{"id":96270,"date":"2020-02-27T08:26:56","date_gmt":"2020-02-27T08:26:56","guid":{"rendered":"https:\/\/mailrelay.com\/blog\/2026\/09\/28\/the-5-most-important-mobile-marketing-tools\/"},"modified":"2026-09-28T12:59:29","modified_gmt":"2026-09-28T12:59:29","slug":"the-5-most-important-mobile-marketing-tools","status":"publish","type":"post","link":"https:\/\/mailrelay.com\/en\/blog\/2020\/02\/27\/the-5-most-important-mobile-marketing-tools\/","title":{"rendered":"The 5 most important mobile marketing tools"},"content":{"rendered":"\n

What is mobile marketing? First of all, although it may seem obvious, we need to talk about what mobile marketing<\/strong> is, since nowadays 360\u00ba strategies<\/strong> and the dominance of mobile over other devices make it seem like “everything is mobile marketing”.<\/p>\n\n

Although almost every self-respecting advertising campaign<\/strong><\/a> has a little or a lot of mobile in it, it’s important to understand that a company using mobile-based campaigns has its focus not on the future, but on the present of advertising.<\/p>\n\n

Let’s get into it and break down all the elements that can be involved in mobile marketing into 5 distinct tools<\/strong>, each with its own set of resources:<\/p>\n\n\n

\"Mobile<\/figure>\n\n

<\/p>\n\n

\u00b7 Mobile apps – mobile app marketing<\/h2>\n\n

There’s no doubt about it: the best way to reach a mobile user is through an app installed on their device.<\/strong><\/p>\n\n

Apparently, the first need it covers is its own usefulness; however, brands that choose to develop an app achieve an effect that goes far beyond that.<\/p>\n\n

Many of the needs an app solves can be met without much difficulty through a mobile-optimized website, even with fewer technical issues than a mobile app developer would face.<\/p>\n\n

An app is, for mobile marketing, the new loyalty card. <\/strong> <\/p>\n\n

When a user downloads the app onto their device and logs in with their account, they’re putting the company right in their pocket, including it in their list of favorite utilities and sources of information<\/strong>, among their go-to brands.<\/strong><\/p>\n\n

\u25ba Loyalty strategies<\/h3>\n\n

Loyalty strategies through Mobile App Marketing are developed in multiple ways and with different objectives:<\/p>\n\n

\u25cf Belonging<\/strong> to a group, the user becomes part of the community simply by having an account, just as has always happened with any brand’s membership cards.<\/p>\n\n

\u25cf Conversational user communities<\/strong>, when the app has forums or discussion spaces about news, products or services.<\/p>\n\n

\u25cf Immersive experiences<\/strong> through augmented reality or advergaming.<\/p>\n\n

\u25cf Exclusive content<\/strong> and priority access to content from entertainment brands or audiovisual platforms.<\/p>\n\n

\u25cf Couponing<\/strong>, through which apps reward users with coupons or discounts, which can increase the conversion rate of their e-commerce platforms.<\/p>\n\n

\u25cf Strategies linked to geolocation<\/strong> (we’ll talk a bit more about this below).<\/p>\n\n

\u25cf Exclusive features<\/strong> for mobile or special prices<\/strong> only available through the apps.<\/p>\n\n

\u25ba Long live the apps on your phone<\/h3>\n\n

Also, although deleting a free app only takes a couple of clicks, once an app makes it onto a mobile phone, it usually stays there for a while, which is why we rank mobile apps as leaders in Mobile Marketing.<\/strong><\/p>\n\n

\u25ba Mobile App Marketing tools<\/h3>\n\n

There are countless mobile marketing tools to make the most of, optimize or analyze an app, such as Singular, Adjust, Mixpanel, CleverTap, Notificare, Gainsight PX, Smartlook, PendoPlatform, Forcemanafer, Amplitude, Pyze\u2026 the list is endless, just like the features of each one.<\/p>\n\n

\"Social<\/figure>\n\n

<\/p>\n\n

\u00b7 Social media marketing<\/h2>\n\n

\u25ba The power of social media<\/h3>\n\n

Although they are multi-device tools, mobile marketing unlocks endless possibilities in advertising strategies when we dive into the tools they offer:<\/p>\n\n

