Mobile Marketing consists of ads that appear on mobile smartphones, tablets, or other mobile devices. But, Mobile marketing ad formats, customization, and styles can vary. More so, as many social media platforms, websites, and mobile apps offer their own unique and tailored mobile Ad-options.
In reality, mobile marketing is disrupting the way people engage with brands. April 21st is a very important day. It’s the day that Google launched mobile changes to their ranking algorithm for searches on mobile devices.
According to Google, you are either mobile-friendly or not and those websites that are not mobile-friendly by the deadline could suffer a ranking decrease.
Whether people are at home, at work, on the go, or in a store, web search from a mobile device is not a frivolous activity. In addition, 81% of mobile searches are driven by speed and convenience because a mobile device is always on, always accessible.
What is Mobile Marketing?
Mobile Marketing is part of a multi-channel, digital marketing strategy aimed at reaching a target lead audience. Especially, on their smartphones, tablets, and/or other mobile devices. Such as, through websites, email, SMS and MMS, social media, and apps.
In addition, mobile marketing generally refers to marketing on or with mobile devices. It can include any marketing activities through mobile. Whether it is online shopping or SMS notification for a product advertisement.
Therefore, it is similar to internet marketing where marketers need a user in order to provide services and advertising their products.
According to Andreas Kaplan, a professor, and specialist of marketing, he defines mobile marketing as follows: –
It’s any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device.
Not forgetting, Mobile Marketing includes research to understand mobile user’s nature, designing according to the mobile platform, and adopting various techniques of mobile marketing strategies.
With this in mind, make sure that people are continuously getting emails, SMS, MMS, and other means of advertisement to get connected with you.
Why is Mobile Marketing important?
As can be seen, from the above definition, Mobile marketing is a new definition of online digital marketing. Mobile has become an integral part of our life and the consistent use of smartphones in daily life brings forward an idea for the development of this technique.
And of course, the Mobile-First Index experiment of Google may affect your online business. For one thing, this technology is going to change your business. And give you access to more customers and exposure to market trends. Helping you grow accordingly.
Basically, in today’s on-the-go world, mobile marketing is the key. Whereby, today’s consumers are connected 24X7 to the internet through their personal mobile devices for surfing, shopping, networking, and being up-to-date.
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With customers spending a substantial time hooked on to their mobiles they have become the next big frontier in advertising and with many businesses limiting their presence to mobiles. This trend is expected to grow exponentially.
Today, a large fraction of the population accesses the internet through mobile rather than a laptop or desktop. The mobile portability feature enables a user to get in touch with the world through the internet from anywhere and anytime.
Equally important, the increasing number of internet and the mobile user drags a revolutionary trend in the marketing sector called Mobile marketing. Below are some reasons which can explain mobile marketing importance these days;
Availability of quick services anytime:
People want good, easy, and quick services. They are looking for a service provider that can fulfill their requirements anytime, anywhere, and can be easily reached. A company can contact a user via mobile marketing techniques. A customer can also send feedback easily.
Mobile has become an undetachable part of life:
Perse, mobile is a necessary part of daily life since it can easily be carried anywhere. And that’s why it becomes a favorite device for e-shopping in leisure time.
Mobile is not only used for e-shopping but also used in a physical store:
A physical store also uses mobile services for providing services and advertising. Many stores will save your number to notify you about special products and discounts offers.
SMS in Mobile Marketing:
Notably, SMS and MMS marketing bring a tremendous change in marketing. Now users are getting offers and discounts or get notified for sale via SMS or MMS.
Mobile search index becomes the primary content for ranking:
Google is going to make a search index based on mobile search ranking. Rather than desktop search ranking. So your website search ranking will be based on mobile searching rather than desktop searching.
The Basic Importance of Mobile Marketing & Advertisement:
Advertising on mobile sites or directly to mobile seems more effective in marketing.
Why do you Need a Mobile Marketing Strategy?
Your business needs a mobile marketing strategy for the same reason that you need a computer and wi-fi access – this is the age in which we live!
