far less expensive than buying radio or television ad space.

Mobile marketing allows you to reach customers in real-time, no matter where they are. Only when a customer is in front of the television or listening to the radio can radio or television marketing work.

#2. Disadvantages

There are privacy concerns about how mobile device data is used, as well as whether firms have the right to gather such data without explicit agreement. If such information comes into the wrong hands as a result of data theft or poor security, it might be exploited for identity theft or spamming. Furthermore, some may consider the tracking of an individual’s whereabouts and movements to be illegal.

One disadvantage of mobile marketing is that it has the potential to increase the user’s costs. If a person is sent to a video that takes a considerable amount of data and the user does not have an unlimited data plan, the campaign may deplete their monthly data allocation or result in costs if they exceed their allotment.

Mobile marketing must be flawless from the outset. Because consumers have shorter attention spans and a plethora of organizations vie for their attention, a poor mobile marketing strategy will fail to capture a user’s attention and may result in them losing interest permanently. As a result, a mobile marketing strategy cannot afford to be anything other than excellent.

How Do You Start a Mobile Marketing Business?

#1. Set Up a Mobile Website

People nowadays use their smartphones for virtually everything, thus it’s critical that your website is structured properly for mobile viewing. Many organizations offer automatic methods that transform your existing website for viewing on a mobile platform if you already have one. Two fantastic examples of firms that do this are WordPress and GoDaddy.

Other companies, known as plug-and-play platforms, generate an entirely new version of your website specifically for viewing on a mobile device. If you’re comfortable with computer code. Another option is to include a line of code on your website that detects the screen size of the device being used and changes the site accordingly.

#2. Set Up Your Business on Location-Based Platforms

Set up your business on location-based networks like Foursquare, Gowalla, and Facebook. Places is a great way to reach a bigger audience and begin executing mobile ad campaigns. Foursquare was a pioneer in this area, allowing businesses to run promotions. Such as offering discounts if a certain number of visits or “check-ins” on the app are met.

#3. Dive Deeper

You must totally immerse yourself in the experience to obtain a true sense and comprehension of mobile ad marketing. Start using location-based platforms wherever you go to gain a sense of how people might use their mobile devices for consumer transactions. More so, check-in, utilize the many applications available for paying in restaurants. Or grocers, look at adverts and run various voice searches. This might assist you in creating more efficient mobile ad campaigns.

#4. Start a Mobile Ad Campaign

It’s time to set one up for your business once your website is optimized for mobile browsing and you’ve figured out how mobile ad marketing works. For businesses to gain attention, mobile ad campaigns are critical. If you own a skateboard store in the area. You’ll want to make sure that when someone searches for “top skateboard shops near me,” your shop appears.

Campaigns for mobile ad marketing can be in a variety of ways. Flat rates for running an ad for a set period of time. As well as cost-per-click, cost-per-thousand, and cost-per-acquisition are examples. All of the major social media networks, like Facebook, Google, Apple, Instagram, and others, allow you to create your own mobile marketing campaign.

#5. Utilize QR Codes

QR codes, or information-carrying square bar codes, can be in a variety of places and when with a phone’s camera. Connect users to a website that displays a business’s website, promotions, or other vital information. Also, they’re a quick and easy approach to promote your company.

Examples of Mobile Marketing

#1. Samsung

Samsung collaborated with Indian tech firm InMobi to create interactive commercials for the launch of its Galaxy S6 smartphone. When a user’s battery levels were low, these ads developed a customized real-time battery identification mobile ad unit that exhibited the product and service to them with a demo on their phone. When their battery was low, the mobile ad the new phone’s “ultra-quick charging capability,” urging customers to upgrade to the new phone.

#2. Pond’s

Another brand that has worked with InMobi is Ponds. Pond’s designed an interactive ad for one of their acne products. In which the camera captured a person’s face and highlighted acne-prone areas when they looked at their phone. The advertisement did not force the user to download any software or visit any other websites.

