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Mobile Marketing 101: Ultimate Guide

Nov 17, 2020

Digital marketing continually offers new approaches to reach, delight, and convert customers. Connecting with customers anytime and anywhere is possible, thanks to mobile marketing.

U.S. consumers spend 270 minutes on their phones daily, which is only expected to grow. Since people spend a significant amount of time on their mobile devices, brands should be there too. 

Mobile marketing reaches customers in places that other marketing channels simply cannot. 

Today we’ll look at what mobile marketing is, different types of mobile marketing and best practices to help you level up your mobile strategy.’

Jump right to:


 

What Is Mobile Marketing?

Mobile marketing is a digital marketing strategy that aims to reach customers on their mobile phones.  In 2024, the number of smartphone users is estimated to be 7.41 billion, and that number is expected to grow by 38% by 2029.

As mobile device usage has gained widespread acceptance among people of all ages, so have marketing techniques that target this ever-expanding customer base.

Mobile marketing serves customers by giving them the information they need when they need it. Tailoring that information to their preferences, buying habits and even their location provides a highly customized, personal experience that captures attention and builds brand loyalty. 

Mobile marketing can be done in several different ways, including ads sent via text message, MMS, RCS, push notifications, mobile websites, and more. 

 

6 Types of Mobile Marketing

Here are six mobile advertising types for your business. The goal is to help you discover which strategies you should incorporate to meet (or exceed) your business goals. 

1. SMS Marketing 

SMS (Short Message Service) marketing is also known as text message marketing. SMS marketing lets you send transactional messages, time-sensitive alerts, promotions and updates via texts. 

Texting largely has replaced email as consumers’ preferred way to communicate electronically. 

While many businesses continue to use email marketing, many complain that email open rates and click-through rates (CTRs) are declining. The average email open rate across all industries is now just 2.64%, making marketers question how to optimize their campaigns.

Conversely, customers read 98% of SMS messages. Customers also can opt in and out of SMS messages at will, ensuring engagement with your most loyal customers. 

SMS messages are generally limited to 160 characters and don’t require an internet connection. They allow businesses to send brief, trackable messages with just a few clicks, making SMS a convenient and appealing alternative to email marketing.

Here are several ways to use SMS marketing effectively:

Learn more in The Complete SMS Marketing Guide

2. App-Based Marketing

App-based marketing involves advertising via mobile apps. Mobile apps are applications designed with specific functionality for your website or online store. They are downloaded from an app store and accessed via an icon on a user’s mobile device.

Mobile apps offer more control, allowing you to take advantage of location-based alerts and push notifications. Push notifications are a great way to get promotional alerts to customers who downloaded your app as they appear on a user’s home screen.

However, if you don’t have your own mobile app – it’s not necessary to create one to take advantage of app-based marketing. Third-party mobile apps like Facebook integrate ads into your user’s feed so that customers are often unaware they’re viewing an ad.

3. In-Game Mobile Marketing 

If you’ve ever played a game on your phone, chances are you’ve seen in-game mobile marketing in action. In-game mobile marketing ads can appear as full-page ads, video ads or banner pop-ups that appear between screen loads.

50% of mobile users play games, rivaling popular music apps like Apple Music and Spotify. Regarding time spent, mobile gaming is second only to communication and social media apps. If the target for your product or service skews toward gamer demographics, using in-game mobile marketing may be worth considering.

4. QR Code Marketing

QR (quick response) code marketing enables customers to quickly and easily engage with your brand. Users scan QR codes with their mobile device cameras, directing them to social media sites, designated web pages, or special offers. This scanning feature is quick and easy, eliminating typing (fat finger syndrome, anyone?) and app usage.

Restaurants have capitalized on QR technology, inviting guests to view menus on their phones rather than holding physical menus during in-person dining.

The COVID-19 pandemic was a large driver in the rapid adoption of QR codes, which became a vital tool for enhancing safety and convenience.

Today, QR codes are more than just a temporary solution; they are a lasting fixture in the business landscape. 

5. Location-Based Marketing

Nearly 46% of all Google searches seek local information. If you want to attract customers to your brick-and-mortar business, you shouldn’t ignore location-based marketing.

Location-based marketing employs mobile ads and notifications that target customers within a specified radius of your business. Whether you choose a one, five or ten-mile radius (or more, depending on your type of business and competition), customers receive text notifications containing information, events or special offers.

Geo-fencing allows businesses to set up virtual boundaries around a specific location. When customers enter this area, they receive personalized notifications, such as discounts or promotions. For example, a retail store could send a special offer to a customer’s smartphone as they approach the entrance, enticing them to visit.

6. Search Ads Marketing

Search ads are also known as sponsored ads, paid search, pay-per-click and cost-per-click marketing. 

Search ad marketing displays advertisements in SERPs (search engine results pages) that answer customers' search queries. Search ads are placed at the top of SERPs and are labeled as ads to differentiate them from organic search results.

Search ads for mobile often include maps or click-to-call features, making them easy to use for people on the go. New businesses often invest in search ads to attract interest while building page or site authority via backlinks. Google Ads is currently the world’s leading provider of search ads.

Be mindful that your website and SEO-optimized pages are mobile-friendly.

 

Emerging Trends in Mobile Marketing 

Mobile marketing is a growing strategy for brands because it targets the devices that people carry with them all the time. Let’s look at a few emerging trends in the mobile marketing space to help your brand get ahead.

Push Notifications

As smartphones become the norm, push notifications are a powerful tool in any marketer’s arsenal. They can be highly effective at increasing app usage and getting the attention of mobile phone users. When businesses tailor push notifications based on user behavior and preferences, they see significantly higher open and engagement rates. By delivering timely offers, reminders, and updates that resonate with individual users, brands can foster stronger connections and enhance customer loyalty. As this trend continues to grow, the key to successful push notifications lies in understanding and anticipating the needs of your audience.

