Digital Marketing is an ever-growing industry with new technologies popping up every single day. Nearly everyone has a smartphone and/or a tablet, and have access to online searches whenever and wherever they want. One of the most relevant changes in the industry is the increasing acclimation rates from mobile devices.
The rise of the smartphone industry has opened new horizons for digital marketing. Thousands of businesses—both large and small—are benefitting from mobile marketing all over the world.
Think about the most recent ad you saw during a YouTube video or the ads that pop-up while you are playing a game or using various other apps on your smartphone. While this means more brand awareness for the consumer, for businesses or marketers, these ads and similar mobile-based strategies mean much more promising avenues.
Inbound marketers have been closely following the trends in mobile marketing ever since it gained popularity a couple of years ago. But given today’s tech-driven era where mobile devices have become a prominent part of people’s lives as both consumers and professionals, this marketing strategy has become a staple for every business that wants to thrive rather instead of just survive.
Did you know that the amount spent on mobile ads last year totaled more than $138 billion? This year Amazon spent two-thirds of its digital ad budget solely on mobile phones. More than 65% of companies have integrated mobile marketing into their overall marketing strategy and those who haven’t jumped on the bandwagon yet are optimizing their marketing plans for mobile devices nonetheless.
But what exactly is mobile marketing and how is it changing consumer behavior? What are customers looking for and how are brands dealing with the buyers’ ever-changing needs?
Let’s take a deeper look.
What is Mobile Marketing?
In the simplest words, mobile marketing is exactly what can be understood by breaking the term apart – it is using mobile technology for marketing the goods and services to the potential buyer.
Mobile marketing uses multiple distribution channels in order to advertise a company’s products through mobile devices such as smartphones, tablets and the likes. It is an interactive promotion of goods and services aimed at reaching the target audience in order to boost sales and increase revenue.
Mobile marketing works by using features such as location services, search history and so on to tailor or identify the best promotions for the individual user. It is a way of creating more personalized marketing campaigns for customers who refer to their mobile devices for something or another when shopping.
How is Mobile Marketing Changing Reality and Consumption?
In order to understand and fully appreciate the impact of mobile marketing on consumer behavior and why it has become such a powerful tool in every marketer’s arsenal, consider the following statistics.
Over 80% of all internet users own a smartphone and since 2012, mobile searches have tremendously increased by more than 200%. Mobiles have surpassed desktop searches over the last few years and have become an indispensable tool for both large and small-scale companies to remain successful in the long run.
Be it the daily groceries or the sale and purchase of much more valuable assets such as real estate, stocks, and bonds, most of the transactions in today’s world are being done online. The conventional practice of going to brick and mortar store has long been replaced by a few clicks on a mobile device that complete the purchase and get the items delivered straight at your doorstep.
Even if customers still prefer visiting the retail stores, most of them will first search for the top brands, best products, and competitive prices before they go to purchase it at a mall or a shop.
More than 75% of consumers perform an online search for their required items or services followed by the popular search phrase ‘near me.’ And this is where mobile marketing campaigns pick up their location and kick into action.
Smartphones have become an integral accessory for shopping as a survey reveals that about 35% of customers use their phones while shopping in-store in order to compare prices or look for the best alternatives.
How Brands Are Dealing with the Buyers’ Ever-Changing Needs
Today’s customers don’t just want to shop – they want a truly memorable shopping experience whether they buy the products online or by visiting a retail outlet. Modern customers have high expectations from their selected brand in terms of proactive service, better engagement, personalized interaction and of course, high-quality products that satisfy their needs.
With this in mind, brands are using mobile marketing in different ways depending on their customers’ preferences and sales objectives. Here are the common mobile marketing practices employed by businesses all across the world.
1. App-Based Marketing
This is a type of mobile-based advertisements that involves mobile applications which clients download on their smartphones. Given the fact that users spend over 80% of screen-time on different apps, this mobile marketing strategy is really effective in advertising any brand.
The best part is that businesses don’t need to create their own apps from scratch. Services like Google AdMob allow marketers to create custom ads that can be projected to the target audience on their mobile devices through third-party apps.
2. In-Game Mobile Marketing
As the name suggests, this mode of mobile marketing focuses on ads that appear in gaming apps. These can be displayed as a full-sized image, banner pop-up or a video that automatically plays while the gaming app is running.
3. QR Codes
QR codes are one of the best mobile marketing practices as they have an element of surprise and make the user curious about scanning it (and thus, land exactly where the marketer wanted them to).
4. Location-Based Marketing
This technique uses a customer’s geographic location and allows businesses to implement marketing activities accordingly in a way that it leads to a higher return on investment. For instance, a restaurant might send a pop-up notification for great deals when a potential customer in the vicinity as this has higher chances of attracting them to dine in.
5. SMS & MMS
Although a somewhat old technique, text messages and multimedia messages are also used by companies to advertise their products to a specific group of people.
Mobile marketing is a promising field for marketers regardless of the good or service that they might be promoting. It is becoming a widely accepted practice by businesses all over the world and this trend has no hints of dying away any time soon.