Mobile Marketing Definition How It Works and Examples
Mobile marketing is advertising that promotes products and services via mobile devices like smartphones and tablets. It uses features of modern mobile technology, including location services, to tailor marketing campaigns based on a user’s location.
Key Takeaways:
– Mobile marketing uses mobile devices for advertising, like text promos and apps through push notifications.
– Mobile marketing groups audiences by behavior rather than demographics.
– Mobile marketing is a subset of mobile advertising and faces privacy issues related to data collection.
– It is more cost-effective than traditional marketing on television and radio.
Mobile marketing includes promotions sent through SMS and MMS messaging, downloaded apps with push notifications, in-app or in-game marketing, mobile websites, and scanning QR codes. Proximity systems and location-based services can alert users based on their geographic location or proximity to a service provider.
Mobile marketing is essential for companies as mobile devices become more prevalent. The key players are the brands and the service providers that enable mobile advertising. Audiences in mobile advertising are targeted based on behavior rather than by demographics, such as iPad users being older and wealthier.
One behavior in mobile marketing is called "snacking," where users check media or messages for short periods. This behavior increases the points of contact for marketers.
Different devices, like smartphones and iPads, react differently to mobile marketing. Smartphone users find informative content most relevant, while iPad users are captivated by interactive advertising with eye-catching imagery.
Compared to traditional marketing efforts, mobile marketing takes advantage of the fact that many users carry mobile devices with them at all times. Location-based services can collect customer data and offer relevant coupons or promotions based on their proximity to a store.
Advantages of mobile marketing include its easy accessibility, cost-effectiveness, and real-time reach to potential customers. However, there are also privacy concerns regarding data collection and potential increased costs for users.
To start a mobile marketing business, it is important to set up a mobile-friendly website, create a presence on location-based platforms, fully immerse yourself in mobile ad marketing, start mobile ad campaigns, and utilize QR codes.
Examples of successful mobile marketing campaigns include Samsung’s interactive ads for its Galaxy S6 phone, Pond’s interactive ad for acne products, Ruffles’ mobile reality game, and Nissan’s video ad with hotspots for information and engagement.
Mobile marketing tools are digital marketing strategies used to reach target audiences through various channels on smartphones and tablets, like social media ads or browser pop-ups. Free mobile marketing tools include AppsFlyer, Insider, Branch, and CleverTap.
Top mobile marketing apps include Facebook Pages, WhatsApp Business, YouTube Studio, Instagram Business, and Twitter for Business.
The cost of mobile marketing varies depending on the platform and ad duration but is generally affordable, costing a few dollars for a few days.
In conclusion, mobile marketing is an affordable and targeted way to reach a target audience through mobile devices. It is a vital tool in today’s world where people spend a significant amount of time on their phones or tablets.