    \n
  1. Facebook<\/li>\n\n\n\n
  2. Instagram<\/li>\n\n\n\n
  3. Twitter<\/li>\n\n\n\n
  4. LinkedIn<\/li>\n<\/ol>\n\n

    \u25ba Facebook (& Instagram) Business Manager.<\/h3>\n\n

    The leader in this case is mobile app marketing on Facebook, with its Facebook Business Manager<\/strong>, the tool designed to manage Fan Pages<\/strong>, ad accounts, ad reports, event manager, audiences, and Facebook and Instagram campaigns, aimed mainly at businesses and advertising agencies.<\/p>\n\n

    There’s no sign of it yet, but who knows how long it will take for WhatsApp to become part of this platform \u2014 it may end up integrating following the arrival of WhatsApp Business.<\/strong><\/p>\n\n

    \u25ba Tools that make strategies easier<\/h3>\n\n

    At the same time, within Social Media Marketing, internal apps also emerge, such as:<\/p>\n\n

    \u25cf Easypromos<\/strong>, the leading app for creating all kinds of promotions and campaigns for social media, especially optimized for Facebook.<\/p>\n\n

    \u25cf Fanpage Karma<\/strong>, a tool used to analyze the relevance of your own pages or competitors’ pages, and also to pick contest winners based on various criteria.<\/p>\n\n

    \u25cf There are also other comment counters<\/strong> and random winner pickers that meet specific needs in campaign management, such as Comment Picker, Giveawation, AppSorteos, Arbitery, Simpliers, GiveawayInsta, Woobox, Random.org.<\/p>\n\n

    \u25cf Email marketing tools for communicating with participants<\/p>\n\n

    \u25ba Tools on Twitter<\/h3>\n\n

    Twitter also has multiple content managers for scheduling and monitoring personal and corporate profiles, such as Hootsuite, TweetDeck<\/strong> or Buffer<\/strong> among the best known, as well as internal tools like Twitter Media Studio, Twitter Ads<\/strong> or Twitter Analytics<\/strong>.<\/p>\n\n

    \u25ba Not forgetting LinkedIn<\/h3>\n\n

    As for LinkedIn, the best way to manage its pages \u2014 although it also lets you schedule certain posts using tools like Hootsuite<\/strong> \u2014 is through its visitor and interaction analysis with its “Visitor Analytics” via the page admin panel.<\/p>\n\n

    Although it’s largely a mobile tool, LinkedIn<\/strong> has internal tools built for mobile or desktop, such as:<\/p>\n\n

      \n
    1. Talent management for hiring qualified candidates.<\/li>\n\n\n\n
    2. Sales Solutions, to identify sales opportunities.<\/li>\n\n\n\n
    3. Recruiting with job ads for companies.<\/li>\n\n\n\n
    4. Learning Solutions for employee training<\/li>\n<\/ol>\n\n
      \"Email<\/figure>\n\n

      <\/p>\n\n

      \u00b7 Email marketing<\/h2>\n\n

      Thirdly, we couldn’t leave out email marketing, one of the most important yet classic tools.<\/p>\n\n

      It’s possibly the tool that has changed the least since the recent rise of mobile marketing’s dominance<\/strong>, adapting only slightly to mobile users, along with SEO positioning, which we’ll cover further below.<\/p>\n\n

      Because of this boom, it’s essential to include a responsive design in our newsletters, bulletins and notifications sent from any platform.<\/p>\n\n

      \u25ba The best of email marketing<\/h3>\n\n

      It’s a direct channel<\/strong>, with the advantage of allowing extensive segmentation, making it possible to adapt content to each consumer segment.<\/p>\n\n

      It’s also a non-intrusive<\/strong> technique, since the user has explicitly agreed to receive communications from the brand, which is why its conversion rate is among the highest relative to impressions.<\/p>\n\n

      \u25ba Challenges in a mobile email marketing campaign<\/h3>\n\n

      One of email marketing’s biggest enemies is the spam folder<\/strong><\/a>, or unwanted mail. To avoid it, we need to follow a series of best practices and send from solid<\/strong>, trustworthy platforms like Mailrelay<\/strong>.<\/p>\n\n

