Mobile Marketing

Mobile marketing is a multi-channel, digital marketing strategy aimed at reaching a target audience on their smartphones, tablets, and/or other mobile devices, via websites, email, SMS and MMS, social media, and apps. Mobile marketing is any advertising activity that promotes products and services via mobile devices, such as tablets and smartphones. It makes use of features of modern mobile technology, including location services, to tailor marketing campaigns based on an individual’s location.

Mobile marketing is a multi-channel online marketing technique focused on reaching a specific audience on their smartphones, feature phones, tablets, or any other related devices through websites, E-mail, SMS and MMS, social media, or mobile applications. Mobile marketing can provide customers with time and location-sensitive, personalized information that promotes goods, services, appointment reminders, and ideas. In a more theoretical manner, academic Andreas Kaplan defines mobile marketing as “any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device”

Mobile marketing is a way in which technology can be used to create personalized promotion of goods or services to a user who is constantly connected to a network.

How Mobile Marketing Works

Mobile marketing may include promotions sent through SMS text messaging, MMS multimedia messaging, downloaded apps using push notifications, in-app or in-game marketing, through mobile websites, or by using a mobile device to scan QR codes.

Proximity systems and location-based services can alert users based on geographic location or proximity to a service provider.

Mobile marketing is an indispensable tool for companies large and small as mobile devices have become ubiquitous. The key players in the space are the brands (and companies that they represent through advertising), and service providers that enable mobile advertising.

Mobile advertising targets audiences not so much by demographics but by behaviors (though demography plays a part, such as the fact that iPad users tend to be older and wealthier).

One notable behavior in the mobile marketing space is known as “snacking,” which is when mobile device users check in to media or messaging for brief periods. Seeking instant gratification equates to more points of contact for marketers.

In mobile marketing, the device (especially screen size) does make a difference; users of smartphones and iPad tablets react differently to mobile marketing.

For example, smartphone users tend to find informative content to be the most relevant, yet iPad users tend to be captivated by interactive advertising that features rich media presentations with eye-catching imagery (the message of the content is a secondary concern).

Advantages and Disadvantages of Mobile Marketing

Advantages

In regards to online-related advertising, mobile marketing is much easier to access. You don’t need high-level technology or significant technical experience to get started. It’s also easier to measure the success of mobile marketing campaigns.89%Percentage of marketers reported an increase in sales after utilizing location data to increase ad campaign effectiveness.

1. Designed for high-intent customers. Mobile users differ from desktop users in a major way. When using mobile devices, users are more likely to perform high-intent searches. In contrast to low-intent searches that focus on introductory research, high-intent searches reflect that users are approaching the point of purchase. That means your mobile marketing efforts can reach customers when they’re getting serious about buying, which can increase your ROI.
2. Drives high engagement rates. If you’ve already tried other digital marketing channels, then you might have been discouraged by the comparatively low engagement rates. For example, the average engagement rate for a Facebook post is just 3.22%, while the average open rate for email marketing is between 15% and 25%. In contrast, engagement rates for mobile marketing campaigns can be as high as 98%. As long as you provide value, you can expect high engagement rates with mobile marketing.
3. Generates instant results. If you thought customers responded quickly to your other digital marketing efforts, be prepared for your mobile marketing campaigns to generate even faster results. Since mobile smartphones and tablets are designed for portability, users tend to have these devices with them at all times — and check them over 100 times a day on average. That means when you launch mobile campaigns, you can expect customers to respond instantly.
4. Welcomes fine-tuned targeting. Most digital marketing channels have extensive targeting options, ranging from customer demographics to interests to behaviors. However, only mobile marketing takes full advantage of location targeting. With this targeting option, you can connect with customers based on their precise locations so you can send them highly relevant messages at opportune times.
5. Offers highly personalized messaging. While the whole family might share the TV or desktop computer, most mobile devices have individual owners. That means every time you launch a mobile campaign, you can make a personal connection with the owner. Because you know exactly who you’re targeting, you can send more relevant messages and cultivate customer loyalty more effectively.
6. Allows customers to share. No matter what platforms you use for your mobile marketing campaigns, customers can share them with friends and family. From social media posts and emails to text messages and web pages, customers can use their mobile devices to forward to other potentially interested prospects. Due to the sharable nature of mobile campaigns, you can extend their reach without doing additional work.
7. Enhances SEO efforts. When you adopt a mobile marketing strategy, your website is likely to be an integral part of any campaign. You’ll need to make your website as mobile-friendly as possible to enhance your overall search engine optimization (SEO) efforts and improve your company’s visibility. Due to Google’s mobile-first indexing approach, the search engine prioritizes the mobile version of your site when ranking it on mobile or desktop search engine results pages (SERPs).
8. Integrates with other marketing ideas. As you brainstorm your first mobile marketing campaign, think about how it could complement your other efforts. Planning a big email marketing push next quarter? Think about how targeted SMS messages could bring extra attention to your campaign and convert more customers or drive more sales.

