Has it ever happened to you that you were scrolling through social media and you suddenly got a notification for a product or service you looked up on Google? Well, that’s mobile marketing in a nutshell, for you.
Many people now depend heavily on their mobile devices. According to GSMA Intelligence, a company that specializes in mobile industry insights, projections, and research, over five billion individuals use mobile devices every day. The number of mobile devices estimated to be in use worldwide by 2025 is predicted to reach 18.22 billion, an increase of 4.2 billion devices from levels in 2020. This indicates that usage is also rising.
Given the significance of mobile devices in consumers’ lives, this is a chance for marketers to learn about mobile marketing and how it can support firms in expanding their client base. Let’s dive in and know more about mobile marketing, along with some examples of how brands are utilizing it to engage customers.
What is Mobile Marketing?
Mobile marketing refers to any form of advertising that uses mobile devices, such as smartphones and tablets, to promote products or services. It uses characteristics of contemporary mobile technology, such as location services, to customize marketing efforts according to a person’s location.
Technology can be applied to mobile marketing to offer personalized promotions of products or services to a user who is always connected to a network.
How Does Mobile Marketing Differ from Traditional Marketing?
The golden advantage mobile marketing has over traditional marketing is the ease of connectivity.
Mobile marketing, as opposed to traditional marketing strategies, makes use of the fact that many mobile device users take their gadgets with them everywhere they go. Furthermore, because of this, location-based services can gather client information and then provide coupons, discounts, or promotions based on how close they are to a store or another area that the customer frequents.
These marketing programs can be more individualized and tailored to the particular user, which should increase their effectiveness for the marketing organization. One illustration could be a marketing initiative that sends customers vouchers for food whenever they are within a half-mile of a particular supermarket.
For instance, marketers have to take into account that SMS messaging is typically more controlled than things like in-app messaging, push alerts, or mobile-responsive email when putting together a mobile marketing strategy. Companies are frequently limited in their use of SMS marketing and are only able to use it for interactions like password resets and account notifications. They must be conscious of the type of mobile marketing they are conducting and the particular mobile channel they intend to employ.
Advantages of Mobile Apps Marketing
89% of marketers who used location data to improve the effectiveness of their advertising campaigns reported an increase in sales.
Additionally, mobile marketing is very economical. Any budget can choose from a wide range of possibilities, and the impact relative to the price is substantial. In a frequent comparison, buying social media advertising is far less expensive than doing so for radio or television.
Mobile marketing allows for real-time communication with clients wherever they may be. Only when a customer is watching television or listening to the radio does radio or television advertising function.
Additionally, one of the benefits of mobile advertising is that it enables real-time communication between your brand and your audience. That’s because a lot of users interact with ad-enabled experiences like grocery shopping, live-streaming films, listening to podcasts, or playing games on their mobile devices daily.
A February 2021 Statista study found that, excluding smartphone use for work, about half of US respondents stated they spend five to six hours per day on their phones. Additionally, 22% of respondents claimed they use their phones daily for three to four hours. Your brand can reach consumers where they already are, using the devices they already use, with mobile advertising.
Disadvantages of Mobile Marketing
There are privacy concerns regarding the usage of the information gathered by mobile devices and whether or not businesses have the right to gather such information without specific consent. If this information gets into the wrong hands as a result of data theft or inadequate information security, it could be used to commit identity theft or transmit spam. Also, some people might think that following someone’s whereabouts and movements goes too far.
The potential for mobile marketing to raise user expenses is a distinct disadvantage. For instance, if a user is sent by a campaign to a video that consumes a lot of data and the user does not have unlimited data, it may deplete their monthly data quota or result in fees if they exceed their allotment.
Additionally, mobile marketing must be flawless from the beginning. A poor mobile marketing strategy will fail to capture a user’s attention and may cause them to lose interest permanently because users have shorter attention spans and a variety of organizations compete for their attention. A mobile marketing strategy cannot afford to fall short of perfection for this reason.
How Big Brands Make Use of Mobile Marketing
Let’s have a look at how big brands make use of mobile marketing strategies to attract customers.
Interactive advertisements for the Galaxy S6 were created by Samsung in collaboration with the Indian IT firm InMobi. When a user’s battery was running low, these advertisements developed a customized real-time battery identification mobile ad unit that showed the product and service to them with a demo on their phone. The mobile advertisement persuaded them to upgrade to the new phone by highlighting its “super fast charging capability” just as their battery was running low.
Another mobile marketing example of various companies using tunnel mobile marketing strategy is Ponds. Another business that collaborates with InMobi is Ponds. When a customer looked at their phone while watching an interactive advertisement for one of Pond’s acne remedies, the camera captured their features and highlighted acne-prone areas. The advertisement didn’t ask the consumer to download any software or go to another website.
The marketing of mobile apps is well illustrated by the example of this company. Nissan devised the “Evil Snowmen” commercial to promote its Rogue SUV. The commercial included footage of their Rogue SUV battling a group of snowmen. Users could tap on hotspots in the advertisement to find out more about the characteristics of the SUV. Other sites also offered safety tips for the snow and weather.
Due to the growing use of mobile devices, mobile marketing is a crucial component of contemporary marketing tactics. It is now more crucial than ever for businesses to concentrate their marketing efforts on mobile platforms due to the rising number of people who own mobile devices. Mobile marketing enables businesses to interact with customers in social settings and follow them wherever they go. It can prove to be incredibly helpful for both marketers and consumers due to its wide accessibility. Thus, it can be said that mobile marketing is an undeniable feature of the contemporary marketing environment.