What is Mobile Marketing and Why It is Crucial to Your Business


Mobile Marketing has helped businesses reach every customer out there. It is a multi-channel promotional technique. Moreover, it is a digital marketing strategy that helps reach huge masses of the target audience. The point of interaction could be on their cell phones, tablets. Or it helps to reach through SMS, MMS, emails, social media, and other apps. So, you and your team need to learn about what is mobile marketing.

Smartphones are gaining most of the attention. People check their phones first before getting out of bed. Similarly, they check their phones before sleeping. Now, more and more customers are driven towards their mobiles. Consequently, they spend dollars on their smartphones. Moreover, these smartphones have uncountable advantages for the users.

As there are continuous advancements in technology, marketing is improving day by day. Marketers are now working hard to improve Omni-channel engagements. Omni-channel is a multi-channel approach. It focuses on increasing sales by providing an excellent customer experience with the brand. The sales could be through online media, web-sites, or outlets.

Content shared must be relevant and strategic. This will help to earn more income and to win more customers. Whenever we hear the word “Mobile Marketing”, a mobile device appears in our mind. Mobile marketing means using devices as a source to promote through SMS or MMS. It also includes promotion through social media. Since social media apps are now widely used on cell phones.  

Mobile marketing is an essential part of the short-term and long-term marketing plan for a company. Moreover, mobile marketing channels are a core function in every promotional technique. Ranging from emails to social media, content marketing, and so on, each of them has mobile marketing involved. It helps reach the customers on the platforms they use the most.

Focus on providing an outstanding customer experience. Moreover, try to give them an experience they have been expecting. This will help your mobile marketing to be effective. But performing according to customer expectations is a challenge. The reason could be difficulty in acquiring, managing, and engaging customers through different platforms.

Brand value is an important factor for businesses. Mobile marketing helps increase brand value. Moreover, it helps in creating and increasing demand for the products and services. It helps connect with customers through mobile devices in real-time. These customers could be new, old, or potential.

eMarketers have estimated that there will be a growth of 55.7 million (19%) in mobile-user audience by 2022. They compared desktop usage with mobile usage. As a result, they saw that there is potential growth in marketing through mobile devices. Approximately, 77% of the people have their phones on or near them more than 2 hours a day. There are more mobile devices than people in the world.

The reason for this difference is the extreme use of mobiles. Also, many people use more than one device. Almost every individual has a smartphone in this world. Focus on customer experience while aiming for mobile marketing.

“For me, the future of mobile marketing lies in connecting the dots between online and offline media. Mobile is such a powerful tool when used in conjunction with other, more traditional, media and should be seen as the glue that binds everything together.”

– Mike Reynolds, Senior Mobile Executive at International Advertising Bureau.

Problems that Mobile Marketing can Solve:

Now that we have learned about what is mobile marketing. We must look at the problems it can solve. It is a unique way to reach customers whether they are near or far. Moreover, it has helped to generate sales and also increased them at a fast rate. To conclude, it is a must for the company’s marketing plan.

Uncertainty about Mobile Audience:

Most marketers wonder whether their target audience uses mobile much or not. Today everyone from age 7 to 90 uses cell phones. To be clear, everyone uses cell phones for their specific needs. The tip is to know when they use cell phones most. Also, find out how they use it. Create your personas (fictional characters for marketing). And then relate them to the buyers. Within a short time period, you’ll be able to reach hundreds of customers.

Consistency between Web-site and Content:

Try to create responsive content for your channels. Your mobile marketing programs must ensure a responsive design. Web-sites, emails, and social media must have content that engages customers. Responsive content will attract customers and force them to become a part of your brand.

Sufficient Mobile Traffic but not Good Conversion Rate:

Many marketers face this issue. Their websites have huge traffic but not enough sales. There is a variety of methods to solve this problem. You can analyze and optimize your mobile marketing tactics in various ways. It is important to boost up conversion rates by this type of marketing.

One way is improving your responsive design of the website. You can also improve the home pages of different platforms. Moreover, personalization is a fruitful technique to catch attention. It is the modification of content according to a specific target market profile. Try to create personalized content for the audience.

·  Integrating Mobile Marketing with Marketing Plan:

The initial step of marketing strategy is to define success for your company. Success might be different for different businesses. Define success for your business and discuss it with your team. Involve stakeholders so you can map your mobile marketing strategy. Evaluate your current performance. Investigate how your current efforts are paying off. Finally, find the areas where you need improvement and how.

Components Of Mobile Marketing:

Mobile advertising goes a long way past text messaging and versatile applications. To have a durable marketing experience, you should think about a responsive plan in all cases.

Mobile-Friendly Web-sites:

Mobile friendly content fits on the screen without side-to-side looking over. Or it can adjust without zooming in. Moreover, it loads on the page rapidly. And it’s free from mobile specific mistakes. The main motivation to keep a mobile-friendly site is to focus on consumer convenience.  

Moreover, it helps in improving user experience (UX). Portable UX dramatically affects each phase of the purchasing cycle.

Mobile-Friendly Advertising SMS and MMS Messages:

SMS (short message service) and MMS (multi-media message service) are top priorities.  They are two direct strategies you can use to send content to clients. Yet it’s critical to use these channels carefully.

