MOBILE MARKETING

What is Mobile Marketing?

Mobile marketing refers to the process of reaching customers in the different mobile app stores such as Google Play, Apple app store or Amazon marketplace.

These app stores have thousands of apps and millions of users per day. With mobile marketing, you can promote your apps either through paid advertising or through other methods (cross-app promotions, etc.), so that they can be seen and installed by more users.

Note: Mobile marketing is not the same as having a mobile friendly version of your website.Making your website mobile friendly is a must and necessary otherwise your website won’t show up for Google searches performed on mobile.Mobile marketing is about creating an app and uploading that app to Google Play or other app stores for users to download.

I would tell you that mobile is the future of marketing, but really the era of mobile has already arrived. If you're not implementing some kind of mobile marketing strategy, you're already trailing behind!

As you can see from the graph below, more users are spending larger amounts of time engaged with mobile devices than ever before. We can expect this trend to continue even further in the future, so get ready!

How Does Mobile Marketing Work?

Mobile marketing consists of ads that appear on mobile smartphones, tablets, or other mobile devices. Mobile marketing ad formats, customization, and styles can vary, as many social media platforms, websites, and mobile apps offer their own unique and tailored mobile ad options.

Why You Need a Mobile Marketing Strategy?

Your business needs a mobile marketing strategy for the same reason that you need a computer and wi-fi access – this is the age in which we live! Walk around any major city and you’ll find more than just a few folks with faces glued to their smartphone screens. According to recent reports, 40% of users’ internet time is spent on mobile devices, which means simply ignoring the rise of mobile just isn’t an option.

Some other interesting mobile marketing statistics:

80% of mobile device time in spent on apps, with game apps eating up the largest percent of app time
People browse 70% more web pages on tablets than smartphones
Retail conversion rates are 2.2% on tablets, considerably higher than 0.7% on smartphones, but traditional PC conversion rates are still highest at 3.3%
Mobile searches have increased 200% year over year in 2012
Mobile is predicted to surpass desktop in 2014

Mobile is here to stay, and if forecasts are correct, it will soon by eclipsing desktop usage. If you don’t have a mobile marketing strategy yet, it’s time to get going!

Types of Mobile Marketing Strategies:

There’s a healthy variety of mobile marketing strategies to try. The kind that works best for your business will depend on your industry, target audience, and budget.

App-based marketing: This is mobile advertising involving mobile apps. While 80% of mobile time is spent engaged with apps, you don’t have to create an app yourself to get in on the action. Services like Google Ad Mob help advertisers create mobile ads that appear within third-party mobile apps.

Facebook also allows advertisers to create ads that are integrated into Facebook’s mobile app. Facebook’s mobile Promoted Post ads integrate so seamlessly with Facebook’s news feed that users often don’t realize they’re looking at ads.

In-game mobile marketing: In-game mobile marketing refers to mobile ads that appear within mobile games, like in the example below. In-game ads can appear as banner pop-ups, full-page image ads or even video ads that appear between loading screens.

Here is the example of in-game mobile marketing:

QR codes: QR codes are scanned by users, who are then taken to a specific webpage that the QR code is attached to. QR codes are often aligned with mobile gamification and have an element of mystery to them, since users who scan them don’t always know exactly which rabbit hole they’re jumping down.

Location-based marketing: Location-based mobile ads are ads that appear on mobile devices based upon a user’s location relative to a specific area or business. For example, some advertisers may only want their mobile ads to appear when users are within a 1-mile radius of their business.

Mobile search ads: These are basic Google search ads built for mobile, often featuring extra add-on extensions like click-to-call or maps.

Mobile image ads: Image-based ads designed to appear on mobile devices.

SMS: SMS marketing involves capturing a user’s phone number and sending them text offers. This is considered somewhat passé.

If you're ready to dig in and optimize your mobile marketing campaigns, check out our list of 13 mobile marketing tools you need.

Mobile Marketing Best Practices:

We’re leaving you with some quick mobile marketing tips to make sure you make the most of mobile.

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.
Benchmark Your Results: Experimenting is great, but there’s no point in trying new techniques if you’re not tracking your results to see what works and what doesn’t. Try the AdWords Grader to see how your mobile PPC ads are performing.

Importance of Mobile Marketing:

Today, a large fraction of population access internet through mobile rather than laptop or desktop. Mobile’s portability feature enables a user to get in touch with world through internet from anywhere and anytime. Increasing number of internet and mobile user drags a revolutionary trend in marketing sector called Mobile marketing. Here are some reasons which can explain mobile marketing importance in these days.

Availability of quick services anytime

People want good, easy and quick services. They are looking for a service provider which can fulfill their requirements anytime, anywhere, and can be easily reached. A company can contact a user via mobile marketing techniques. A customer can also send feedback easily.

Mobile has become an undetachable part of life

Mobile is a necessary part of daily life. It can easily carried to anywhere and that’s why becomes a favorite device for e-shopping in leisure time.

Mobile is not only used for e-shopping but also used in physical store

A physical store also uses mobile services for providing services and advertising. Many store will save your number to notify you about special products and discounts offers.

SMS Marketing

SMS and MMS marketing bring a tremendous change in marketing. Now users are getting offers and discounts or get notified for sale via sms or mms.

Mobile search index becomes primary contents for ranking

Google is going to make search index based on mobile search ranking rather than desktop search ranking. So your website search ranking will be based on mobile searching rather than desktop searching.

Importance of Mobile advertisement

Advertising on mobile sites or directly to mobile seems more effective in marketing.

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