What is Mobile Marketing? – History, Types, Example, and More

What is Mobile Marketing?

Mobile marketing is a usual of online marketing techniques that focus on mobile devices.

The success of mobile provides this new marketing option with the convenience of internet access and a remarkable ability to attract and retain customers.

Online marketing strategies had to be rethought. They are adapting to the mobile format to stay in touch with mobile consumers and improve final conversion rates, both in e-commerce and brick-and-mortar stores.

History of Mobile Marketing

1. The latest mobile marketing study from IAB Spain offers interesting insights into the state of mobile marketing.
2. 5 million people aged 16-65 use mobile phones (94%), mostly smartphones.
3. Smartphones are used an average of 2 hours and 34 minutes per day, about twice as long as tablets. Use is more common among women and youth aged 16 to 30.
4. The most popular apps are WhatsApp and Facebook (on smartphones), as well as Facebook games and tablet apps.
5. 34% of consumers regularly use their mobile phones while watching TV (multi-screen mode), and 18% use tablets.
6. One-third of users believe the emails they receive are not mobile-friendly, meaning 31% don’t open them on other devices.
7. Nine out of 10 respondents used their smartphones at some point in the buying process.
8. 41% of people shopped from mobile devices. The most popular categories are fashion, recreation, travel and electronics.

What are the Types of Mobile Marketing?

Today, marketing and advertising professionals use a variety of mobile marketing tactics.

But which one is the most effective and provides the best return on investment (ROI)? For many professionals, this new marketing discipline represents a paradigm shift, distinguishing it from traditional marketing by its constant interaction with technology and new approaches to consumer engagement.

Below, we’ll look at some of the most popular methods right now:

1. Vertical Video Marketing

• Increasingly, people are spending time online viewing content on mobile phones and tablets — devices with a vertical screen. Vertical videos are more understandable and effective than those that force users to watch them in a horizontal orientation.
• Creating this kind of audiovisual content presents a creative challenge, and this rapidly evolving tool is still underutilised, which works against it.
• Snapchat and Periscope are social networks that already use this video format. One benefit is adding explanatory text to images, as sometimes users can’t play content with sound.

2. Mobile Marketing App

• Branded apps help shape an image of innovation, improve sales performance, attract new customers, and increase loyalty among regular consumers.
• But it’s not enough to launch an app and wait for customers to install it. It is necessary to develop an actual marketing strategy to attract customers.

3. In-App Add

• Many consider in-app advertising to be the future of advertising. However, she had long since resisted.
• These are 100% adapted formats, available only on mobile devices.
• Many apps include ads to reduce costs and offer the app for free.

4. Local Mobile Marketing

• Small and medium businesses will see their opportunities in geolocation keywords. 30% of search queries are locally focused, such as finding where to eat or stay overnight, and the other half are actions that need to be completed within the next hour.
• The acronym that defines this marketing technique is SOLOMO (Social, Local, Mobile).

5. Mobile Email Marketing

• 45% of emails are opened from mobile devices. They account for almost half of the annual volume. Email marketing is one of the strategies that provides the best return on investment for advertisers.
• Therefore, efforts to create mobile-friendly emails will be wasted. It is extremely important always to create emails with the mobile version in mind.

6. Social Ads

• Investment in social media promotion is on the rise. It’s now easier than ever to run micro-segmented ad campaigns focused exclusively on a target audience.
• Additionally, more and more marketing agencies are using AI-based tools that make it easy to present hundreds of campaigns, discarding ineffective ones and promoting successful ones.

An Example of Mobile Marketing

1. Iberia continues to build reserves on all its main routes originating in Spain and other European and Latin American countries.
2. To optimise its Twitter Ads mobile marketing campaigns, it chose a social ad campaign technology solution from Cyberclick that uses artificial intelligence to create micro-segmented campaigns.
3. These campaigns achieve optimal results thanks to machine learning and real-time operation.
4. The geolocation campaigns in Spain covered numerous domestic and European routes, as well as international destinations such as New York, Miami, Mexico City, and Santiago, Chile.

Here are the results:

• A thousand segmentations have been activated in all current campaigns.
• Over 70,000 visits to various ad-generated landing pages.
• The average CTR over this period was around 0.25%, highlighting Iberia’s premium destinations, such as New York, where a representative CTR exceeded 0.60%.
• Users who visited the site exhibited a high response rate when searching. Almost 27,000 product availability requests were recorded via the form (38.5% visit conversion rate).
• According to Google Analytics, the revenue from a single search, taking into account unique users and unique devices, was less than 1 euro.
• The proliferation of mobile devices has changed consumer habits, and marketing and advertising professionals need to adapt to this reality.
• Companies need to analyse and optimise their mobile marketing plans to maintain customer engagement and improve conversion rates.

Importance of Mobile Marketing

We live in an era in which the mobile phone has become part of everyday life. Therefore, mobile marketing is an indispensable tool for increasing your business’s recognition.

In the world of marketing, there is growing awareness of the importance of mobile advertising, so any campaign should consider this channel as one of the most effective ways to spread the word about your brand.

Reasons to Implement Mobile Marketing

As an example, some statistics:

• 80% of internet users have a smartphone.
• 48% of people initiate purchase requests on mobile devices.
• 40% of mobile search queries are related to local companies.
• 88% of those who search for a local company via mobile call or visit it in the next 24 hours.
• The number of email opens from mobile devices has improved by 180% in the last three years.
• Benefits of incorporating mobile marketing into your marketing strategy:
• It’s available 24 hours a day, 7 days a week, so you’re always available for your clients.
• This allows you to establish a direct and immediate connection with your target audience.
• You can then more accurately segment your audience.
• If you have a good database, you can fine-tune it.
• This generates interaction and dialogue.
• It’s cheaper than mass marketing and provides a better return on investment.
• This allows the location to be determined and, therefore, provides timely information.
• Its effectiveness is easy to measure.
• It has a large reach and high viral potential.