According to research, the typical smartphone user looks at their device 63 times per day. 83% of people will check their phones when socializing with friends and family, and the average daily use of smartphones is 171 minutes. We are dependent on our devices. So, having a strong mobile marketing strategy can help you reap the benefits of mobile marketing.
Mobile marketing is a subset of digital marketing that targets consumers via smartphones, tablets, and other mobile devices through a variety of channels. To appeal to individuals in the ways they currently engage with their phones, it may include SMS advertising, in-app advertisements, social network advertising, mobile search ads, and more.
The promotion of companies targeted at mobile devices is known as mobile marketing. Content for mobile marketing is tailored to appeal to mobile consumers (particularly those with smartphones). This kind of marketing is not like the other kinds. Appealing to people’s phone interactions is more effective in all facets of successful mobile marketing.
Some Advantages Of Mobile Marketing
1. Cost-effectiveness
To begin with, one of the major benefits of mobile marketing. In comparison to other marketing strategies, mobile marketing is quite economical. For instance, the production and purchasing expenses are much greater for print, TV, and outdoor media. Due to mobile marketing’s highly targeted nature, every dollar you invest is more effectively used. Additionally, you may choose the communication channels that best suit your budget from a range offered by mobile marketing.
Examine the KLM case. To get customers to book flights on their mobile devices, they ran a mobile marketing campaign. The campaign included several strategies, including providing lounge privileges and educational movies. The campaign had excellent results in its brief three-week run. The number of visitors to KLM’s mobile website increased by 17%, resulting in a 34% rise in reservations and a 38% increase in mobile income.
2. Location-Based Targeting
Are you a sports goods seller looking to reach a prospective customer base for your items? The feature for it is the location-based target. A geofence, sometimes referred to as a virtual perimeter, is a dynamic feature that operates inside a defined region. Using our example of sports items, a geofence may be installed at a hockey rink, a football stadium, or a sports bar.
Ads related to sports will appear on cellphones used by people entering the region, instead of the random content that appears in feeds when they browse the web at home. A message that is more targeted and individualized will spark interest and improve the likelihood of a successful conversion.
3. Reach To Broader Audience
You can reach a larger audience if you realize the benefits of mobile marketing. Individuals from all backgrounds, occupations, and interests dedicate a significant amount of time to using mobile devices. They are aware that with a mobile device, they can probably locate anything quicker and simpler, regardless of what they’re searching for.
It’s crucial to remember that mobile devices account for the bulk of website traffic. Over time, that tendency has accelerated and stabilized. Mobile internet traffic increased sharply. This implies that you must contact your target audience via smartphones or other mobile devices, whatever group you are trying to attract. The increasing number of mobile searches has given companies a new means of locating the precise consumers they need.
4. Scope Of Personalization
You already know as a marketer that tailored communications are more likely to be remembered and to elicit a response from customers. According to a poll conducted by a top digital marketing and analytics firm, seven out of ten customers said they like advertisements and content that is specific to their interests. Mobile marketing is quite good at this.
Not only is there content, but push alerts may also be customized. Permitted data collection facilitates user segmentation, which in turn produces effective marketing. For instance, using data from Facebook insights, Toyota USA produced 100,000 distinct video ads for a hybrid car, each tailored to the preferences of the audience. Go here to learn more about it.
5. Immediacy
It’s possible that if you send online marketing messages to desktop or laptop computers, the recipient may not notice them right away. The way people use smartphones has changed. This may be used for push alerts on mobile devices. A news app, for instance, may provide breaking news that is relevant right away. Alternatively, a retailer may promote a one-day sale.
Another approach to using this characteristic of immediacy is via important notifications that react to customer behaviors. Fintech professionals should pay particular attention to this. The first bank to provide text notifications with account balance information and the latest five transactions of a client, Lloyds TSB, is optimistic about the value of mobile as a service channel. It all comes down to giving the client an option on how to get in touch with the bank. The importance of mobile marketing lies in using push notifications.
6. Instant, Real-time Transactions
The incomparable advantage of encouraging immediate transactions is provided by mobile marketing to e-retailers. You can quickly meet customer requests. In-store transactions of this kind could also be available. According to a recent study, 61% of customers say they are now substituting mobile payments for cash purchases, while 39% of consumers say they would use mobile payments more if more businesses and applications supported them.
