What is mobile marketing? Simply a strategy that uses mobile devices, tablets, and smartphones in order to reach a target audience. These days, mobile devices are more widely used than desktop computers.
Using the internet through a phone or tablet has never been easier or more convenient.
Nowadays, mobile devices can nearly accomplish any task that a desktop can do. Naturally, savvy marketers are looking to capitalize on this trend by developing a multi-channel strategy that reaches an audience through their mobile devices.
This opens up a range of new opportunities for marketers. Let’s take a look at how this works.
Unlocking Mobile Marketing: Proven Tactics for Hyper-Targeting Always-On Audiences
Mobile has fundamentally reshaped marketing forever. With over 70% of digital media consumption now happening on mobile devices alone, brands without cohesive strategies in place tapping into always-addressable consumers via smartphones risk vanishing into insignificance. However, many still rely on porting desktop tactics ill-suited for smaller screens and short-span journeys.
True mobile marketing mastery interweaves classic principles of segmentation and personalization with location-based targeting, behavioral analytics and messaging formats made for the perpetually glanceable feed scroll. Strategists must move from peripheral networks, signals and touchpoints to recognizing mobile as the definitive access hub synthesizing identity and intent for conversion.
This guide examines the key components separating breakout mobile marketing—from audience intelligence gathering to journey integration and performance optimization levers realizing 100X+ efficiencies—according to top brand growth drivers exceeding benchmarks. With mobility fast becoming marketing’s primary arena, adopt these battle-tested approaches now to pull ahead while competitors remain stuck in the past. Join us as we decode the code cracking consumer mindshare via mobile.
The goal of the intro is to establish mobile’s move to marketing prominence while summarizing opportunities for brands to leverage it much more strategically before overviewing solutions provided in the article.
Table of Contents
Benefits of Mobile Marketing
This form of marketing ensures that the entrepreneur is able to reach a wider and more diverse audience. Almost everybody nowadays carries a mobile device of some kind, and many will use their device to research local brands for comparison.
If your business isn’t visible in the mobile user sphere, you may lose the competitive edge against rival businesses.
Another benefit is the limited amount of content that is displayed on the small mobile screens. Mobile marketing also requires the creation of small, simplified content.
Many people prefer receiving information, text, images, or videos, in small, easily digestible formats. Mobile marketing forces brands to produce succinct, to-the-point material that the audience will love.
Lastly, mobile marketing is cost effective to both the marketer and the consumer. Creating mobile content is relatively inexpensive compared to other marketing strategies. And for customers, Making a mobile payment has never been easier or more convenient.
Many online payment systems set up transactions to be simple and secure.
What is Mobile Marketing?
Look at Redbox, Starbucks, Ford Motor Company, Domino’s Pizza, and the National Geographic Channel. What do all of these giant corporations have in common? They are all successful mobile marketing examples.
These brands have designed a way to effectively reach their target audience.
The ultimate goal is to market through a smartphone or a tablet. This can be accomplished in several ways.
From tweaking your broader strategies to suit mobile users, to coming up with totally bespoke mobile marketing strategies, there are a broad range of channels available to modern marketers.
Here are seven of our top tips for mobile marketing.
1. Mobile-Friendly Websites
Search engines like Google are indexing results based on mobile content, not desktop content. This means that in order to rank higher in the search engine, web developers and designers will need to create mobile-friendly website code.
Website owners will need to know how to optimize a website for mobile users.
Modern websites use what’s known as responsive design to ensure that they display correctly, no matter what device the user is on. Elements like photos, headings and boxes automatically resize to suit the display.
2. Email Marketing on Mobile Devices
Just like desktop users, many people use their mobile devices to check their email.
Email marketing is an efficient and inexpensive way to build community brand awareness. Incorporating an email campaign into a mobile marketing campaign is a great way of marketing to an audience.
The most effective emails for mobile users are much simpler, using clean and clear CTAs to drive people towards your website. Of course, this requires your site to work properly for mobile users too, as above.
3. Mobile Apps
All brand content shouldn’t just be limited to one platform such as a website. App development delivers a new way of accessing content. Certain app features can encourage user engagement in order to build a community.
Building relationships with potential customers will lead to higher conversion rates.
Marketing with a mobile app is also an effective way to minimise your churn rate. This is the proportion of customers who continue to buy from you on an ongoing basis. It’s much easier to retain customers when you have a dedicated app for your brand. Additionally, converting your website to app can further enhance your brand’s reach and engagement, offering users a seamless transition between platforms and increasing accessibility to your content.
4. Messaging Services
Texting has never been more popular. Brands are taking advantage of this popularity by implementing text messaging services into their marketing strategies. A short and personal text message can be a powerful way of engaging the audience.
However, brands aren’t limited to text messaging services. There are other multimedia services available to reach an audience. SMS and MMS are perfect mobile marketing opportunities for brands.
With these messaging services, business owners are able to keep an audience informed of the latest deals and promotions available.
5. Optimise Your Site for Mobile Users
As mentioned before, creating a mobile-friendly site is an important key aspect of mobile marketing. One way of producing a mobile-friendly site is through speed. If a web page takes too long to load, the bounce rate could be high.
Website owners need to optimize code so that their sites will load easily onto a mobile device.
With the rise of mobile first indexing, load speeds on phones and tablets have never been more important. In fact, this is now one of Google’s top technical SEO ranking factors. If your site doesn’t load fast enough on mobile, you’re unlikely to receive any significant traffic.
