Smartphones are ubiquitous these days. People have near-constant access to their phones, using their mobile devices to shop, buy, research purchases, compare prices, and more. Small businesses need a mobile marketing strategy to reach and engage with their smartphone-using customers and prospects.
However, mobile marketing is a unique endeavor, unlike other elements in your business’s marketing plan. To succeed in the mobile space, you’ll need marketing strategies specifically formulated for the medium and its users’ unique preferences. We’ll explore four of the most effective digital marketing strategies to reach on-the-go customers and prospects.
According to Pew Research Center, 85% of U.S. adults have a smartphone – and use them frequently, with Statista estimating that Americans spend nearly 4.5 hours on their smartphones daily. Clearly, targeting smartphone users with mobile marketing will get your message in front of a vast audience.
Here are four specific mobile marketing strategies to consider.
According to eMarketer data, mobile users spend 88% of their time using apps, making app-based marketing a crucial strategy. Marketing via your business’s custom mobile app helps you engage with proven, loyal customers.
For example, skincare giant Sephora used its app to dramatically expand consumer engagement by offering features like rewards, loyalty programs, and customized shopping experiences. It harnessed artificial intelligence to let consumers test makeup products and leveraged consumer data to steer users toward products that would likely appeal to them.
To get the most customer usage (and promotion time), design features into your custom app to make it easier and more fun for customers to shop with your company. The possibilities of app-based marketing are limited only by your imagination.
If your business doesn’t have a dedicated app, you can still reach your target audience through the Google Ads AdMob service, which helps businesses place ads in third-party apps. You can also use Facebook’s Promoted Post ads, a Facebook marketing strategy that places ads in Facebook mobile app users’ news feeds.
App-based marketing’s primary benefits are:
App-based marketing’s primary downside is that:
Technically, in-game mobile marketing falls in the category of general app-based marketing. However, gaming is such a vast segment of the mobile market that it deserves attention. Statista estimates that gaming accounts for 45% of all smartphone use, with over 200 million gamers in the U.S. alone – 33% of whom play more than 10 hours a week.
Mobile ads for gamers include banner ads and video ads.
In-game mobile marketing’s primary benefit is:
In-game mobile marketing’s primary downside is:
Location-based marketing uses consumers’ past or present locations to give them tailored ads. The two most popular forms of location-based marketing are geofencing and geotargeting.
A Google Business Profile is an easy way to take advantage of location-based marketing. It ensures that people searching for your products or business will find you and that you can reach your customers where they are. According to Google, 76% of consumers who search for nearby merchants (e.g., “shoe repair near me”) visit within a day, and 28% of those searches result in a purchase.
Location-based mobile marketing’s primary benefits are that:
Location-based mobile marketing’s primary downsides are:
SMS marketing and mobile marketing are different, though related, strategies. SMS marketing is a way to send customers reminders, notices, offers, and coupons. Mobile marketing is the overall practice of marketing a business on a mobile device platform.
Consumers today want their information fast, and QR (quick response) codes are one of the best ways to deliver quick information. These scannable images can auto-dial your business’s number on a user’s phone, start an app download, email a receipt or menu, or show your business’s exact location.
Marketers are of two minds on how upfront businesses should be about what their QR codes do. Some believe you should take all the guesswork out of the interaction and tell the consumer exactly what the QR code contains. In contrast, others believe an element of mystery can entice more users to scan a code out of curiosity.
Ultimately, marketers have found that consumers in the gaming space are more responsive to a surprise or mysterious QR code, while retail consumers prefer a more straightforward disclosure.
QR codes’ primary benefit is:
QR codes’ primary downside is:
Mobile search ads are the mobile equivalent of the Google ads we’re all familiar with. They’re ads that appear at the top of a user’s search results, formatted so that they appear to be part of the results. Like desktop Google ads, mobile search ads have significant and quantifiable benefits.
You can see massive traffic if you organically rank at the top of Google searches for your keywords. One study from Backlino found that the top three positions in search results have click-through rates of 43%, 37%, and 3%, respectively.
With a mobile search ad, you essentially jump to the front of the line. Some advertisers have seen click-through rates as high as 11% and successful lead conversion rates as high as 13%. That’s an exceptional digital marketing ROI.
Mobile search ads’ primary benefit is:
Mobile search ads’ primary downside is:
If you aren’t marketing your company on mobile devices, you could be leaving business and profits on the table. Here are some reasons why you should consider using mobile marketing for your business.
Smartphones are ubiquitous, and apps monopolize more of consumers’ shrinking attention spans, making mobile marketing a must-have strategy. But applying old marketing techniques to this new medium won’t work. Ultimately, marketers need innovative, contemporary strategies for innovative, contemporary platforms.
Jennifer Dublino contributed to the reporting and writing in this article.