Mobile marketing can be a powerful way for businesses of all sizes to capture their audiences’ attention and drive results. However, it doesn’t come without its challenges. Let’s take a look at the advantages and disadvantages that come with mobile marketing:
Advantages of Mobile Marketing
Low barrier to entry: compared to traditional forms of marketing like print, direct mail or radio, mobile-based marketing is easy for businesses of all sizes to access.
Geotargeting: mobile campaigns and in-app push messaging can target users based on their current location. This can be an effective tool for bricks and mortar businesses to drive foot traffic.
Personalization: mobile content can be easily tailored to each individual, delivering a far more engaging experience than traditional marketing methods. Push messages can promote frequently viewed products, SMS can offer discounts based on past purchases, and much more.
Viral potential: mobile content and ads created on social media platforms like Instagram and TikTok has the potential to go viral and reach new, previously-untapped audiences.
Cost effectiveness: compared to traditional marketing methods, mobile marketing can be a cost-effective means of building brand awareness, growing a loyal audience and driving sales.
Disadvantages of Mobile Marketing
Disconnected user experiences: if you operate more channels beyond mobile, you need to provide a seamless, consistent experience across them. Disconnected experiences can harm your brand and discourage customers from engaging.
Setup costs: certain mobile channels, such as in-app, can come with heavy development and app maintenance costs which can pose a challenge to some businesses. SMS & MMS, for example, require an aggregator to purchase a code where the price and regulations vary by country and available providers.
Data consent: with customers growing more conscious of how companies handle their information, data collection and storage can pose a challenge for companies.