6. Easy Mobile Payments
Consumers want a safe and accessible way to make a payment online. Mobile payments are expected to increase in popularity as consumers continue to entrust their phones with banking information.
7. AI for Mobile Marketing
Artificial intelligence will continue to improve; as it improves, marketers will use this technology to provide assistance. AI has the potential to engage with customers in an efficient manner.
Mobile marketers are expected to implement AI with their mobile marketing strategies.
How to Use Mobile Marketing to Grow Your Business
As many entrepreneurs know, mobile marketing isn’t something to be overlooked. It could prove to be a successful long-term strategy for creating brand awareness. Mobile technology will continue to grow, which will create a continued need for mobile marketing optimization.
Mobile Marketing Adoption & Trends
Key statistics showcasing massive growth:
- 70% of all digital media consumption now happens on mobile devices accounting for over 3.5 hours per day on apps alone according to AppAnnie
- Global mobile ad spend to top $350B by 2025 as brands shift budgets to align with user attention and app publishers enhance monetization
- Location-based mobile ad targeting now delivers click-through-rates of over 6%, outperforming online, allowing greater personalization
- 90% of millennials receptive to mobile ads if relevant versus desktop advertisements per Adobe
Mobile Campaign Formats & Examples
SMS Marketing – Appointment reminders, alerts and coupon codes sent directly to opted-in subscribers
In-App Messaging – Banners, interstitials and personalizations event-triggered from user behaviors
Geofencing Notifications – Contextual alerts when users enter specific geographic trigger zones
QR Codes – Scannable codes that trigger rich media content, promotions and analytics attribution
Mobile Strategy Framework
Objectives – Sales, registrations, re-engagement, brand lift etc.
KPIs – Installs, completions, CTR, loyalty metrics to track
Targeting – Leverage user value, behaviors, locations for precision
Creative Testing – Iterate elements like placements, formats, copy variably
Journey Integration – Map unified messaging across channels/lifecycle
Analytics Optimization – Analyze engagement, funnel drop-offs prompting ongoing refinements
Mobile Analytics Optimization Levers:
App Behavior Funnels – ID stages with high drop-offs impacting conversions to refine messaging per stage. Ex: tutorial instructions, registration form friction.
Cohort Analysis – Group users by first-touch channel and track engagement rates over time. Double down on highest LTV sources.
Frequency Capping – Establish limits on message frequency per period by channel/segment to prevent oversaturation.
Dayparting – Assess performance by hour/day to determine when users most receptive to guide campaign scheduling.
Top Mobile Marketing Mistakes
- Not establishing detailed audience persona targeting parameters and messaging personalization triggers
- Failing to make offers and CTA buttons prominent with brief copy on mobile
- Not optimizing website for mobile responsiveness losing countless conversions
- Attempting automation without thoughtful nurture path development
- Using only vanity metrics like impressions vs strategic impact metrics tied to objectives
- Not rigorously testing creative variations, formats, placement to drive up performance
- Lacking context coordination across web, email, social media and offline channels
- Launching without implementing analytics pixels to capture needed optimization insights
- Oversending ineffective frequency with poor list hygiene diluting potential
- Not leveraging location intelligence signals to deliver contextually in the moment
Expert Commentary:
“With mobile fast eclipsing all other devices for attention and app dominance giving brands direct interface access, failing to re-architect engagement campaigns around mobile-first principles leaves massive opportunity on the table in 2023 and beyond.” – Jarelle Parker, Head of Growth Marketing at WeatherCorp
Mobile Marketing FAQ
Q: How do I build an audience for mobile messaging?
A: Collect opt-in permissions like email/SMS signup forms or location/app permission requests. Cross-promote signup options across online/offline channels. Develop valuable content offerings that persuade consumers to exchange contact point access in order to receive.
Q: What legal compliance rules govern mobile communications?
A: Ensure compliant options for list acquisition like double opt-in verifies along with clear visibility into communication preference management options respected. Honor all unsubscribe requests immediately with list hygiene routines to comply with regional regulations.
Q: How much do mobile ads cost?
A: Cost per clicks average $1-2 but vary substantially based on targeting capabilities applied from basic demographics to behavioral precision. Location adds significant efficiency. Compare various advertising networks on delivery across your segments.
Q: What’s the ideal message frequency through mobile push notifications?
A: Limit general broadcast communications to 2-3 weekly for minimal fatigue while leveraging in-app behavioral triggers to power more personalized alerts tied specifically to user actions. Analyze by segments and adjust frequency caps according to engagement rates continuously.
Mobile Marketing Conclusion
Mobile has cemented its permanent place as the definitive consumer access platform—fusing personal apps controlling daily experiences with location intelligence bridging clicks to bricks engagement opportunities unlike any other channel. With perpetual connectivity driving rising expectations of value, convenience and utility, no marketing plan can ignore mobile any longer.
While in-app and messaging channels require acquisition, location-based targeting through geo-zones, proximity signals and map data visualized consumer journeys offer all marketers immediate hyper-localization possibilities without sensitive opt-ins. Filter broader tactics by mobility efficiency potential and certified testing procedures to maximize learnings. By unifying identity intelligence under mobility’s reach, the future of interactive marketing awaits activation.
If you are thinking about taking up mobile marketing, don’t wait around for it to happen.
Therefore, join the mobile marketing world as soon as possible! Contact ProfileTree today.
ProfileTree
Claire Mulligan // 11th February 2024 
Ranel Viala // 11th February 2024