Mobile Marketing

Mobile Marketing

As mobile devices become an increasingly integral part of our lives, it’s vital that marketers understand how to effectively communicate on this unique and extremely personal channel. Mobile devices are kept in our pockets, sit next to our beds, and are checked constantly throughout the day. This makes marketing on mobile incredibly important but also very nuanced.



From SMS and MMS to in-app marketing, there are many ways to market on mobile devices, so finding the right method for your particular business is key. Beyond the mechanisms to deliver your message, you also need to think about coordination of your marketing across digital channels and make sure mobile is a part of that mix.

Mobile Marketing can be understood as the art of marketing your business to connect, convince and convert mobile device users. If done right, benefits of Mobile Marketing include targeting of potential customers who use smartphones with customized, time and location driven information. This lets prospects get what they need even if they’re on the go. The expanding capabilities of Smartphones has been the reasons behind the new types of Mobile Marketing Channels such as –

  • Location-based service (LBS)
  • Augmented Reality
  • 2D Barcodes
  • GPS messaging

According to ‘What is Mobile Marketing Guides’, campaigns that run via mobiles comprise ads that appear on smartphones/tablets or other mobile devices. Ad formats, styles and customization can vary as per different websites, businesses, social media platforms, etc. and that is why, working of different Mobile Marketing campaigns includes their own unique and tailored features and mobile ad options.


Once you know ‘What is Mobile Marketing’, the next thing that you need to pay heed upon is why your business needs a Mobile Marketing strategy. As per the recent reports, 40% of users’ internet time is spent on their smartphones, which means most of your users are already using mobiles and to target them, you have to incorporate Mobile Marketing Strategy in your marketing campaign. Some other notable Mobile Marketing statistics for you are-

  • 80% of mobile device time is spent on Mobile Applications
  • 70% more web pages are browsed on tablets than smartphones
  • More than 65% of emails are first opened on a Smartphone
  • More than 60% of B2B buyers frequently use mobile for accessing Vendor’s content
  • Around 95+ % of adults prefer using smartphones for searching any queries

Mobile Marketing alleviates the audience targeting, plus, it accelerates optimization of your business by ensuring much wide reach compared to Digital Marketing Campaigns that do not include Mobile Marketing strategy.

Set Goals and Establish KPIs

The key to defining any effective Mobile Marketing strategy is to first decide what should be the goals of your Mobile Marketing campaign. You can identify your Mobile Marketing Goals by asking these questions:

  • What are you currently doing for targeting the Mobile Users, as this will help you find out your starting point
  • Why did you include Mobile Marketing in your overall marketing strategy
  • What do you expect from Mobile Marketing and why you’re considering mobiles now
  • Do you have key audiences for mobile marketing
  • What are the right channels of Mobile Marketing best suited for your kind of business

Success of a Mobile Marketing campaigns depend upon the measurable KPIs of your Mobile Marketing Strategy. Some of the KPIs of a Mobile Marketing Campaign suggested by ‘What is Mobile Marketing Guide’ are-

  • Engagement
  • Acquisition
  • Customer Service

For identifying right KPIs for your Mobile Marketing campaign, you should ask yourself questions like- do you wish to increase conversions via Emails, how can you increase traffic to sales pages, how can you generate more qualified prospects, can your business improve sales if you convert more traffic on any specific page, etc.