Mobile on mobile devices is essential for business growth and success. Today, more people access the internet by phone than by PC. Mobile devices, like tablets and phones, are preferred by many because they are portable and convenient to use.
Although you may be aware of the function of marketing strategies, you may not be able to create your own. Marketing on mobile devices is bigger than it has ever been, and it will continue to thrive.
However, several ways exist, including mobile-optimised websites, ad campaigns, content strategies, and even building apps. For many businesses, this makes it hard to know where to start.
Today, we’ll look at the essential information you need to know about mobile marketing across various channels.
Let’s start with your mobile website’s most crucial channel.
One concern you need to acknowledge is the time it takes to load. Websites that are not yet mobile responsive miss out on hundreds of views and potential customers. Your website must be well-rounded, meaning the site should load correctly on all devices.
With the rise of mobile-first indexing, your site must look and perform as well on mobile devices as on desktops. Otherwise, it’s unlikely to drive any organic traffic from either group of users.
Your website will likely be a focal point for your other mobile marketing efforts, so you must get it right.
A mobile-friendly website should be the foundation of any mobile marketing plan. Best practices include:
Fully responsive design that adapts seamlessly to any device size. Avoid horizontal scrolling.
Tap targets large enough for fingers and with maximum contrast between buttons and background.
Optimised headers, navigation, menus, calls-to-action and forms for mobile UX.
A few short paragraphs on a desktop computer can seem like a novel on a cell phone or tablet when the website isn’t optimised for mobile use. You need to use headers and subheadings within your content to make it easier to read and organise.
You wouldn’t send a direct email about winter clothing to a customer in the spring or summer. Like your content, your communication needs to be relevant. For example, you won’t advertise auto mechanic products or services if your business offers makeup products.
More importantly, you should time your communications around when your target audience will most likely look at their phones. For example, B2C messages sent during office hours are unlikely to get much attention.
Instead, for marketing on mobile, you should target the times of day when users are most likely to check their emails or social media. For example, first thing in the morning, late in the evening, or during their lunch break.
Use Coupons when Marketing on Mobile
Coupons can generate in-store and online traffic, making them the ideal way to promote new products and services while marketing on mobile devices. For instance, you might offer coupons in your mobile ad strategy to drive traffic to an e-commerce store.
Coupons are important to a business because they make customers feel valued and give them an incentive to visit your site or physical store.
Customers who feel valued and appreciated are more inclined to shop at your store, use your services, and refer your business to friends and relatives.
An effective coupon delivers the right message at the right time. Think like a customer by considering what you want to see in your social media news feed or email.
Finding the Ideal Mobile Marketing Partner
Of course, many businesses choose to outsource their mobile marketing efforts to a digital agency or other experts. Often, this is the most cost-effective option, as an experienced marketer will find it much easier to create profitable campaigns.
You want a mobile partner with extensive knowledge about technology and the message you want to send to your customers. Your mobile partner needs to be a reliable leader. Choosing the wrong mobile partner could cost you many loyal customers.
The last thing you want is to waste time and money making silly or avoidable mistakes. You need a dedicated mobile partner that will help you serve your brand to customers daily.
Weighing the Pros and Cons of Marketing on Mobile
With every situation, there is the possibility of positive and negative outcomes.
Many businesses often make the mistake of investing time and money only in social media marketing instead of in social media marketing and mobile marketing. Here is how the two compare.
The Visibility Factor
Visibility is the primary reason businesses give social media marketing precedence over mobile marketing.
While popular social media platforms like Twitter and Facebook allow you to reach a wide target audience, you aren’t the only business trying to gain new customers and keep their current ones.
Your social media posts are likely to be overlooked or forgotten. Mobile marketing allows you to reach your target audience by sending marketing messages directly to their phones.
When you use mobile marketing, customers are more likely to read the text message, and your post will not be set aside.
Both marketing techniques risk losing customers. Whether you promote your business on social media or through text messages, customers can unsubscribe from your messages to opt out of receiving them.
As such, avoiding bombarding your mobile audience with unnecessary messages is essential.
iPhones and iPads are the current rave. More than 32 per cent of email subscribers use their mobile devices to check their emails, while a whopping 36 per cent use Apple devices to check their emails.
Over 45 per cent of internet users use their cell phones to research. Search engine ranking is one reason website content is essential. Ranking highly on search engines is the easiest way to find your business online.
Consider tailoring your marketing techniques to tablet devices. Tablet devices have the highest add-to-cart ratings on e-commerce websites. If you are an online retailer, focusing on tablet app features is in your best interest.
Email marketing is more effective than you think. Over 49 per cent of Smartphone users check their email when they wake up. When customers subscribe to your newsletter, they give you direct access to a device they always have with them and frequently use.
Optimising emails for mobile devices is a growing trend in the business world. Don’t stand in your competitor’s shadow. Make sure you have a clear strategy for mobile purposes and more than one way to implement the plan.
Mobile marketing is taking the business world by storm and should be associated with every business plan. Every business needs at least two marketing strategies to ensure it generates traffic to its website and gains customers.
A business is only as good as its customers. Your customers need to be happy. Interact with them via email and their Smartphones, but don’t go overboard.
Sending promotions to a customer’s email or texting them every 10 minutes is a quick way to lose your customers. Following these tips and using this advice will help set you on the right track to success with mobile marketing.
Advanced Mobile Marketing Techniques
Beyond the basics, sophisticated mobile marketing techniques can provide significant competitive advantages and deeper customer engagement opportunities that most businesses have yet to explore.
