Mobile marketing is a great way to reach out to your audience. With the invention of smartphones and tablets, now it is easier to reach out to the target audience through messaging, feeds, and other innovative techniques. Hence this blog discusses how mobile marketing can help you in business growth. It is estimated that there are over 3.6 billion smartphone users worldwide. This number is predicted to grow up to 4.3 billion in 2023 (Statista).

1. What is Mobile Marketing?

Mobile marketing is a marketing method that uses mobile devices for advertising and promotion of a product or service. Mobile devices like computers and smartphones allow users to access content or location-based services. Mobile marketing gained importance due to the increased usage of these smart mobile devices.

Here are some more data to demonstrate the importance of mobile marketing for marketers:

• Global advertising will hit $300 billion by 2023.
• Two-thirds of the budget Amazon spent on digital ads was mobile.
• 92% of Facebook’s advertising revenue comes from mobile.
• In 2021, Android and iOS app revenue reached $133 billion.
• Consumers spend more than 5 hours a day on their smartphones.

2. How Mobile Marketing Works?

Mobile marketing may include promotions delivered via SMS text messages, MMS multimedia messages, via downloaded applications via push notifications, via in-app or in-game marketing, via mobile websites or through the use of a mobile device to scan QR codes.

Proximity systems and location-based services can notify users based on geographic location or proximity to a service provider. Mobile marketing is an essential tool for businesses large and small as mobile devices have become ubiquitous. The major players in this space are brands (and the companies they represent through advertising) and service providers that enable mobile advertising.

Mobile advertising isn’t based so much on demographics as it is on behaviors (although demographics play a role, such as the fact that iPad users tend to be older and more richer than android users).

A notable behavior in the mobile marketing space is known as “snacking”. When mobile device users connect to media or news for a short time. Striving for instant satisfaction means more touchpoints for sellers. When it comes to mobile marketing, the device (particularly the screen size) makes a difference; Smartphone and iPad tablet users react differently to mobile marketing.

For example, smartphone users tend to find informative content most relevant, while iPad users tend to be more intrigued by interactive advertising that offers media-rich presentations with eye-catching images (content’s message is secondary).

3. Pros & Cons of Mobile Marketing

The following points are the advantages and disadvantages of Mobile Marketing:

3.1. Advantages

• Compared to related online advertising, mobile marketing is much more accessible. You don’t need high-end technology or significant technical experience to get started. The success of mobile marketing campaigns is also easier to measure.
• Mobile marketing is also extremely profitable. There are a variety of options to choose from to suit any budget, and the impact they can have compared to the cost is significant. In a common comparison, social media ads are significantly cheaper than buying advertising space. for radio or television.
• Mobile marketing can also reach customers in real-time, regardless of where they are. Radio or TV marketing only works if a customer is in front of the television or has the radio on.

3.2. Disadvantages

• There are privacy issues surrounding the use of data collected from mobile devices and whether companies have the right to collect such data without explicit consent. Data theft or lack of information security. Some also think tracking a person’s locations and movements is overkill.
• A particular disadvantage of mobile marketing is that it has the potential to increase costs for the user. For example, if a campaign directs a user to a video that requires a significant amount of data, and the user does not have an unlimited data plan, they may use up their monthly data quota or incur charges if they exceed their quota.
• Mobile marketing must also be perfect right from the start. With users having shorter attention spans and a variety of companies competing for their attention, a poor mobile marketing plan will fail to capture the user’s attention and may lose interest forever.

4. What are the types of Mobile Marketing Campaigns?

5. Examples of Mobile Marketing

5.1 Samsung

For the launch of its Galaxy S6 phone, Samsung worked with Indian tech company InMobi to develop interactive displays. These ads created a personalized mobile ad unit with real-time battery ID that presented the product and service to a user with a demo on their phone when their battery was low. The mobile ad highlighted the new phone’s “super-fast charging capability,” especially when the battery was low, and encouraged them to switch to the new phone. (Inmobi)

5.2 Pond’s

Pond’s is another company that has partnered with InMobi. Pond’s created an ad for one of its acne products that was interactive in that when a person looked at their phone, the camera would capture their facial features and highlight acne-prone areas. Advertising does not require downloading any software or requiring the user to visit another website. (Inmobi)

5.3 ‘Evil Snowmen’: Nissan

Nissan created the Evil Snowmen ad for its Rogue SUV. The ad was video of his Rogue SUV battling a gang of snowmen. The ad also included on-screen hotspots that users could touch to learn more about the SUV’s features. Other hotspots also gave safety tips on the weather and snow. (Adweek)

5.4 Piece of the Pie Rewards: Domino’s

When Pizza Hut was the official sponsor of the Super Bowl, Domino’s had to “make it big” to garner attention. And the brand has achieved this feat through its innovative Piece of the Pie Rewards program.