Walk around any major city and you’ll find more than just a few folks with faces glued to their smartphone screens. According to recent reports, 40% of internet users spend their time on mobile devices. Meaning that ignoring the rise of mobile just isn’t an option.
Other interesting mobile marketing statistics:
- Mobile was earlier predicted to surpass desktop in 2014
- From 2012, mobile searches increased by 200% year over year
- People browse 70% more web pages on tablets than on smartphones
- 80% of mobile device time is spent on apps, with game apps time eating up the largest percent.
Additionally, retail conversion rates are 2.2% on tablets which is considerably higher than 0.7% on smartphones. But, traditional PC conversion rates are still highest at 3.3%.
Which are the Types of Mobile Marketing Strategies?
Always keep in mind, mobile is here to stay. And if forecasts are correct, it will soon by eclipsing desktop usage. If you don’t have a mobile marketing strategy yet, it’s time to get going!
There’s a healthy variety of mobile marketing strategies to try. The kind that works best for your business will depend on your industry, target audience, and budget.
1. App-based marketing, mobile image, and search ads:
This is mobile advertising involving mobile apps. While 80% of mobile time is spent engaged with apps, you don’t have to create an app yourself to get in on the action. Services like Google AdMob help advertisers create mobile ads that appear within third-party mobile apps.
Facebook also allows advertisers to create ads that are integrated into Facebook’s mobile app. Facebook’s mobile Promoted Post ads integrate so seamlessly with Facebook’s news feed that users often don’t realize they’re looking at ads.
These are basic Google search ads built for mobile, often featuring extra add-on extensions like click-to-call or maps. As for the image-based ads, these are designed to appear on mobile devices.
2. In-game mobile marketing and QR codes:
Basically, in-game mobile marketing refers to mobile ads that appear within mobile games, like in the example below. In-game ads can appear as banner pop-ups, full-page image ads, or even video ads that appear between loading screens.
It’s important to realize, QR codes are scanned by product consumers. And they are then taken to a specific webpage that the QR code is attached to. QR codes are often aligned with mobile gamification.
They also have an element of mystery to them since users who scan them don’t always know exactly which rabbit hole they’re jumping down.
3. Location-based and SMS marketing:
Location-based mobile ads are ads that appear on mobile devices based upon a user’s location relative to a specific area or business. For example, some advertisers may only want their mobile ads to appear when users are within a 1-mile radius of their business.
SMS marketing involves capturing a user’s phone number and sending them text offers. If you’re ready to dig in and optimize your mobile marketing campaigns, check out the list of 13 mobile marketing tools you need.
How do you Improve your Content on Mobile Marketing?
We love our smartphones and tablets. Usage of both devices has grown rapidly with people using their mobile devices more than their laptops.
Given the fact that people are finding and consuming more content on tablets and smartphones, our inbound marketing tactics, specifically content marketing, and Search Engine Optimization, must support those devices seamlessly.
According to Google, if someone has a positive mobile experience when interacting with your brand, 89% of people are likely to recommend a brand.
But if the experience is negative, 46% say they would not purchase from a brand again. Well, it seems rather harsh.
The outcome of a mobile search is valuable to all businesses, not just business to consumer, as 73% of mobile searches trigger additional action. And conversions such as additional research or contacting a vendor.
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Plus mobile searches trigger quick follow-ups. 63% of mobile search triggered actions within 1 hour of the initial search. And 55% of purchase-related conversions occur within 1 hour of initial mobile search.
What do you do when:
- Web pages are slow to load
- The website smartphones oriented
- Navigation is difficult to use
- Content is difficult to read
You probably go elsewhere to find what you are looking for. But of course, don’t think that because someone is home or at work with a desktop available, they are not using mobile search.
In fact, 77% of mobile searches are either from home or at work. Given that an increasing number of visitors are accessing your website from a mobile device. Therefore, how do you give them a great experience so they stay? Or even, consume your content and build trust in your brand?
