What Is Mobile Marketing & Why Does it Matter So Much? (2022)

What Is Mobile Marketing?

First, a quick definition: Mobile marketing is the art of marketing your business to appeal to mobile device users. When done right, mobile marketing provides customers or potential customers using smartphones with personalized, time- and location-sensitive information so that they can get what they need exactly when they need it, even if they’re on the go.

I would tell you that mobile is the future of marketing, but really the era of mobile has already arrived. If you’re not implementing some kind of mobile marketing strategy, you’re already trailing behind!

As you can see from the graph below, more users are spending larger amounts of time engaged with mobile devices than ever before. We can expect this trend to continue even further in the future, so get ready!

What Is Mobile Marketing & Why Does it Matter So Much? (1)

Desktop vs. mobile users in millions

How Does Mobile Marketing Work?

Mobile marketing consists of ads that appear on mobile smartphones, tablets, or other mobile devices. Mobile marketing ad formats, customization, and styles can vary, as many social media platforms, websites, and mobile apps offer their own unique and tailored mobile ad options.

Why You Need a Mobile Marketing Strategy

Your business needs a mobile marketing strategy for the same reason that you need a computer and wi-fi access – this is the age in which we live! Walk around any major city and you’ll find more than just a few folks with faces glued to their smartphone screens. According to recent reports, 40% of users’ internet time is spent on mobile devices, which means simply ignoring the rise of mobile just isn’t an option.

Some other interesting mobile marketing statistics:

Mobile is here to stay, and if forecasts are correct, it will soon by eclipsing desktop usage. If you don’t have a mobile marketing strategy yet, it’s time to get going!

Types of Mobile Marketing Strategies

There’s a healthy variety of mobile marketing strategies to try. The kind that works best for your business will depend on your industry, target audience, and budget.

(Video) What is Mobile marketing - mobile marketing services - advantages of mobile marketing

App-based marketing: This is mobile advertising involving mobile apps. While 80% of mobile time is spent engaged with apps, you don’t have to create an app yourself to get in on the action. Services like Google AdMob help advertisers create mobile ads that appear within third-party mobile apps.

Facebook also allows advertisers to create ads that are integrated into Facebook’s mobile app. Facebook’s mobile Promoted Post ads integrate so seamlessly with Facebook’s news feed that users often don’t realize they’re looking at ads.

In-game mobile marketing: In-game mobile marketing refers to mobile ads that appear within mobile games, like in the example below. In-game ads can appear as banner pop-ups, full-page image ads or even video ads that appear between loading screens.

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Example of an in-game mobile marketing ad

QR codes: QR codes are scanned by users, who are then taken to a specific webpage that the QR code is attached to. QR codes are often aligned with mobile gamification and have an element of mystery to them, since users who scan them don’t always know exactly which rabbit hole they’re jumping down.

Location-based marketing: Location-based mobile ads are ads that appear on mobile devices based upon a user’s location relative to a specific area or business. For example, some advertisers may only want their mobile ads to appear when users are within a 1-mile radius of their business.

Mobile search ads: These are basic Google search ads built for mobile, often featuring extra add-on extensions like click-to-call or maps.

Mobile image ads: Image-based ads designed to appear on mobile devices.

SMS: SMS marketing involves capturing a user’s phone number and sending them text offers. This is considered somewhat passé.

(Video) Mobile Advertising - How Does Mobile Marketing Work?

If you’re ready to dig in and optimize your mobile marketing campaigns, check out our list of 13 mobile marketing tools you need.

Mobile Marketing: Google AdsEnhanced Campaigns

On July 12, Google rolled out Enhanced Campaigns for all Google Adsusers, integrating mobile advertising options with classic online Google Ads advertising (formerly known as Google AdWords).

Enhanced Campaigns allow advertisers to manage their Google Adsbids across various devices in one single campaign, rather than make separate campaigns for mobile vs. desktop. Googleadvertisers can simply take the Google search ads they already use, and then set bids to adjust for mobile devices. To increase bids for mobile devices, users can set a positive bid adjustment, such as +20%, and vice versa – a bid adjustment of -10% reduces the bid by 10% for mobile devices.

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Enhanced Campaigns image via siteproppc.com

It’s in Google’s best interest to make mobile marketing easy for advertisers – Google generates a hefty amount of revenue from mobile ads.

