What is mobile marketing?
Mobile marketing is a type of digital marketing that involves creating and delivering promotional messages to potential customers via mobile devices such as smartphones and tablets.
Mobile marketing campaigns typically involve text messages, but can also include push notifications, in-app messages, social media ads, location-based services, QR codes, website banners and more.
The main goal of mobile marketing is to reach customers quickly and effectively with targeted messaging that drives conversions and sales.
Pros and cons of mobile marketing
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.
5 tips for mobile marketing success
Follow these 5 best practices to make the most out of your mobile marketing campaigns:
Utilize SMS campaignsSMS messaging is an effective way of informing customers about time-sensitive alerts, new offers, discounts and other important news. Additionally, it allows for personalization and trigger-based sending, so that messages can be delivered to the right people at the right time.
Optimize for mobile usersIf you’re running campaigns on mobile, your website and email content needs to be optimized for mobile devices. To make sure your content is easy for mobile users to engage with, test how it performs in different browsers and email clients to make sure it renders properly.
Make use of push notificationsPush notifications are messages sent directly to a user’s device in order to inform them of important updates or limited-time offers. Creating and sending personalized push notifications that are relevant to each mobile user, based on real-time in-app browsing for example, can be incredibly effective at driving engagement and repeat sales.
Measure your success regularlyTrack the performance of your mobile marketing campaigns and review their results on a regular basis. Create A/B split tests based on performance data to improve future results.
Emarsys and mobile marketing
Emarsys helps leading brands like Babbel and Adidas Runtastic to drive mobile marketing revenue by engaging customers in real-time with 1:1 personalized content.