The first in a series on “marketing for beginners”. Stay tuned as we dive into the most crucial areas you need to know about when reaching out to customers online
What is Mobile Marketing?
Any form of marketing that utilizes mobile devices, such as smartphones, tablets, and other cell/mobile phones, is referred to as mobile marketing. Through strategies including mobile-optimized advertisements, push notifications, and mobile applications, mobile marketing tries to connect with a mobile user audience wherever they (and their devices) may be.
Why is Mobile Marketing Important For You?
There are more mobile devices in the world today than there are people. There are an estimated 5.29 billion unique mobile phone users globally. According to the Pew Research Center, roughly 97% of people in the United States now own some form of cellphone, and among that vast majority, 79% have their device on them for approximately all but 2 hours of the day. As of 2021, the average American spends roughly just over 4 hours per day actively using their mobile device.
Since 2010, the market for mobile device use has exploded. Year over year, the number of users continues to grow. By 2025, 72% of global users will access the Internet using only a mobile device.
Looking at the numbers, it is plain to see that wherever your customers are, they can almost certainly be reached by mobile communications, and when you do reach them, they’ll likely see your communications due to the amount of time spent looking at a mobile screen while online.
Advantages of Mobile Marketing
Communicating with your audience via mobile affords a level of power and customisability that cannot be matched by simple desktop usage. Omnichannel marketing represents the highest level of customer service that a big business can attain unto. Regardless of whether your business is ready to aspire to that lofty goal or not, mobile marketing provides businesses with the ability to quickly stack up multiple marketing channels via which they can reach their customers, whenever, and wherever they are. Not only that, it allows those same businesses to do so in a way that feels like a natural outpouring of the customer’s own curiosity, as leads are created through the user’s normal everyday interaction with their own device.
10 Types of Mobile Marketing
SMS/MMS: SMS- better known as text messaging. Marketers may text clients with offers and other information by using SMS, and it is one of the most widely practiced types of mobile marketing. If you use this method, make sure that your customers are provided with the option to withdraw from this kind of marketing at any time, no questions asked, to avoid creating a feeling of unwanted harassment.
MMS is simply an advanced form of SMS. On top of text, businesses can use this format to also send media content including videos, audio, photos and GIF animations. Due to its visual nature, MMS presents an opportunity to distribute more engaging and memorable content that has a better chance of connecting emotionally with the reader than a the standalone text format of SMS.
Mobile applications: The average user’s phone is loaded with various applications. These applications, whether for social media or any other function, can be used to place advertisements. Many app developers utilize a business model that is premised upon receiving income from paid advertisers making use of their application to reach customers. These advertisements could be as benign and innocuous as an almost imperceptible banner at the top of the screen, a subtle button that links to your website that looks to be a part of the GUI, or a full blown advertisement that takes up the entire screen for a predefined time.
QR Codes: As mobile technology evolves and older handsets are made obsolete, newer standards for technology mean that more advanced uses of technology to reach customers are becoming the norm. An example of this is the use of mobile phone cameras to double as barcode scanners, particularly QR code scanners. Businesses can place QR codes in varying locations, whether overtly as part of a traditional bricks and mortar advertising campaign, online, or even surreptitiously without explanation as a lone sticker on a park bench. These are then scanned with the mobile phone camera by curious users. When the QR code is scanned, a predefined action is taken, such as a particular video on youtube opening, or a website related to your business. The great thing about QR codes is that there are 2 kinds, static and dynamic. Dynamic QR codes allow you to track the performance of your QR codes, providing information such as where the QR code was scanned, at what time, by who, and what action was taken after scanning, such as clicking further links etc. This means that campaigns can be more readily refined as the usage data becomes available.
Bluetooth or Proximity Marketing: GPS and bluetooth have become staple components in the list of common smartphone features. As a result marketers utilising mobile communications can now trigger region/location specific messaging for customers. Telstra, a major Australian telecom provider has successfully adopted this measure during the recent expansion of it’s broadband networks, sending SMS messages to their customers that are triggered by location. When a customer enters a particular suburb, an SMS message is sent to their device informing them of the construction timelines for broadband networks undergoing development in that area. Businesses all over the world can utilize similar techniques with bluetooth and GPS to send targeted messages via apps or SMS that correspond with customer location. Another example would be customers receiving a time-dependent promotional offer when walking past the businesses shopfront, or nearby.
