Mobile marketing: what it is and what it's for
What is mobile marketing?
Mobile marketing involves specific actions and techniques designed to interact with, influence, and connect with a targeted group of users through mobile devices, typically smartphones and tablets.
Advantages of mobile marketing
Mobile marketing offers advantages when reaching out to customers and boosting the results of your campaigns. Some of these benefits include:
- Reach. Practically all potential customers have a mobile phone and/or tablet, so we have access to 100% of our buyer persona.
- Proximity and personalization. It lets you be very precise with the advertising you offer, and since users always have their mobile device nearby, you reach them at exactly the right moment.
- Impulse buying. Searching for a product or service on a mobile device generally means the user is at an advanced stage of the buying process, and impulse purchases often happen.
- Immediacy. Messages and campaigns you launch reach users almost instantly (in real time). Users always have their mobile devices ready to use.
- Measurable. Mobile campaigns deliver precise results so you can analyze the reach and effectiveness of the campaign.
- Augmented Reality and QR codes. Using Augmented Reality along with geolocation enhances the user experience and increases the chances of purchasing goods and services.
- Segmentation. It makes it easy to select a very specific audience to target, whether to build loyalty or win new customers.
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Mobile marketing formats
The formats we can use to communicate and advertise to mobile device users are varied, and many of them work well together.
The choice of format depends on specific needs and available resources. Here are the most commonly used ones:
- Advergaming. This word may not sound familiar, but that’s easy to fix. When you download a free game or app to your mobile device, you’re often asked for permission to receive ads from its sponsors. Well, by becoming a sponsor, you can get your ads directly onto those mobile devices.
- Apps. Mobile apps are vital for improving the user experience and give a huge boost to our branding efforts. They serve as a key differentiator from competitors who don’t have one.
- QR Code. The pandemic made their use fully mainstream. These are the codes that, when scanned with a mobile device’s camera, take you to a website or app. It’s an increasingly popular tool in mobile marketing.
- Emails. Data plans and Wi-Fi go hand in hand with smartphones, which makes email marketing campaigns very valuable in any mobile marketing strategy, since we all check our email from our mobile phone and tablet.
- In-app Ads. Adding ads to apps and games lets you reach a segmented audience directly. Their mobile-friendly formats give advertisers a wide range of possibilities.
- SMS. Short Message Service (SMS) may seem like a somewhat archaic system, but in some sectors, using SMS within mobile marketing is super effective despite the costs involved.
- SOLOMO. The acronym for (Social – Local – Mobile). By using mobile phone geolocation, search results become more accurate and locally relevant—for example, when looking for a place to eat. This helps improve the ROI of marketing efforts.
If you are looking for specific tools, see mobile marketing tools and how to choose them.
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