Implementing content marketing that effectively supports mobile can help you increase your conversions of visitors to leads. Consider implementing the mobile content marketing tips to ensure mobile users can easily find and consume your content.
Is Your Website Mobile-Friendly?
Website owners have also been receiving messages through Google’s Webmaster Tools about mobile usability issues. If you have received one of these messages, you should be solving these usability errors. Even before the new algorithm goes into effect.
Google is also reportedly working on a mobile-only version of the search index, which would separate the search results for people searching on smartphones from those searching on a desktop browser.
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So the bottom line is if your website isn’t mobile-friendly, your business may not be visible to those searching on their smartphone. And according to Google, mobile pages that provide a poor searcher experience can be demoted in rankings or displayed with a warning in mobile search results.
What is the Impact of Mobile Search Results?
Searching the web from mobile devices is projected to overtake desktop search by 2015. And there is no doubt that mobile search will impact your business and your marketing activities.
What are you doing now to prevent visitors from clicking away to your competition because your site is not the user experience they have come to expect?
In a research study conducted by Google in partnership with Nielsen which analyzed over 6000 mobile searches, they discovered that mobile search is goal-oriented. And conducted to help make a decision.
Related Topic: A Personal Mobile Search Experience
Mobile has a revolutionary marketing tact in the business world. For one thing, it introduces an easier and better way to communicate directly with customers and advertise products.
In other words, Ecommerce Business can be easily enhanced. Marketers now contact users according to their natures and requirements. Customers can easily get what they are looking for. Simply, because marketers notify them of the best deals and services.
See Some Facts About Website Mobile Friendliness in Marketing
Customers can buy and enjoy services with feedback and reviews. This feedback and reviews also seem helpful to other customers as well. Of course, I know what is going inside your head.
Perhaps, you are still thinking about what mobile marketing is? And how is it significant to my business? Among other lots of other questions. But, first, you must be aware of how the mobile-first index experiment affects your marketing strategy.
Mobile Marketing Best Practices Summary
Generally speaking, mobile technology has caused a major shift in buyer behavior. And by all means, they are utilizing their mobile devices to search, learn about, and buy these products and services.
That in mind, I am leaving you with some quick mobile marketing tips to make sure you make the most of mobile. So, in that case;
Be Clear and Concise: Mobile devices have small screens, which means words should be used sparingly. Cluttered and crowded ads will just drive users to scroll past. When it comes to mobile, it’s best to keep things simple.
Optimize for Local: Be sure to remember that 1 in 3 mobile searches have local intent. Users often use mobile devices to complement their immediate worldly interactions – where is the nearest gas station? Is there a nearby coffee shop that has wi-fi? Optimize for local mobile marketing to make sure you are aligning with users’ queries.
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Consider Your Audience: The type of audience you’re hoping to reach should influence the kind of mobile ads you use. Are they gamers? Then try taking advantage of in-game ads. Are they young and tech-savvy? Mobile Facebook Promoted Posts might be more likely to get their attention.
Experiment with Different Strategies: There’s a lot of room for experimentation when it comes to mobile marketing. Don’t be afraid to test out some ad extensions with your Google Ads Enhanced Campaigns. You can try the Google Offers ad extension, or the click-to-call extension, and see how they work for you.
Benchmark Your Results: Experimenting is great, but there’s no point in trying new techniques if you’re not tracking your results to see what works and what doesn’t. As an example, you can Try the Google AdWords Grader to see how your mobile PPC ads are performing.
I hope with the provided guides above, you’ll be able to consider Mobile Marketing in your next business plan.
However, if you’ll have more questions that demand our answers, please feel free to Contact Us. Below are more useful and related to the topic links:
- Mobi Marketing Importance: Technians
- Impact of Mobile Search – Is Your Marketing Ready?
- Code95: 4 Basic Tips To Promote Mobile Application
- Insider Secrets for Increasing Business on Slow Days!
Finally, you can share your additional thoughts and information in the comments section.