Google’s Enhanced Campaigns allow for advertisers to manage bids across devices, locations, and time with ease. Some advertisers may choose to bid higher for users on mobile devices who are within a certain range of their store, or may only want to bid on mobile devices during their store’s open hours, and Enhanced Campaigns make that an easy possibility for advertisers.

Google Mobile Ad Extensions

Creating mobile search ads with Google also lets you take advantage of Google’s nifty mobile ad extensions, which include features like:

Mobile Site Links: Mobile site links make it easy for mobile users to jump to specific pages of your site without wandering around. Site links are especially useful in mobile marketing, as it’s much more convenient for users on mobile devices.

What Is Mobile Marketing & Why Does it Matter So Much? (4)

(Video) What is mobile marketing and how does it work

Mobile sitelinks on Google Ads

Click-to-Call Mobile Ad Extension: The click-to-call extension puts a “call” button directly beneath an ad. Clicking the button automatically generates a business’s phone number on a user’s mobile device.

While this handy ad extension makes it easy for searchers to get in contact with your business and drives users down the conversion funnel, it’s best to only have the click-to-call mobile ad extension appear when your business is open and able to answer the phone.

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Google Adsmobile call extensions

Google Offers for Mobile: The Google Offers mobile ad extension lets advertisers post a discount offer or coupon beneath their ad. These special offers can capture the attention of users who might otherwise ignore an ad.

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Google offers for mobile

(Video) Types of Mobile Marketing

Click-to-Download Ad Extension: The click-to-download ad extension is similar to the click-to-call, only instead of generating a phone number, clicking the “download” button takes users to the download page of the advertiser’s pre-selected app.

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Click-to-download mobile ad extensions

Local Ad Extensions: Local ad extensions are probably the most important extensions for mobile, considering that 1 in 3 mobile searches have local intent. Considering how many mobile searches are questions looking for a local solution, local mobile marketing needs to be a key aspect of your mobile strategy.

Local mobile marketing extensions often involve a phone number or link to Google Maps.

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Local ad extensions on mobile

Mobile Marketing Best Practices

We’re leaving you with some quick mobile marketing tips to make sure you make the most of mobile.

  • Be Clear and Concise: Mobile devices have small screens, which means words should be used sparingly. Cluttered and crowded ads will just drive users to scroll past. When it comes to mobile, it’s best to keep things simple.
  • Optimize for Local: Be sure to remember that 1 in 3 mobile searches have local intent. Users often use mobile devices to complement their immediate worldly interactions – where is the nearest gas station? Is there a nearby coffee shop that has wi-fi? Optimize for local mobile marketing to make sure you are aligning with users’ queries.
  • Consider Your Audience: The type of audience you’re hoping to reach should influence the kind of mobile ads you use. Are they gamers? Then try taking advantage of in-game ads. Are they young and tech-savvy? Mobile Facebook Promoted Posts might be more likely to get their attention.
  • Experiment with Different Strategies: There’s a lot of room for experimentation when it comes to mobile marketing. Don’t be afraid to test out some ad extensions with your Google AdsEnhanced Campaigns – try the Google Offers ad extension, or the click-to-call extension, and see how they work for you.
  • Benchmark Your Results: Experimenting is great, but there’s no point in trying new techniques if you’re not tracking your results to see what works and what doesn’t. Try the AdWords Grader to see how your mobile PPC ads are performing.

Sitelinks photo and local ad extension photo via Marketing Land

(Video) What is mobile marketing? The art of marketing your business. | Be Your Own B-School

FAQs

What Is Mobile Marketing & Why Does it Matter So Much? ›

Mobile marketing consists of ads that appear on mobile smartphones, tablets, or other mobile devices. Mobile marketing ad formats, customization, and styles can vary, as many social media platforms, websites, and mobile apps offer their own unique and tailored mobile ad options.

Why is mobile marketing so important? ›

Mobile marketing enables businesses to reach mobile users in specific locations — and adapt their marketing campaigns and messaging accordingly. Geographic targeting is a critical advantage for any business to have since people carry their smartphones with them as they travel and visit different locations.

What is mobile marketing? ›

What is mobile marketing? Mobile marketing is a multi-channel, digital marketing strategy aimed at reaching a target audience through smartphones, tablets and other mobile devices, via websites, email, SMS and MMS, social media and apps.

