5 ways mobile marketing can bring success to a brand

Introduction to mobile marketing

Did you know that an average user conducts 40% of their total internet usage on mobile devices? With consumers accessing websites, checking emails and apps on their mobiles constantly, a sound mobile marketing strategy is crucial.

In 2005, Pontiac and Nike were two major brands which launched SMS campaigns that became a huge hit with consumers and now we have mobile marketing. Research shows that 79% of smartphone users check their phone when they wake up in the morning and constantly check it for texts, emails and calls throughout the day. This had led to marketers including mobile marketing plans in their campaigns with text messaging garnering a high response rate of 45% compared to email marketing.

According to the latest purchase trends, consumers prefer shopping on their mobiles with 78% of phone searches leading to purchases. These recent trends have led digital marketers to adapt different types of mobile advertising such as:

Location-based marketing

A good example of this is Starbuck’s 2014 marketing strategy where users were tracked on the basis of their device ID and received a personalized message based on their proximity to a Starbucks franchise. This campaign led to a massive increase in sales and became a regular go-to strategy for driving higher customer engagement.

Mobile-friendly email marketing

Two factors that work in favour of a successful email campaign on phones are simple and clean design along with concise content. Since screen real estate is of prime importance on a mobile device, it’s important to use a single-column template for easy readability and smooth navigation.

Another important thing to keep in mind is to include a singular call-to-action button that links back to the website or a buy now/purchase option.

Mobile display advertising

Catering to the increasing time spent on mobiles by consumers, brands lean towards various ads for strategic interaction with the consumer. Since there are a variety of mobile ads, it’s important to identify an ad format based on the target audience, the desired end-result and to determine whether the campaign is performance-oriented or purely a branding activity.

Multimedia Messaging Service (MMS)

This is one of the oldest formats of mobile marketing and is used to send texts with an audio or video file embedded. Often circulated with interesting GIFs or catchy visuals, it’s a unique branding activity that aims to strike a chord with the audience.

Bluetooth marketing

This is another popular form of mobile marketing and is a great way to offer a personalized service and reach a larger audience. When a client enters a store with Bluetooth activated on their smartphone, the beacon in the shop sends out a notification which could be a message related to discounts, offers or introductions to a new product or important event.

Responsive website design

One of the most important mobile marketing tips for a new business is to operate a website with a responsive web design. It’s crucial to do this so your site offers a seamless and optimized viewing experience across various devices.

Rather than having a web and a mobile version of a website, a responsive design creates a singular site with the same URL and HTML that is compliant with numerous devices. According to Google, if the mobile website doesn’t offer a user-friendly experience to navigate, 61% of visitors will leave. Hence, responsive design plays a vital role in ensuring the longevity of an end-user’s stay on the website, which in turn leads to an increase leads and conversions.

In a nutshell, mobile marketing is the new-age method for promoting businesses, engaging audiences and increasing profit. If you are looking forward to learn more about how mobile marketing has revolutionised the digital world, enrol onto the comprehensive Diploma in Digital Marketing course at Toronto School of Management (TSoM).