What is Mobile Marketing?
With a little quick definition, we can understand Mobile Marketing is the art of business marketing with the aim of attracting more mobile device users. When done right, Mobile Marketing helps potential smartphone customers with personalized information, be more sensitive to time and location so they get exactly what they need, even when they are on the move.
As you can see from the chart below, human users are spending more time on mobile devices than ever before. We can expect this trend to continue to grow even more in the future, so get ready!
Businesses need a mobile marketing strategy on the grounds that you need computers and Wi-Fi access – and this is the era we live in! Walking around any major city you will find more than one person with a face glued to a smartphone screen. According to recent reports, 40% of a user’s internet time is spent on mobile devices, which means that we should not ignore the rise of mobile phones.
Mobile is still the trend and as expected it will soon by eclipse desktop usage. If you don’t have a mobile marketing strategy in place, now is the time to get started!
Some other interesting Mobile Marketing stats:
- 80% of the time mobile is spent on apps, especially in terms of games that take up most of the time
- People browse websites 70% more on tablets than on smartphones
- The retail conversion rate is 2.2% on tablets, significantly higher than 0.7% on smartphones, but the traditional PC conversion rate remains as high as 3.3%.
- Mobile search has grown by 200% since 2012
- Mobile is still the trend and as expected it will soon by eclipse desktop usage. If you don’t have a mobile marketing strategy in place, now is the time to get started!
Types of Mobile Marketing Strategy
There are tons of Mobile Marketing strategies worth trying out. The type that works best for your business will depend on your industry, your target audience, and your budget.
Application-based marketing: This is mobile advertising related to mobile applications. While 80% of mobile time is spent on apps, you don’t need to create an app yourself to get in on the action. Services like Google AdMob help advertisers create mobile ads that appear in third-party mobile apps.
Facebook also allows advertisers to create ads integrated into the Facebook mobile app. Promoted Post ads are advertised that integrates so seamlessly with the Facebook news feed that users often don’t realize they’re viewing an ad.
Mobile Marketing in games: Mobile Marketing in games refers to ads that appear in mobile games, as shown in the example below. In-game ads can appear as pop-up banners, full-page image ads, or even video ads that appear between loading screens.
QR code: QR code is scanned by the user, then taken to a specific website to which the QR code is attached. QR codes are often associated with mobile phone games, and there is an element of mystery as the user scanning them is always not aware of the exact page they are about to see.
Location-based marketing: Location-based mobile ads are ads that appear on mobile devices based on a user’s location relative to a specific area or business. For example, some advertisers may want mobile ads to appear only when users are within a 1-mile radius of their business.
Mobile search ads: These are basic Google search ads built for mobile devices, often with additional extensions like click-to-call or map.
Mobile image ads: Image-based ads designed to appear on mobile devices.
SMS: SMS Marketing involves capturing a user’s phone number and sending them the text. This is considered to be somewhat passive.
If you’re ready to exploit and optimize your mobile marketing campaigns, check out this list of 13 mobile marketing tools you’ll need.
Mobile marketing: Google advertising campaigns improved
On July 12, Google rolled out Advanced Campaigns for all Google Ads users, integrating mobile advertising options with classic online Google Ads ads (formerly known as Google AdWords).
Advanced campaigns allow advertisers to manage cross-device Google Ads bids in a single campaign, instead of performing separate mobile versus desktop campaigns. Google advertisers can simply take the Google search ads they already use and then bid to adjust them for mobile devices. To increase your mobile bid, a user can set a positive bid adjustment, such as + 20%, and vice versa – a -10% bid adjustment reduces bids by 10% for mobile devices.
It’s beneficial for Google ads because it makes mobile marketing easier for advertisers – thanks to which Google generates huge amounts of revenue from mobile advertising.
Google Enhanced Campaigns enable advertisers to easily manage bids across devices, locations, and times. Some advertisers may choose to bid higher for users on mobile devices within a certain range of the business, or want to bid only on mobile during opening hours and Campaigns Advanced makes it easy for advertisers.
Get familiar with Mobile Marketing
We’ll leave you with some quick mobile marketing tips to make sure you get the most out of mobile.
Be clear and concise: Mobile devices have small screens, which means words should be used sparingly. Cluttered and crowded ads will only get users to switch to something else. When it comes to mobile phones, it’s best to keep things simple.
Local Optimization: Remember that 1 in 3 mobile searches has a local purpose. Users often use mobile devices to complement the immediate world interactions – “Where is the nearest gas station? Is there a coffee shop nearby that has wi-fi? ”. Optimizing for local mobile marketing will ensure you are linking to user queries.
Consider your audience: The type of audience you want to reach affects the type of mobile ads you use. Are they gamers? Then try to take advantage of the ads in the game. Are they young and tech-savvy? A post promoted on Facebook for mobile devices could get their attention even more.
Experiment with different strategies: There’s plenty of room to experiment with mobile marketing. Don’t be afraid to test out some of the ad extensions with Google Ads Enhancement Campaigns – try Google Offer ad extensions or click-to-call extensions and see how they work.
Benchmarks are your results: Testing is great, but there are no benchmarks in trying new techniques if you don’t track your results to see what works and what doesn’t. Try AdWords Grader to see how mobile PPC ads work.
The reasons to add mobile marketing to your strategy this year are very clear, I mean the proof is in the numbers. Since this type of marketing offers such a variety of tactics, it’s easy to find the one that will suit your business the best. Have you tried mobile marketing? Have you run into any trouble or triumphs? Let me know in the comments below!
Don’t forget to read How Can Increase The Effectiveness Of Mobile Advertising Campaigns?
Thank you and Best Regard!
𝐋𝐞𝐚𝐝𝐞𝐞.𝐚𝐢 – 𝟐𝟒/𝟕 𝐒𝐮𝐩𝐩𝐨𝐫𝐭