What is mobile marketing?
In the broadest sense includes all marketing – measures that on the tablet PC or smartphone running on mobile marketing. Tablet PCs and smartphones are to be understood as mobile marketing devices. According to Abbreviationfinder, mobile marketing is used to influence the consumers information on products, services and media content in the form of music, films and games. The sale of real products via tablet PC and smartphone also falls under the term mobile marketing. Depending on the field of application, which can range from the transmission of information to the mobile sale of real products, mobile marketing tries to behave of users on mobile marketing devices such as tablet PCs and smartphones. For this, online shops, promotions and services are tailored so that they are ideally displayed on mobile devices. There are also other tools available in mobile marketing.
Basics of mobile marketing measures
Through the use of mobile devices arise when mobile marketing new requirements that in the preparation of marketing – strategy to consider:
- a smaller screen
- an intuitive touch screen
- the changed behavior of the user
In addition to the requirements placed on a website for display on mobile devices , apps and widgets must also be optimized for mobile use. The operating systems with which the mobile devices are operated must also be taken into account during optimization. In Germany, these are currently mainly Android and iOS for Apple devices. According to Statista, Google’s Android operating system achieved a market share of around 73.3 percent of total smartphone sales between April and June 2020. The share of Apple’s iPhone is significantly lower at 26 percent. According to reports, other operating systems are no longer relevant in Germany .
In the context of mobile marketing, websites, apps and widgets must have short loading times, high usability and easy navigation . In addition, the mobile user experience , the user experience on mobile devices, should also be supported. A simple connection of the apps to the Google Play Store and the Apple Store is required for marketing.
Nowadays the smartphone is everywhere. While only 41% of the population owned a smartphone in 2014, the figure is an impressive 81.7% in 2019. Almost everyone is now on the go with devices such as a smartphone or tablet PC. According to this, every second person uses social media on their mobile phones, easily checks emails on the S-Bahn on the way to work or conveniently shops via smartphone app during their lunch break. Even payment at the supermarket checkout works with a smartphone in many shops.
According to a forecast by Statista , the number of users of the mobile Internet will increase to a total of 69 million in 2023. The sudden increase in the volume of data used is also an indicator that smartphones are used for almost all needs nowadays. Companies can therefore use mobile marketing to generate additional customer bases.
In addition, mobile marketing makes it particularly easy for entrepreneurs to use the opportunities offered by Web 2.0 for their own purposes. The interactivity in particular is proving to be a great opportunity for entrepreneurs. Using mobile marketing, it is easy for them to come into contact with customers or prospective buyers . Mobile marketing stands for communication in both directions. In contrast to traditional advertising , which always only goes from the advertiser to the prospective buyer, with mobile marketing companies can interact directly with customers and prospective buyers.
In addition, marketing measures for mobile devices open up the option of an even more targeted customer approach that is geared towards the personal needs of the end consumer. With the smartphone, consumers are always available and can be addressed with marketing measures regardless of time and place. In addition, this form of marketing enables further personalization of the content, which is tailored directly to the interests and respective situations of the end user. Companies can make use of enormous potential through targeted mobile marketing activities, especially when it comes to reaching young target groups.
Mobile marketing tools
In order for the planned campaign to succeed, professional mobile marketing managers use special tools, including:
Mobile websites – load faster with AMP
Anyone who surfs on their cell phone doesn’t want to wait long. Long loading times should therefore be avoided as much as possible. Ideally, a separate website is created that can only be accessed via the mobile device. The mobile counterpart to the landing page should be adapted to the mobile device and provide the most important information without appearing overloaded.
Ever since it was “invented” in 2010 by Ethan Marcotte, responsive design has still been the magic word for customized user interfaces and user-friendly usability on the web as well as on smartphones or tablet PCs. A website adapts the content to the size of the display as part of the responsive design. The responsive design is a ranking factor from Google and thus also decides where the respective website appears in the search results list on Google.
To avoid long loading times, many marketers rely on AMP, or Accelerated Mobile Pages, a cross-platform open source framework . According to Google , up to 20% fewer conversions are achieved with every second that the retailer’s website tries to load. For mobile search ads to be successful, the best way to go is to direct them to an AMP landing page.
Whether it’s Apple’s App Store or Google’s Play Store: Apps – i.e. small applications or programs for smartphones or tablet PCs – are a steadily growing market in the mobile sector of online marketing. The advantage lies in the design adapted to the system and the mostly simple handling. A well-programmed app that appears sensible to the customer, offers recognizable added value and motivates you to download, and binds you to the company or the brand. This can be simple information about the company or entertainment, the main thing is that the user’s attention is aroused. In addition to the possibility of increasing one’s own awareness, advertising banners can also be integrated into app marketing.
In mobile commerce , business transactions are completed using mobile devices. