It seems like it’s harder than ever to capture the attention of buyers.
Growing industries have led to crowded marketers with new competitors springing up every day. Finding your footing among the noise can be tricky. Even the most seasoned marketers can find it difficult to find an easy way to communicate directly with their customers.
If direct to consumer marketing is what you’re looking for, mobile marketing might offer the solution you need.
Mobile marketing is a digital marketing strategy that focuses on delivering a unified marketing message across a user's mobile channels. Mobile marketing delivers email, SMS, MMS, social media, and other marketing messages directly to a buyers smartphone, tablet, or other enabled devices.
One in four internet users are mobile-only consumers – and the use of mobile devices is only projected to increase. Mobile marketing is a direct line of communication to both these consumers that rely on solely mobile for information, as well as the average consumer.
It’s important for any growing business to understand how to build a robust mobile marketing strategy that integrates into your current digital marketing programs.
Mobile usage for the average consumer has boomed in recent years. Consumers are increasingly using their mobile devices to consume media, communicate with friends, and purchase products.
of all transactions are carried out on a smartphone.
Mobile marketing allows businesses to run ads for their product directly on customers smartphones, tablets, or other mobile devices. These ads can take on many forms, including ads on social media platforms, website banner ads, and mobile app offers. Tailoring your mobile marketing strategy to deliver personalized messaging to your customers is the best way to get your customers’ attention.
Mobile advertising is a cost-effective way to reach your target audience and deliver high conversion rates across your digital marketing channels. The key to building your own successful mobile marketing strategy is to choose the right marketing channel for your product.
One of the things that makes mobile marketing so popular with marketers is the variety. Mobile marketing isn’t limited to one or two strategies. It's more of a choose-your-own marketing adventure that allows you to communicate directly with mobile users.
Many businesses like to mix and match different mobile marketing formats to fit their specific needs. Here’s an overview of the most popular types of mobile marketing campaigns.
SMS marketing is better understood as text messaging marketing. This is probably the most obvious way to utilize mobile marketing.
Marketers use SMS marketing to disseminate information, promote deals, creating buzz, and generating brand awareness directly to consumers via text.
With SMS marketing, businesses can send direct texts to consumers who have opted in to receive messages from them about upcoming sales, new product information, and more. The benefit is that you can bypass the more nuanced marketing strategies and reach your customer right where they are.
SMS marketing allows businesses to:
And if you’re worried about customers feeling annoyed by texts, don’t be. Seventy percent of consumers think SMS marketing is a great way for businesses to get their attention. Just be sure you’re only contacting them with offers that provide them value. Appointment updates, package tracking, and coupons are just a few things customers enjoy receiving.
Mobile applications are one of the most popular forms of mobile marketing. There were 35 billion mobile app downloads in 2020 alone.
Mobile app marketing focuses primarily on app promotion and customer engagement. If someone has downloaded your company’s app, chances are they are already a paying customer of yours. If you’re planning to market to your customers using a mobile app, your focus should be on retention and rewarding customer loyalty.
This can be achieved through a number of ways. Push notifications can be used to send alerts to your consumers directly on their phone screen, even if they don’t have the app open. You can also offer special coupons or deals through your mobile app using in-app messaging.
Apps are a great place to start your mobile marketing journey because you have access to your customer directly. Mobile app marketing is less about converting new customers and more about turning existing ones into brand ambassadors.
You might be surprised to learn that the mobile game marketing scene is booming. The number of mobile phone gamers in the United States is projected to exceed 210 million users by 2020.
Mobile game marketing refers to ads that appear within mobile games promoting products or services. This strategy is often used to promote new products or deals. In-game mobile ads can appear as banner pop-ups, full-page image ads, or video ads that play between games.
Mobile game marketing is heavily favored by e-commerce companies. It’s often easy for these businesses to find mobile games that relate to their own product. That allows them instant access to an audience that might have never heard of their product before. This saves marketers the time of building their own audience and instead lets them focus on selling.
If you’re running a local business like a restaurant or a storefront, location-based marketing is crucial for your business. Location-based marketing involves both online and in-person marketing tactics that are designed to attract customers located within the same geographic location as your business.
This is done by using strategies like geotargeting, mobile search, SEO, location tags, and targeted PPC clicks to get your business in front of the people closest to it. Location-based marketing is perfect for small businesses that operate in a single location within a specific community. It can help you stand out against direct competitors and attract new customers that live close to your business.
QR codes, also known as quick response codes, are popular for mobile marketing because they work with any smartphone that has a camera and a barcode reader built-in. Most iPhone and Android phone models have built-in capabilities to read QR codes.
What makes QR codes particularly good for mobile marketing is that it’s an easy way to send consumers directly to content your company is putting out. Landing pages, videos, email subscriber lists, and more can be connected to QR codes.
