Desktop marketing up until now was one of the most important forms of marketing a business could use. Most people used a desktop computer or laptop and regularly used internet browsers to perform online shopping. Although desktop marketing is still hugely important, another form of marketing is set to take centre stage and play a prominent role in marketing campaigns of modern business. This type of marketing is known as mobile marketing – marketing campaigns specifically created for mobile devices such as smartphones and tablets.
So, why is this type of marketing becoming more important? That is mainly due to the rise in prominence of smartphones – literally, everyone has either a smartphone or a tablet, but can the same be said for a desktop computer or a laptop?
Statistics even point towards this trend too – 92% of adults own a mobile device, but only 73% own a desktop or laptop device. In short, more people are using mobile devices, therefore there is a greater need to take advantage of this and start using mobile marketing.
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The infographic below delves further into this subject and provides you with some interesting facts and figures about mobile marketing:
There is a myriad of different types of mobile marketing, some of which you may not even realize! We have SMS (text message) marketing which customers can opt-in to and receive regular product promotions and updates. There are also more indirect things that you can do, such as building your website and optimizing it to be responsive and easy to use on mobile devices.
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What is mobile marketing?
Andreas Kaplan defines mobile marketing as, “any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device”. For marketers, mobile marketing is the new digital marketing as most of the audience now access online channels via their personal smart devices such as smartphones or tablets.
Mobile marketing is not all that different to the internet or online marketing when it comes to advertising your products and services to a mass audience. However, there is a need to define a mobile user’s nature through research. This exercise must be supported by designing a mobile platform, which is basically an application that will help the user gain easy access to the brand.
How did mobile marketing gain prominence?
The penetration of the internet and accessibility to affordable smartphones has led to this meteoric rise in mobile marketing strategies. A large section of the population now has access to good, easy and quick services from various network providers.
Mobile today is a part of an individual’s identity. It is a device that you use for work and leisure. Google has taken it a notch up by introducing a mobile search index on mobile search ranking rather than focussing on desktop search ranking. This is driving more and more businesses to invest in mobile advertising for their products and services.
What are the various types of mobile marketing strategies?
Mobile marketing strategies include SMS and MMS advertising. Many brands with mobile apps integrate push notifications which is a strong element of mobile marketing. App-based marketing and in-game mobile marketing are also gaining prominence. Several businesses are also using QR codes and Bluetooth for mobile marketing.