Marketing campaigns delivered on mobile devices constitute the strategy known as mobile marketing. The advent of smartphones, tablets, and wearables gives marketers the opportunity to reach consumers on-the-go, wherever they spend time. From sending location-based messages to creating a responsive website, mobile marketing strategies include a wide variety of tactics, channels, and delivery formats.
Several aspects of mobile marketing overlap with general digital marketing. For example, a website experience may not change much from a wired computer to a mobile device. Other components, however, require a completely different approach. From SEO to direct marketing, the modern mobile device creates a world of opportunity for savvy marketers.
Mobile marketing activities include:
- Text- or chat-based messaging
- Location-based messaging using geofencing or geotargeting
- Augmented reality experiences
- The creation of interactive apps
- QR-coded products
- Crossover marketing sites/apps including social media, website development, and e-commerce platforms
When used as a marketing tool, any mobile device can turn into an instantaneous billboard and a rich source of customer data. In addition to reaching consumers on their devices, businesses may collect information when users access branded apps, enter their locations into a mobile site, or interact with a brand on a mobile device. Using the collected information, a marketing team can create personalized messages optimized for mobile consumers.
As of late 2015, around 98 percent of Americans owned a cellphone, and 86 percent owned a smartphone. According to a report from Deloitte, people check their phones on an average of 46 times per day. Depending on the demographics of the user, some smartphone owners check digital activities throughout the day. They are constantly plugged in, which gives marketers an opportunity to reach them at any time. Every micro-moment with a brand builds awareness and experience that could translate into a purchase later. Mobile marketing extends the surface area, time, and range of information marketers can provide consumers.
It’s reported that there are more mobile phones in the world than toothbrushes so it’s imperative for marketers to design their marketing campaigns for mobile devices first. Several studies report that over 50 percent of emails are opened on a mobile phone.
In fact, this means marketers need to use responsive email templates which render the text and images differently on a mobile device vs. an email opened on a desktop with a larger display screen.
Google says 61 percent of users are unlikely to return to a mobile site they had trouble accessing and 40 percent visit a competitor’s site instead. (MicKinsey & Company)
By 2019, mobile advertising will represent 72 percent of all US digital ad spending. (Marketing Land)
IMA has compiled a list of mobile marketing platforms and tools on Martec Showcase.