Mobile marketing is a type of digital marketing, used to reaching a target audience on their smartphones, tablets, and other mobile devices, via websites, email, SMS and MMS, social media, and apps. It can be used for many different purposes, such as promoting a sale, sending out coupons, or simply providing information about your business. Mobile marketing is a great way to connect with customers and very effective way in reaching a large audience.

Why Use Mobile Marketing?

There are many reasons why you should consider using mobile marketing for your business. Let’s dig deeper into why it is important to choose the right mobile marketing company.

•             Users spend 89% of their time on mobile apps, making mobile devices dominate communication.

•             The overall view and amount of content on mobile devices are simplified due to their smaller size. As mobile devices are smaller and lighter than computers, users can easily carry them everywhere and make purchases at any time they want.

•             Mobile hastens the time to purchase by 20 percent.

•             Compared to a year ago, 50 percent of smartphone users expect to buy something immediately while using their devices.

•             Ninety-one percent of smartphone users plan purchases or buy individual items after seeing relevant ads.

•             2/3 of customers who use smartphones are likely to purchase from businesses that have apps or mobile websites with content customized to their location.

•             Forty percent of online transactions occur on mobile devices.

Types of mobile marketing

Mobile marketing ad formats vary, and appear on a range of different platforms, from social media to mobile-optimized websites and mobile apps, all offering unique mobile ad options, such as:

App-based marketing: Mobile advertising which involves mobile apps. Ads hosted on apps can differ, from banner ads to video, and increasingly advanced demos of other apps too.

Social media marketing: Both organic and paid ads which appear on mobile social feeds can be great drivers of traffic. Social media sites such as Facebook, Twitter and Instagram often boast the largest user bases or highly specific use cases.

Location-based marketing: Mobile marketing takes advantage of the fact that many users of mobile devices carry them wherever they go. As such, mobile marketers can create ads that appear on mobile devices based on a user’s location relative to a specific area. For example, Hotel owner may only want their mobile ads to appear when users are within a 1-mile radius of their business.

Mobile search ads: Search engines often offer specific ad types built for mobile. These can create unique benefits to offer an improved user experience, such as click-to-call functions or instant directions.

SMS: SMS marketing involves texting a user’s phone number with specific offers or notifications of upcoming deals. Note that SMS marketing can also be location-based.

How to Do Mobile Marketing?

1.            Research your target customers. A marketer should conduct thorough research on their consumer demographic to gather useful information such as what they like, the sites they visit, the apps they use, and so forth. This information enables the marketer to create effective ads.

2.            Leverage opportunities on social media. To effectively push a brand, marketers should create great ads that appeal to large numbers of social media users.

3.            Set goals. Measuring the results and progress of a particular mobile marketing strategy is only possible if the purposes of the campaign are set beforehand.

4.            Create mobile-friendly campaigns. Since the aim is to push a brand via mobile devices, it makes sense to create content, apps, or websites that are fit for mobile usage.

5.            Perform location-based marketing. One of the most effective ways of minimizing the bounce rate is by providing ads that are relevant to the target audience. Use tools such as Google Trends, GPS, and apps like Google Local inventory to send out campaigns that resonate with the target demographic.

6.            Consider the unique features of mobile devices. Create ads that can be manipulated by different mobile device features to make the user’s experience quite memorable. For instance, rather than creating video ads that cannot be paused, one can put up an advertisement that can be paused, rewound, forwarded, and so forth to enable customers to get a clearer picture regarding a product.

7.            Offer incentives. Providing some rewards or offers will encourage prospective customers to take action.

Mobile Marketing Best Practices

Be Clear and Concise: Mobile devices have small screens, which means words should be used sparingly. Cluttered and crowded ads will just drive users to scroll past. When it comes to mobile, it’s best to keep things simple.

Optimize for Local: Be sure to remember that 1 in 3 mobile searches have local intent. Users often use mobile devices to complement their immediate worldly interactions – where is the nearest gas station? Is there a nearby coffee shop that has wi-fi? Optimize for local mobile marketing to make sure you are aligning with users’ queries.

Consider Your Audience: The type of audience you’re hoping to reach should influence the kind of mobile ads you use. Are they gamers? Then try taking advantage of in-game ads. Are they young and tech-savvy? Mobile Facebook Promoted Posts might be more likely to get their attention.

Experiment with Different Strategies: There’s a lot of room for experimentation when it comes to mobile marketing. Don’t be afraid to test out some ad extensions with your Google Ads Enhanced Campaigns – try the Google Offers ad extension, or the click-to-call extension, and see how they work for you.