The Evolving Landscape of Mobile Marketing


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The driving force behind mobile marketing is consumer behavior. It all comes down to knowing your customers’ pulses, wants, and whims. The message is clear: adapt and prosper.

Mobile marketing is a marketing effort that promotes products or services through mobile devices. You can develop a seamless customer experience by connecting with customers via mobile devices.

Mobile devices allow to communicate with clients in real-time, 24*7. Since it is accompanying everyone all the time, a mobile is the best device to draw clients in a personalized and interactive manner.

Mobile marketing often uses strategies like location-based targeting or even an AI-powered system. The driving force behind the growth and success of mobile marketing is consumer behavior. It all comes down to knowing your customers’ pulses, wants, and whims. The message is clear: adapt and prosper.

Marketers are already aware of this significant change and are adjusting their tactics to the changing nature of the market. Is your business doing the same?

What is mobile marketing

Mobile marketing connects with customers via their mobile devices and sends timely, relevant, and unique offers that motivate them to act. The steps in a typical mobile marketing campaign are as follows:

  • Determine target audience:Marketers must first determine their target audience and comprehend their mobile preferences and behavior. Analyzing data from demographics, location, device use, and app usage is required for this.
  • Choose mobile channels:Once the target audience has been identified, marketers can select the ones that will best reach them. This could include push notifications, SMS, mobile websites, social media, and apps.
  • Create messaging and creative:Marketers will then create messaging and creatives tailored to the mobile channel and the target audience. Examples are text-based messages, rich media advertisements, and in-app messages.
  • Execute the campaign: The target audience is then reached by messages, advertisements, or notifications delivered via mobile devices to complete the marketing campaign.
  • Monitor and improve:Marketers monitor the impact of the campaign and make changes based on what they see. The messaging or creative may need to be changed, different audiences may need to be targeted, and various mobile channels may need to be used.
  • Measure results:Lastly, marketers measure the campaign’s results, like the number of clicks, conversions, or downloads. This information is used to assess the campaign’s success and firm up plans for mobile marketing.

Mobile Marketing Types

Mobile marketing works by interacting with customers via their mobile devices and drawing them to engage with your brand. Some forms of mobile marketing include:

  • In-App Marketing: Mobile app marketing is also known as in-app marketing. You can market your brand or other brands through in-app marketing.
  • Push Marketing on Mobile: Push technology is used for mobile push marketing, which sends promotional messages to mobile devices.
  • SMS Marketing: SMS marketing is a text message based marketing campaign. It is about sending promotions, alerts, offers, and more to the phones of current and potential customers.
  • Social media: Social media is a great place to advertise and promote your business because social media platforms typically have billions of users.
  • Proximity Marketing: Using location-based marketing, you can target a customer’s mobile device based on their location.
  • QR Code Marketing: You can use QR code marketing to link to your website, download an app, get customer reviews, or subscribe to a newsletter.

Mobile Marketing Strategies

There are several options to think about when developing your mobile marketing strategy. Social media marketing, SMS marketing, location-based marketing, proximity marketing, and in-app marketing are some of the most significant subcategories of mobile marketing strategies.

Here is how these mobile marketing techniques function:

  • SMS marketing

SMS marketing is advertising through text message. It is also referred to as text marketing or text message marketing. This is a permission-based mobile marketing strategy where brands send offers, coupons, and other alerts directly to potential customers’ phones via text messages with no more than 160 characters.

The fact that text messages have high deliverability, openness, and engagement rates is one of the reasons SMS marketing is such an effective mobile marketing strategy. The data indicate that:

  1. SMS open rates vary from 90 to 99%
  2. 90% of SMS are read within 3 minutes
  3. Click-through rates can be more than twice as high as those for emails.

This is probably because most people always have their phones on them and receive push notifications when new text messages arrive, making it more difficult to ignore those messages.

Due to the briefness of text messages, many marketers include a link where customers can learn more about a product or a code that initiates a follow-up message. Avoiding overusing SMS marketing is a best practice; this strategy works best for time-sensitive promotions.

  • Social Media Marketing

Many smartphone users access social media on their devices. According to Statista, Facebook has more than 2.8 billion monthly active users worldwide, followed closely by YouTube, WhatsApp, and Instagram. Utilizing social media as one of your primary mobile marketing strategies makes sense, given the concentration of users in one location.

Social media makes it simple to establish a personal connection with your audience through comments and messages. You can also raise brand recognition and improve conversion rates with customer recommendations and referrals.

It’s becoming increasingly common to use social media marketing to ensure you’ll reach the right customers, even though some businesses prefer to concentrate on organic social media posts. Options are:

  1. Facebook advertisements or promoted (boosted) posts
  2. Twitter promoted tweets
  3. Pinterest “shoppable” or “promoted” pins
  4. LinkedIn promotions or advertisements

Typically, using demographic data, you can use this mobile marketing strategy to create an audience and set your campaigns’ objectives, spending limits, and durations.

  • GPS-based location-based marketing

The GPS feature on smartphones is used by location-based marketing to assist marketers in displaying promotions and pertinent content based on users’ locations. Geotargeting and geolocation marketing are other names for location-based marketing.

It is more pertinent to where and what mobile users are doing. This type of marketing generates greater engagement and better responses.

  • Proximity Marketing

Another type of location-based marketing is proximity marketing. This enables you to use Bluetooth to locate potential customers and send them the right promotions.

Beacon marketing is one instance of this, which uses real-world Bluetooth-enabled devices in or close to stores. When people are close to your location, these transmit short-range signals to mobile devices, which they can see.

This is another tested technique for increasing foot traffic. Toyota used proximity marketing to attract customers to purchase at nearby auto dealers.

Also Read: Amplified Marketing in a Constrained Marketing Landscape

  • App-based marketing

The app market is a necessity for smart marketers. However, there are hundreds of thousands of other apps, so in-app marketing has become crucial to mobile marketing strategies.

In-app marketing comes in several forms:

  1. Mobile screens’ top- and bottom-positioned display advertisements, such as banners
  2. Native advertising or promotions designed to look like they belong in an app

The Future of Mobile Marketing

As mobile marketing develops and becomes more complex, its significance will only increase. The annual spending on mobile ads will set new records. Native and in-app marketing will experience an increase in competition as they open up new sources of income for companies.

Since mobile marketing is dynamic, keeping up with trends is essential for maintaining performance. Marketing platforms continue to update their infrastructure as more people use mobile devices.

Trends will change as certain ad types become more or less successful and competitive over time. By adhering to these best practices, you can ensure stronger long-term performance and obtain the full benefits of mobile marketing.

Swapnil Mishra
Swapnil Mishra
Swapnil Mishra is a global news correspondent at OnDot media, with over six years of experience in the field. Specializing in technology journalism encompassing enterprise tech, marketig automation, and marketing technologies, Swapnil has established herself as a trusted voice in the industry. Having collaborated with various media outlets, she has honed her skills in content strategy, executive leadership, business strategy, industry insights, best practices, and thought leadership. As a journalism graduate, Swapnil possesses a keen eye for editorial detail and a mastery of language, enabling her to deliver compelling and informative news stories. She has a keen eye for detail and a knack for breaking down complex technical concepts into easy-to-understand language.


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