Mobile marketing explained

Mobile marketing has become a key part of the way we communicate with our current or potential client base during the digital age. For the past decades, tech experts have said that the future would be mobile.

Nowadays, with nearly 3 billion smartphone users around the world, it seems that their predictions were correct. Brands, businesses, advertisers and marketers have been adapting to this reality, looking for new ways to turn traditional marketing strategies into effective mobile campaigns.

What is mobile marketing?

Mobile marketing is when advertisers deliver communications to users via smartphones and tablets. As simple as that sounds, mobile marketing includes a broad range of delivery channels including email, SMS messaging, push notifications, in-app advertising, QR codes, and many more.

Thanks to the ubiquity and accessibility of today’s smartphones, mobile marketing greater potential to target specific audiences than perhaps any previous marketing strategy. Advertisers can deliver personalized messages, specific ads based on time of day or location, and design interactive ad formats that effectively engage specific demographics.

Why use mobile marketing?

Mobile phones are so commonly used on a global scale that it would be nearly impossible to find a more effective platform. The overwhelming majority of the population worldwide own some kind of mobile device, while the global median for smartphone ownership is over 40%. Potential target audiences use mobile devices to play games, watch movies, and communicate via social media — and these abound with marketing opportunities.

 Mobile devices are even more popular in emerging economies, where cell phones have become the easiest method of accessing the world wide web. Meanwhile, in the western world, the volume of online content accessed using smartphones has eclipsed traditional platforms such as desktop computers.

What are mobile marketing best practices?

Always keep your audience in mind. A mobile marketing strategy that’s effective on social media won’t necessarily carry over to mobile games, for example.

Be coherent. Smartphones have limited screen space for showing your message – users have a very limited attention span, and there is a multitude of other things they could be doing instead of viewing your ad. Optimize your ads and content, and encourage them to engage with you.

Optimize websites for mobile. Design mobile-specific versions of your sites that are optimized for on-the-go smartphone users, and build your marketing campaign around them. A certain popular search engine will rank your website better this way too.

Adopt adequate marketing strategies. There are many mobile marketing strategies available so don’t be afraid to experiment with different approaches that make sense for your brand and its narrative.

Mobile marketing is a far more complex and competitive field today than it was 20 years ago, but there are also far more ways to engage with your audience than ever before. By adopting the right strategies, your business will be well underway to expanding its audience through a vast array of different channels.

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