QR codes can be placed on almost anything. Here are some of the most popular ways QR codes are used by businesses:
QR codes are simple to use and easy to track. Most QR code creators offer built-in analytics for ease of tracking. These reports can let you know how many people downloaded your QR code, interacted with the content, and even how many customers purchased something through your QR code.
Much like location-based marketing, search marketing comes into play when a customer is looking for something on a search engine. Search marketing can be used in conjunction with location-based marketing, but it’s not required.
Search marketing is divided into two categories:
SEO focuses on optimizing your website and content for organic search results. When a customer performs a Google search for “dog boarding in Los Angeles,” your SEO strength will determine whether or not you organically rank for those keywords. The websites listed on the first page of Google for any search have optimized their search marketing efforts using SEO.
SEM is different because more often than not, it centers around paid search efforts. When you plug a search into Google, you might notice the first several listings have a box that marks them as ads. These are SEM search results and don’t appear on the first page organically.
Paid search or PPC is the process of advertising on search engines such as Google, Yahoo!, and Bing. When you utilize PPC marketing, you’re paying the search engines to allow you to bypass organic search results and your competitors by running search ads, in order to reach the customer directly.
PPC ads can be more than just text listings at the top of a search result. You can also create ads that appear as a product listing ad (PLA). Product listing ads are display ads that pull the information in directly from your product data feed. These type of ads are often organically pulled into search results, so it's smart to ensure your product listings and pages have the most accurate and information.
Companies bid on certain keywords through Google Adwords to rank for those top search results. This tactic is especially attractive if your business has a lot of fierce competition. It can take a lot of time to rank organically for a keyword, but ranking with SEM only takes a budget and some creativity with your keyword targeting.
The benefit of using PPC in your mobile marketing strategy is simple. If you’re willing to spend the money, your products and services can appear first in the results of any term your customers search.
When it comes to mobile marketing best practices, the mobile marketing tips that will work best for your business will likely depend on your industry. B2B marketers will have a much different experience with mobile marketing than e-commerce brands.
The good news is that there are a few universal best practices every business can use as a starting point.
The rise of new technology and popularization of e-commerce have paved the way for new best practices when it comes to crafting a site: the most popular among them being responsive web design.
A mobile friendly website focuses on making websites and landing pages easier to navigate and more responsive to multiple devices (mobile phones, tablets, desktops, and more). Responsive web design allows your company to create a seamless customer experience across any device.
The high cost of redesigning a website can deter people from investing in a new mobile site with a responsive design. But the upfront costs outweigh the long-term lost revenue:
Your customers are online and making purchases from their smartphones, whether your website can keep up or not. Investing in a mobile responsive website creates a more pleasant user experience and converts more prospects into paying customers.
Providing the best mobile experience for your customer can be the deciding factor in whether or not they will complete a purchase. Ignoring something as important as mobile responsiveness in your mobile marketing campaign will cost you in the long run.
46% of people use voice search to look for local business information on their smartphones one or more times per day.
No matter which mobile marketing strategy you’re employing, your business needs to be optimized for voice search. Voice search allows customers to easily search the internet using voice commands with programs like Siri or Alexa.
Consumers will often search for local restaurants or businesses in their areas that serve a specific need. If you’re a business owner that serves a specific area or community, you should invest in local business voice search.
Local business voice search allows your business to:
Creating content to rank for voice search can be done in a number of ways. Most businesses find success using a mix of having an active social media presence, a regular stream of positive online reviews, and local and industry-specific directory listings.
Creating a multi-channel digital marketing strategy will help improve your ranking in voice search and provide a more holistic customer experience.
Mobile marketing covers a lot of channels. If you’re planning to fully invest in a mobile marketing strategy for your business, investing in the right software in key.
Mobile marketing software takes the guesswork out of tracking customer interactions and reporting. Everything you need to know about your mobile marketing campaigns are gathered in one easy to access location.
When choosing mobile marketing software, be sure to ask yourself these questions:
Mobile marketing software easily tracks the progress of customers throughout the entire customer lifecycle. The automatic campaign attribution and reporting used by many mobile marketing software makes it easy for you to prove the value of your marketing efforts. Always be sure to choose a solution that can grow with your business as your mobile marketing efforts grow.
With so many moving parts in play at once, mobile marketing can be a lot to handle. That’s why most marketers opt to use a mobile marketing software to automate their processes.
Mobile marketing software allows marketers to plan, implement, and control all of their mobile marketing campaigns from a single platform. Most mobile marketing solutions also integrate directly with existing email marketing software and other marketing tools your team may use.
In order to be included in this list, a product must:
* Below are the top five leading performance management software solutions from G2’s Fall 2020 Grid® Report. Some reviews may be edited for clarity.
