What is mobile marketing strategy and why you need it


In a Recent year, the mobile phone usage is showing a continuous staggering growth. So that there has been a whopping 90% increase in the time people have spent on mobile apps between 2013 to 2018. John Costello, Chief Global Customer and Marketing Officer of Dunkin Donuts: quoted “Mobile is devouring the world.”

Although the importance of this trend is being recognized by most industries, where still some are struggling to keep up with its pace.

Marketing teams across organizations are continuously exploring new ways of leveraging this fast-growing trend by engaging customers and cashing in on the obsession of owning and using a mobile phone – a phenomenon that’s making this landscape extremely compelling and competitive.

Recent reports predict that the ad spends on mobiles will make up 51% of the digital market (close to $100 billion) by. In fact, CMOs plan to increase mobile budgets by 160% in the next few years.

Clearly, it’s time to implement mobile marketing instead of contemplating whether or not it is important. It’s also time organizations understood how different apps and mobile types influence consumer behavior and find out what their preferences are. Some important findings in this respect are:

How does mobile marketing work?

The ads that appear on mobile phones form the crux of mobile marketing. The formats, customizations and styles of mobile marketing vary from the ones that appear on desktops. Mobile apps are unique as they are specifically tailored options for mobile phone platforms.

It might seem risky to jump onto the mobile marketing wagon just yet, and the thought of developing a complicated in-house marketing solution can amplify your fears. The good news, however, is that there is help, if and when, you need it. Mobile marketing automation platforms help you walk on this path unhindered. A powerful way of optimizing and testing your mobile marketing efforts, these off-the-shelf mobile marketing automation platforms reduce your stress while building an in-house solution.

However, it is prudent to choose a platform according to your or your company’s specific needs as not all mobile marketing automation platforms are the same.

Why do we need a mobile marketing strategy?

A mobile marketing strategy is as crucial for your company as a computer and a Wi-Fi network are. Suffice to say that it’s no longer a luxury, but a necessity, considering the times we live in. Today, every other person out there is addicted to his or her mobile phone. Recent studies show that the Internet time spent by users on mobile devices has increased by 40%, a figure that makes it necessary to tackle this trend head on.

Types of mobile marketing strategies

Depending on your industry, budget and target audience, you can choose from a variety of mobile marketing strategies. Listed here are some of them:

  • App-based marketing:
    Leveraging the fact that browsing apps makes up 80% of the time a user spends on a mobile, mobile apps can be used for advertising with the help of services like Google AdMob. Doing this helps advertisers create ads that can be seen within third party mobile apps.
    Facebook, for example, allows its users to create ads that are so seamlessly integrated into their Facebook mobile app that users often don’t even realize they are looking at an ad.

  • In-game marketing:
    Like the name suggests, these ads appear during / within mobile games. These ads can appear as banner pop-ups, image ads that may or may not be full page, and video ads that often appear during games.

  • QR codes:
    Mobile games are often aligned with QR codes and given an element of mystery to lure gamers to specific webpages after they scan the codes. Lured by the mystery, gamers often have no idea where this code will lead them.

  • Marketing based on location:
    The ads that appear on a user’s mobile based upon his or her location, and are a specific area or business relative, are the fulcrum of location-based marketing. For example, when an ad appears on a user’s mobile when he or she is within a mile’s radius of the business, it is known as a location-based marketing tactic.

  • Mobile search ads:
    Often featuring additional add ons / extensions, mobile search ads are basic ads by Google Search built specifically for mobiles.

  • Mobile image ads:
    Ads that are designed as images and which appear on mobile devices are called mobile image ads.

  • SMS ads
    Ads sent to a user through text messages are called SMS ads. This practice is now, however, somewhat outdated.

Some of the best practices of mobile marketing that help you make the most of it are as follows:

  • Be precise and concise: Remember, mobile devices have smaller screens and users have even smaller attention spans. Make sure the add is precise and concise to avoid clutter which can otherwise lead to users losing interest.

  • Optimize according to location: Optimize mobile marketing locally to cater to the queries and needs of users who mostly look for searches nearby. For example, where is the nearest ATM? Which is the nearest coffee shop? and so on

  • Recognize your target audience: The kind of ads you use should be influenced by the kind of audience you want to reach. For instance, consider whether or not your audience consists of gamers. If yes, then leveraging in-game ads is your best bet. Is your audience young and internet savvy? Then social media-promoted ads will get you maximum attention.

  • Explore different strategies: There are several choices in the types of mobile marketing strategy you can use. Don’t be afraid to explore and experiment with different strategies while deciding which one’s the best for you.

  • Track and file results: Always remember to document your results. Doing so will give you a reference point of what was the best strategy that worked for you and what did not.

In conclusion, it is safe to say that mobile devices are here to stay and the sooner we start exploring them, the better are our chances of survival in this cutthroat world.