#3. Ruffles

Ruffles saw a drop in sales in Brazil and decided to use interactive marketing to reach out to youngsters. It developed AmiGo, a mobile reality game. Friends saw what the user’s camera showed them, while the user saw what the game showed them. Friends would see Ruffle chips everywhere around the user and may use voice commands to direct their friend to the chips. Similarly, the user would gain additional points for collecting more chips. On its social media pages, Ruffles ranked the highest-scoring users.

#4. Nissan

The “Evil Snowmen” ad was made by Nissan for its Rogue SUV. The commercial included a video of Nissan’s Rogue SUV fighting a gang of snowmen. Users could touch hotspots on the screen in the advertisement to learn more about the SUV’s attributes. Weather and snow safety advice was also available at other sites.

Components of mobile marketing

Text messaging and smartphone apps are only the tip of the iceberg when it comes to mobile marketing. Therefore, you must consider responsive design across the board to have a consistent marketing experience.

#1. Mobile-friendly websites

Mobile-friendly information fits on the screen without scrolling or zooming from side to side, loads quickly, and is error-free. Hence, the most crucial reason to keep your site mobile-friendly is to provide a consistent and enjoyable user experience (UX). Every stage of the buying cycle is by mobile UX.

#2. Mobile-friendly marketing SMS and MMS messages

You can provide content to clients via SMS (short message service) and MMS (multimedia message service) messaging. But it’s crucial to use these channels intelligently. Learn the finest strategies for getting your message to your customers quickly. As well as the cardinal rules for a successful campaign, whether it’s through promotions, videos, product alerts, or reminders.

#3. Mobile-friendly advertising and landing pages

On mobile platforms, 57% of email is open, and 69 per cent of mobile consumers trash email that isn’t for mobile (Litmus). As a result, responsive design an approach that dynamically transforms webpage content for optimal viewing on any device is critical in your communications. Also, don’t overlook landing pages. If your email is mobile-friendly, but the click-through takes the visitor to a landing page that isn’t mobile-friendly.

#4. Mobile-friendly apps

Mobile apps can help you build deep interaction with your customers if you have the correct strategy and roadmap in place. In addition, examine the many sorts of apps productivity, commerce, engagement, and to see if a mobile app is the best way to achieve your acquisition, engagement, and conversion goals.

#5. Mobile-friendly MarTech

Only a quarter of smartphone apps is once. How can you ensure that your company’s mobile app stands out among the 50 to 100 apps that most users have on their phones? Also, the requirement to promote continuing app download installs, and usability improvements is one of the many unique marketing problems by mobile app creators. Consequently, marketing automation can help companies with mobile apps increase app downloads, user retention, engagement, and revenue.

Mobile Marketing vs. Traditional Marketing

Mobile marketing, unlike traditional marketing, takes advantage of the fact that many people carry their phones with them everywhere they go. As a result, location-based services can collect client information and then offer coupons, deals, or promotions based on the consumer’s proximity to a business or a location they frequent.

These marketing strategies can be more focused and personalized for each individual user. Making them more effective for the marketing organization. A marketing effort that sends customers food-related coupons whenever they come within half a mile of a specific supermarket is one example.

Conclusion

Mobile marketing may drastically enhance app installation rates. A mobile marketing strategy, on the other hand, requires a lot of thought and experience to determine the ideal approach to increasing app installs. You’ll need to take a holistic approach to understand the space.

FAQ

Which mobile marketing is best?

Google Ads, Facebook, and Unity (in Europe, the Middle East, and Africa) are the top 3 mobile advertising channels in terms of ROI. Forget just banner ads mobile advertising formats today include SMS text messages, interactive ads, rich-media ads, push notifications, click-to-call ads, and in-app interstitials.

What are the features of mobile marketing?

Mobile marketing puts you in direct and consistent contact with customers, enabling you to establish long-term relationships with them. Furthermore, marketing ads can be saved and forwarded by customers who receive them, meaning you are able to reach a broader audience with no extra time, cost or effort on your part.

What is mobile marketing strategy?

Mobile marketing is a multi-channel, digital marketing strategy aimed at reaching a target audience on their smartphones, tablets, and/or other mobile devices, via websites, email, SMS and MMS, social media, and apps.

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