What exactly is mobile marketing? (With Infographic!)

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Héctor Borrás

There is no excuse: if mobile is not at the very core of your digital marketing strategy, it is time to adapt or die.

Since Google announced that mobile traffic had overtaken desktop traffic back in 2015, these devices have only become more and more an essential part of our day to day lives. The mobile app market has reached maturity, and users are more than ready for mobile marketing. So in order for you to be able to fully understand and incorporate this into your strategy, let’s take a look at what mobile marketing is, which tools it uses and how you can use it to increase conversions.

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What exactly is mobile marketing?

Mobile marketing is a series of techniques and formats to promote products and services that use mobile devices as their communication tool.

It’s big advantage is that it opens a personal channel between the advertiser and their audience, offering a world of personalization options.

Over the past years, the popularization of smartphones has completely changed the way we access information, and, along with it, our consumption behavior. Thanks to this, a new way of looking at marketing has come about, to the point where many authors even believe that mobile advertising implies a whole change of paradigm, rather than just an update.

Just a few years ago, mobile marketing was considered as a complement to other digital marketing that were targeting desktop users. Nowadays however, this trend has turned itself upside-down, and there is no doubt that mobile is king.

Taking a look at IAB’s data on the importance of Mobile Advertising in 2016 gives ua an idea of the importance of this format:

  • The daily average time spent online is of 2 hours and 34 minutes for smartphones and 1h19m for tablets.
  • On average, mobile users download 2 apps a month, have 17.8 already installed and regularly use 9.1.
  • One in every three mobile users frequently use their device as a “second screen” in combination with television.
  • 9 in every 10 smartphone users have used it at some point in a purchasing process (especially those between 16 and 45 years of age).
  • 4 in every 10 have used mobile commerce.
  • The most common issues people have with mobile purchasing is that they would prefer a bigger screen (61%) or lack of trust (33%).

The most important mobile marketing tools

Let’s take a look a some of the main mobile marketing tools and some recommendations of how to use them in your strategy.


1# Mobile Searches

Search results on mobile devices are different from on desktop, and Google has already announced their intention to make mobile indexing the main one in the near future. In other words, it is essential to have a specific SEO strategy for mobile.

When optimizing you website for mobile devices, I recommend taking the following ideas into account:

  • Mobile users do not read as much as users who search from desktop devices, so remember: less is more.
  • Patience is also significantly reduced on mobile devices, so be sure your loading times are as short as they can be.
  • And, of course, prioritize responsive design and usability. The size of the buttons is also very important.

2# Mobile ads

Traditional banners are met with increasingly more skepticism and disapproval, and smartphones are no exception to the rise of adblockers. For this reason, it is important to use formats that are less intrusive and offer a better user experience, such as interactive ads, animated banners and videos.


3# Mobile apps

Smartphone users have completely and entirely integrated apps into their lives, as we have shown above. A brand app can, as such, be an incredible investment to increase interaction and improve your users’ experience.  It is important however to make sure that your app is supported by a thorough and complete app marketing strategy. The design is just a fraction of the work.


4# Coupons

Discount coupons are one of those marketing techniques that have been around forever,but, thanks to mobile, they have been completely revolutionized.

Now, these discount coupons follow users around inside their own pockets, which increases conversion possibilities. We also have the option to send personalized offers by using the user’s location and other data, increasing their relevance. And if you really want to modernize your strategy, “disappearing coupons” using apps such as Snapchat are great to instill a sense of urgency.


5# Email marketing

One of the main tasks people use their smartphones for is to check their emails. Thanks to this, email marketing based techniques are more alive than ever. If you do decide to use them, be sure not to forget about responsive templates.


6# Geolocations

Geolocation is one of the ways in which mobile marketing has completely revolutionized our way of perceiving advertising. We can now offer users promotions and discounts depending on the physical context in which they find themselves.

On the other hand, location-based mobile platforms also offer users the chance to share content based on a certain space or location. The latest exterior digital advertising formats also open many new and exciting doors to encouraging interaction.

7# Text and multimedia messages

Text messages (SMS) were the first ever tool to be used in mobile marketing, and yet they still continue to be present and efficient in offering users promotions and information, so don’t forget about them!


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10 tips to convert more with your marketing campaigns for mobile devices

  • Responsive, responsive, responsive. I have said it before and i will say it again: a responsive design is imperative for your marketing campaigns to succeed. Remember that you not only have to adapt your webpage, but also the rest of your promotional materials.
  • Improve your website’s navigation. If you want to increase your conversion rates, your users’ experience on your website is key. In this sense, I would recommend prioritizing navigation. Details as simple as including a smooth and simple to navigate menu and page footer make the difference between a happily purchasing customer or a frustrated user who leaves your site halfway through. Your Call-to-Action buttons and links must also, of course, be totally compatible with mobile devices.
  • Create your own app. And when you design it, ask yourself why users should download it… and keep using it 6 months later.
  • Don’t forget about desktop. This may seem contradictory after all I have said in this article, but desktop computers still have a place in marketing place. They are still extremely useful for pre-purchase researching and when users want to take a deeper look at content.
  • Adapt your content to mobile users’ preferences. When we’re out and about, our needs in terms of searching for content change. We don’t really want to stop and read a 3,000 word article - what we need are quick solutions. And we have much smaller screens. So be clear and concise and use short titles.
  • Sign your store up for Google My Business. If you want users to visit your store, you’ll have to show up when they search for you. For that to happen, you need your business to be on the map. It is a very simple process and will immediately improve your traffic from search engines.
  • Add a personal touch. In a world full of content, users need to know you are thinking of them. Here are some quick tips to get closer to your audience: identify each client’s specific needs. Use images and videos, tell stories and create characters for your brand.
  • Include social media in your strategy. Nowadays, the majority of social interactions are produced from mobile devices. On top of it, exclusively mobile social networks, such as Snapchat and Instagram, are becoming extremely successful among users. So there is no excuse not to include them in your marketing for mobile devices.
  • Combine different channels in your campaigns. There is no reason to limit yourself to just one tool - they can be perfectly well combined! The trick is to reach out to each user in their favorite way and offer an integrated, seamless experience, without overwhelming them. When planning your campaigns, think of different mobile ways to connect with your users.
  • Follow up on your results in real time. There are an incredible amount of metrics and analysis systems at the tips of your fingers - use them! And if you really want to optimize your campaigns, consider A/B testing.

 

Héctor Borrás

@hector_borras

 

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Tags: App Marketing & Publicidad Móvil



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