Why Mobile Marketing is a Huge Asset For Any Business

Intro

Businesses are always looking for new ways to reach and connect with their target audience - or at least, they should be.

As smartphones have become an indispensable part of modern life (think: how much time do you spend on your phone?), it’s only logical to harness the power of mobile marketing. It’s a huge asset to both small and large businesses and has the power to revolutionize the way you interact with customers.

If you’re not already on board, this article will convince you that mobile marketing can be a valuable tool for you and your business. We delve into the benefits of reaching potential customers on the go, and explore some of the techniques you could use.

But first, to a fundamental question.

What is mobile marketing?

‘Mobile marketing’ is such a broad term that it can be difficult to know where to start. It encompasses any type of marketing that targets users on their mobile devices. These include smartphones, tablets, Androids, smart watches… any device other than a stationary desktop or laptop.

You might imagine mobile marketing is just about social media or cold calling, but there are so many ways businesses can reach people on their mobile devices - get creative about it!

We’ll look at some of the different types of mobile marketing later in this article. Firstly, though, why is it such a huge asset? Take a look at the key benefits of mobile marketing.

Benefits of mobile marketing for businesses

1. Unparalleled reach

The number of smartphone users worldwide reached almost 6.4 billion in 2022 and is projected to exceed 7.7 billion by 2028. Let that sink in.

Image sourced from statista.com

The prevalence of smartphones has transformed the marketing landscape. It’s undeniable: mobile marketing has the reach that traditional advertising media could only dream of.

Reaching people on handheld devices differs greatly from using print or desktop ads. Embrace this! The key is to stay adaptable in the ever-evolving digital landscape. For example, by using a customer contact centre rather than a traditional call center, you can engage users in multiple ways, focusing on customers’ preferred communication channels.

Being able to reach such a diverse audience means you can raise brand awareness like never before. Why wouldn’t you take advantage of the opportunity?

2. Cost-effective results

Every marketing campaign costs something, whether it’s time, money, or (most often) both. In return, the goal is to maximize conversion rates.

Well, mobile marketing may be the most cost-effective and flexible way to achieve this. Mobile campaigns like SMS or social media advertising tend to be more budget-friendly than their traditional equivalents.

As you can finetune mobile campaigns in real time, it’s easier to reallocate resources and avoid pouring money into an approach that isn’t working. Additionally, as mobile marketing has such enormous reach, it often yields the most results relative to the money invested.

Overall, clicks from a mobile device cost less than desktop clicks - meaning that mobile marketing is a huge asset to small and medium businesses working to a tight budget.

3. Personalized engagement

As a general rule, personalization enhances user experience. Mobile marketing certainly has the capacity for personalized engagement. Through data analytics and user insights, businesses can deliver targeted content that resonates with individual recipients based on their preferences. This tailored experience fosters a stronger sense of connection, boosting customer engagement and loyalty.

Image from Ranktracker

Then there's the fact that reaching someone on their smartphone is inherently more personal than if they came across your company via traditional marketing efforts. If customers see your company during their leisure time, mixed in with the rest of their social media feed, they may be more receptive to the information.

4. Improved customer experience (CX)

Not only is mobile marketing a more personal approach, but it also caters to the customers’ need for convenience. An enhanced customer experience is the result.

It’s much easier to make quick purchasing decisions when you can learn about a business, redeem coupons, make payments, and communicate with support agents from one handheld device. You can make it even easier for customers to get the answers they need from their phones by implementing AI contact centre solutions.

Designing every touchpoint to be accessible from a mobile device will lead to a seamless customer journey, leading to greater satisfaction and positive word-of-mouth recommendations.

How to harness the power of mobile marketing

Knowing these benefits in an abstract sense is one thing, but how do they apply to your business? Here are some mobile marketing techniques to get you started. The good news is that many of them build upon marketing techniques you may already be using - you just need to give them a mobile-friendly spin!

