I don’t consider myself to be someone who is glued to their mobile phone. I don’t bring it to the table at mealtimes, and I usually switch it to silent mode if I’m spending time with someone. So it was an unnerving experience when I recently went on a shopping trip and accidentally left my phone at home, to find that I felt utterly lost without it.
It wasn’t until I was at the store checkout that I realised I didn’t have my phone, and embarrassingly, I couldn’t pay. I never bother taking my purse out with me these days, as I rely on Apple Pay, so I had no means of paying for anything (excellent shopping trip!). I also don’t wear a watch, because I can always check the time on my phone, so I had no concept of what time of day it was.
It occurred to me then, how essential my mobile phone is to my everyday life, and how I depend on being able to access it at any given moment. I couldn’t listen to my Spotify playlist in my car. I couldn’t access Google Maps to direct me to where I needed to get. I couldn’t contact anyone. Yes, this is absolutely a first-world problem, but being unable to access my phone for a whole day felt like torture. And my guess is, I’m not the only one who would feel this way in a similar situation.
Our mobile devices have almost become an extension of ourselves, and when we don’t have them it can feel like we’re missing a limb.
It makes total sense then, that mobile marketing is as big and successful as it is.
So, what is mobile marketing and how does it work?
What Is Mobile Marketing?
Mobile marketing is a means of promoting products and services on mobile devices such as smartphones and tablets.
Any type of ad you see on a mobile device can be considered to be mobile marketing. This area of digital marketing has risen in line with the popularity of mobile devices.
It is generally considered to be a much more effective way of reaching a target audience compared with more traditional marketing methods.
Traditional marketing can be considered as everything else.
If it’s a type of marketing that’s not on a mobile screen, then it’s traditional marketing. This can include radio and TV adverts, ads in newspapers and magazines, billboards, posters, and promotional leaflets.
So, what are the key differences?
Engagement
Traditional marketing is somewhat passive. The radio or TV broadcasts an advert, and the audience can only watch or listen.
They can’t engage.
By comparison, mobile marketing can be interactive, and it can start a conversation between the brand and the audience. In this way, it can have a much bigger impact on it’s audience.
Audience
Traditional advertising cannot, most of the time, define it’s specific audience.
Posters plastered on the walls of the London Underground are going to reach audiences from every demographic, and a radio advert could be listened to by anyone. There are exceptions to this, of course. If you want to target people who enjoy fishing, you can pay for an add in a fishing magazine, but overall, traditional advertising does not allow you to pinpoint specific demographics within your audience.
By comparison, mobile marketing can. With it, you can focus on particular audience groups, for example, new parents, brides-to-be, fitness fanatics, or tech enthusiasts.
If you know who is viewing your marketing, you can create a customised campaign targeting directly at them, which of course is going to get better results than a bridal ad targeted at the general population.
Cost
Mobile marketing is more cost-effective than traditional marketing.
Not only does it cost less, but it also tends to be more effective than traditional marketing, giving you a much-improved return on investment.
Monitoring
It’s really difficult to gauge how much impact a traditional marketing campaign has had on a business or brand.
Most customers are unlikely to mention ‘I heard about your store on the radio’. Whereas the impact of mobile marketing can be much more effectively measured, using analytical SEO tools.
Speed
Traditional marketing takes time. After you’ve created the copy for a poster and sent it to the relevant marketing team, how long will it be until you see that poster at a bus stop?
Traditional marketing runs according to schedules, and there’s a process to be followed. Mobile marketing can be much more immediate, which allows you to leverage current world events or trends in your advertising.
Different Types of Mobile Marketing
SMS Marketing
Promotional messages, alerts, or updates sent directly to users’ mobile phones via text messages fall under the category of SMS marketing. This method is especially popular to inform users about current sales or offer a discount code.
Social Media Marketing
If you’ve got a mobile device then you’re probably logging in to some sort of social network at least once a day, whether that’s Facebook, Instagram, LinkedIn, TikTok, or Pinterest.
Social media marketing harnesses the power of social media by enabling brands to form personal connections with users. This can be done with sponsored or promoted posts.
Location-Based Marketing
Location-based marketing involves leveraging a user’s geographical location to deliver targeted ads and promotions. It’s fairly pointless paying to advertise a particular restaurant to users in a town where the restaurant doesn’t exist.
By focusing on users in a certain geographic area, you can more confidently predict that the marketing campaign is going to be beneficial.
Mobile Advertising
Banners, promotional videos, and interstitial ads are all types of mobile advertising. These are found on websites, in apps, and on social media.
In-Game Marketing
In-game marketing is when advertisements and promotions are integrated into mobile games, usually in apps.
QR Code Marketing
QR codes, or quick response codes, provide users with immediate access to information, promotions, or websites.
QR codes are scanned using the cameras on a user’s mobile device, and this then directs them to a URL where they might access discount codes, promotions, or newsletter signups.
Considering All the Facts
Mobile marketing boasts better engagement and conversion rates than traditional marketing because it is generally more targeted. It is also more efficient and more cost-effective, so if you’re considering whether or not you should put a marketing strategy in place for your business, it’s a no-brainer.
To stand out against a sea of other brand’s ads, you’ll want to put together a strong schedule that gets your brand noticed for all the right reasons.
Want to know where to start with mobile marketing or get a helping hand with putting a plan of action together? Reach out today.
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