What Is Mobile Marketing?
These days, everyone has a phone or a tablet that they constantly use. These devices offer great marketing potential for advertisers. Nearly all target audiences have been 'mobilized' and therefore, you must meet your customers where they are.
Mobile marketing consists of a combining various digital marketing techniques and gearing them toward mobile devices. Its strengths are its ability to offer easy access to internet, its capacity to acquire clients, and its power to help build brand loyalty.
In order to remain connected with mobile consumers, strategies must be redefined and reformulated in order to be optimized for mobile platforms. This is necessary in order to achieve the best results in the final conversion, whether via ecommerce or in a physical store.
Mobile Marketing Stats
In the latest study from SEMRush, many interesting statistics on mobile marketing were released.
- Smartphones account for 77.5% of the global market of mobile devices.
- In 2021, Android continued to be the leading mobile operating system in the world, with a 71.93% share of the market.
- Users in the U.S. spent 49% of their phone time on social media platforms like Facebook and Instagram, and apps like Facebook Messenger and Whatsapp.
- The number one reason that people unsubscribe from a brand’s mobile messaging is because they receive too many messages and notifications.
- Mobile advertising spending is projected to reach approximately 240 billion USD by 2022
- The largest mobile advertising market is the U.S. The second largest is China.
- The fastest growing mobile advertising markets are Thailand and India.
- 63% of retailers say that social media is the best place to run ads in order to drive traffic to their online stores.
- The most used mobile app in 2020 was YouTube, which had a 72.8% share of all internet users.
- Out of 57% of people who searched for a product, half made their purchase from a mobile retail app.
- Ecommerce spending in the U.S. reached a whopping $47.8 billion in 2020.
Types of Mobile Marketing Campaigns
There are many different ways for marketers and advertisers to harness the power of mobile marketing. But which ways are the most effective and offer the best ROI?
For some professionals, this mobile marketing is a paradigm shift from traditional marketing to digital marketing. Digital marketing relies on technology, thus allowing for new methods of reaching consumers any time they are on their devices.
Let’s talk about a few methods that have the most traction.
- Vertical Video Marketing. People are spending more and more time navigating on smartphones and tablets, devices that have vertical screen orientations. Therefore, vertical videos tend to be much nicer to view and work better than making a consumer turn their device sideways in order to see your content properly. Creating video content which works with vertical orientations is a creative challenge and it's still not overly used, so bonus points if you can do it well. Apps like Instagram and TikTok are two social networks that often use this type of video. Another good idea is overlaying subtitles on your videos, since many users often are not in a place where they can watch a video with the sound on.
- Mobile App Marketing. Branded apps create the perception that your brand is innovative and modern. They also provide you with the best sales results, client acquisition, and brand loyalty from repeat customers. However, 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 they are the present. There are already formats which are 100% geared toward being displayed in-app and that are only visible on mobile devices. Many apps include these 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 opportunities 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. The majority of emails are opened on a mobile device. 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 specifically at your target audience. Marketing agencies are progressively using artificial intelligence tools to make it even easier to launch hundreds of campaigns all at once. From there, agencies can discard campaigns that are not working and boost those that are.
An Example of a Mobile Marketing Campaign
Iberia Airlines, the national carrier in Spain, 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 at Cyberclick decided to use a social ads solution that we ourselves developed. This solution uses artificial intelligence to create micro-segmented campaigns. Thanks to machine learning and its capacity to work in real time, these campaigns achieved optimal results.
In addition to many international destinations, such as New York, Miami, Mexico, and Santiago, 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 ads generated visits to various landing pages.
- Average CTRs at that time stood at about 0.25%, especially those highlighting Iberia’s premium destinations, such as New York. Those were increased to 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. The conversion rate was 38.5%.
- According to tagged data by Google Analytics, search profitability based on unique visitors and devices used were unitary costs of under 1€.
The rise 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.
Don't hesitate to get in touch with us if you are looking to launch your own mobile marketing campaign!