      One of the keys to avoiding ending up on a blacklist of rejected IPs is having a clean database, which means removing inactive users or email accounts, and relying on scoring systems that assign email accounts a reputation score based on open rate or domain validity.<\/p>\n\n

      The first goal we need to overcome once we’ve managed to get an email into the inbox is the “open rate<\/strong>“.<\/p>\n\n

      The key lies in the subject line: giving a clear message or one that sparks curiosity, including an appealing call to action, and using emojis that help your message stand out among those competing for the user’s attention… There’s a lot to take into account for this fundamental part of the strategy.<\/p>\n\n

      If in doubt, you can run an A\/B test<\/strong> and analyze the open rate of each option.<\/p>\n\n

      \u25ba Segmentation to win<\/h3>\n\n

      Segmentation<\/strong> is another key element: if we manage to reach the right audience, our email won’t feel intrusive and we’ll have a much better chance of achieving the campaign’s goal.<\/p>\n\n

      And of course, content: among the best practices for creating a good email marketing<\/strong> strategy, it’s important to send messages with a clear message and a moderate length \u2014 neither too short nor too long \u2014 and actual text. That means not composing your email exclusively of images with text designed onto them, since this reduces the size of the email sent and provides readable content for the inbox providers that determine the quality of incoming messages and their potential to be flagged as fraudulent.<\/p>\n\n

      The rest is in the hands of the strategy, which should get the most out of this tool.<\/p>\n\n

      \"Geolocation<\/figure>\n\n

      <\/p>\n\n

      \u00b7 Geolocation – mobile geo marketing<\/h2>\n\n

      In recent years, thanks to the built-in GPS<\/strong> in all mobile phones, mobile marketing strategies have become an essential tool for any brand, especially those with a local presence, such as local shops, businesses of any kind or franchises.<\/p>\n\n

      Even service companies have the chance to send timely offers and special promotions to users based on their location.<\/p>\n\n

      Although this may seem like a distant future, it’s already a reality, with numerous companies using mobile marketing with strategies like these and optimization, location and opportunity-analysis tools such as:<\/p>\n\n

        \n
      1. RegioGraph<\/li>\n\n\n\n
      2. MapInfo Professional<\/li>\n\n\n\n
      3. QlikMaps<\/li>\n\n\n\n
      4. NetGeomarketing<\/li>\n\n\n\n
      5. MarktAnalyst<\/li>\n<\/ol>\n\n

        These are some of the most popular tools in geomarketing<\/strong>, but strategies related to geographic location also have a long history with mechanics or trends like geocaching<\/strong>, games in which users try to locate secret spots to solve puzzles or collect found locations, creating virtual communities linked by this activity.<\/p>\n\n

        \"Text<\/figure>\n\n

        <\/p>\n\n

        \u00b7 Text messaging<\/h2>\n\n

        Historically the first mobile marketing tool, one that has evolved with the times and remains relevant today. It’s constantly evolving and reaching new formats, thanks to its simplicity, flexibility and closeness to the user.<\/p>\n\n

        Here we need to distinguish between two very similar but different channels:<\/p>\n\n

          \n
        1. WhatsApp Business<\/li>\n\n\n\n
        2. SMS Marketing<\/a><\/li>\n<\/ol>\n\n

          \u25ba SMS marketing<\/h3>\n\n

          Alongside WhatsApp Marketing<\/strong>, which we’ll talk about later, there’s another tool that also relies on mobile messaging as a powerful way to directly reach a company’s target audience.<\/p>\n\n

          An SMS Marketing<\/strong> campaign needs a clear objective<\/strong>, like any marketing campaign, whether that’s building branding, raising brand awareness, converting to a sale, or driving traffic to your website or online store.<\/p>\n\n

          It’s important to keep landing page optimization<\/strong> in mind, just as with the other strategies mentioned above.<\/p>\n\n

          One of the advantages of SMS Marketing<\/strong> is that it has a high open rate; unlike social media, there’s no need to create recurring content around the same idea you want to convey, since all communications are also received in the same conversation thread on the potential customer’s phone.<\/p>\n\n