Mobile marketing is also extremely cost-effective. There are a variety of options to choose from for any budget and the impact it can have when compared to the cost is significant. In a common comparison, social media ads are much cheaper than purchasing ad space for radio or television. Customers can also be reached in real-time with mobile marketing no matter where they are. Radio or television marketing only works when a customer is in front of the television or has the radio on.

Disadvantages

There are privacy issues concerning how the data collected by mobile devices are used and whether or not companies have the right to collect such data without explicit consent. Such data can be used for identity theft or to send spam if it falls into the wrong hands due to data theft or poor security of the information. Also, the tracking of an individual’s locations and movements may be considered crossing the line by some.

1. Inconsistencies among devices. If you’ve ever upgraded to a new phone or transitioned from an Android to an Apple, you may have noticed major differences. Not only do various devices use distinct operating systems and have access to different apps, but they also come with a wide range of screen sizes. When you plan a mobile marketing campaign, you might assume that you have to develop creative assets for every possible device. Although you’re right to take devices and operating systems into account, it’s easier than you might think to create a comprehensive plan. Review your data to find out which devices your customers use. Then optimize your campaigns for the biggest user groups, such as Apple or Android users.
2. Extensive platform options. With mobile marketing, the options seem endless, which can be overwhelming for some small business owners. It’s easy to feel pressure to develop a mobile app, launch a texting campaign, and try out mobile advertising all at once. While you can certainly incorporate as many platforms as you want into your mobile campaigns, you don’t have to feel compelled to do it all. Instead, consider starting with one or two platforms and measuring your results before taking your efforts further. Plan to begin with the platform where you have the highest number of users. For example, if most of your customers have already opted into your text messages, SMS messages could be a smart starting point.
3. Invasive tracking. To get the most out of your mobile marketing efforts, you’ll need your customers’ permission to access private information like location data. Although some users may agree readily, others may hesitate to allow such invasive tracking. If a large percentage opt out, then you may not get the results you wanted from your mobile campaigns. Even if you have limited customer data or permissions, you can still benefit from mobile marketing. Start where you can and strive to build trust. Then you can ask for more permissions and launch more targeted campaigns further down the road.
4. Privacy concerns. Like any type of digital marketing, mobile marketing has its fair share of potential privacy issues. But just like other digital channels, mobile marketing has protocols for managing customer privacy and data security. Before you begin connecting with customers on their mobile devices, make sure you have all the permissions necessary to do so. For example, customers have to opt-in to receive SMS messages or emails from your company. As long as you’re transparent with your actions, your customers can feel confident about trusting your company.

A particular drawback of mobile marketing is that it has the potential of increasing costs for the user. For example, if a campaign directs a user to a video that requires a significant amount of data and the user does not have an unlimited data plan, it may eat into their monthly data allowance or result in charges if they go over their allotment.

Mobile marketing also needs to be perfect from the start. As users have smaller attention spans and a variety of companies competing for their attention, a poor mobile marketing plan will fail to grasp a user’s attention and possibly lose their interest forever. For this reason, a mobile marketing plan does not have room to be less than perfect.

5. Examples of mobile marketing

Starbucks

Starbucks launched a mobile app in 2011 that allowed customers to sign up, join its rewards program, load money into the app, and order coffee ahead of time (to skip the line). While a huge convenience, especially during morning rush hour, some customers didn’t want to join the program or load money into the app. In 2018, Starbucks made it possible for all customers to order and pay through the app as a guest, removing the need to preload money. This helped to increase adoption by reducing purchase cycle friction. In 2020, Starbucks reported that almost a quarter of its sales were placed from a mobile phones.

UNIQLO

UNIQLO is a Japanese retailer that launched a marketing campaign called “Check-in Chance” to promote its annual sale. The idea behind the campaign was to use Facebook check-ins via mobile to drive people to UNIQLO’s stores. So when a person checked into one of UNIQLO’s 859 stores in Japan, it was visible to all as a form of entertainment. Check-ins also spread via Facebook and users who checked in could win a coupon to use in the store during the sale. The results? Over 200,000 people checked in over six days, the company page got 10,000 likes, and sales hit over 22 billion JPY over three days.

