The world is at the cusp of a revolutionary transition and marketers must stay on their toes to keep up with these rapidly changing trends. Today, more people in this world own mobile phones than desktops, laptops, or even toothbrushes for that matter (Turner, 2011). By keeping a focus on mobile, marketers are able to reach a far wider and diverse audience, especially in the more remote regions of the world where traditional media lacks reach (Viswanathan, 2017).
Mobile marketing allows marketers to choose the exact moment in which they want their target market to receive a marketing message. Unlike traditional media such as outdoor ads or direct mail, push notifications and SMS marketing allow for time-specific, pin-pointed message dissemination. The majority of mobile users are most active on their mobile devices in the morning between 7am and 10am, and then again in the evening between 7pm and 10pm (Chaffey, 2017). This information can help marketers to send out marketing messages at the exact times that they are most likely to be received and absorbed by the consumer, helping to increase overall ROI.
Reaching consumers on their mobile phones allows companies to increase both engagement and sales. Unlike traditional media such as print ads and radio advertisements which instruct a consumer on how to transform their potential interest into a purchase (visit www… Or call 1-800-…), mobile marketing places the power right at their fingertips. A mobile advertisement, when clicked on, can lead consumers directly to a point of sale. With a few taps, the consumer can make a purchase before they’ve had time to evaluate alternatives, lose interest, or forget. In this way, mobile marketing has made it easier than ever before to direct a prospect to the point of sale within the same instance that they are being exposed to marketing materials.
Another incredible benefit of mobile marketing is the potential for generating dialogue-marketing contacts. Now, more than ever, consumers are choosing companies based on how they interact with their customers. Mobile platforms such as Twitter, Instagram, and Facebook allow for invaluable two-way communication. Not only can a company reply directly to consumers on these platforms, they can use the comments made by users to help shape their upcoming campaigns. Before the advent of mobile devices and social networks, companies often wondered what their consumers really wanted, needed, and thought about their brand. Now, all they have to do is read and listen. The answers are right there and savvy marketers must leverage this data in order to shape future promotions in ways that provide customers with value.
Mobile marketing faces a few key constraints, specifically attempting to fit marketing tactics “onto smaller screens and catering a nuanced messaging to an inherently shorter attention span” (Johnson, 2017). However, marketers must not look at this as a limiting factor but rather as an attempt to focus a message. Clear calls to action can be made more easily on mobile devices than on desktop monitors because of reduced complexity. The consumers’ shortened attention spans can also be a driving force to get marketers thinking more creatively, by realizing they have less time and less space to convey important messages to consumers. Mobile marketing campaigns provide an opportunity for simplicity, clarity and precision, which comes as a breath of fresh air in a cluttered and noisy market.
In today’s day and age, mobile marketing is not just a worth-while consideration for marketing campaigns, but a crucial and necessary element to help ensure success. The world is undergoing a massive shift in the ways that we consume information and companies who lack the appropriate presence on mobile platforms will be quick to fall behind their competition. Ten years ago, it may have been unheard of to create mobile-friendly websites because companies were still working to perfect their dot coms. Now, consumers have come to expect more from the brands they conduct business with, and 59% expect companies to make their websites mobile-friendly (Olenski, 2016). Mobile marketing has sprung about quickly and will continue to evolve to fit the needs of consumers; marketers must stay in-tune with these trends in order to remain relevant in this ever-changing environment.
Chaffey, D. (2017). Mobile Marketing Statistics Compilation. Smart Insights. Retrieved from https://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/
Johnson, B. (2017). How to Embrace the Constraints of Mobile-First. Mobile Marketer. Retrieved from https://www.mobilemarketer.com/news/how-to-embrace-the-constraints-of-mobile-first/447253/
Olenski, S. (2016). 2 Mobile Marketing Trends You Can’t Afford to Ignore. Oracle. Retrieved from https://blogs.oracle.com/marketingcloud/3-key-areas-of-mobile-marketing-marketers-need-to-know-about
Turner, J. (2011). Are There REALLY More Mobile Phones than Toothbrushes? 60 Second Marketer. Retrieved from http://60secondmarketer.com/blog/2011/10/18/more-mobile-phones-than-toothbrushes/
Viswanathan, P. (2017). Advantages and Disadvantages of Mobile Marketing. Life Wire. Retrieved from https://www.lifewire.com/advantages-and-disadvantages-of-mobile-marketing-2373124