Mobile marketing is a multi-channel digital marketing technique to reach a specific audience on their mobile phones, tablets, or any other related devices through websites, emails, messages, social media, or mobile applications. Mobile marketing is often confused with digital marketing and mobile advertising. Let’s quickly address that before we get deeper into the topic.
“Digital Marketing” is a strategy to reach customers using an electronic device or the internet. Businesses reach out through different digital channels such as search engines, social media, email, and website. ‘Mobile marketing’ is an integral part of digital marketing. It uses similar techniques as Digital Marketing but modifies those techniques for the audience that uses their mobile devices for searches and information consumption.
If your plans don’t include Mobile, your plans are not finished
‘Mobile Advertising’ is one of the most important subsets of ‘Mobile marketing’. While there is a significant difference between the two, the terms are used in an interchangeable way these days. The key difference is this: mobile advertising is an approach to reach an audience that are mostly not yet customers or leads; and mobile marketing is an approach to build a database of customers or potential customers, whom the company can engage and to whom they can market their products/solutions.
Why is Mobile Marketing important?
All that a desktop computer is capable of is now available on a mobile device. Mobile marketing has become very powerful as most target audiences carry their mobile devices wherever they go.
- Adweek reports that about one-third of all purchases in 2018 were on smartphones and other mobile devices.
- Google surveys have found up to 46% of respondents report they prefer completing purchases via mobile.
- Marketo says, 65% of all emails are first opened on mobile devices.
The amount of time spent by individuals on their mobile devices is on a constant rise. As a result, with the right strategy and modern mobile marketing, businesses can stay connected with their customers and enable location-based or context-based offerings.
Leading CMOs will leverage mobile to optimize the marketing mix
What are the key types of Mobile Marketing techniques?
SMS and MMS Marketing
These have been the most trusted and popular mobile marketing techniques in the last two decades. This form of marketing needs consent from consumers to text them, and they are provided an option to opt-out.
This form of marketing gives marketers more time and visibility into the phones of the customers and helps them leverage the ‘micro-moments’ decisions. Mobile app marketing need not always be on a company-owned/created app. Some services help advertisers to publish mobile Ads within third-party mobile Apps. The In-App and In-game techniques would be very similar in targeting customers. App marketing is leveraged for advertising, retention, retargeting, and advance targeting
This strategy capitalizes on ‘micro-moments’ and uses the users' mobile phone’s location to alert him about an offering from a nearby business. “Micro-moments occur when people use their mobile device reflexively to act on a need to learn, do, discover, watch, or buy something. These are intent-rich moments, and customers make many decisions during these moments.”
Quick Response (QR) Code
QR codes are scannable 2D codes that prompt a specific action such as website visits, app downloads, and social media profiles, and others. Business owners, marketers, and agencies use QR codes in their marketing strategy for improving customer engagement and conversions.
Other popular types of mobile marketing techniques would be emails, voicemails, Mobile web search, Image Ads, etc.
Most omnichannel marketing happens on the mobile. One can seamlessly move from websites to social media platforms to eCommerce sites. As long as mobile marketing solutions are optimized and have access, they are the most efficient and flexible marketing strategies to adopt.