What Is Mobile Marketing? (Components and Best Practices)
By Indeed Editorial Team
Published June 10, 2022
The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.
Many professionals use their mobile phones for personal and professional communications. As a result, mobile devices have become one of the most effective ways for businesses to communicate with consumers. Learning more about mobile marketing can help you have a broader reach in your marketing efforts. In this article, we define mobile marketing, discuss its components, review its benefits, explore its best practices, list its methods, and provide an example.
What is mobile marketing?
Mobile marketing is a kind of digital marketing that focuses on customers who access content through mobile devices, such as smartphones and tablets. This marketing often involves direct engagement with people through their mobile devices or enhancing a website for mobile users. Typically, businesses and organizations utilize mobile marketing with other marketing methods to promote brand exposure and revenue.
Components of mobile marketing
This kind of marketing typically consists of several components, such as:
Short message service (SMS) and multimedia message service (MMS) marketing
SMS and MMS are two different ways to contact someone directly via their mobile smartphone. While an SMS message is a simple text message, an MMS message includes multimedia features, such as images. Marketers may send these messages to prospective or existing consumers to inform them of pertinent information, such as their most recent deals.
Additionally, they may add a link to their website, making it easier for the customer to visit. To get started with SMS or MMS marketing, the marketer might need their consumers' contact information, often obtained when the client fills out a website form. For instance, a company may demand a phone number to complete a transaction. It may then give the consumer text message updates on their purchase status or notify them in the future if a comparable product goes on sale.
Mobile app marketing
Mobile app marketing refers to advertising inside a third-party mobile application. Numerous app developers provide their applications for free but earn revenue by allowing other companies to advertise on their applications. While using the app, the user may see an advertisement banner at the bottom of the screen or a full-screen ad. Many marketers promote through mobile applications because they enable businesses to reach audiences comparable to their own. For instance, a hardware retailer may insert adverts on an app that gives instructions on home renovation.
A critical component of this marketing is ensuring that your website displays appropriately and is still simple to use on smaller mobile devices. When a consumer accesses a website through a mobile device, the mobile marketer strives to provide a positive experience. For instance, they may modify the homepage and increase the menu compared to the desktop version, making tapping with a finger easier.
Additionally, they may modify typefaces or colour palettes to make them more readable on smaller screens. A popular method is to use responsive design, which automatically adapts the size of the website to the size of the screen.
As with redesigning websites, mobile marketers ensure that all marketing communications display correctly on smaller displays. This is because many individuals read their e-mails on their mobile devices. The marketer may alter the font size, reduce the quantity of material, or increase the size of links in e-mails. They also ensure that any links in the e-mail also go to sites optimized for smaller displays. Additionally, mobile marketers may seek e-mail subject lines that capture the user's attention and fit on the smaller screen completely.
Benefits of mobile marketing
There are several benefits of using mobile phone marketing, including:
Offers a wider reach
This marketing enables you to connect with consumers who often access the internet on their mobile devices. Because some people may lack access to a desktop computer and rely on their mobile devices, this marketing plan increases the likelihood that your content might reach them. Additionally, your marketing reaching a person through their mobile device and other media may help increase brand recognition.
Helps target based on localization
The majority of mobile phones can determine a user's position. By localizing their message, mobile marketers may make use of this functionality. For instance, a local salon may advertise only in specific postal codes. Then, when someone searches for salon near me their mobile device saves their postal code and displays the advertising. Localization enables marketers to target exact geographic regions, ensuring that they direct their marketing efforts to the individuals most likely to become customers.
Increases buying speed
Many people use their mobile devices to complete online transactions. You can decrease the time between someone learning about your brand and becoming a customer with mobile advertising practices. For example, suppose someone searches book store near me and sees a mobile advertisement for a store. They then visit the website, browse the inventory online and complete an online order all in one browsing session. Because people can do so much through their mobile devices, it's easier to convert them to paying customers through these marketing efforts than through some other marketing channels.
Best practices of mobile advertising
Below are some of the best practices to implement when creating a mobile advertising campaign:
Keep messages short
Because of the smaller screen size of most mobile devices, concise messaging is critical. Ensure that everything you write fits within a user's screen to keep scrolling to a minimum. Also, try to minimize the number of steps necessary to locate what they're searching for or finish a transaction. This may include lowering the number of pages on your mobile website or streamlining the checkout process.
Target your audience
The audience you want to reach influences your marketing strategies. For example, a business trying to reach young fans of video games may have a different marketing strategy than one trying to reach older homeowners. When creating your marketing strategy, consider your target audience and the best platforms to find that audience.
Experiment and analyze results
There are several strategies for marketing through mobile devices, and it's important to experiment to see which ones perform best for you. Even if you have established tactics that work for an organization, you can always be open to new options. When you launch a marketing campaign, ensure that you have a mechanism to monitor and evaluate the outcomes. By experimenting with new techniques and evaluating data, you may discover that your current practices are ineffective.
Methods of mobile advertising
Advertisers contact customers via a variety of mobile advertising tactics. The costs of this strategy can vary depending on the number of targets, length of the advertisement, and marketing objectives. You can calculate advertising expenditures depending on your selected strategy and experiment with various strategies to compare these results:
Cost per click: With this strategy, the advertiser pays for each click on a mobile advertisement or website, regardless of whether the click results in a lead or sale.
Cost per mile: The advertiser pays for a certain number of impressions of their advertisement. You can define an impression as each time an advertisement loads on a mobile application or website.
Cost per install: With this strategy, the advertiser pays for each app download that the advertising encourages. These advertisements can motivate users to download the app with incentives, such as prizes or points.
Cost per action: The advertiser pays each time a certain activity occurs inside an app or on a website. Signing up for an offer, downloading an offer, or making a transaction are all examples of actions.
Example of mobile advertising
Below is an example of how a business may implement this marketing strategy:
A national real estate agency, Forever Homes, launches a marketing campaign designed to get more leads for its local real estate agents. One part of this campaign includes running advertisements on television and in print ads that invite anyone looking to buy a home to text a phone number with the word "homebuyer." After sending this, the user receives a message asking where they're looking to buy a home. The user responds and then receives another message from a real estate agent in that area.
Another part of Forever Homes' marketing strategy includes running advertisements in mobile apps. They decide to target two types of mobile apps: home listing and home improvement apps. Their goal in targeting these two types of apps is to connect with users looking to buy homes or fix their homes to sell them.
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