Gain information on the best methods to get your content to your client quickly. And go over the important standards for a powerful campaign. Work hard whether it is promotions, videos, product alerts, and updates.

Mobile-Friendly Publicizing and Home Pages:

 57% of email is opened on mobile devices and platforms. Whereas, 69% of mobile clients erase email that isn’t supported by their mobile devices. Along these lines, your messages must use a responsive plan.

A responsive design is a system that naturally designs web page content for ideal review on any device. What’s more, remember about home pages. Even if your email is mobile-friendly, your home page must be optimized. If a click-through link opens up a home page that isn’t optimized for a mobile screen, then customers get frustrated. As a result, they will move to another site.

Mobile-Friendly Applications:

With the correct system and guide, apps can help gain customer loyalty. Follow the right strategy to use apps. This will give you a chance to drive significant commitment with your customers. Investigate the various types of applications.

Some are for efficiency, trade, constant commitment, and blended-use. Whether or not an application is a correct move.  It helps in acquiring customers, commitment, or in changing business objectives.

Mobile-Friendly MarTech:

A one-fifth of the mobile applications are just used once. There is a wide variety of apps to download. Customers have choices to download apps they want. How can you guarantee that your organization’s application stands apart from the competitor?

It is difficult to stand out when there’s strong competition. Mobile application designers face numerous remarkable advertising difficulties. Including the need to drive continuous application downloads, installation, and ease of use improvements.

Organizations with mobile applications now have automated promotions. They can all the more likely drive application downloads. Moreover, improve their customer maintenance, commitment, and adaptation.

Return on Investment (ROI) of an Effective Mobile Marketing Program:

Buyers using increasingly more applications as often as possible to explore future buys. A legitimate promoting technique can prompt an immediate expansion in income.

  • Mobile promoting arrives at buyers that are looking for products. To an ever-increasing extent, mobile customers are shopping. Some reports show that searches through using the word “best” have increased by 80% in the most recent two years.
  • Mobile marketing is developing. It is tracked down that about half of B2B questions today are made on cell phones. A Marketing Consulting Group predicts that that figure should develop to 70% by 2020.
  • Mobile promoting is important for most sales. Over 60% of B2B purchasers report that mobiles play a critical part in a new purchase decision.

Planning, Executing, and Upgrading Your Mobile Marketing Program:

Mobile marketing is both a short-term and a long-term strategy. And to make a fruitful program, there are sure some steps you’ll have to follow.

Stage 1: Create Mobile Purchaser Personas.

Understanding your audience is the initial step to any marketing methodology. Moreover, purchaser personas are an important instrument to help in that understanding. Purchaser personas are fictional portrayals of your different kinds of customers.

Make a profile that depicts everyone’s experience. Also, it displays the expected set of responsibilities, sources of data, objectives, challenges, and favored kind of content. You can also add objections or show their potential part in the buying cycle.

You must have a clear image of your target market group. Then it is simpler to decide on a channel and voice for your marketing messages. Notice mobile habits, use A/B testing, and you’ll work out helpful purchaser personas for mobile.

Stage 2: Set objectives.

Before you dispatch a mobile marketing technique, you’ll need to decide your objectives. Moreover, make an arrangement or plan. Many guides will assist you with understanding customer lifecycles and create personas. Furthermore, they help in constructing your marketing schedule and advertising automation toolbox.

You can also characterize your mobile marketing objectives and key performance indicators (KPIs) across all channels. Decide on important targets and key audiences. Also, decide how you’re creating cross-channel commitment. So, you can break down the channels. And then find out how you will add mobile marketing to these channels.

Stage 3: Establish KPIs.

Key performance indicators (KPIs) refer to a set of quantifiable measurements used to measure a company’s overall long-term performance. KPIs specifically help determine a company’s strategic, financial, and operational achievements. It compares to those of other businesses within the same sector.

Figure out which reasonable, quantifiable KPIs characterize your mobile mission’s prosperity.

  • Engagement: Give mobile-friendly content to potential customers. Target customers who are looking for data about your industry or products. Ensure your site is mobile supported to improve mobile marketing.
  • Acquisition: Ensure lead generating messages are with clear invitations to take action. They must be mobile-friendly. Buttons in emails should be close to the top of the message.

Moreover, they must be sufficiently large so it is easy to tap click-throughs. Then make it easy for people to fill out the forms of your mobile-optimized home page.

  • Customer Service: In an associated, social marketplace, customer support is important. It is seen as a great opportunity to promote a brand. Permit your customers to easily contact you.

Allow them to contact you through any stage they need. These stages include straightforward click-to-call buttons for cell phone customers.

Stage 4. Monitor Mobile Measurements.

Analytics can help screen mobile use of your site. Mobile conduct information uncovers how well your mobile content attracts your audience. Moreover, the conversion rate indicates the areas of improvement. Dashboard devices can show you the amount and nature of traffic.


Mobile marketing is a technique to promote products and services through SMS and MMS. Social media and applications are also a part of mobile marketing. It has helped businesses flourish. Also, it helps in solving many problems. Now, it is easy to reach individual customers with personalized content.


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