What is Mobile Marketing and Its Strategy?
Nowadays, you require a more customer controlled, customer-centric as well as a technologically advanced marketing strategy to stay ahead in the market for a long term. Both the consumers as well as the marketers start their web services on smartphones. In particular, digital marketers are more excited to run their mobile marketing campaign as they know that the smartphone users will be their potential buyers.
As per Salesforce, around 68% of companies have now adopted mobile marketing as a part of their marketing strategies while 71% of digital marketers have the belief that mobile marketing forms the core of their business. Therefore, the earlier you begin to reach out to your customer using mobile marketing, the better results you will get for your business.
What is Mobile Marketing?
To put it in simple words, mobile marketing is nothing but a marketing technique which aims at marketing a business, a service or a product to mobile users with the help of certain mobile based strategies such as MMS, SMS, mobile websites, mobile applications, voice calls, etc. The emerging mobile devices these days include media devices, smartphones or mobile phones, tablet computers, portable gaming consoles.
Certain mobile devices are open to a few advertising channels, such as a basic phone will be able just to receive text messages, while other mobile devices are open to additional possibilities such as mobile internet access, video messaging, etc. But, the mobile device on which the marketers mainly focus on these days is the mobile phones.
Why is Mobile Marketing Gaining Importance?
With more than 1900 million people now using mobile across the globe, the mobile phones are thus considered as the majorly used technology in the world. Such a high usage level has led to a rise in not just mobile marketing and also in mobile apps such as WhatsApp. Moreover, around 92% of the young adults in the US aged between 18 to 29 years own a mobile phone while 46% of people think that they cannot live without their phone.
Therefore, some of the reasons why mobile marketing should be paid undivided attention are as following:
Reaches out to the vast audience:
When you think of reaching out to a vast audience, then there is nothing better and easier than a mobile phone. Around 79% of the smartphone users said that their smartphone is the first thing they check when they get up in the morning and keep it close to them throughout the day. That’s not all.
An average smartphone user spends around 90 minutes on the smartphone. Therefore, there could not be anything else better to reach out to your customers other than a smartphone. You can reach out to them anytime, anywhere as long as you use a strong mobile marketing strategy.
Helps to build a better connection with customers:
As per a recent study, around 91% of the mobile phone users prefer to have their phone within 1 meter of reach throughout a day. When you reach out to your customers via a mobile, they tend to put your company in the same category as their family and friends.
People tend to connect better with those brands that develop a one-on-one connection, and so there is nothing as better as a mobile phone to help you build such a personal connection with them.
Helps to connect instantly with customers:
If you wish to send a message to your customers instantly, then mobile phones are the best option available to you. As per a study, 90% of text messages are read in less than 3 minutes.
Hence, mobile marketing does not just allow you to reach a wide number of audiences but also helps deliver the message instantly. Text messages have an exceptional response rate of forty-five percent while emails have a response rate of just six percent.
M-Commerce (Mobile Commerce) is on the rise:
Consumers take a buying decision from their mobile devices. Over 44% time is spent on mobile phones, and as much as 78% of mobile phone search results in a purchase. M-Commerce is growing rapidly, and it is predicted that M-Commerce will reach $333 million by the year 2021. Hence, there is no excuse for a company to avoid mobile marketing still.
Mobile Marketing is cost-effective:
When compared to other marketing techniques, mobile marketing is highly cost effective. For example, advertising on television is way too expensive than running an SMS marketing campaign. In this way, you save out on a lot of you money in the long run.
Helps in Customer Engagement:
Customers will eventually trust your brand if they have a good user experience when visiting your website through their mobile phones. As per a research, around 61% people establish a positive opinion of a brand when they do not face any hassle while visiting your business site through their mobile phones while 30% people tend to leave the page if it is not optimized correctly for the mobile phone.
Therefore, mobile marketing is something which should not be avoided, and the companies who do not include mobile marketing strategy should think of considering it as they are otherwise losing out on valuable customers every second.
How does Mobile Marketing work?
Mobile marketing works in the same way just like how any other kind of marketing technique works. However, there is just one difference that the customers utilize their mobile devices to find and reach out to your business. To put it in simple words, you are targeting, connecting and communicating with the customers via their mobile devices.
So it is important for you to put your brand ahead of your customers via their mobile phones before your competitors do. So in a nutshell, mobile marketing works by first:
- Establishing a mobile marketing strategy.
- Choosing a relevant mobile marketing strategy based on the type of goal you have for your business.
- Lastly, analyzing to ensure that the strategy works better.
What are the various types of Mobile Marketing Strategies?
The mobile marketing strategies include A to Z of mobiles. Below mentioned are some of the popular mobile marketing strategies:
SMS or Short Message Service marketing is mainly a permission-based marketing strategy in which you send a text message to your customers on their mobile phones to promote your business or a product or service or either as a part of your CRM (Customer Relationship Management) strategy.
SMS marketing has been a popular mobile marketing technique since the early 2000s. This mobile marketing strategy includes sending personalized or automated text messages to the registered customers who have permitted to get such kind of messages.
MMS marketing is somewhat similar to SMS, but the only difference in this strategy is that it includes a timed slideshow of text, images, and audio as well as videos.
Developing a mobile app for your business will enable you to gain more visibility as people spend around 90% of their time on mobile apps. Moreover, a mobile app also has other advantages for your business such as customer engagement and brand awareness.
Besides, creating a mobile app, you can also consider mobile app ads to cut down on your app creation cost. Mobile app ads are running your advertisements on other app platforms such as Google AdMob. In this way, your business ad will show in the third-party mobile apps which is great to get traffic to your company’s landing page.
Mobile web-based marketing:
This mobile marketing strategy means to develop a responsive and user-friendly website and to concentrate more on the mobile web searches to get a better search engine ranking for your website.
This strategy involves the wireless distribution of a promotional or any other kind of advertising content to your customers in a particular place. The content is transmitted with ease with the help of mobile based technologies such as Wi-Fi, Bluetooth, GPS, Internet, NFC, and others.
GPS marketing/Location-based marketing:
This is a direct mobile marketing strategy which is triggered when the target customer is within a particular area. Location-based marketing uses the location of the customer’s mobile phone and then sends an alert to him/her about the product/service offered by a close-by business.
Mobile-based advertising strategies:
The advertisements which show on mobiles are different from the advertisements which show on desktops. The mobile adapted ads include page-level ads, in-app advertisements and several other ad formats which support on mobile. The marketers utilize these kinds of ads to reach out to mobile-specific users and enhance their visibility.
QR codes are a type of matrix barcode which when the user scans from the mobile’ camera, leads him/her to a particular website or application. The QR codes are very famous among nowadays which is why the marketers make use of QR codes now to increase customer engagement.
Hence, a mobile marketing strategy is not just an effort which benefits your marketing campaign but is also a long-term marketing campaign which has rising importance in the world now. Starting from email to SEO to PPC to social media marketing, you will find a mobile marketing channel every time you want to reach out to your audience. Hence, a mobile marketing strategy can help you to make your brand stand out and ahead in the competition.