The modern consumer is constantly on the move, challenging marketers to identify new ways to interact and effectively influence them.
According to C. Martin, marketing to mobile users is different from marketing to TV watchers or PC users (Martin, Chuck, 2013). So-called “m-commerce” is not just about using your smartphone to make a payment. It transforms the way people shop from initial research through purchase.
Within this context, mobile marketing is a multichannel digital marketing approach that leverages mobile functionality to reach, interact with and influence a particular audience through smartphones, tablets and other mobile devices. Emails, SMS messages, social networks and applications are used. Mobile marketing is premised on the fact that mobility is transforming the way people engage with brands.
It is important that mobile marketing is used properly to make the right information available to customers and prospects quickly. Simple, objective information at the right time can make all the difference when it comes to a mobile marketing strategy.
In terms of mobile marketing application, there are a wide variety of strategies that can be adopted:
Mobile in-game marketing: Mobile in-game marketing is mobile advertising displayed in games. In-game ads can appear as banner pop-ups, full-page image ads, or video ads that appear between loading screens.
Location-based marketing: Location-based mobile ads appear on mobile devices based on a user’s location in relation to a specific area or business. Some advertisers may want their mobile ads to appear only when users are within a certain radius of their business.
App-based marketing: Mobile advertising involves the use of mobile apps. Although 80% of mobile time is spent on apps, you don’t need to develop an app to market to its users. Services like Google AdMob help advertisers build mobile ads that appear in third-party apps. Facebook also allows advertisers to create ads integrated with Facebook’s mobile app. Facebook mobile app ads integrate with Facebook’s news feed so users often don’t realize they are seeing ads.
QR codes: QR codes directed users to a specific web page with which the QR code is associated. QR codes are often aligned with mobile gamification and have an element of mystery to them, as users who scan them don’t always know where they are going, or what they will see.
SMS: SMS marketing involves capturing a user’s phone number and sending text offers. This is considered somewhat outdated.
Mobile search ads: These are basic Google Search Ads developed for mobile, often featuring additional extensions, such as click-to-call or maps.
Mobile image ads: Image-based ads designed to appear on mobile devices.
If you don’t use mobile marketing yet, you’re missing out on a great opportunity to engage with your audience.