Image source

1. Work from a mobile device

Several of the techniques we’ll share rely on viewing existing marketing efforts from the point of view of a mobile user. So, it follows that you and other team members should be regularly working from handheld devices yourselves, getting into the minds of potential customers and identifying ways to improve their customer experience.

These days so many businesses have employees working from smartphones or tablets that RealVNC recommends including supporting mobile devices in your remote access strategy. Make sure that employees can access the corporate tools they need to best do their jobs, whether they’re working from a static desktop or a handheld device.

2. Launch an SMS campaign

Starting with a classic: SMS marketing. This means sending text messages to customers (and potential future customers) containing updates, links, and new promotions.

Done right, SMS marketing campaigns can be very effective. If someone receives a message to their personal device from a brand they are interested in, they may be more inclined toward taking action - such as following a link or making a purchase.

Stick to customers who have signed up for regular text promotions. They’re unlikely to complain about receiving complimentary coupons now and then. The goal is to reach out in a meaningful and innovative way, not to spam people who aren’t interested.

3. Make sure your website is mobile-friendly

Screenshot taken from ranktracker’s mobile site

Chances are, you’re already familiar with the basics of E-commerce website architecture. Therefore, you’ll probably know how to make it look great when you access the site from a laptop or desktop.

But, before you take the next step and optimize your homepage for SEO, you need to think about how the site will look and perform for those using a phone or tablet.

If the site is unresponsive or difficult to navigate from a mobile device, then you’ll end up with frustrated and disinterested visitors who do not stay long enough to become customers.

You need to create a positive mobile experience. Test the site from your phone to see the experience from a customer's perspective. Then, you can work out what needs changing. Talk to your website provider or marketing partner about making the mobile version of the site a priority.

4. Rethink your email campaigns

It’s a misconception that email marketing should be geared toward desktops. Don’t limit yourself by assuming a default device - these days, you can send fax from computer browsers and receive emails on a smartwatch.

This means that you need to consider a variety of devices, in particular, mobiles. You’re making a mistake if you’re approaching email campaigns without considering how mobile-friendly your content is. With limited screen space in mind, focus on keeping your copy short and giving more attention to catchy subject lines, call-to-action buttons, and pre-header text for previews.

It’s definitely worth previewing your content as it will appear on a mobile device as well as on a wide screen. This is a classic case of taking something you are already doing - email marketing - and having a second look at your campaign from a mobile user's perspective.

5. Make the most of social media

Screenshot of google search result for ‘top social media marketing platforms’

We’ve already relayed that the number of smartphone users worldwide is huge. This also means that there are a lot of people spending a lot of time on social media.

Whether you go for organic social media marketing or paid social adverts, putting your business out there is likely to result in a much larger audience. It’s up to you whether you go for Facebook, Instagram, TikTok or Snapchat. But don’t feel pressured to have a presence on every single platform. Try A/B testing to determine what type of social media marketing makes the most sense for your brand.

Post engaging content, focusing on punchy graphics or videos and short copy with enticing call-to-action buttons. Even if a user doesn’t interact the first time they come across a brand on social media, the more often they see your ads, the more likely they are to trust your validity and make a purchase at a later date.

6. Leverage artificial intelligence

It may be worth experimenting with AI to enhance your mobile marketing efforts. This could mean implementing virtual assistants and chatbots, analyzing data to gain customer behavior insights, or using AI to adjust a campaign based on performance data automatically. Look into call center automation AI to revolutionize your approach to customer service across devices.

You can also use AI to generate SEO-optimized content - from articles to social media copy, our AI-powered tools will make marketing materials like magic.

Screenshot from Ranktracker

Final thoughts

In conclusion, mobile marketing is a huge asset to any business because it is cost-effective, flexible, easy to implement, and, most importantly, gets results. It’s arguably one of the best ways to reach a larger audience, boost brand awareness, and increase your conversion rates. Not only that, but it also makes for a more positive customer experience for everyone - from loyal fans to social media users discovering your business for the first time.