Creating a mobile marketing strategy

Developing a viable mobile marketing strategy is more straightforward than you might think, especially if you’ve already managed digital campaigns for your company. Follow the steps below to shape a mobile marketing strategy for your small business.

Step 1. Define your mobile buyer personas. Before you jump right into choosing platforms and creating content, it’s important to do some research. Start by creating a buyer persona, or a profile of your ideal mobile customers. Collect demographic, behavioral, and location data to create a complete picture of your audience.

If you don’t already have market research handy, use resources like Google Analytics, social media analytics, and email service provider (ESP) data. Filter out the desktop users so you can focus on understanding your mobile customers better. You can also hire a freelance marketer to help with this research phase.

Step 2. Define your goals. Next, think about the goals you want to accomplish with your mobile marketing efforts. Ask your team questions like:

• What do you want to achieve that you can’t do or haven’t done with other channels?
• Why do you think mobile is the right platform for your efforts?
• Which devices or platforms should you focus on, based on your existing customer data or current trends?
• How can you integrate mobile marketing with your other digital marketing or advertising initiatives to improve your ROI?

Step 3. Set KPIs. After hashing out some mobile marketing goals, start crunching numbers. Decide on the key performance indicators (KPIs) that you want to reach every month or quarter. Common KPIs for mobile marketing include:

• Engagement: These KPIs include open rates, click-through rates (CTRs), and other customer interactions.
• Conversions: Conversion KPIs include everything from new subscriptions to sales and other customer acquisitions.
• Customer Retention: These KPIs focus on encouraging customers to make multiple purchases or return to your mobile app after installation.

Step 4. Monitor your results. As your campaign runs, track the results carefully and monitor impressions, engagement, conversions, and other important metrics.

Check performance throughout each campaign to keep your results on track, and review them again afterward. Confirm whether the campaign reached the KPIs you established, and use the results to make smarter decisions. If the campaign exceeded your goals, you may want to invest in a larger campaign next time. If it fell short of your goals, consider how you can make adjustments for better results next time.

Mobile marketing trends to watch out

Like many digital marketing channels, mobile marketing is evolving quickly. Stay ahead of the curve by planning for some of the biggest mobile marketing trends for 2020 and beyond.

1. Elevated mobile commerce growth. Although e-commerce has grown substantially over the past decade, mobile commerce, or m-commerce, has been slower to take hold. Historically, mobile users have found mobile payment systems inconvenient to use and mobile sites and apps challenging to trust. However, 2020 appears to be the turning point for mobile commerce. This year, mobile sales are projected to total $284 billion, which equals almost 50% of the e-commerce market in the United States.
2. Rethinking mobile-optimized websites. For many small businesses, it’s easy to create a website that works well enough on mobile. Yet mobile-optimized websites need much more than just responsive design. In 2020 and beyond, small businesses must take mobile optimization more seriously so they can convert customers and cultivate loyalty. Rather than launching a website that meets the minimum requirements for mobile-friendliness, think about how you can put mobile customers first and create an experience that leaves them eager to return for more.
3. Demand for shareworthy content. As marketers learn more about users’ behaviors and preferences, it’s clear that mobile marketing content has to be shareworthy. Mobile content that sparks joy, inspiration, a sense of camaraderie, and other positive reactions is likely to be shared, which can expand the reach of a campaign. To get greater returns from campaigns, marketers should aim to develop mobile-optimized content that customers can’t resist sharing with friends and family.
4. Emphasis on location-targeted mobile Ads. Smart marketers have already begun to experiment with location-based targeting. After all, mobile users offer incredible opportunities for location targeting and hyper-relevant ads. In 2020 and beyond, this trend is projected to continue its already impressive growth pattern. This year, spending on location-targeted mobile ads is expected to top $31 million, while these ad budgets are projected to top nearly $40 billion by 2022.
5. Enhanced focus on shoppable Ads for mobile users. Mobile marketers are already accustomed to standard advertising strategies like PPC and SEM. Yet savvy marketers know that search and display ads aren’t the only options for targeting mobile customers. To capture a larger slice of the mobile market and improve ROI, advertisers must begin using Google Shopping Ads and other platforms that capitalize on mobile-friendly browsing and shopping.

How Do You Start a Mobile Marketing Business?

