The chance to reach your target audience without spending much has expanded with the rise in smartphone and internet adoption in India. Mobile marketing refers to any type of advertising that promotes goods and services using mobile devices like tablets and smartphones. It makes advantage of location services, a feature of modern mobile technology, to tailor marketing efforts to a person’s location.
Technology can be utilised in mobile marketing to offer personalised promotions of products or services to a customer who is continually using a mobile device.
Mobile marketing techniques include SMS text messaging, MMS multimedia messaging, push notifications for downloaded apps, in-app or in-game marketing, mobile websites, and QR code scanning using a mobile device.
Based on their geographic position or the vicinity of a service provider, users of proximity systems and location-based services may receive alerts.
Mobile marketing is an essential tool for companies of all sizes, given the proliferation of mobile devices. The dominant actors in the market are the brands (and companies they advertise on behalf of) and service providers who facilitate mobile advertising.
To target audiences, mobile advertising focuses more on behaviours than demographics (although demographics do play a role, such as the fact that iPad users tend to be older).
In the world of mobile marketing, snacking—or the sporadic intake of media or communications—is a common practice. Rapid gratification results in more points of contact for marketers.
Mobile marketing is not the same for users of smartphones and iPad tablets; thus, the type of device (especially screen size) does matter.
Smartphone users often view instructional content to be the most pertinent, even while iPad users are more likely to be captivated by interactive advertising that uses rich media presentations with eye-catching imagery (the message of the content is a secondary concern).
Mobile marketing is significantly more accessible when it comes to online-related advertising. To get started, you don’t need advanced technology or a lot of technical knowledge. Additionally, it is simpler to gauge the effectiveness of mobile marketing initiatives.
Additionally, mobile marketing is very economical. Any budget can choose from a wide range of possibilities, and the impact relative to the price is substantial. In a frequent comparison, buying social media advertising is far less expensive than doing so for radio or television.
Mobile marketing allows for real-time communication with clients wherever they may be. Only when a customer is watching television or listening to the radio does radio or television advertising function.
The different types of mobile marketing are:
- SMS marketing – You don’t want to overlook SMS messaging, one of the most successful mobile channels while creating a mobile marketing strategy.
Text message marketing is the practice of sending clients and subscribers promotional communications via SMS or text messaging.
Sales may be increased, brand awareness can be enhanced, and website traffic can rise thanks to SMS marketing (text messages have a CTR that is +400% greater than email).
Given that 64% of customers think businesses should use text messaging more, the underuse of text marketing by firms is astounding. It becomes obvious when you take into account customers’ openness to receiving text messages, how much time they spend on their phones, and 98% SMS open rates. - Push notifications -A message sent by an application to a customer’s mobile device is known as a mobile push notification. Customers who have downloaded your mobile app and selected to receive communications from you can receive push alerts.
Similar to text messages, push notifications are sent from an app. When they originally appeared, they were only available as text, with the occasional emoji. Rich push notifications, on the other hand, allow mobile marketers to include text in addition to photos, video, and sound.
Brands frequently utilise mobile push notifications to distribute news, offers, product updates, reminders, customised offers and other information that is essential to the performance of the app and necessitates the app user’s attention. Here, Duolingo does a great job of sending a location-specific push message. - App-based marketing – The cause is that many companies create apps that offer their users little to no value. These apps essentially duplicate functionality previously provided by the brand’s website or by other apps, and the only way to encourage users to download them is by offering an initial discount or benefit. Naturally, a consumer deletes the app after using the reward and doesn’t think about it again.
Something about the whole affair irritates me. It seems like a huge waste of time and marketing resources for the brand, and it causes a lot of friction for the consumer. However, not all of the 2.8 million apps that are available for download on the Google Play Store are useless.
The application provides its users with a tonne of value, and you don’t get the impression that you are the target of a pushy marketing campaign. Even though Nike is a huge brand worldwide, you may still use the core of its app strategy to inform the creation of your own. - In-game mobile marketing – Did you know that playing games take for 43% of smartphone usage?
Yes, games are really popular in the app industry. It follows that it is not surprising that many marketers are making use of this fact by putting in-game advertisements. You’ve probably used your phone to play a game and had a lot of advertisements appear.
The only problem is that gamers frequently find those advertisements unpleasant. The danger is that the advertisements will have the opposite impact (see: banner blindness). But even so, if you produce an engaging and innovative advertisement, people ought to like it. - QR codes – This year, QR Codes are unquestionably making a comeback. Large corporations are hopping on the QR Code bandwagon and using the technology to educate customers about the things they have to offer. Examples include Nike and Amazon.
When we consider QR codes, the first smartphone era comes to mind. These squares in black and white would appear almost everywhere, but then they began to disappear. The first wave of QR codes had several problems, including sluggish smartphone internet speeds and a lack of understanding of how to use them. The iPhone’s inability to support QR code scanning was the final straw.
There are many diverse applications for QR codes. You might use a QR code to encourage customers to leave reviews for your establishment or display one at the register that offers a bonus gift or discount if they subscribe to your newsletter. Estate agents can think about putting a QR code on the For Sale sign so that interested buyers can scan it and get information about the property right away.