What is mobile marketing? And how to leverage it to attract customers

Smartphones have become indispensable and ubiquitous tools in our personal and professional lives, which means that businesses not using them as a marketing tool to reach customers are missing a golden opportunity.

In the US, 46% of smartphone users report being on their devices for between four and five hours per day¹ and that is only expected to increase.

The phone then is an instant pathway to customers and as a result mobile marketing has emerged as an essential channel for companies to reach new customers and engage with existing ones.

For small businesses, embracing mobile marketing is a strategic imperative. In this article, we will unravel exactly how mobile marketing can be used to make a substantial impact.

We will highlight the benefits of mobile marketing, discuss the campaigns and strategies that can be implemented, and reveal how to harness its power to drive sustainable growth.

These insights will empower small business owners to keep their offer visible, relevant, and competitive in today’s mobile markets.

What is mobile marketing?

Mobile marketing is used to connect companies with target audiences in varied, interactive ways through mobile device usage (such as smartphones and tablets) and such is their importance in modern life. Mobile marketing optimization of campaigns has become a necessity.

Mobile devices serve as our personalized gateways to the digital world, offering instant access to information, opinion, social media, shopping, and many other services.

As people spend an ever-increasing amount of time on these devices, businesses must recognize the importance of creating mobile customer experiences. Failure to do so could lead to the erosion of brand credibility and the loss of competitive edge in an era when convenience and user experience reign supreme.

How does mobile marketing work?

Mobile marketing engages with audiences by tailoring marketing efforts to reach them on their mobile devices.

It is not just about having a presence on smartphones, but about crafting experiences that resonate with mobile users and are designed and delivered to optimize the device’s form and functionality.

How does mobile advertising work?

Understanding mobile device user behavior is paramount. Customers consume content differently on mobile devices, often in shorter and more fragmented sessions. For this reason, mobile marketing success depends on campaigns grabbing attention instantly and rapidly providing value.

Some mobile marketing channels

There are several key mobile marketing channels. These include:

• Responsive web design to ensure that websites look and function seamlessly on mobile screens.
• Mobile apps that offer a dedicated space for users to interact with brands, fostering loyalty and engagement.
• SMS marketing to deliver concise and direct messages to users' smartphones, ideal for promotions and alerts.
• Additionally, channels such as social media, email marketing, and location-based services play vital roles in mobile advertising and marketing strategies.

Across all these channels, being able to understand what is working, and what is not, is vital. This is why data analytics is the linchpin of mobile marketing success, allowing businesses to track user interactions, gather insights, and refine strategies.

Why a mobile marketing strategy is necessary

Whether searching for product reviews while in a physical store or ordering dinner via a mobile app, consumers expect seamless and relevant experiences on their mobile devices. Increasingly, there is also a growing preference to pay by mobile rather than any other way. Failing to meet such expectations can result in lost opportunities and dissatisfied customers.

A well-crafted mobile marketing strategy provides a significant competitive advantage. Businesses that embrace mobile marketing not only stay relevant but also tap into a vast pool of potential customers and establish a deeper connection with their existing audience.

Mobile marketing campaigns also allow small business owners to gather valuable data and insights about customers. Understanding mobile user and consumer behavior, preferences, and engagement allows businesses to tailor communication with greater precision. This helps to optimize the available marketing budget by reducing wasteful spending.

Five benefits of mobile marketing for businesses

1. Increased reach and accessibility: Mobile marketing allows businesses to reach a wider audience without geographic constraints.
2. Improved customer engagement: Real-time and highly interactive communication is enabled using mobile apps, SMS, push notifications, and social media. By gathering feedback and responding to inquiries promptly, a stronger customer connection can be fostered.
3. Improved targeting and personalization: By leveraging data analytics to understand user behavior, preferences, and demographics, businesses can create highly targeted and personalized campaigns. Tailoring content to individual needs and interests also continues to boost engagement and conversion rates.
4. Measurable results and return on investment (ROI): One of the most significant advantages of mobile marketing is its measurability. Businesses can track the performance of campaigns in real time, measuring key metrics like click-through rates, conversion rates, and customer acquisition costs. This data-driven approach supports continuous optimization and a positive ROI.
5. Cost-effectiveness: Mobile advertising allows for precise budget allocation, as the advertiser only pays for the interactions or clicks that advertising campaigns generate.

Types of mobile marketing strategies and campaigns

The choice of which marketing strategies to adopt depends on specific goals, target audience, and industry, but integrating multiple approaches often yields the best results.

• SMS marketing: An SMS marketing strategy uses text messages to send promotions, updates, and alerts directly to customers' mobile devices. This is a powerful tool for delivering time-sensitive information.
• Mobile apps: Creating and promoting branded mobile applications will enhance customer engagement and loyalty. These apps can provide valuable features, content, and personalized experiences.
• Mobile ads: Leveraging in-app and mobile web advertisements allow companies to reach a broader audience. Mobile ads can take various forms, including display ads, video ads, and native ads, enhancing visibility and user engagement.
• Location-based marketing: This involves targeting customers based on their real-time geographic location. This approach allows businesses to send relevant offers and information to users when they are near physical store locations or specific landmarks.
• Social media marketing: This means engaging with customers on popular social media platforms optimized for mobile use. Social media marketing involves posting content, running ads, and interacting with followers to build brand awareness and foster customer relationships.

Measuring and optimizing mobile marketing

Effective mobile marketing optimization is about continuously measuring, analyzing, and optimizing campaigns using the latest technology.

Here are the key mobile marketing metrics and methods for mobile campaign optimization.

Tracking user interactions:

• Implement tracking tools – such as web analytics platforms and app analytics software – to monitor user behavior and engagement across mobile channels.
• Keep a close eye on metrics like click-through rates (CTR) to gauge the effectiveness of calls to action, conversion rates to measure goal completions such as sign-up or purchase, and bounce rates, which measures when customers leave a site after viewing just one page, indicating weak and underperforming content.

A/B testing:

• Also known as ‘split tests,’ they are used in marketing to campaigns to compare the performances of two different versions of ad copy, visuals, landing pages, or call to action buttons to determine which is working better and should be used to anchor a campaign.

Conversion attribution:

• Determine the impact of various mobile channels on lead conversions to increase mobile revenue by understanding how specific touchpoints in the customer journey are significant in creating conversions.

Leverage mobile marketing to reach more customers

In today's business landscape, mobile marketing solutions – such as small business apps – offer a powerful tool to connect with audiences on a deeply personal level.

We have outlined how small businesses can harness mobile marketing integration and use mobile engagement to deepen relationships with customers, build loyalty, and find new opportunities.

By building a seamless customer journey across all devices, increasing mobile app downloads and in-app engagement, offering exclusive mobile offers and incentives, and integrating mobile efforts with broader marketing strategies, businesses can tap into the full potential of mobile marketing.