It allowed customers to sign up for the rewards program and earn 10 points for scanning any pizza. Yes, any pizza, even if it wasn’t Domino’s! When earning 60 points, the participant receives a free pizza from Domino’s!

This mobile guerrilla marketing campaign only required a simple AI-powered mobile app to scan pizza, which in turn contributed to tons of user-generated content and increased brand awareness.

5.5 Send Us a Text: Ford

Car manufacturer Ford implemented a simple but effective mobile marketing strategy to promote its Escape and Taurus lines. They asked their audience to text “FORD” to 63611 to learn more about cars. In response to this call to action, Ford collected key details from its prospective customers, information such as their names, zip codes, and the type of vehicle they were interested in. After that, a Ford dealer would be responsible for closing the deal. And in case the SMS-
marketing attempt failed, the brand ran effective retargeting campaigns to capture their interest. And for those who thought texting was dead, this mobile marketing campaign boosted conversion rates by 15.4%!

5.6 Burn That Ad: Burger King

Burger King isn’t afraid to poke fun at the competition. The brand ran a (very successful) real-time troll campaign called “Burn That Ad”.

Smartphone users could download Burger King’s mobile app and use augmented reality (AR). ) to virtually locate and Burn your rival’s ads and win a free Whopper. Granted, it’s not the most elegant (or ethical) way to improve conversion rates, but the mobile marketing campaign was too smart to take it seriously taste. Customers enjoyed trying out the new technology and Burger King managed to get the most out of its competitor’s investment!

5.7 #MyCalvins: Calvin Klein

Sometimes a mobile marketing campaign is about capitalizing on an existing opportunity! When supermodel Miranda Kerr used the hashtag #MyCalvins, little did she know she was about to launch a mobile marketing campaign for the brand! His post, which currently has more than 185,000 likes on Instagram, offered a unique insight into the social media platform’s ability to engage. The brand then brought together other celebrities like Trey Songz, Fergie, and Chiara Ferragni along with influencers like Aimee Song and Bryanboy to spread the hashtag far and wide. The trend that started in 2014 is still relevant today!

5.8 IKEA Place: IKEA

IKEA Place serves the dual purpose of allowing smartphone users to browse through its catalog and see how a piece of furniture would fit into its intended environment. To achieve the latter, the mobile app uses augmented reality (AR) to overlay a true-to-scale image of the object against the background captured by the camera.

This creative solution has brought IKEA Place more than 370,000 monthly active users worldwide. Minutes into the app, a noticeable increase over the other 3 minutes.

6. How you can leverage mobile marketing for your business?

1. Optimize Your Website for Mobile Users

Optimizing your business website is one of the most important ways to leverage mobile marketing for your business. This is the most important part of a mobile business strategy.

As a business, your website is your primary marketing and communication tool that connects you with your audience. Therefore, your website needs to be optimized for mobile users.

The first thing to do here is to create a website with a responsive design. This delivers an optimal version of your website for every device your visitors use (tablets, smartphones, iPods, etc.). The website automatically adapts to the screen of the device your customers are using, giving them an exceptional experience on Website Zero. of rendering problems.

Make sure you have a strong user experience for mobile users. Also, make sure your website meets search engine requirements to be mobile-friendly. It should also load quickly on any device and not throw mobile-specific errors. In general, you’re looking for a responsive design that better represents your products.

2. Leverage Video Content for Mobile Users

Video continues to be one of the most engaging types of content on the web. This is because the engagement level of video content is always higher than any other content. Video content has also been shown to perform better than ads. They pay attention to video content.