Set Up a Mobile Website

People use their smartphones for almost everything these days and so your website must be formatted correctly for viewing on a smartphone. If you have an existing website, many companies offer automated systems that convert your existing website for viewing on a mobile platform. WordPress and GoDaddy are two great examples of companies that do this.

Other companies also create a completely new version of your website just for viewing on a mobile device, commonly known as plug-and-play platforms. Another alternative if you are comfortable with writing computer code is adding a line of code on your website that can determine the screen size of the device being used and adjusts the site accordingly.

Set Up Your Business on Location-Based Platforms

Setting up your business on various location-based platforms, such as Foursquare, Gowalla, and Facebook Places is a good way to make your business available to a wider range of people and to start running mobile ad campaigns. Foursquare has been a pioneer in this respect, where companies can run various promotions, such as offering discounts for meeting a certain number of visits or “check-ins” on the app.

Dive Deeper

To get a real feel and understanding of mobile ad marketing you need to fully immerse yourself in the experience. Start using location-based platforms wherever you go, check-in, use the various apps available for paying in restaurants or grocers, check out ads, and perform various voice searches, all to get a feel of how people might use their mobile devices for consumer transactions. This can help you to design your mobile ad campaigns more efficiently.

Start a Mobile Ad Campaign

Once your website is set up for mobile device viewing and you’ve understood how the mobile ad marketing world works, it’s time to set one up for your business. Mobil ad campaigns are a crucial element for businesses to get viewership. If you have a skateboard shop in the neighborhood and someone searches for “best skateboard shops near me” you want to make sure that your business pops up in their search.

There are a variety of ways that mobile ad marketing campaigns can be paid for. These include flat fees for running an ad for a certain period, or on a cost-per-click basis, a cost-per-thousand basis, or a cost-per-acquisition basis. Facebook, Google, Apple, Instagram, and other social platforms all offer the ability to start your mobile marketing campaign.

Utilize QR Codes

QR codes, which are square bar codes containing information, can be placed in a variety of locations, and once scanned by a phone’s camera, direct a user to a website that can show a business’s website, promotions, or other important information. They’re a simple and easy way to make your business known.

Examples of Mobile Marketing

Samsung

For the release of its Galaxy S6 phone, Samsung worked with Indian tech company InMobi to develop interactive ads. These ads created a personalized real-time battery identification mobile ad unit that displayed the product and service to a user with a demo on their phone when their battery levels were low. The mobile ad highlighted the new phone’s “super fast charging capability” right when their battery was low, enticing them to upgrade to the new phone.2

Pond’s

Pond’s is another company that partnered with InMobi. Ponds created an ad for one of their acne products that were interactive in that when a person looked at their phone, the camera would capture their features and highlight acne-prone areas. The ad didn’t require any software to be downloaded or for the user to visit any other site.3

Ruffles

Ruffles witnessed declining sales in Brazil and decided to target teenagers with interactive ads. It created a mobile reality game called AmiGo. The user saw what the game showed them while their friends saw what the user’s camera showed them. Friends would see Ruffle chips surrounding the user and they could send voice commands to their friends on where they can grab the chips. The more chips collected the more points the user would receive. Ruffles ranked the highest-scoring users on its social media accounts.4

Nissan

Nissan created the “Evil Snowmen” ad for its Rogue SUV. The ad was a video where its Rogue SUV fought a gang of snowmen. The ad also contained hotspots on the screen that users could touch to learn more about the SUV’s features. Other hotspots also provided weather and snow safety advice.

