Marketing in today’s tech-savvy world is far more challenging than ever before, the reason being the increase in the number of smartphone users and declining conventional channels of marketing.
“The best marketing doesn’t feel like marketing.”
-quotes Tom Fishburne, Founder & CEO, Marketoonist.
Marketing has evolved over the years from printed ads to digital ads that can make the consumer understand the product more comprehensively. With Augmented reality and Virtual Reality integration into mobile apps, the marketing mix has become more interesting and has better prospects to consider.
What Does Mobile Marketing Mean?
Marketing activities being planned and executed on mobile platforms can be considered as mobile marketing. Marketing should be aligned with the consumer’s interests and be relevant to their circumstances. Irrelevant marketing can bear no fruits for your efforts and the same goes for mobile marketing too. Hence, we come to the all-important question!
What is Mobile Marketing?
Think of a sale in a supermarket near your location, how will the supermarket let you know about the sale? The supermarket decides to send pamphlets to your home, advertise in the area by hoardings and yet you are not aware of the sale, why? Because odd chances are you may be busy.
But, you may not ever miss checking a message, email or a pop up add on your mobile and this is where a small business like local supermarket can reach its consumers through the powerful “Mobile Marketing”.
Thus, we can assume that mobile marketing is the marketing of products and services on the different sections of mobile through messaging tools like SMS or Email and banners ads, video ads, pop-up ads, etc.
Most popular types of mobile marketing are:
As SMS has 209% more response rates than a phone, email or social media, it is the most vital tool for mobile marketing. It is a marketing strategy where the consumers are sent short text messages by the marketers. It is considered as one of the oldest mobile marketing strategies.
With new technologies and smartphones emerging, the popularity of this strategy is still intact, as there are 7 billion mobile subscriptions worldwide with 5 billion people who can access the SMS and send them.
Mobile App Marketing:
Mobile apps accommodate ads and banners in their design for marketers to target users and consumers. Marketers can collaborate with a mobile app development company that can design the app with targeted ads and banners to market the products.
Most popular ads being on the game apps. As there are a large number of gamers on the game app, mobile ads in gaming have become a part of their revenue source and for marketers a gold mine.
Bluetooth and Voice Marketing:
With advanced technologies like voice assistants and smart speakers, voice commerce has emerged as a new form of marketing and companies now leverage the popularity of these smart speakers to target specific users, consumers to promote and even sell their products.
Bluetooth marketing is used based on location-specific consumers and is also used as a medium through smart Bluetooth speakers to leverage their popularity for marketing products and generate leads.
How to leverage mobile marketing for business?
As 75% of consumers do prefer to receive promotional offers through text messages on mobile, promotional texts are crucial to mobile marketing strategies. Promotional texts offer short introductions to product features, offers and attractive discounts to the consumers to increase the sales.
Be ready with a personalized message designed for every customer as it increases the chances of consumer engagement. Most companies fall flat on this factor with standard templates for all their consumers that makes the messages mostly unreadable. Personalized content always works.
Using short links in the mobile messages can help consumers to directly go to the targeted page or offer on the brand’s app without the hassle of going through app pages that are irrelevant to the consumers.
These short links can be for promotional offers, new product page or any other relevant information. It cuts the intermediate unnecessary hassle and keeps consumers on the focused track, which can improve consumer engagement.
For marketers, segmenting consumers is a great strategy. Consumer segments are decided on the basis of demographics, age, gender, financial status, and several different factors.
Specific offers and products can be offered separately to the consumers according to the customer segments. This can encourage personalization among the consumers and induce value among them.
Video Ads and Marketing:
With mobile devices, advancing in innovations, the inclusion of video ads has become rather a popular tool for marketing. Video ads are a common feature of many apps as actionable contents or even pop-up videos are becoming great mediums.
Mobile ads are of different types like banner ads, popup ads and fullscreen ads that appear right before an app’s landing page. These ads are designed to be integrated as a part of the apps and yet are specifically placed to target the users.
These ads have curated content and images designed to represent the product or offer to be marketed in a snippet mode to attract the users to tap into them and reach the targeted page.
Rewards and Referrals:
One of the most promising marketing tactics is offering users rewards in return for referrals to their social circle. Consumers can be asked to refer a service or product through SMS, Email or on Social Media and offer rewards in return. This way the marketing of the product or service becomes more consumer-friendly and it assures customer engagement through effective participation.
Marketing is considered as the projector of a company’s vision to its consumers and this should be clearly reflected in your marketing campaigns. With mobile marketing, the innovative and advanced vision of your business can be reflected and you can also reach far more consumers that conventional marketing methods.
Mobile marketing has shown remarkable results and will continue to power marketers until we can find the next evolution of technology to replace mobile phones.