Mobile marketing is the activity of promoting your product or service through a mobile phone. Mobile marketing is a broad terminology including things like mobile app advertising, mobile website design, SMS, and push notifications. It is reaching customers via mobile phones. Mobile marketing is a great way to reach your customers on the go. It is useful when the company wants to take any action in a timely manner. Today’s world has its phones on themselves wherever they go therefore mobile marketing is the easiest way to reach them personally.
It helps companies to reduce their paper costs and denote a quick and convenient means to reach target customers. It enables the creation of innovative ways to attract customers with constant promoting methods to extend their impact and accessibility in terms of target users.
Unlike a decade back now whatever was available in laptops is available on the phone too. People can create word documents and excel sheets on their mobile phones now. Most people access their emails also on their phones now, as phones are more convenient and faster.
Components of mobile marketing
SMS marketing
It is the oldest form of marketing where marketers send short text messages of their product or services to potential customers.
MMS (Multimedia Message Service)
this is slightly more expensive than SMS marketing as it includes sending video clips, images via messages.
Mobile Banner Advertisements: before there use banners mostly on desktops now banners are made to fit on the screen of your mobile phones.
App mobile marketing
It is sometimes referred to as app-based marketing — since customers spent 90% of their screen time on apps, it is a smart way of promoting your product/service through apps. It is cost-effective and is also more successful in attracting customers
Bluetooth mobile marketing
This strategy refers to mobile marketing that involves the utilization of blue tooth technology
Application marketing
After the introduction of Android’s Play Store and iPhone’s App Store, firms are currently jumping on the trend of developing their apps.
Barcodes/Quick-Response Barcodes)
These are codes that may enable mobile users to obtain any information simply by just using their mobile phones
Benefits of mobile marketing
Text messaging is a very cost-effective method of marketing.
Mobile marketing allows businesses to create brief and transient messages to consumers. Customers will not be willing to read lengthy messages and this will only fail the purpose. Customers appreciate a short and simple message.
Transmitting messages over cellular devices provides you an almost real-time response from customers, allowing you to check the success of your message and alter it if need be altered.
Other than the basic types of mobile marketing, there many creative ways that mobile marketing can evolve into. For example, dominos created the augmented reality pizza ordering. This app allows you to create your favorite pizza and visualize it in your dining room.
It only took five years since the inception of the first iPhone for mobile Internet traffic to surpass desktop traffic. Since then, smartphone usage has continued to skyrocket; proving that mobile phones are the ultimate end game.
The problem with desktop is people are not constantly checking their laptops and people are not
Always at their desks, therefore, mobile marketing is far more superior
Statistics
More than 5 billion people own mobile phones send it is only going to increase in the coming years. Over half of these are smartphone users
People spend an average of 3 hours 15 minutes on their phone per day
Internet traffic on mobile
Mobile devices excluding tablets have generated global website traffic of 50.81% in the third quarter of 2020. It has been consistently hovering over the 50% mark since 2017.
Conversion from mobiles to smartphones
Based on research conducted by the Global System for Mobile Communications Association (GSMA) approximately 75% of mobile phone users will become smartphone users in 2025
The rapid growth in the usage of mobile phones paired with Internet penetration in developing countries such as India would significantly drive the market.
Mobile advertising over the years
Mobile currently makes up More Nearly 70% of Internet Advertising. A sizeable growth in mobile advertising has fueled the overall increase in Internet advertising revenue. Since 2016, mobile has generated more revenue than non-mobile. Mobile now makes $86.7 billion (69.58%) of the total $124.6 million advertising revenue.
Desktop vs. mobile searches
Up until mid-2019, mobile and desktop searches were mostly neck and neck, with mobile just edging into the lead every few months. However, June 2019 saw mobile account for 50.71% of searches with desktop dropping down to 45.53%. Since this point, the gap between mobile and desktop searches has remained, with mobile becoming the top choice for searchers. This shows that as more people remained connected 24/7 thanks to the high mobile phone penetration across the world, desktop searches are likely to continue to decline.
The success rate of mobile marketing
A positive brand experience on mobile will make 89% of people more likely to recommend a brand.
Investing smartly in providing a positive brand experience to consumers is extremely important. It is important to make the message stand out because many brands use this technique and only innovative ways make their way into customers’ minds. A message itself is not enough the customer must have a positive experience so that that they remain loyal. It can also result in an exponential effect through recommendations to other consumers
Email recipients prefer to open emails on mobile devices.
Email – the majority of basic communication nowadays– is already being accessed on mobile devices more often than on desktop. The exact figures differ, depending on the survey sample, but this much is clear – phones have overpowered the mobile vs. desktop competition and mobile phone usage only keeps increasing.
Engagement in SMS marketing
On average, SMS marketing ads have a 98% open rate, a 45% conversion rate, and are typically read within three minutes of deployment. That makes it an impressively effective strategy for speedy engagement with a large volume of potential customers.
Email open rate
Email open rate is the percentage of the total number of subscribers who opened an email campaign. These rates can vary depending on the topic and the relevancy of the subject matter for subscribers, but there is an average open rate of 17.80%.
Best practices for mobile marketing
Always keep your audience in mind. A mobile marketing strategy that’s effective on social media won’t necessarily carry over to mobile games. It is important to change the strategy according to the platform and customers
Be concise. Smartphones have restricted screen space for deploying your message, and there are thousands of things users could do instead of viewing your ad. Do not drag the messages and bore the customers. Give them a reason to engage with you
Optimize websites for mobile devices. Very similar to our last point, transferring desktop-optimized web pages to mobile devices sometimes suggests that your marketing efforts are lost to clutter and noise. Design mobile-specific versions of your sites that are optimized for on-the-go smartphone users, and build your marketing campaign around them.
Adopt multiple marketing strategies. There are many mobile marketing strategies available to advertisers in 2019. Don’t be afraid to experiment with models that show potential and reflect your brand.
Benchmark your results. Keeping track of your mobile marketing strategies is important and updating them from time to time will increase engagement. Follow conversion, retention, and engagement metrics to maximize your ROI.