Don’t believe me, look at the data:

• Statistics show that the number of online shoppers will exceed 2 billion as of 2021.
• The YouTube platform has more than two billion users.
• More than a billion hours of YouTube videos are consumed every day.
• About 80% of video marketers say that videos have increased their sales. , while 84% of customers say they bought goods or services after watching a video.
• Video content currently accounts for 82% of internet traffic.

3. Leverage on Social Media Marketing 

Social media marketing refers to the process of using social media platforms like Facebook, Instagram, and Twitter to market your products and services to your target audience.

The latest social media stats show that there will be 3.78 billion social media users worldwide in 2021, and that number is expected to grow to 4.4 billion by 2025. As internet access and smartphone usage increase worldwide, it is estimated that the active users of mobile phones are social networks 4.08 billion according to Statista.

The statistics above show that many people are using social networks and most of their users are mobile users. Therefore, to successfully use mobile marketing for your eCommerce business, you need to integrate social media marketing.

To effectively target your mobile audience on social media you need to:

• Identify and define your goals.
• Define your target group.
• Choose the right social media channel.
• Create and share content that resonates with your audience.
• Use paid ads.
• Make use of retargeting strategy.

Some content that resonates with social media platforms include:

• Video
• Images
• Testimonials
• Memes/Jokes
• Infographics

Advertising on Facebook and Instagram is an effective way to drive traffic to your websites. You can do this by targeting your ads in terms of geography, location, interest, etc. You can even choose to only target mobile users. Make sure to optimize your ads to fit your mobile users’ screens, while also being aware of the platform’s unique attributes and how they affect the ad format you use.

For example, if you’re showing a video ad on Facebook, keep all the essential information at the beginning of the video and use a static but highly descriptive image to introduce the video. That way, if users don’t listen to the video or skip it, they can still absorb the core message you’re trying to evoke.

4. Mobile Apps

5. Leverage Email Marketing

6. Leveraging search and display Ads

Advertising is generally one of the most effective ways to reach a wide audience, create awareness, and drive traffic to your website. There are a variety of mobile marketing opportunities that you can take advantage of by using this channel. The important thing here is knowing when and how to use them.

For example, display ads on Google can help you target mobile users and serve ads to your target demographic. When using display ads, make sure your ads are optimized for mobile screens. Create concise copy and use clear, relevant images with a call-to-action button that’s easy to click from a touchscreen phone.

You can also target users based on their location and other key demographics that only apply to mobile users consuming content on the go.

Search ads, on the other hand, are your pay-per-click (PPC) ads, which are great for targeting specific audiences. A well-designed mobile PPC campaign increases website traffic and conversion rates. Increasing website traffic and conversion will likely benefit since you only pay when someone visits your website. This allows you to manage costs while increasing website traffic and reaching new customers.

Google Ads also lets you allocate a budget to your campaigns based on devices like smartphones, tablets, and desktops, and set different CPA (cost-per-acquisition) targets for each.

Conclusion

Mobile phones are an integral part of our daily lives. In fact, the average American spends almost four hours a day on their phone. As a business owner, it’s important to understand how mobile marketing is important for your business growth. We hope you enjoyed this blog on mobile marketing.

FAQs on Mobile Marketing

1. What are the mobile marketing campaigns?

In the following mobile marketing campaign examples list, here are some common themes that may be visible. A successful mobile marketing strategy could focus on any of the above goals or a combination of them:

• Increase brand awareness among the target group.
• Retain customers and increase your overall lifetime value.
• Hassle-free after-sales customer service and onboarding.
• Get legitimate signup requests by providing instant value.
• Notify smartphone users of ongoing promotions.
• Share real-time updates through push notifications in mobile apps.
• Gather valuable feedback. Run an effective referral campaign.
• Personalization through dynamic content. Keep an eye on user activity.
• Offer location-based services and offers. Increase the sale of a product or service to a target audience.
• Track transactions or trigger campaigns in response to a user’s action or inaction.
• Win back customers who are on the verge of abandonment.

2. What are the important mobile marketing metrics?

There are many metrics can provide a bigger picture based on the requirements of the marketer. There metrics that calculate engagement, conversion, performance and vanity metrics.

The most general metrics to look if your are specific then those are:

• Cost Per Install (CPI) / Cost of Acquiring a Customer (CAC)
• Customer Lifetime Value (CLTV)
• Average Revenue Per User (ARPU) & Average Revenue Per Paying User (ARPPU)

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