What is Mobile Marketing?
These days, everyone has a phone or a tablet that they constantly use. With this being said, 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 their ability to offer easy access to internet, their capacity to acquire clients and their power to help stimulate 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. Furthermore, 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 posted by IAB (Interactive Advertising Bureau) Spain, many interesting statistics regarding the state of mobile marketing in Spain were released.
- 21.5 million people between the ages of 16 and 65 use a cell phone in Spain (94%), 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 so with women and young people between the ages of 16 and 30.
- The most prominent Apps are WhatsApp and Facebook on smartphones and a mix of Facebook and games on tablets.
- 34% of consumers habitually use their cell phone whist watching TV (multiscreen). 18% of consumers do the same with a tablet.
- A third of users feel as though emails are not adapted to the mobile format, meaning that 31% of them do not open it on another device either.
- 9 out of every 10 respondents admit to have 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 new marketing discipline implies a paradigm shift. This paradigm 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 of these methods which have the most traction right now.
- Vertical Video Marketing. These days, more and more time is being spent navigating on smartphones and tablets. Coincidentally, these devices 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 to overlay 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 is the future of advertising. But, to be honest, it’s already begun; 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 something a user wishes to carry out 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. This being said, don’t let your efforts in email marketing go to waste by not designing responsive emails; it’s imperative to always design your email advertisements keeping the mobile platform in mind.
- Social Ads. Investments in social media advertising is growing. It is now easier than ever to launch micro-segmented campaigns directed only towards your target audience. Furthermore, marketing agencies are progressively using artificial intelligence tools making it easy even easier to launch hundreds 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%, specially 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 both analyze and improve the design of their mobile marketing strategies in order to remain connected with their clients and to continue to get the best results at the time of purchase.