What is mobile marketing example? ›

Mobile apps allow businesses to include ads in specific mobile application designs. Facebook is an excellent example of ads in an app. In-game advertisements. This approach refers to all advertisements on mobile devices that pop up when certain games are opened or in progress.

What are three advantages of mobile marketing? ›

11 Remarkable Benefits of Mobile Marketing
  • Cost-effectiveness. Let's start with the big one. ...
  • Mobile personalization. ...
  • Location-based targeting. ...
  • Immediacy. ...
  • Instant, real-time transactions. ...
  • Omnichannel reach. ...
  • Harnessing social media. ...
  • Shareability and Virality.

Why is mobile marketing extremely important for modern companies? ›

One of the most significant advantages of mobile marketing is the leverage to target potential clients or users of your product based on their location. That's a huge advantage for any company. In practice, that entails sending out more relevant adverts based on the user's location.

How does mobile marketing help a business? ›

Mobile marketing helps organizations reach their desired target audience quickly and efficiently. With the global population spending most of their time online on smartphones, its importance should not be underestimated.

What is mobile marketing and its types? ›

Mobile marketing is ads that appear on mobile phones, tablets, and other mobile devices. Mobile marketing ad has various formats, style, and customization. It depends on the number of website, social media platform and mobiles apps that offer a unique and customizable mobile ad option.

What are the advantages and disadvantages of mobile marketing? ›

Mobile marketing gives the user far more advantages, such as lower cost, customization, easy tracking and so on, thereby reducing manpower and yet giving the entrepreneur better business benefits and profits. Of course, like everything else, mobile marketing also has its upside and downside.

How do you do mobile marketing? ›

Steps for Building a Successful Mobile Marketing Strategy
  1. Create a mobile buying persona. As with any marketing campaign, knowing your audience is vital to mobile strategies. ...
  2. Set goals for success. ...
  3. Explore mobile marketing options. ...
  4. Optimize and test.

What are the important guidelines for mobile marketing? ›

3 Golden Rules for Mobile Marketing
  • Be Cognizant of Your Users. Keep in mind that when a user opts in for your mobile app, they are demonstrating a level of trust with your brand. ...
  • Be Organized in Your Approach. ...
  • Be Optimized.
Dec 9, 2014

What are the five 5 benefits of mobile marketing? ›

Benefits of Mobile Marketing
  • Instant Results. The mobile phone is almost always powered on and near to its owner which means, he or she will receive the message at the very moment it is sent and can act on it. ...
  • Affordable. ...
  • Build Customer Relationship. ...
  • Reach Target Audience. ...
  • Easy to Track User Response.
Jun 5, 2015

Why is mobile marketing better than traditional marketing? ›

The ability to target users by location is one of the biggest benefits of mobile marketing. This means you can communicate with customers depending on their location. If you do this, you will be able to deliver relevant and timely advertisements.

What are the main benefits and concerns of mobile advertising? ›

Mobile marketing has some substantial advantages over other channels. Marketing in apps revolutionized the way that marketers perform campaigns. The main benefits of mobile advertising include an increase in customer engagement, cost-effectiveness, or personalized messages to target group.

What are the advantages and disadvantages of mobile marketing? ›

Mobile marketing gives the user far more advantages, such as lower cost, customization, easy tracking and so on, thereby reducing manpower and yet giving the entrepreneur better business benefits and profits. Of course, like everything else, mobile marketing also has its upside and downside.

Why is local mobile marketing so attractive to marketers? ›

Marketers love location-based marketing because it allows them to provide the users with relevant and personalized offers and messages. Factual reports that “84% of marketers currently use location data in their marketing and ad campaigns, and 94% plan to in the future.”

Why is mobile advertising becoming more popular? ›

People keep their cell phones with them no matter where they are. Most phone internet service providers have a broad coverage, which means that you can be online, irrespective of your location. And this is exactly the reason why mobile advertising can reach your customers, no matter where they are.

Videos

1. The Importance of Mobile Marketing
(Passion)
2. The Art of Mobile Marketing: Connecting With Your Customers on the Go
(Mapp)
3. Mobile Marketing Overview
(Forrest Knight)
4. Wizz Air's CMO on what makes mobile marketing unique
(Hot Topics)
5. What's YOUR Mobile Marketing Strategy?
(The Catalyst Partnership)
6. Creating Your Mobile Marketing Strategy
(potratzpartners)

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