Mobile marketing refers to promoting products, goods, and services through handheld or “mobile” devices. This includes devices such as smartphones and tablets and other mobile devices. This process of reaching consumers through mobile marketing is executed through using different marketing strategies that sends messages to potential customers based on things like an individual’s location, interests, and spending habits.
In the last several years, mobile marketing has become a significant part of marketing efforts for many businesses as more and more people use mobile devices and depend heavily on their cellphones. Most people can’t leave home without their phone, and it is of great advantage for businesses to leverage this human habit. In years past, the computer was the main source of online purchasing, but now that people use cellphones and tablets on the daily, and for hours throughout the day, the ease of access to online buying has exploded. A click away on a mobile device and consumers can buy whatever they need. Mobile marketing thrives because of this, and companies are constantly flooding individual’s phones and tablets with marketing messages. The constant use of cellphones also allows companies to retrieve important data that helps to campaign towards a targeted audience.
Location based marketing efforts are a large part of how marketers can reach their target audience. There are many other tactics in mobile marketing as well including sms marketing, social media marketing, mobile advertising, and much more. These mobile marketing strategies give businesses the chance to reach almost anyone. Everyone checks their phones almost without thought, always needing to see what the newest feed is on social media, checking texts, checking apps for news, etc. This need to constantly check the phone is called “snacking” in mobile marketing, and this gives businesses even more opportunity to constantly stay in touch with potential consumers and drive engagement leading to conversions.
History
Mobile marketing is a fairly new marketing process. Cell phones containing internet access date back to the early 2000’s. The first marketing campaign efforts were executed through sms messages. With the introduction of tablets and smartphones and location based technology, mobile marketing expanded to include highly personalized campaigns via mobile abs, mobile websites, and social media on the go.
Pros
Mobile marketing offers a variety of benefits for businesses aiming to find consumers, engage with potential customers, and make sales. Below are the advantages of using Mobile Marketing:
Reach a larger audience: Billions of people are using mobile devices across the globe, mobile marketing enables businesses to reach a bigger audience than traditional marketing and can reach that audience with the touch of a button on a phone.
Highly Measurable:Starting a mobile marketing campaign isn’t as complicated as other marketing tactics and there is so much data that can be measured through the use of handheld devices. Because mobile marketing is so personalized it increases the chances for conversions because it targets individuals based on their location, preferences, and spending habits.
Cost-effective: Mobile marketing is fairly cost-effective and that makes it the prudent choice for those who are just starting out and want a big reach. It costs much less than traditional advertising such as commercials on TV.
High Engagement: People are always on their phones which means businesses can engage consumers around the clock as opposed to waiting when someone will turn on their television or radio.
Brand Loyalty: Because mobile marketing involves creating a smooth mobile experience and offering personalized ads and promotions, consumers are more likely to keep coming back and form a loyalty to a brand or business.
Cons
Although Mobile marketing offers many advantages and benefits, it also comes with its drawbacks, some of which include:
Privacy Concerns: When purchasing on a mobile device, users have to share private information such as credit card numbers and other personal information. This can make some users feel uncomfortable. With an increase in data hacking, many consumers are becoming wary of giving out their personal info online.
No Room for Error: Mobile marketing requires grabbing a user’s attention within split seconds, and creating a positive mobile experience for the user. If this doesn’t happen or if it happens with problems along the way, then users will be turned off. Everything has to run seamlessly for mobile marketing to be a success. If a mobile marketing campaign is not executed carefully, some users may see advertisements and promotions as annoying spam and this can blemish a brand.
User Cost: Users have to pay fees for more data and usage and mobile marketing campaigns have to take that into account.
Technical issues: Mobile marketing campaigns may experience technical issues, like slow loading times etc, which can create a negative user experience and ultimately hinder the involved marketing tactics.
Types of Mobile Marketing
Mobile Marketing presents itself in many different ways, below are some examples of different mobile marketing types:
Mobile apps: Many businesses develop mobile apps to engage with their customers and add value to using the app. For example, Dunkin Donuts’ mobile app allows customers to order and pay for their coffee and donuts ahead of time, eliminating the need for waiting in long lines and this keeps customers satisfied.
Location-based marketing: Location-based marketing uses a customer’s location to send targeted ads. For example, a company might send a push notification to a customer who is near one of their stores, offering a discount on a product.
SMS marketing: SMS marketing entails sending promotional messages to customers’ mobile devices. For example, a retailer might send a text message with a discount coupon to customers who have opted in to receiving text messages.
Mobile advertising: Mobile advertising involves placing ads on mobile devices, such as in-app ads or mobile display ads. The response and engagement to mobile advertising can vary based on the type of mobile device being used. Screen sizes are tablets are much larger than smartphones, so users may react differently and engage with adds differently depending on the device. Mobile advertising takes advantage of mobile apps, placing ads within an app while someone is interacting with the app. For example, a makeup company can place an ad for new beauty products and discounts within a mobile makeup app such as Sephora or Ulta.
Mobile Marketing Rundown
Mobile marketing is a marketing strategy that marketers use to target audiences via hand held mobile devices such as smartphones and tablets. The process of mobile marketing is cost-effective compared to traditional marketing. Mobile marketing can also reach millions of consumers worldwide within seconds, many times a day due to the significant use of mobile device use. The attachment to mobile devices in the daily life of an average consumer makes mobile marketing a successful marketing avenue.
What is Mobile Marketing? Click to discover how mobile marketing works, the history of mobile marketing, the pros and cons, and types of mobile marketing.
