22 Aug
The year was 2007. Steve Jobs walked onto the stage at Macworld and introduced a device that would change the world – the iPhone. With its revolutionary touchscreen interface and app ecosystem, the iPhone made the power of the internet portable. What Jobs likely didn’t anticipate was how quickly and dramatically the iPhone would transform the retail industry.
In the blink of an eye, retailers went from thinking about brick-and-mortar vs. e-commerce to omnichannel retail. Customers could now research, purchase, and get support on a single device from anywhere at any time. Mobile commerce went from zero to over $100 billion in the US in just over a decade. The retailers that adapted fastest saw their revenues soar. Those that stubbornly clung to the old ways struggled to survive.
Mobile has only continued its relentless march, with apps, messaging, social media, and new technologies like AR/VR changing retail even further. However, most retailers still don’t have a comprehensive mobile strategy. In this blog post, we’ll explore the key developments in mobile and how leading retailers are leveraging them.
What is Mobile Marketing?
At its core, mobile marketing is about connecting with customers on the devices they use most – their mobile phones and tablets. But it involves much more than just shrinking your website to fit a tiny screen. Mobile has changed how we consume content, shop, communicate, and more. Smart marketers have radically reinvented tactics for the mobile arena.
The rise of mobile marketing has been quick and dramatic. Consider that in 2008, only 2% of digital ad spending went to mobile. By 2021, marketers were spending over 72% of their digital ad budgets on mobile campaigns. What accounts for this rapid shift? Quite simply, mobile provides unparalleled access to users. People have their phones with them morning, noon, and night. We check them dozens if not hundreds of times per day. With sophisticated smartphones loaded with apps, location services, cameras, and more, these devices provide marketers with a trove of data to target and tailor campaigns.
At its most basic level, mobile marketing refers to any promotional activities conducted through mobile devices. This includes SMS messaging, mobile apps, mobile web pages, location-based services like GPS coupons, QR codes, mobile ads, and more. A winning mobile strategy meets consumers where they already are – on their phones – with timely, relevant, and engaging content.
As an example of mobile marketing, when a shopper uses their phone to search for “coffee shops near me,” a local cafe can serve up a mobile search ad to capture that ready-to-buy audience. Or a clothing brand might send followers an Instagram photo of a new item, allowing them to tap and buy it instantly. Mobile makes impulsive shopping too easy!
Mobile marketing can also drive store traffic and sales through location-based tactics. Using beacons in stores, marketers can detect nearby phones and send customized coupons or offers. Mobile advertising campaigns such as ads can also target users within a certain radius around a store location. Studies show that smartphone users are far more likely to take action on an ad and make a purchase when they receive a timely, location-based message.
How Does Mobile Marketing Work?
Mobile devices like smartphones and tablets have become an indispensable part of our daily lives. This has created a new avenue for marketers to connect with customers via marketing. But how exactly does it work? Let’s break it down into a few key concepts:
The Always-On Consumer
One of the main appeals of mobile devices is that they allow us to access information and communicate no matter where we are. We carry these small computers with us everywhere, keeping us continuously connected. Marketers realized that this created an opportunity to engage consumers anytime, anywhere. Instead of waiting for someone to see an ad on TV or log on to a website, mobile ads, and messaging can reach people on the go.
Location, Location, Location
Mobile devices also allow marketers to capitalize on knowing a consumer’s location. With built-in GPS, companies can target ads and offers based on where someone is at the moment. For example, if a person is near a coffee shop, they may receive a coupon for a discount on coffee. This positions mobile marketing to be more contextual, relevant, and timely.
App-Based Experience
Mobile marketing is often centered around apps. Brands develop apps to create an experience consumers will want to engage with on their devices. This direct access to a user’s screen and attention is valuable real estate. Apps allow brands to deliver promotions, loyalty programs, shopping features, games, and other interactive experiences.
Also Read: How Mobile Payment Systems Work?
