What Is Mobile Marketing?
First, a quick definition: #Mobile #marketing is the art of marketing your business to appeal to mobile device users. When done right, mobile marketing provides customers or potential customers using smartphones with personalized, time- and location-sensitive information so that they can get what they need exactly when they need it, even if they’re on the go.
I would tell you that mobile is the future of marketing, but really the era of mobile has already arrived. If you’re not implementing some kind of mobile marketing strategy, you’re already trailing behind!
As you can see from the graph below, more users are spending larger amounts of time engaged with mobile devices than ever before. We can expect this trend to continue even further in the future, so get ready!
Desktop vs. mobile users in millions
How Does Mobile Marketing Work?
Mobile marketing consists of ads that appear on mobile smartphones, tablets, or other mobile devices. Mobile marketing ad formats, customization, and styles can vary, as many social media platforms, websites, and mobile apps offer their own unique and tailored mobile ad options.
Why 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 users’ internet time is spent on mobile devices, which means simply ignoring the rise of mobile just isn’t an option.
Some other interesting mobile marketing statistics:
- 80% of mobile device time in spent on apps, with game apps eating up the largest percent of app time
- People browse 70% more web pages on tablets than smartphones
- Retail conversion rates are 2.2% on tablets, considerably higher than 0.7% on smartphones, but traditional PC conversion rates are still highest at 3.3%
- Mobile searches have increased 200% year over year in 2012
- Mobile is predicted to surpass desktop in 2014
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!
Types of Mobile Marketing Strategies
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.
App-based marketing: 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.
In-game mobile marketing: 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.
Example of an in-game mobile marketing ad
QR codes: QR codes are scanned by users, who are then taken to a specific webpage that the QR code is attached to. QR codes are often aligned with mobile gamification and have an element of mystery to them since users who scan them don’t always know exactly which rabbit hole they’re jumping down. Read More