Mobile device usage has experienced a consistent increase, punctuated by significant growth during technological advancements. According to experts, the utilization of smartphones is projected to reach 77% among the global population by 2025, encompassing billions of individuals representing various regions worldwide.
If you desire to improve your business, it is necessary to begin giving more consideration to mobile marketing. Initially, mobile marketing may appear perplexing. Which kinds of mobile marketing tactics should be employed? What is the starting point?
No need to worry. This list contains all the necessary information to learn about the various types of mobile marketing strategies.
1. Mobile websites
It is important to mention that every website should be optimized for mobile, which is the new standard. Having a mobile-friendly website is not a consideration, but rather a timely requirement that should have been implemented long ago.
The failure to recognize the importance of having a mobile-friendly website is a significant error made by numerous small businesses. Consequently, if your website lacks sufficient mobile optimization, Google will completely remove it from mobile search results, which can have a significant negative impact on any kind of business.
If a website has a slow loading time, 43% of users will not return to it. Additionally, 40% of users will go to a competitor’s site after a negative mobile experience. It is crucial to prioritize the user experience and optimize your website for mobile browsing due to the fierce competition.
2. Mobile apps
With more than 80% of mobile time spent on apps, it is not surprising that the mobile app market continues to thrive.
There are a few methods to utilize mobile apps for advertising purposes. One approach involves displaying your advertisements within well-liked apps. Another approach entails developing a mobile app for your business, opening doors to diverse marketing possibilities.
Creating an app for your business provides users with easier and more convenient shopping options. Additionally, you have the ability to offer discount codes and inform users about sales and promotions. Moreover, push notifications give you the opportunity to reach your audience at any time and from any location.
Firstly, it is worth mentioning that not every business should consider creating an app. It is crucial to thoroughly evaluate if there is a demand for an app and if it is financially feasible. It is a fact that the majority of users devote a significant amount of time to social media and messaging apps.
Before developing your own app, it is important to consider that many of us have downloaded an app that we may have used a couple of times before completely forgetting about it. Techcrunch reveals that smartphone users typically utilize just nine apps per day, which is a relatively small number. Thus, it is crucial to bear this in mind.
3. In-app advertising
Were you aware that playing games accounts for 43% of smartphone usage?
In the app world, games have gained significant prominence. Therefore, it is unsurprising that numerous marketers capitalize on this by incorporating in-app advertisements. It is highly likely that, while playing games on your phone, you have come across numerous pop-up ads.
The sole problem lies in the fact that gamers frequently find those ads to be annoying. Consequently, there is a concern that the ads may have the opposite outcome and be disregarded (commonly known as banner blindness). Nevertheless, if you design an engaging and novel ad, individuals should react positively to it.
4. Shopping on social media
Social commerce is increasing in popularity. Leading social media platforms enable users to not just view products but also to buy them directly within the app. This enhances accessibility, convenience, and speed while shopping.
The percentage of American users aged 18 to 34 who have made purchases on social media stands at 30%. Despite appearing relatively low, this figure is anticipated to experience substantial growth as users become increasingly accustomed to shopping via social networks.
A new feature is being tested by Instagram, which enables users to purchase directly without having to visit a third-party website. This is how it functions: While using Instagram, users will encounter a product they desire to buy. After tapping on it, they will have the option to select “Checkout on Instagram.”
Other apps such as Pinterest and TikTok are also moving towards incorporating in-app purchasing choices. Even though Instagram’s latest shopping feature is still being tested in beta, it appears to have significant potential. It has led to a notable 40% sales boost for brands like Adidas, which is a significant accomplishment.
5. In-game advertising
The amount of money spent on advertising in mobile games is increasing. Nowadays, marketers have the ability to promote almost any product or service within mobile games. It is highly beneficial to do so. The mobile gaming sector experienced significant growth in 2020, with a 12% rise in the number of players exceeding 2.5 billion. This presents a highly profitable chance.
6. SMS marketing
SMS marketing, which involves sending text messages directly to customers, is a widely adopted and highly lucrative strategy when executed properly. It proves particularly fruitful when integrated with time-sensitive offers or notifications related to preferred products or services. By utilizing SMS, you have the opportunity to reach 85% of the global population.