Benefits of Mobile Marketing
There are many compelling benefits that make mobile marketing worth prioritizing:
It aligns with shifting consumer behaviors
People now spend more than 4 hours per day on their mobile devices. They use them for everything from communicating to shopping to entertainment. Mobile marketing meets them where they are.
It drives sales across channels
Mobile ads and offers don’t just lead to mobile purchases. They also drive sales in brick-and-mortar stores. Mobile provides a connective thread linking digital with the real world.
It scales personalized messaging
Individualized messaging is far more effective than blanket campaigns. Mobile provides data like user identity, location, and past engagement that enables personalization at scale.
It leverages micro-moments
Mobile marketing lets you connect with customers at times when they’re most receptive to engagement. These micro-moments often lead to immediate action.
It’s versatile
Mobile platforms provide diverse options for engaging users, like push notifications, SMS, mobile apps, mobile sites, and mobile ads. Retailers can craft omnichannel strategies.
Tapping into these benefits starts with viewing mobile as a pivotal part of your overall marketing strategy, not just an add-on.
Types of Mobile Marketing
There are a few main channels and tactics that comprise most mobile/ retail marketing strategies:
SMS/MMS: Short Message Service and Multimedia Messaging Services provide the ability to reach customers directly through texting. SMS marketing for retailers can let them send promo codes, product updates, order confirmations, and more.
Mobile Apps: Custom apps allow for the deepest level of engagement. Retailers can enable push notifications, integrate mobile wallets for seamless in-store payments, create augmented reality experiences, and more.
Mobile Web: A mobile-optimized website ensures customers have a smooth experience accessing information on smartphones and tablets. This should include elements like responsive design, one-click calling and navigation, and stripped-down pages.
In-App Advertising: Placing ads within mobile apps related to your brand—especially social and entertainment apps—can heighten awareness and interest at strategic moments.
Also Read: The Beginners Guide to SMS Marketing
Social Media Advertising: Ad or mobile marketing platforms like Facebook and Instagram let retailers target users based on detailed profiling data for an efficient customer acquisition strategy. Creativity can vary by audience segment.
Integrating even just one or two of these elements into your existing marketing strategy can yield results. But naturally, taking a comprehensive omnichannel approach is ideal for the biggest impact.
Mobile Marketing Strategies and Tips
Here are some mobile marketing best practices to guide you in crafting an effective mobile marketing plan:
Make mobile a priority from the start
Don’t think of mobile as an afterthought. Build it into your marketing blueprints from day one. Having a mobile-centric mindset ensures you construct strategies with mobile in mind.
Think visually in creative
Mobile users are drawn to eye-catching visuals—not dense blocks of text. Ensure your creative is designed for thumb-stopping appeal. Use video wherever possible.
Personalize the experience
Leverage data like purchase history and location to personalize messages and offers. Recommend products based on past buys. Trigger location-based offers when nearby.
Build a loyalty program
Use mobile apps as mobile marketing solutions to cultivate loyalty. Mobile ordering, special discounts and flash deals, expedited checkout, and personalized recommendations—these conveniences keep customers engaged.
Be flexible
Test different tactics—social media ads, text message campaigns, mobile sites—and double down on what works. Continuously optimize based on performance data.
Make it frictionless
Reduce friction in the mobile experience, like auto-filling data wherever possible and enabling mobile payments. Frictionless experiences lead to conversions.
With some smart mobile marketing campaign techniques, retailers can craft mobile marketing plans that reflect the way consumers interact with brands today. Meet them on their smartphones and tablets, be ready to engage in real-time, and watch sales increase. Mobile is the new frontline of marketing. Embrace it now and you’ll be primed for success.
The good news is that with the right mobile technology partner, crafting a winning mobile strategy is very achievable. Its robust analytics help retailers gain actionable insights to optimize offers and personalize engagements. And its flexibility enables seamless omnichannel processes across all touchpoints.