NFC- In a similar vein to proximity marketing, Near Field Communication is another example of technology that can be harnessed by businesses for advertising over short dis. NFC uses a short-range wireless connection for financial transactions and data sharing such as contact information, social media pages among others. Businesses can have dedicated NFC units placed throughout a public event, or at an outlet, to encourage interaction with customers and deliver advertising such as one-off promotional offers.
Voice Marketing: Often utilized by political groups and charities, voice marketing typically involves so-called “robocalls”- short prerecorded messages heard over the phone after the customer receives a phone call from an advertiser. This method is less intrusive than a traditional cold-call, in that customers feel less manipulated and vulnerable when they do not have to contend with a trained salesman.
Pay Per Call: A form of performance marketing. In performance marketing, companies only pay marketing service providers after their business goals have been achieved or after specified actions, such a click, sale, or lead, have been taken. In a pay-per-call campaign affiliates or distribution partners are paid for calls received on the advertiser’s behalf. In other words, businesses pay to receive inbound phone calls from prospective customers who are already interested in the product or service offered, as a result of mobile advertising designed to attract phone calls. This type of call is also known as a “warm lead”. Pay-per-call campaigns allow the tracking of key metrics, and the company running the campaign attracting the calls is paid in accordance with performance.
The way this typically works in a mobile setting is pay-per-call service provider will arrange for a client business’ contact number to be placed somewhere within an app or other prominent location, such as a website. When a user clicks the number onscreen, the call is immediately directed to the company selling the products or services. The number and quality of these calls is tracked and the pay-per-call service provider is paid accordingly.
Mobile Search Advertisements: Mobile search ads are paid google search ads that are optimized for mobile based searches. In recent years, Google announced the creation of a new mobile focused search index that would ultimately become the primary index for those using the search engine, replacing the usual desktop web search engine index. For businesses, this means that when paying for ads at the top of the search results with Google’s Adwords tool, attention must be paid to ensuring the ad as well as the corresponding linked website is optimized for mobile users.
Mobile Wallet: A fairly self explanatory concept, a “mobile wallet” is exactly what you might think- a digital wallet app on a smartphone that stores value and payment information in connection with linked financial accounts. Samsung Pay, Google Wallet and Apple Passbook are the three most used mobile wallets, and allow the use of NFC to exchange payment information wirelessly.
Mobile wallets offer a centralized location where a user can store boarding passes, coupons, loyalty cards, credit card information, tickets, gift cards and more, while allowing users to share these promotions with friends. Businesses can provide offers to customers that integrate with digital wallets, such as discounts that can be spent in-store, online and in marketplace apps, as well as create digital coupons, passes, and loyalty cards that customers can save digitally, therefore avoiding the manufacturing costs, hassle and risk of loss associated with their physical equivalents.
In-game: As mentioned earlier, app developers often offer their apps for free, and receive income for their creations via paid advertising schemes. The market for online games is huge, and businesses can harness the addictive nature of online gameplay to place their ads in popular gaming apps where they will be seen repeatedly by users. These kinds are not limited to static banners or full page images, but can be (and often are) full screen short promotional videos- which is especially the case on free downloadable games.
The Final Word
Today’s marketers are lucky indeed. We used to talk about having the world in the palm of your hand, and now it’s plain to see that in mobile devices, we are pretty much already there. As the examples I’ve given show, the variety and reach of this incredible Swiss tool at our disposal provides us with the kind of intimate and constant connection to our clientele that in time past would have been unthinkable.
Don’t make the mistake of overlooking this critical part of the burgeoning digital economy. And if you are not too techno savvy and want to make the most of this and all other clever marketing avenues at your digital disposal, give us a call at CreativeJC. Speak to you soon!