Additionally, a growing number of customers have grown to rely on the ease of mobile purchasing. To provide a smooth, omnichannel experience, the jewelry business Catbird developed a unique mobile commerce theme that operated independently of the desktop site. Transactions on mobile devices increased by more than 45% as a result. It is one of the vital benefits of mobile marketing.
7. Combining Social Media Marketing
Social media use is comparable to the number of individuals who use cell phones. Billions of people utilize the most widely used sites, including Facebook and Instagram. Because it’s fast and easy, most individuals check their social media accounts on their phones. Additionally, spending time on social media sites creates chances to reach the correct audience.
It makes sense to combine social media (SM) with mobile marketing for any new offers, extra campaigns to improve existing offers, or anything else that can be done with the aid of social media.
8. Omnichannel Reach
It may seem that mobile marketing is a single, cohesive process. Yet, the phrase truly refers to a variety of platforms, providing you with a wide range of efficient customer-facing options. For example, the bulk of website traffic these days originates from mobile devices. Additionally, there are smartphone applications that provide a personalized experience. Alternatively, consider SMS messages, which have a 98% average open rate.
It’s also beneficial to reach out in other ways. To provide one more example, mobile phones may be used to scan QR codes found in print or outdoor spaces to access more offers and information. You may design a mobile strategy that reaches your prospect with the appropriate message at the appropriate location at a suitable time based on their past actions and behavior.
This comprehensive guide is useful since Google has identified push notifications as a significant marketing trend that marketers can no longer ignore. It is one of the best benefits of mobile marketing.
9. Sharable Content
It needs assistance from others to become viral. If people are not engaged with your campaign, no matter how good it is, it will be useless. Reaching as many prospective leads as you can is the aim of the snowball effect. How better to do this than by encouraging as many people to interact with a social media post as possible? The importance of mobile marketing is that it can help you do that.
Do you recall the publicity that the ALS Ice Bucket Challenge garnered? The popularity of it was so great that sportsmen and A-list celebrities took part. Naturally, you’ll need to find other strategies to encourage participation if your goal isn’t to raise funds for charity, as this challenge was.
One idea would be to provide a little discount voucher or a piece of branded product to every person who shares the post. A free software trial might be an additional one. In the end, the goal is to get as much visibility as possible; if doing so means helping people more, then so be it.
Obstacles in Mobile Marketing
Although there are many benefits of mobile marketing, there are several obstacles and limitations that marketers must consider:
Accessibility: It might be difficult to provide material that is both browsable and available to all mobile users. While most cell phones are smartphones, not all of them are. Your ads won’t be seen by members of your target demographic who don’t own smartphones. On the other hand, you may expand the number of devices on which your content can be accessed with the appropriate approach.
Data Limitations: Access to data is becoming easier and easier. But it’s too expensive for a lot of prospective users to use carelessly. This implies that a user’s access to your material may be restricted by user data limitations. One of the difficulties in creating marketing material and mobile advertisements is this. While image is crucial, it must be balanced with the need for simpler access. Mobile users are limited by:
- The data plans and their device’s processing speed.
- Their data limitations.
Campaigns for mobile marketing need to consider these concerns.
Possibility of Going Viral—But Not For What You Think: Mobile marketing content has more viral potential since it is easier to distribute; nonetheless, it is crucial to keep in mind that material may sometimes become viral for the wrong reasons. Editing draft content thoroughly is essential, and it’s best to have many sets of eyes review it to ensure nothing is missed.
FAQ
Q: What role does digital marketing play in mobile marketing?
A: Reaching clients wherever in the world is one of mobile marketing’s benefits. Data analytics and targeting capabilities allow marketers to instantly reach consumers with personalized and relevant messages.
Q: To what extent is mobile marketing effective?
A: One of the most successful online advertising formats is mobile advertising. Since mobile users now make up the bulk of internet traffic, you can completely change your digital marketing approach by reaching your clients wherever they are and providing them with high-quality advertisements.
Q: How does mobile marketing determine who to target?
A: Through a range of strategies, mobile marketing seeks to engage and persuade target audiences who use mobile devices. This may include paid mobile advertisements, mobile SEO, social media marketing, and more.