Always get permission first
In order for businesses to send SMS texts, they must first obtain permission from the user. This implies that users need to opt-in for SMS marketing, so it is important to provide them with the opportunity to do so. The advantage of this is that SMS messages have a significantly higher rate of being opened compared to email campaigns, with 98% for SMS and 22% for email.
Text message campaign strategies
To ensure a consistent brand approach, it is advisable to refrain from sending text messages at inconvenient times, such as during the night, as users tend to promptly open them. Additionally, always include your company name and strive to align your SMS marketing initiatives with your overall digital marketing strategy.
7.Social media
Social media and mobile marketing are a perfect combination, just like chips and dip.
To effectively target social media users, it is crucial to have a multichannel marketing strategy that caters to the platforms they use the most, such as smartphones, tablets, and other devices. Creating brand pages or accounts that offer exceptional customer interaction, appealing visuals, advertisements, and gamification can transform social media into an advantageous marketing landscape.
8. Chatbots
Chatbots are AI-enabled messaging services that engage with customers or service users on your website in your text marketing endeavors. They offer an excellent solution for handling repetitive tasks, automating basic queries or tasks that do not necessitate human involvement. Chatbots can be utilized for targeted messaging to advertise products or to enhance user engagement.
Chatbots have the capability to utilize brief prompts, such as “how did you discover us today?”, in order to enhance their understanding of consumer behaviors. They have the ability to assist customers in obtaining account information, addressing product inquiries, and often facilitating transactions.
Chatbots can be utilized to connect customers with human agents and enhance information transmission. Moreover, chatbots can also be employed to verify orders and enhance personalized assistance.
9. Augmented reality
Augmented reality (AR) enables the overlay of virtual elements onto the real world using a mobile screen. Snapchat and Zoom filters, as well as games such as Pokémon Go, are well-known instances of popular applications. Additionally, AR can serve as a marketing tool by facilitating the creation of digital showrooms or providing users with the ability to virtually view and interact with products.
Examples of AR marketing campaigns
In our earlier discussion, we mentioned how IKEA utilized augmented reality (AR) features in their mobile app. Expanding on this concept, they introduced a unique Christmas campaign in 2017. The campaign allowed users to virtually adorn their homes for the festive season, providing a digital experience of trying out decorations before making a purchase.
There are other excellent demonstrations of AR marketing campaigns, such as Domino’s Pizza where users can view pizzas in their surroundings using Snapchat, and Macy’s beauty sampling which offered users the opportunity to virtually “try on” various lip colors.
10. Voice search
With the increasing usage of voice search, especially via digital personal assistants, it is now more important than ever to ensure that your website is optimized for voice search. This entails providing answers to questions related to your product or service that are asked by users through search engines like Google, so that your website can relay the information to the personal assistant or mobile device.
11. Location-based marketing
Geofencing is a method used in location-based marketing to target consumers with highly specific marketing messages by utilizing the physical location of their mobile devices. This technique enables the creation of hyperlocal targeting.
Geofences are virtual barriers that activate a push notification when crossed, commonly used by fast-food restaurants and retail stores. The concept of hyperlocal targeting holds numerous possibilities, and it is expected to become more prevalent in the imminent future.
12. Mobile video
Video advertising is becoming more popular due to the high demand for video content. Videos are widely enjoyed on smartphones, encompassing various genres such as tutorials, vlogs, gaming, and humorous cat videos. The percentage of US internet users who have watched videos on their mobile devices currently stands at 85% and continues to increase.
Types of effective mobile video ads
Video ads have a high level of engagement. According to current trends, the most effective video ad formats are these three types.
The initial option is the vertical video, evident as numerous applications and social media platforms primarily support portrait orientation. Thus, discarding horizontal videos is imperative, as the vertical format signifies the future.
Additionally, 6-second ads have proven to be highly effective. It should be noted that our attention spans are decreasing continuously, which is why advertisements should be brief and succinct. Referred to as bumped ads, these 6-second video ads are extremely condensed, direct, and not easily skipped. However, it is crucial to execute them properly and optimize them specifically for this compact format.
The final category is comprised of video content generated by users. Videos produced by everyday individuals or influencers tend to be more successful. Individuals trust their peers more than traditional advertisements.