Mobile Marketing

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Mobile marketing is the promotional activity that is designed to be delivered via smartphones and other handheld devices. It allows customers and prospects who use smartphones to receive personalised, location and time sensitive information when they need it whilst they’re on the go.

A mobile marketing strategy should be a key strategy in any marketer’s toolkit, just as much as you focus your marketing efforts on social media and offline advertising you need to focus on mobile too. Take a walk down the street and see how many people are glued to their phones! 40% of people’s internet time is spent on a mobile device so ignoring mobile marketing is not an option if you want to stay competitive.

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Mobile Marketing Facts

Here are some great facts about mobile and mobile marketing that might entice you to take the plunge and go mobile or at least convince your boss to do so:

  • Mobile usage has exploded worldwide, in the last quarter of 2016 with Android owned 81.7% of the smartphone market whilst Apple only owned 17.9%.
  • Attention spans are shorter than they used to be, we want everything at our fingertips the very second we want it which is why DoubleClick state 53% of mobile pages are abandoned if they take longer than 3 seconds to load.
  • Within 15 minutes of waking up, 68% of people check their mobile phone.

Websites and media

  • It’s important to make sure your website is fully responsive as users are 5 times more likely to leave a site if it’s not mobile friendly.
  • The average time spent looking at digital media via mobile is also growing. In December 2016, digital media usage via desktop decreased by 8% compared to 2013 whereas digital media usage via smartphone increased by 99%.
  • More than 8 in 10 people use a smartphone to access the internet on a regular basis in 2017.
  • Over half of all web traffic originates from a mobile or tablet

Social media

  • 60% of social media time is spent on a mobile device with Facebook ranking at number one, it is predicted we spend an average of 1 year and 7 months of our lives on Facebook.
  • 1.15 billion Facebook users are mobile.
  • 82% of twitter users interact with the app from their mobile device.

Mobile commerce

  • 78% of consumers purchased via their mobile device in 2016.
  • 21% of online spending is done via mobile, some of which includes holiday marketing (marketing targeted throughout specific holidays e.g. Christmas).

Advertising

  • Moinstall predicts that $143 billion will be spent on mobile ads in 2017 worldwide –double what was spent in 2015.
  • Despite 70% of people disliking mobile ads, they don’t actually mind the good ones.
  • Over 90% of consumers share mobile videos with others, meaning more people could share your advert than you originally thought.

Email

  • The number of people who opened emails on a mobile device increased to 56% in 2016
  • Emails with a responsive design receive 24% more clicks on mobile but only 17% use this effective design method.

Apps

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Benefits of Mobile Marketing

Now we’ve identified some stats as to why mobile marketing has increased in popularity and some potential benefits. Here are some reasons why your business should do it.

Easy to measure and track ROI, mobile marketing can be very effective as it enables you to easily gain complete insights into what is happening to your marketing messages.

Almost everyone has a mobile device making it the most accessible type of marketing especially when you consider the ever growing statistics of more people using websites, social media and email via their smartphones

High rates of engagement are almost guaranteed when you realise a smartphone user checks their device on average 150 times a day.

Cut through the noise, as mobile devices enable more ways to interact with one another it’s easy to a variety of platforms you want to market yourself on. For example, social media is becoming a crowded channel and a way to cut through the noise is to use a less noisy platform as well e.g. SMS or email marketing.

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Types of mobile marketing

SMS – sending direct messages to your audience enables you to target them directly and effectively as you know exactly who you are sending the message to. Studies suggest that SMS messages are opened 98% of the time. Similar to email marketing SMS marketing will show you who exactly is opening it and if the reader took any action. Additionally, SMS is a quicker and more personal form of marketing compared to social marketing. Dominos regularly sends out SMS messages to their customers

Location based marketing: According to Google, a third of mobile searches are local and are growing 50% faster than mobile searches as a whole. BIA/Kelsey predict that location-targeted mobile ad spend will grow to $32.4billion in 2021. These ads usually appear on mobile devices when a user arrives at a specific location relative to a specific location or business. Beacons have also seen some success in retail stores. Beacons are small, wireless devices that transmit a Bluetooth signal to Bluetooth enabled devices in the area which alerts them to specific discounts, deals or offers for a particular store. They help to create more engaging in-store experiences that are unique and personalised.

Augmented Reality: AR is the overlay of information onto the real world, enabling users to see virtual information while looking at real things.  Technavio has predicted that global mobile AR market will grow to $44.2 billion by 2021. Thus indicating that AR is a major driver of mobile marketing. With the recent hype surrounding Pokémon Go, the trend of screen-enhanced information is increasing. AR has the potential to show customers what a brand’s products will be like if they were to use/wear them e.g. make up brands can show consumers what a particular eyeshadow would look like on them. This helps to improve the customer experience at the beginning of the customer journey and possibly increasing overall sales due to the ability to ‘test’ products.

Mobile banner advertising: Placing your adverts as banners on mobile optimised sites can be powerful as it enables you to be selective about which sites you want to place your adverts on, allowing for effective targeting. These adverts are similarly priced to computer advertising e.g. cost per click.

QR codes: QR codes are pretty common nowadays. These codes can be scanned by users which then takes them to a specific webpage, geo-coordinates or display more text. Typically it aligns with mobile gamification and they have an air of mystery about them as users don’t know where the QR code will lead to.

App advertising: 80% of user’s time is spent engaging with apps so where better to advertise? Facebook and other third party app sites enable businesses to easily create adverts that can be promoted within the app. You can typically see these as you scroll through your news feed.

Social media: As we know the average person touches their device over 100 times a day and about 80% of that time is on social media, making social media a key element of mobile marketing.  Adverts on social sites like Facebook as well as having a presence on platforms that best suit your brand are effective ways to increase your marketing efforts.

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Best Practices for Mobile Marketing

Identify your audience: the audience you want to reach out to should influence the type of mobile marketing strategy you will implement.

Experiment: Mobile marketing is probably one of the most flexible types of marketing out there so feel free to try new methods until you see what works well with the audience you want to capture.

Have a clear message: Using the right mobile strategy with a bad message won’t get you anywhere. Make sure your marketing message is clear and concise, as mobile devices have small screens use words sparingly and keep it clean and simple to avoid over cluttering a user’s phone.

Localise: Businesses can realise many benefits from using localised mobile marketing so make sure you’re the first person they see and reach out to them when they visit your shop or business or even if they’re in the local area.

Benchmark your results: Track your results so you can ensure you are achieving your goals and that your mobile marketing efforts are performing. This also gives you the insight you need when experimenting with new mobile marketing methods.

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