In-App Advertising

In-app advertising is gaining traction as a vital component of mobile marketing strategies. With the increasing amount of time users spend on mobile apps, brands are leveraging in-app ads to reach their target audiences where they are most engaged. These ads can be highly interactive and tailored to specific user behaviors, making them more effective than traditional display ads. As app developers refine their monetization strategies, businesses can use in-app advertising to drive conversions and create seamless, relevant experiences that resonate with users.

Voice Search & Smart Assistance

As consumers increasingly use voice commands to find information, businesses must optimize their content for voice search and smart assistants. By optimizing content, you’ll ensure your brand is mentioned in these conversational queries. Voice searches not only enhance user experience but also open up new avenues for engagement. By leveraging voice search capabilities, brands can capture valuable insights into customer preferences and behaviors, allowing for more targeted marketing efforts that resonate with today’s tech-savvy audience.

AI-Driven Chatbots

Another trend emerging in mobile marketing is using two-way or conversational messaging with AI-assisted chatbots. Chatbots can simulate human-like conversations on various mobile messaging platforms like web chat, in-app, and more. AI chatbots can help enhance the user experience by answering customer questions, providing support, and helping to streamline the purchasing process.

 

Mobile Marketing Best Practices 

Whichever mobile marketing method you choose, following a few best practices will help you start on the right foot. 

1. Define Your Mobile Marketing Objectives

What are your marketing goals for mobile? Mobile strategies should not replace but be a subset of your existing marketing plan. Common mobile objectives include:

  • Increasing sales
  • Improving customer service and satisfaction
  • Increasing customer engagement and loyalty
  • Improving customer retention

Defining specific objectives helps narrow down the methods you’ll use to achieve them and measure ROI.

2. Design Mobile-Friendly Creative

Mobile marketing images and messages should be optimized for mobile devices and platforms, creating superior viewing experiences. 

Since mobile device screens come in various shapes and sizes, it’s imperative to test user experience to ensure design compatibility. Avoid horizontal scrolling by using full-width layouts whenever possible. 

Responsive design is the practice of creating web content that adapts seamlessly to different screen sizes and orientations. This approach not only improves aesthetics but also enhances functionality, ensuring that users have a consistent experience regardless of the device they use.

Prioritize Mobile-First Design

Start with a mobile-first approach by designing for smaller screens before scaling up to larger ones. This mindset helps you focus on essential content and functionality, ensuring that users get the best experience on mobile devices. Once you have your mobile design, you can expand to tablet and desktop views, adding complexity as necessary.

Optimize Images and Media

Images can significantly impact loading times, especially on mobile devices. Use responsive images that automatically adjust their size based on the device. Employ formats like WebP for smaller file sizes and consider lazy loading techniques to improve performance. Additionally, alt text for images should always be provided to enhance accessibility.

Monitor User Behavior and Iterate

After launching your mobile-friendly designs, track user behavior using analytics tools. Monitor metrics such as bounce rates, time on page, and conversion rates. Use this data to iterate on your designs, continually improving the user experience based on real feedback.

  1. Use Data & Analytics

Data is everywhere. As a result, marketers can gain valuable insights into user behavior, preferences, and engagement. By using the data you have, you can create campaigns that are more targeted and more effective. The insights gained from tracking metrics, understanding audience segments, and analyzing user feedback empower you to make informed decisions that drive engagement and conversions. In a landscape as dynamic as mobile marketing, staying data-driven is key to achieving long-term success. 

  1. Respect Privacy & Consent 

As consumers grow increasingly aware of their data rights, marketers must prioritize transparency and compliance with privacy regulations. Here’s how to navigate this compliance landscape effectively, ensuring your campaigns respect privacy while still achieving your marketing goals.

1. Understand Key Privacy Regulations

Familiarizing yourself with major data privacy regulations is essential for any mobile marketing strategy. Two of the most significant laws are the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA):

  • GDPR: Enforced across the European Union, GDPR mandates that businesses obtain explicit user consent before collecting their personal data. It also grants individuals the right to access, modify, and delete their data, imposing strict penalties for non-compliance.
  • CCPA: This California law gives residents the right to know what personal data is being collected about them, the purpose of that data, and the ability to opt out of data selling. It also requires businesses to provide a clear privacy policy outlining their data practices.

2. Obtain Explicit Consent

Before collecting any personal data, make sure to obtain explicit consent from your users. This means providing clear information about what data you intend to collect, how it will be used, and who it may be shared with. Implement straightforward opt-in mechanisms for mobile communications, such as SMS marketing, ensuring users fully understand their choices.

  • Opt-In Mechanisms: Use simple checkboxes or consent forms that allow users to opt in for communications. Avoid pre-checked boxes, as these can lead to misunderstandings about user consent.

3. Communicate Your Privacy Policy

Transparency is key when it comes to user trust. Clearly communicate your privacy policy, making it easily accessible on your website and within your mobile app. Your privacy policy should outline:

  • What personal data is collected
  • How that data will be used
  • Whether the data will be shared with third parties
  • Users’ rights regarding their data, including how to access or delete it

 

Level Up Your Mobile Marketing with Textedly

SMS marketing is a popular mobile marketing tactic that’s easy to start.

If you want to incorporate SMS marketing into your overall marketing strategy, partnering with Textedly is the right choice. Textedly is an SMS marketing platform that equips marketers with the tools needed to track and launch mobile campaigns with ease.  Start sending mobile marketing messages like sale promotions, event invites, coupons, discounts, and more with just a few clicks.

Start your 14-day free trial today – no credit card required!