Impress your customers and reach new ones with these mobile marketing tactics.
How often do you check your phone? If you’re like the average American consumer, it’s likely upwards of 144 times a day. And if you’re really plugged in? You’re part of the three quarters of consumers who check their notifications within just five minutes of receipt.
As a small business marketer, these are astonishing stats considering that other channels have nowhere near the same amount of attention given to them. If you’re not fully taking advantage of the mobile marketing tactics available to you, it’s high time that you did.
The mobile marketing examples and tactics laid out here will give you the blueprint (and the confidence) to use mobile advertising to its full potential. Doing so will allow you to reach more customers in new ways, and you’ll be able to better engage with the ones you already have.
What is mobile marketing?
Mobile marketing is a marketing tactic that involves reaching consumers directly on their mobile devices. This can come in the form of short message service (SMS) texts, mobile websites, marketing emails, mobile app experiences, short-form video, and mobile-first social media platforms such as TikTok and Instagram.
What are the different types of mobile marketing?
SMS campaigns
SMS marketing is a form of mobile marketing that uses text messages and mobile messaging to send promotional materials and business updates directly to a consumer’s mobile device. People are using their phones more than ever before, so they are naturally primed to receive communications from businesses. This is also supported by the data as 63% of global consumers engage with a brands’ SMS programs at least twice a week.[2]
An example of SMS marketing messages from Crate & Barrel[3]
Mobile-optimized websites
With over half of all web traffic (52.7%) now channeled through mobile devices (a 1.7% increase from even August of this year)[4] it’s more important than ever to make sure your business website is optimized for mobile. Not only does this give people a chance to fully engage with your content on the go, but it also stops people from potentially bouncing away from your site if your mobile user experience is lacking.
An example of a mobile-optimized website from Shutterfly[5]
Email marketing
Email remains the main customer communication channel across different types of businesses and industries. For instance, transactional emails that provide receipts or messages that alert existing customers of sales are now not only accepted, they’re expected. Consumers also aren’t the only ones that enjoy email. Well over three quarters (84%) of businesses rate email as critical or extremely critical to their overall marketing success.*
An example of an email marketing send from Bon Appetit[6]
Mobile apps
While many businesses will not develop their own mobile app, there are still more established experiences businesses can participate in to see success in this area. Regardless of the level or type of involvement based on your current needs, it’s clear that businesses are embracing the mobile user experience. In fact, 35% of CMOs surveyed expect to increase their budgets on mobile site and application development. Additionally, 68% of digital marketing leaders plan to increase their investment in mobile app marketing in 2022 and 2023.[7]
An example of a mobile app experience from LA Fitness[8]
Mobile-first social media
Social media platforms like TikTok and Instagram have helped bring mobile-first experiences to the forefront. Coupled with the mass acceptance and use of mobile devices in daily life, there’s a unique opportunity to create mobile-optimized content—especially short-form video—that speaks to a new generation of consumers. This type of content is engaging, quick to consume, and can be combined with shoppable media and influencer marketing to powerful effect.
An example of a mobile-first social media experience from Austin American-Statesman[9]
Location based marketing
One of the main benefits and capabilities offered by mobile marketing is the ability to target mobile users based on their location. This is especially beneficial for businesses with brick and mortar stores as they can directly target people (such as a push notification via mobile device) in proximity to their business using geofencing[10] i.e., when a customer enters a predetermined radius around a business they are served an ad.
QR codes
QR codes have become more popular as the need for touchless experiences has increased since 2020. That initial bump may be waning, but now QR codes are being embraced in other ways as well. This is likely because they’re simple to create and track, and they are an exceptionally easy way for consumers to engage with your business—both online and offline. Many marketing platforms offer their own QR code creators or you can use a link management tool to do so.
An example of QR code marketing as seen on Hulu[11]
What are the advantages and disadvantages of mobile marketing?
Advantages
Cost effective: There are many mobile marketing tactics to choose from which makes it relatively easy for businesses at every growth stage and budget to participate. This is especially true when mobile marketing activities are folded into an existing social or email marketing program.
Real-time results: Whether customers receive a promotional text, a ping that they have a reward available, or—even more of an opportunity—they’re near your business, mobile offers new opportunities to go beyond traditional marketing to give consumers more ways to engage with your business and convert.
Increased ability to reach your target audience: The average open rate for a text message is 99%, and the average clickthrough rate exceeds 30%.[7] The stats speak for themselves here, and it’s clear to see why developing mobile-friendly content with your target audience in mind is so effective at creating more opportunities to convert.
Easy to access as a business: As mobile marketing becomes more and more ubiquitous, the tech and tools that support it do also. Many eCommerce platforms offer mobile features, including chatbots, loyalty programs, automated marketing texts, and more.
Integration with other marketing platforms: Mobile marketing platforms play well with a variety of other tools that are likely in your stack. Some examples include customer relationship management (CRM) tools, customer data platforms (CDP), social media marketing tools, marketing automation tools—and the list goes on. Ultimately, a well-thought-out integrated marketing strategy with mobile included leads to better overall marketing results with less energy spent.
Disadvantages
Mobile marketing requires personalization of content: If a business uses mobile as “just another marketing channel,” blasting out ads and pinging their customers with less-than-relevant content, they won’t see great results. In fact, they may risk losing a potential customer who opts out of messages due to this practice. Ensure that your mobile marketing content is highly personalized, relevant, and timely to avoid this pitfall.
Consumer privacy concerns: Data privacy has always been a concern for consumers—even more so in an increasingly digital world. In fact, 4 out of 5 consumers have stopped doing business with a company because of their data privacy practices.** Learning how to navigate this issue by being transparent with customers about where and how you’ll use their data is critical to mobile marketing success.
Should I adopt mobile marketing for my own business? Considerations and resources needed
If your business is in the retail industry, you have a brick-and-mortar location, or you operate in a field where sharing information with customers needs to be easy and accessible, mobile marketing is a highly recommended tactic for the following reasons:
Mobile marketing from trusted brands resonates with consumers
There’s a low barrier to entry
Mobile marketing includes advanced audience targeting capabilities
It integrates well with other marketing tactics and platforms
Not only that, but we’re now in an era when the vast majority of consumers both have a mobile phone and use it to guide purchasing decisions. If you don’t yet have a dedicated mobile marketing platform, analyze your current marketing tech stack to see what mobile features are available. Take advantage of those opportunities then consider investing in a dedicated mobile platform once the investment makes sense.
An example of mobile marketing campaign design from Attentive (Source)
Seek to utilize all the insights you have from your existing marketing efforts to bolster your initial mobile activities. At this stage, it’s likely that you have a wealth of customer data at your disposal as well as an ideal buyer persona that you’re targeting.
If you still need more help implementing mobile, consider hiring a service provider for an outside perspective. Digital marketing agencies can be a great resource for offering advice ad hoc, getting a new program off the ground, or even forming a long-term relationship that will inform strategic decisions over time. Visit the Capterra Digital Marketing Agency Hiring Guide to learn more about what these agencies can do for your business.
Embrace mobile marketing to reach new customers and stay ahead of the curve
It’s clear that mobile marketing is here to stay and that many if not all businesses can take good advantage. With a variety of tactics available—SMS, QR codes, loyalty programs, etc.—there isn’t a one-size-fits-all approach to adopting it, but with the guidance laid out above you should be able to hit the ground running no matter what growth stage your company is in.
For more information on mobile marketing and digital marketing in general, visit the Capterra blog, starting with these helpful resources: