By the end of 2015, mobile web traffic had surpassed desktop internet usage, and this situation has remained unchanged since. A 2018 study by Statista confirms that smartphones generate 52.2% of global online traffic . It makes sense that mobile marketing is becoming increasingly important and that mobile devices are dominating communication.
What is m-marketing?
This concept refers to all the techniques used by a company to promote its brand or productby leveraging all the resources that mobile devices can offer. It involves promoting a brand or product in an optimized wayvia smartphones and other mobile devices.
As a marketing strategy, mobile marketing (m-marketing) allows a company to reach a wider audience. Focusing solely on users of office digital devices can be a limiting factor.
Why is this type of marketing important?
There are six key points that distinguish m-marketing.
- Users spend 89% of their time on mobile applications.
- Because mobile devices are smaller and lighter than computers, users can easily carry them anywhere and make purchases at any time.
- Mobile devices speed up the purchasing process by 20%.
- Compared to last year, 50% of smartphone users expect to buy something immediately using their device.
- 91% Smartphone users plan their purchases or buy individual items after seeing relevant advertisements.
- 40% of online transactions are made on mobile devices.
What options should we adopt?
There are a wide variety of marketing can try. Factors such as your budget, your specific industry , and your customer segment can determine the success of the strategy. That said, here are a few mobile marketing options:
Mobile app marketing
Mobile apps allow businesses to include ads within specific mobile applications. Facebook provides excellent examples of this approach.
In-game announcements
This approach refers to all advertisements on mobile devices that appear when certain games are opened or in progress. These advertisements can take the form of a full image, a pop-up banner , or a video advertisement, which appears on loading screens.
Quick response barcodes (QR codes)
A phone's camera can be used to scan these barcodes. Then, customers are redirected to the associated website, where they can obtain more information about a particular brand.
Mobile advertising banners
These banners are almost identical to the desktop banners. However, they are small enough to fit on mobile device screens.
Proximity marketing or Bluetooth
With this approach, consumers receive location-specific advertisements, thanks to the Bluetooth of their devices.
Voice marketing
This refers to the use by companies of computer products, particularlyautomated calling, to promote their products or services. It is up to the customer to decide whether to hang up or listen to the phone call.
SMS marketing
This mobile marketing method is by far the most common . Marketers use this method to send offers and other relevant information to customers via their mobile devices.
Some concrete examples of mobile marketing strategies
Over the years, many brands and organizations have invested in mobile marketing strategies to make the most of their marketing budget. Examples include:
National Geographic
In a bold move, the National Geographic channel created a marketing campaign mobile aimed exclusively at tablet users with access to a home Wi-Fi network. The campaign provided them with relevant information on their tablets, enabling a co-viewing experience while a program was broadcast on their television.
Ford
When the new Taurus and Escape models were launched , Ford implemented a mobile marketing strategy . This strategy combined mobile viewing capabilities with SMS messaging. If someone was interested in either vehicle and wanted more information, they simply had to send a one-word text message to a short code . Once a prospect sent the text, they were contacted , provided with relevant information, and asked for their name and postal code. This information was then forwarded to the nearest dealership , where a sales professional would contact them .
The steps in a mobile marketing approach
Research your target customers
A marketer must conduct in-depth research on their consumers' habits. This information allows the marketer to create personalized advertisements.
Take advantage of opportunities on social media
To effectively promote a brand, marketers must create excellent ads that attract a large number of social media users.
Set goals
Setting goals allows you to measure the results and progress of your mobile marketing strategy
Create mobile-friendly campaigns
The goal is to promote a brand via mobile devices. This will require creating content, applications, or websites optimized for mobile use.
Do geo-targeted marketing
This is one of the most effective ways to deliver relevant ads to the target audience.
Take into account the unique characteristics of mobile devices
You can, for example, create ads that can be manipulated by the different characteristics of mobile devices.
Offer rewards
By offering rewards or deals, you will encourage customers to take action.
Ultimately, compared to other forms of marketing, mobile marketing offers several significant advantages. Furthermore, the technique is easy to, relatively inexpensive , and allows for aclick-through). Mobile marketing is an undeniable lever for boosting brand awareness, enhancing the customer experience, and generating sales.
