Mobile marketing is the art of marketing your business to appeal to mobile device users.
What is Mobile Marketing?
Mobile marketing is a multi-channel strategy that includes a wide range of activities that connect organizations to a broader customer base through mobile devices and networks. This is excellent for marketers since it increases the value of the advertising that gets through.
Why Mobile Marketing?
Marketing your business to those users who are constantly using mobile devices is a great opportunity. And as a marketer, you will need to go hand in hand with the improvements and adapt your strategies so that they are suitable for mobiles.
Some other interesting mobile marketing statistics:
- 80% of mobile device time 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
Mobiles are 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
Mobile ads can have different forms and platforms. Below we are mentioning some of the platforms marketers can use
Banner ads are the oldest version of mobile ads. In most instances, these are depicted by images (or graphics with text) that are designed to grab the attention of consumers. The idea is to pull the customers from the host page to the advertiser’s page and later convert it into a paying client. Banner ads are cost-efficient and widely used.
Video advertising is a very powerful communication tool to get conversions. Product videos are extremely helpful for customers when they are in a decision-making process. Videos can effectively deliver a complete visual experience, which helps the users to get a closer feel of the products and helps in taking decisions.
Ad makers and marketers use various techniques to display video ads on a mobile device. Optimizing a YouTube ad, Shopping ads are displayed underneath the main video, sponsored advertisements that come at the beginning of video content are used.
Ads are displayed within the app’s natural environment of the mobile and hence blend in with the flow.
You get your advertisement directly to end-users without actually causing interruptions. The appearance, buttons, and design features are similar to other elements of the app.
A popular example of native mobile advertising is Facebook ads. Users scroll through their page/news feed and yet get to see ads embedded in between two news posts.
Gamified mobile ads are advertisements that people can interact in a manner that is similar to playing a game. For example: if you have developed an app to find directions, a short and simple video game simulating the experience could work well in gaining viewer attention and creating increased engagement.
QR codes are scanned by users, who are then taken to a specific webpage. Codes are often aligned with mobile gamification and have an element of mystery to them.
Location-based mobile ads are ads that appear on mobile devices based upon a user’s location in a specific area or location. For example, some advertisers may only want their mobile ads to appear when users are within a 1-mile radius of their business.
Advantages of Mobile Marketing
Social media platforms and mobile apps have become the modern terminology for communication. People spend a considerable amount of time updating their apps. It is hence important to deliver your campaign directly to your consumers. And what better way to do so than to reach out to your consumers on their cell phones.
Mobile advertising is one of the most cost-efficient ways to reach your target customers. In fact, the overall cost of designing a mobile advertising campaign is a small fraction of a TV or radio ad. Being budget-friendly means that marketers can afford to increase the frequency of sending messages or even target new customers repeatedly.
Mobile advertisements have the unique advantage of tailoring the mobile user’s preference in marketing campaigns. Customers have the option to follow, like, or even send in their own suggestions to their favorite brands through social platforms.
Cell phone users keep their devices with them wherever they go. The chances of seeing an ad on a mobile set are more as compared to desktop or other traditional advertising methods. Additionally, it is also easy to track user responses instantly.
Higher conversion rates
Smartphone-based ads, clicks, spend and conversions report the highest growth rate when compared to desktops or even tablets.
People like to take part in advertisements that come along with contests, games, etc. The use of gamification and other features makes mobile advertising more interactive.
Mobile Marketing Platforms
Google Mobile Ads
Google ads available on both desktop and mobile devices. If you’re using display ads, there is an option for device targeting which allows the advertiser to select only smartphone and tablet users. The platform allows you to publish ads on browsers, on Google search results, and within apps.
Facebook and Instagram Mobile Ads
These are two of the most popular social media platforms which is why they launched Audience Network which is an ad platform. Instagram too is a mobile-first platform that is built for the smartphone audience.
Although Bing ads come second to Google, they cost about 70% less in terms of the advertising budget. In addition, they provide advertisers with more control over location selection, language, campaign scheduling, etc.
This platform was acquired by Google in 2009 and is a wonderful option for companies looking to place their ads within a mobile app. The platform provides a choice from Banner ads, video ads, native ads, and interstitial ads.
This mobile video ad network is used by popular brands like Hilton Hotels, Farmville, Adidas, etc. The advertisers can put up video ads within an app usage. It is therefore a very popular option amongst mobile game developers.