          To analyze SMS Marketing<\/strong> strategies, we can use tools like Google Analytics<\/strong> to identify the campaign’s effectiveness and conversion rate.<\/p>\n\n

          \u25ba WhatsApp Marketing<\/h3>\n\n

          There’s no doubt that WhatsApp is king<\/strong> of communication, crowned as the most downloaded app of the year in Spain. A free app that has become the standard for interpersonal communication.<\/p>\n\n

          In the field of mobile marketing, WhatsApp Business<\/strong> comes into play with the goal of becoming a go-to channel between customers and businesses.<\/p>\n\n

          The app’s look is similar to the WhatsApp we already know, with key differences such as the statistics<\/strong> that track the number of messages received, sent, read, etc. Some of the features of this new tool would include the response, automation and organization<\/strong> of all messages between brands and their customers, with the advantage of being a channel where the general public feels comfortable. Customers will be able to accept or block conversations, so that this new tool is minimally intrusive.<\/p>\n\n

          \u25ba First steps<\/h3>\n\n

          Keys to getting started with WhatsApp Business<\/strong> for businesses using mobile marketing as part of your strategy:<\/p>\n\n

          \u25cf Profile<\/strong> – The first thing we need to do is create a brand profile, defining the brand name. It needs to be linked to a phone number different from the personal WhatsApp we normally use.<\/p>\n\n

          \u25cf Location<\/strong> – Determine the company’s address, whether local or with a physical reference location.<\/p>\n\n

          \u25cf Website<\/strong> – Link the profile to the corporate website.<\/p>\n\n

          \u25cf Products and hours<\/strong> – Specify the products or services you offer, as well as your business hours.<\/p>\n\n

          \u25cf Database<\/strong> – Organize our customer database, segmenting audiences based on the classification that best fits our marketing strategy.<\/p>\n\n

          \u25cf Digital strategy<\/strong> – Define one or more campaigns within our digital strategy, treating WhatsApp Business as just one more piece, without underestimating or undervaluing it.<\/p>\n\n

          \u25cf Messages<\/strong> – Drafting the communications that will be sent to contacts going forward, and the creatives or designs adapted to the channel through which they’ll be sent<\/p>\n\n

          \u25cf Automatic replies<\/strong> – In case we want messages to be sent automatically when we’re not available.<\/p>\n\n

          \u25ba Tools to get the most out of WhatsApp Business<\/h3>\n\n

          Speaking of other related tools, we can highlight the following:<\/p>\n\n

          \u25cf MassyPhone and WhatsappMarketing<\/strong> – These offer features that make it easier to send mass messages and schedule them through segmented lists. They also work as a WhatsApp manager for handling customer service.<\/p>\n\n

          \u25cf WhatsDog<\/strong> – An interesting tool used to analyze the times when our contacts are online on WhatsApp, so that a campaign’s segmentation can be optimized.<\/p>\n\n

          \u25cf WhatsApp Pay<\/strong> – And we don’t want to forget to mention it. According to the company’s announcement, through WhatsApp Pay the app will soon implement the option to send money and make payments, initially between individuals, before later positioning itself as a payment option for businesses.<\/p>\n\n

          \u00b7 Finally, let’s not forget a good strategy<\/h2>\n\n

          In short, these are the main tools under which we can group practically all the mobile marketing actions that can be carried out. Creativity and mobile SEO<\/strong> optimization are key, since mobile marketing skips over many barriers by being right in the palm of the target audience’s hand.<\/p>\n\n

          However, customers are becoming increasingly demanding<\/strong> when it comes to content loading speed, device suitability and campaign creativity. That’s why having a thorough understanding of mobile marketing tools and all their possibilities (which keep growing) will ensure your campaign always lives up to expectations.<\/p>\n\n

          \"Diego<\/a><\/figure>\n\n

          <\/p>\n\n

          All these tools are part of the mobile marketing<\/a> ecosystem, which is becoming increasingly important for reaching your customers.<\/p>\n","protected":false},"excerpt":{"rendered":"

          What is mobile marketing? First of all, although it may seem obvious, we need to talk about what mobile marketing is, since nowadays 360\u00ba strategies and the dominance of mobile over other devices make it seem like “everything is mobile marketing”. 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