What is Mobile Marketing?
These days, everyone has a phone or a tablet that they constantly use. These platforms offer great marketing potential for advertisers. Nearly all (if not all) target audiences have been 'mobilized' and, therefore, we must meet our customers where they are.
Mobile Marketing is a combination of digital marketing techniques and actions geared toward mobile devices.
This new marketing variant stems from the great success of the cell phone, specifically its ability to offer easy access to internet, its capacity to acquire clients, and its power to help create brand loyalty.
In order to remain connected with mobile consumers and digital marketing, strategies must be redefined and reformulated in order to match the mobile platform. This must be done in order to achieve the best results in the final conversion (whether that be via ecommerce or a physical storefront).
Mobile Marketing Stats
In the latest study of Mobile Marketing by IAB (Interactive Advertising Bureau) Spain, many interesting statistics were released.
- 21.5 million people between the ages of 16 and 65 (94%) use a cell phone in Spain, most of which are smartphones.
- On average, smartphones are used 2 hours and 34 minutes a day (tablets take up about half that). This is especially true with women and young people between the ages of 16 and 30.
- The most prominent apps on smartphones are WhatsApp and Facebook and on tablets it's a mix of Facebook and games .
- 34% of consumers habitually use their cell phone while watching TV (multiscreen). 18% of consumers do the same with a tablet.
- A third of users feel that emails are not adapted to the mobile format. This results in 31% of users deciding not to open the emails on their devices.
- 9 out of every 10 respondents say they used their smartphone during the buying process.
- 41% of people have made purchases via their smartphone. The most ‘purchased’ categories are fashion, lifestyle, travel, and electronics.
- What stops people from buying online? 61% prefer having a bigger screen and 33% stop due to a lack of confidence.
Types of Mobile Marketing Campaigns
There are many different ways for marketers and advertisers to utilize mobile marketing.
But which ways are the most effective and offer the best ROI? For many professionals, this marketing discipline is a paradigm shift. This shift distinguishes digital marketing from traditional marketing in that digital marketing stays in constant contact with technology, thus allowing for new methods of reaching consumers.
Let’s talk about a few methods that have the most traction right now.
- Vertical Video Marketing. These days, more and more time is being spent navigating on smartphones and tablets, devices that have vertical screen orientations. Therefore, vertical videos tend to be much nicer and work better than making a consumer turn their device sideways in order to watch a video. Creating video content which coincides with vertical orientations is a creative challenge and an en vogue tool that’s not overly used right now (so, bonus points for you if you can do it). Apps such as Snapchat and Instagram are two social networks that often use this type of video. Another good idea is overlaying subtitles on videos, since many users often are not in a place where they can watch a video with the sound on.
- Mobile Apps:
- Mobile App Marketing. Branded apps favor an innovative brand perception, the best sales results, client acquisition, and brand loyalty of repeat customers. Though, it’s not enough to simply launch an app and hope for the best. You also have to roll out a good marketing strategy to get the word out!
- In-App Ads. Many people say that ads within apps are the future of advertising, but really that's the present. There are already formats which are 100% geared towards in-app ads and that are only visible on mobile devices. Many apps include in-app ads in order to offset costs and to allow the app to be free to download.
- Local Mobile Marketing. SMBs (small and middle-sized businesses) will find great opportunity with geolocated keywords. For example, 30% of searches are aimed towards something local, such as finding a place to eat or sleep. Half of these searches also happen to be about something a user wants to do within the next hour. The acronym that defines this marketing technique is SOLOMO (Social + Local + Mobile).
- Mobile Email Marketing. 45% of emails in Spain are opened on a mobile device. This is nearly half of the annual amount. Email marketing is one of the most tried and true techniques and offers advertisers great ROI. Don’t let your efforts in email marketing go to waste by not designing responsive emails. It’s imperative to keep mobile platforms in mind when designing your email advertisements .
- Social Ads. Investments in social media advertising are growing. It is now easier than ever to launch micro-segmented campaigns directed only towards your target audience. Marketing agencies are progressively using artificial intelligence tools making it even easier to launch hundreds of campaigns all at once. From there, agencies can discard campaigns which are not working and boost those which are.
An Example of a Mobile Marketing Campaign
Iberia Airlines continues to boost their bookings in all of their top routes originating from Spain as well as bookings in other European and Latin American markets.
In order to optimize their mobile marketing campaigns on Twitter Ads, we decided to use a Social Ads technological solution developed by Cyberclick. This solution uses artificial intelligence in order to create micro-segmented campaigns. Thanks to automatic ‘learning’ and its capacity to work in real time, these campaigns achieve optimal results.
In addition to many international destinations, such as New York, Miami, Mexico, and Santiago, Chile, geo-localized campaigns in Spain also had a high number of national and European routes.
These are the results:
- 1,000 segmentations became active across all live campaigns.
- More than 70,000 ad generated visits across different landing pages.
- Average CTRs at that time stood at about 0.25%, especially those highlighting Iberia’s premium destinations, such as New York (with respective CTRs that exceeded 0.60%).
- Reactivity of users who visited Iberia’s website was high in searches. Nearly 27,000 availability requests were carried out on the website forms (38.5% of conversion compared to the number of visits).
- According to tagged data by Google Analytics, search profitability based on the unique visitor and the device used were unitary costs of under 1€.
The introduction of the mobile phone has drastically changed consumer habits and, therefore, it’s important for marketers and advertisers to follow suit. Businesses should analyze and improve the design of their mobile marketing strategies in order to remain connected with their clients and continue to get the best results at the time of purchase.