Wallet Pass for Mobile Marketing
Mobile wallet marketing represents an underutilised opportunity for many businesses. Digital wallet passes can include loyalty cards, event tickets, coupons, and boarding passes that integrate seamlessly with smartphone operating systems.
Wallet passes provide a persistent brand presence on customer devices, allowing the sending of location-based updates and time-sensitive information. This creates opportunities for contextual marketing that traditional channels cannot match.
Implementing wallet passes requires technical expertise but can provide significant competitive advantages. Businesses can use wallet passes to drive repeat visits, track customer behaviour, and provide personalised offers based on purchase history.
Mobile Optimisation Agency Services
Working with a mobile optimisation agency can provide businesses with expertise and resources that might not be available internally. Professional agencies bring experience from multiple industries and access to advanced tools and technologies.
Agency services typically include mobile website development, app development, advertising management, and analytics implementation. This comprehensive approach can provide better results than managing mobile marketing internally.
The selection of a mobile optimisation agency requires careful consideration of their experience, case studies, and understanding of your specific industry. Look for agencies that demonstrate measurable results and provide ongoing support and optimisation services.
Ciaran Connolly, Director of ProfileTree, explains: “We’ve seen businesses transform their results by shifting from desktop-first thinking to mobile-first strategy. It’s not just about making your website work on phones—it’s about understanding that mobile users behave differently, have different needs, and require completely different approaches to engagement and conversion.”
Measuring Mobile Marketing Success
Without proper measurement and analytics, mobile marketing efforts remain guesswork. Understanding what works, what doesn’t, and how to optimise performance is crucial for sustainable growth and ROI.
Mobile Marketing Analytics
Effective measurement of mobile marketing campaigns requires sophisticated analytics to track user behaviour across multiple touchpoints and devices. Mobile analytics must account for the unique characteristics of mobile user behaviour, including shorter session times and different conversion paths.
Key performance indicators for mobile marketing include mobile-specific metrics such as app downloads, push notification engagement rates, mobile conversion rates, and mobile-specific customer lifetime value. These metrics provide insights into the effectiveness of mobile-specific initiatives.
Cross-device tracking becomes crucial for understanding the customer journey, as many customers research on mobile devices but complete purchases on desktop computers. This requires advanced attribution modelling and customer journey mapping.
Mobile Marketing ROI
Calculating return on investment for mobile marketing requires careful consideration of both direct and indirect benefits. Direct benefits include mobile conversions, app downloads, and mobile-specific sales. Indirect benefits might include improved brand awareness, customer engagement, and cross-device conversions.
The cost structure of mobile marketing includes development costs, ongoing maintenance, advertising spend, and personnel costs. These must be weighed against the revenue generated through mobile channels to determine overall ROI.
Long-term value considerations include customer lifetime value improvements, brand loyalty development, and competitive positioning benefits that may not be immediately quantifiable but contribute to overall business success.
Ciaran Connolly, Director of ProfileTree, observes: “The businesses that succeed with mobile marketing measure beyond immediate conversions. They track how mobile touchpoints influence the customer journey, from initial awareness to repeat purchases and referrals.”
Conclusion
Mobile marketing has evolved from a supplementary channel to the primary way businesses reach customers. Success requires mobile-friendly websites, strategic smartphone apps, effective engagement tactics, and proper measurement.
The key to mobile marketing success is understanding that mobile devices represent a fundamentally different way customers interact with brands. Businesses that adapt their strategies accordingly will be best positioned for success.
As mobile technology evolves, businesses must remain agile and adopt new tools and techniques. The investment in mobile marketing capabilities will continue to pay dividends as mobile commerce becomes more prevalent.
FAQ
How much of the budget should be allocated to mobile advertising?
Mobile advertising should represent 60-70% of your total digital advertising budget, reflecting the reality that mobile devices now account for the majority of web traffic and consumer engagement. This allocation should be based on your specific audience behaviour and conversion data.
What’s better – a responsive site or a dedicated mobile site?
For most businesses, a fully responsive website provides the best solution. It offers a consistent user experience across all devices and is easier to maintain than separate mobile sites. However, businesses with particular mobile use cases might benefit from dedicated mobile applications.
How do you attribute conversions across mobile devices?
Use comprehensive analytics tools with cross-device tracking capabilities, implement UTM parameters for all mobile campaigns, and set up conversion tracking that accounts for the multi-device customer journey. Sophisticated attribution modelling is required to understand the full impact of mobile marketing efforts.
Should all creatives be reworked for mobile?
Not necessarily, but key campaigns should be optimised based on mobile-specific testing and performance data. Mobile-first design principles should guide creative development, with adaptations made for different screen sizes and interaction methods.
How can you tell if your site is ready for mobile users?
Conduct regular mobile usability testing using tools like Google’s Mobile-Friendly Test, analyse mobile-specific analytics data, and gather direct feedback from mobile users. Key indicators include mobile page load speeds, mobile conversion rates, and mobile bounce rates compared to desktop performance.
Transform Your Mobile Marketing Today
Your competitors are already capturing mobile customers while you’re still thinking about strategy. Every day you delay is another day of lost revenue and missed opportunities.
ProfileTree has helped hundreds of UK businesses transform their mobile presence from afterthought to profit centre. We combine web design, strategic digital marketing, and AI-powered solutions to create mobile experiences that convert.
What we offer:
Mobile-First Website Development that converts browsers into buyers
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