AppsFlyer is one of the leading mobile marketing solutions available on the market. More than 12,000 brands around the world trust AppsFlyer to help grow their business and build a mobile first MarTech stack.
“AppsFlyer gives accurate and reliable measurements of all the installation metrics and events for our apps. User acquisition and understanding the source, cost and events associated with the user are important for our business and AppsFlyer helps us solve that problem. The best thing [about AppsFlyer] is that the information is available to us in real time, as opposed to other analytics tools which give reports with significant delays.”
– AppsFlyer Review, Amit G.
“I don’t dislike anything about the tool in particular. AppsFlyer isn’t cheap, but you gain so much insight [from the tool] that it’s not really a problem at all. It might be hard for first time users to understand how to use the raw data tool. It would be great to add some case studies or tutorials on how to use it properly.”
– AppsFlyer Review, Alexandre L.
Insider is a digital marketing tool that helps marketers drive growth across all channels. Insider focuses on helping companies deliver personalized messaging across web, mobile web, mobile apps, and ad channels.
“We really love the dedicated local support we receive from Insider’s account management team from strategy to planning and execution. Insider brings some of the best practices in the industry which helped us a lot as our access to such information is limited. Their unified dashboard is a great feature to track all our campaigns in one place and export reports.”
– Insider Review, Hương N.
“When we ask for the customization that requires lots of additional changes, the timeline involved is high, which creates a problem when we run time-sensitive and urgent campaigns. If we plan this in advance, it solves the problem but it may not always be possible.”
– Insider Review, Duygu D.
Attentive® is a personalized mobile messaging platform that allows marketers to automatically send engaging text messages to consumers. Over 2,000 leading businesses rely on Attentive® to deliver personalized SMS marketing messages directly to their customers.
“We are so happy we chose Attentive® for our SMS Marketing. After working with Attentive for 18 months, and through a stressful website re-platform, I can say that the attention, service, and commitment to their clients is top-notch. Everyone we have come into contact with at Attentive has been helpful, and, well, attentive to our needs. Their UI is intuitive and easy to use.
Attentive provides lots of segmenting, opt-in, and messaging options, and they are committed to staying at the top of their field - it seems as though every time I log in there is a new feature to discover. Their two tap sign up makes it painless for our customers to opt-in, and reaching our die-hard fans via text has proven to be extremely effective.”
“We experienced some technical challenges - particularly with popups overfiring for some users. We also got the sense that some of the geo-targeting was not perfect (though that's always the case). I liked Attentives quick reaction and effort to fix the problem.”
– Attentive® Review, Dan W.
CleverTap is a comprehensive customer experience platform that allows marketers to house all of their direct marketing interactions. CleverTap provides users with a powerful mobile marketing solution that brings together user data with an omnichannel approach on a centralized platform.
“We can have very close control of every user on a single basis, and automate our marketing strategies to each one of them and with very controlled segments. The journeys allow us to do multiple automations actions based on each customer's navigation and purchasing habits.
We like to track real time usage of the app or past behaviour, so then we can make automations to increase our conversion rates and registration rates. Now we have a very close look at the registration process so we can fix problems that were hurting our B2B registration process.”
– CleverTap Review, Nicolás V
“The product analytics were pretty basic when we first started using CleverTap. Very recently, they have started adding capabilities for cohort comparisons, averages and percentages, and active for events. It looks like they are trying to make up for what's missing on this front fast. They can invest more effort on adding querying capabilities within the tool.”
– CleverTap Review, Saurav S
Braze is a comprehensive customer engagement platform that powers relevant and memorable experiences between consumers and the brands they love. Braze makes it easy to send direct marketing and SMS messages to customers in a single platform.
“The segmentation and personalization tools are extremely robust, but still easy to use, which is a combination that is hard to find in the marketing tool world. I found myself and our email marketing manager being pleasantly surprised throughout our onboarding process when trying to do a task with a few clicks when our previous email tool would require data analyst help.”
“There are a few drawbacks we face due to our company's technical implementation of Braze that prevent us from relying on Braze native assets and documentation to educate the company on how to effectively leverage the tool.
Apart from the limitations tied to our technical implementation of Braze, we also experience a gap in the tool's usage when it comes to creating very unique audiences that require pairing multiple property combinations to one event that a user may take in any given digital funnel.”
– Braze Review, Jennifer R.
Mobile devices are becoming one of the most popular channels for customers to communicate with businesses, research companies, and purchase products. Use mobile marketing to deliver value for your customers and they will reward you with loyalty to your brand.
Interested in learning more about how to sell on mobile? Discover the best strategies for improving your ad quality and relevance.
Lauren is a Content Marketing Manager at G2. You can find her work featured on CNBC, Yahoo Finance, and on the G2 Learning Hub. In her free time, Lauren enjoys watching true crime shows and spending time in the Chicago karaoke scene. (she/her/hers)
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