Mobile Analytics Terms

• App Analytics. Analytics information as it pertains to your mobile app! Because apps are task-oriented and websites are information-oriented, you need to measure your app’s performance using mobile metrics (like users, sessions, etc.) Understanding your app analytics is key to developing an intelligent mobile marketing strategy that wins over users.
• MAU. MAU stands for Monthly Active Users, concerning the number of users who are using your app in any given month. MAU is often a better metric for analyzing app performance because it counts users who download your app and used it. Only looking at the number of apps installs completed doesn’t provide a great overview of your app’s success because some users will install your app but never open it. MAU is a much more helpful metric for measuring your app’s performance.
• DAU. DAU stands for Daily Average Users – a metric measuring how many users open your app each day.
• Click-Through Rate. Click-Through Rate (CTR) is the ratio of clicks your ad receives compared to the number of impressions (aka views) the ad receives. CTR = clicks / impressions. High CTRs are a huge deal for marketers (both mobile and web).
• Conversion Rate. Your conversion rate is the percentage of users who complete your desired goal. Conversion goals are different depending on your business – some apps want e-mail addresses, some want in-app purchases, and others want ad clicks.
• NPS Surveys. NPS (aka Net Promoter Score) is a metric that measures your user’s level of loyalty. NPS surveys ask a user to rate your app on a scale of 1 – 10. Those who rate your app with a 9 or 10 are considered “promoters,” those who rate you at 6 or below are “detractors,” and anyone who rates you a 7-8 are “passives.” You can use NPS surveys to decide which users you want to ask for app reviews. Promoters are super valuable – send them to the app store so that they can write a raving review of your app (which they adore)! Passives probably won’t bother taking the time to review you. Detractors could potentially burn you in the app store, so avoid directing them there when possible.
• User Segments. Groups of users that share similar profile data or behavior.
• Platform. The operating system users use on their mobile devices to access the web and your app. You’ll likely need to create different versions of your app for different device platforms.
• Cohorts. A group of users that have completed a specific action within a specific time frame. Cohorts are different from segments because they use the added dimension of time. For example, one cohort could be users who downloaded your app in June.
• Time in App. How much time are users spending on your app? This mobile metric differs from session length in that you can see the time a user spent in your app within the last day, week, or month. This is a great indicator of how valuable users consider your app.
• Sessions. Sessions occur whenever a user opens your mobile app.
• Session Length. How long does a user spends actively engaging with your app? Session length is typically counted from app open to app close (or until they navigate away from the app for more than 15 seconds).
• Session Interval. The time between a user’s last session with your app, and their next session, reflects how frequently users are returning to your app.
• ]Screens. The app version of the website page, screens tells you how many different app screens a user explored during their session.
• Screen Flow. Screen flow tracks how users move through your app (which screens did they visit and in which order?).
• Events. Actions that a user takes in your app during a session. Examples of events include logins, video plays, in-app purchases, information entries, setting changes, etc.
• Event Attributes. Event attributes provide more context around events. For example, the event “article read” could have attributes like “article title” or “article publish date.”
• App Funnels. Funnels are sets of events that allow you to get a better sense of how users interact with your app and track key behavior paths. In other words, an app funnel is a series of connected in-app events that lead to the “ultimate” in-app action (like a purchase or social share).
• Dimensions. Dimensions are pieces of session-level data that can be used as filters. Examples of dimensions are new vs. returning users, device type, or time dimensions (days, weeks, months).
• LTV. Lifetime value (LTV) is the value your user delivers throughout their entire lifetime engagement with your app. For apps, lifetime value can be a traditional monetary amount, or a form of data, like levels completed, articles read, notes taken, or images taken.

Mobile Marketing Terms

• App Marketing. App marketing involves all efforts in earning (and keeping) app users. App marketing involves everything from promoting your app to drive installs, to improving your app’s UX and sending the right messages to keep users engaged.
• ASO. ASO stands for App Store Optimization – the process of refining your app store listing page to improve your app’s visibility. Key elements of ASO include optimizing your app’s title, selecting relevant keywords, and earning high user reviews.
• App Reviews. As discussed above, app reviews are an essential part of ASO. In both the iOS App Store and the Google Play Store, users can rate and review your app. These reviews have tremendous power, as new users will be much more likely to install an app that has received favorable reviews over an app with 2 or 3 stars.
• App Versions. When you improve and update your app, you create a new version of your app that users must download to get access to the latest features or bug fixes.
• App Monetization. App monetization is how you make money from your app. When it comes to earning that great green stuff, you have a few different options: In-app advertising (third-party apps advertising to your users). Charge for your app (users pay to download your app). In-app purchases (such as an upgrade from a free to the pro version with more features or a gaming app that allows you to buy levels or upgrades).
• In-App Messaging. In-app messages are nurturing messages sent to users while they are actively using your app. In-app messages should be a natural part of the app experience because they highlight new features, offers, surveys, etc. These pop-up messages allow for more customization and design compared to standard push notifications.
• Push Notifications. Push notifications are messages delivered to a user’s home screen (or lock screen) when he or she is not actively using your app. These messages are intended to drive attention and traffic back to your app – for example, a push notification from Amazon about a limited-time lightning deal could be the gentle nudge that gets the user back into the Amazon shopping app for purchase.
• Banner Messages. These types of push notifications appear at the top of a user’s screen and disappear after a few seconds.
• Alert Messages. Alerts are push notifications that take up prime real estate on a user’s screen and require action by the user. Alert messages are often associated with the calendar and event-based apps.
• Lock Screen Messages. The lock screen is the screen users see when they begin to engage with their phone, or “wake” the phone up from sleep mode. Lock screen alerts are another form of push notifications. Lock screen messages are similar to banner alerts in that they don’t require user action, and disappear when the user unlocks their phone.
• Geotargeting. Targeting users based on their current location (whether by country, state, or street) and sending app messages relevant to where they are.
• Mobile CRM. Customer relationship management (CRM) refers to strategies and tools used to manage interactions with customers, in hopes of improving retention and driving sales. A mobile CRM is focused specifically on managing your relationship with your app users.
• User Behavior. The general term for what users are up to in your app.
• App Store. Apple’s online store where iOS users can search for and purchase apps, which are then downloaded to their devices. The App Store is home to over 1.5 million apps for iOS users.
• Google Play Store. Google’s version of the App Store, is the one-stop-shop for finding and downloading mobile apps, ebooks, music, video content, and more. The Google Play Store offers a selection of over 1.6 million apps to Android users.
• CTAs. Call To Action (CTA) are the directions you give mobile users, in hopes of spurring a conversion. Some common mobile CTAs could be “upgrade now” or, for mCommerce, simply “add to cart.” These CTAs can either be text only (for push notifications) or look like a button (for in-app messages).
• mCommerce. It’s ecommerce – but for mobile! mCommerce apps are retail or shopping apps focused on getting users to make product purchases via their mobile devices.
• Opt-Out. When users choose to no longer receive push notifications from your app. To avoid getting unsubscribers, make sure you’re not spamming your users!
• In-App Purchases. Purchases that users make from within your app. This can involve upgrades from the free to paid versions of your app, real money purchases used to obtain in-game currency, physical goods and services purchased within an app, etc.
• Cross-Platform. Cross-platform apps can be used across multiple operating systems (for example, an app that is available for iOS, Android, and Windows phones).
• Multi-Channel Marketing. Marketing that takes place across several avenues a user frequents. For example, a multi-channel marketing campaign might involve mobile app notifications, emails, and remarketing campaigns.
• Personalization. The act of tailoring offers and messages to users based on their profile or previous actions in your app (and across your other marketing channels!)
• A/B (or Multivariate) Testing. A/B testing is one of the cornerstones of online marketing, and it’s just as essential when dealing with mobile. A/B (or C/D/E) tests multiple messages to see what resonates with users and what falls flat. For example, you can test different copies, colors, button sizes, offers, etc. to see which one drives the most clicks and conversions.
• UX. UX refers to the overall user experience of someone using a mobile app. Developers and marketers should focus on creating an app that works smoothly, is well designed, and is easy to use.
• Geofencing. Geofencing uses GPS to create a virtual boundary or radius. Geofencing can be used to send app users offers or messages when they enter a certain range. For example, geofencing may be used to send an app user a coupon for 20% off hamburgers once they are within a half-mile radius of one of your brick-and-mortar stores.

How to Do Mobile Marketing

1. Research your target customers. A marketer should conduct thorough research on their consumer demographic to gather useful information such as what they like, the sites they visit, the apps they use, and so forth. This information enables the marketer to create effective ads.
2. Leverage opportunities on social media. To effectively push a brand, marketers should create great ads that appeal to large numbers of social media users.
3. Set goals. Measuring the results and progress of a particular mobile marketing strategy is only possible if the purposes of the campaign are set beforehand.
4. Create mobile-friendly campaigns. Since the aim is to push a brand via mobile devices, it makes sense to create content, apps, or websites that are fit for mobile usage.
5. Perform location-based marketing. One of the most effective ways of minimizing the bounce rate is by providing ads that are relevant to the target audience. Use tools such as Google Trends, GPS, and apps like Google Local inventory to send out campaigns that resonate with the target demographic.
6. Consider the unique features of mobile devices. Create ads that can be manipulated by different mobile device features to make the user’s experience quite memorable. For instance, rather than creating video ads that cannot be paused, one can put up an advertisement that can be paused, rewound, forwarded, and so forth to enable customers to get a clearer picture of a product.
7. Offer incentives. Providing some rewards or offers will encourage prospective customers to take action.

Now all this can be quite a task. But do not worry. SendPulse helps promote a brand via mobile marketing strategies. On that note, let’s look at how you can create SMS marketing campaigns with SendPulse.

Mobile Marketing FAQs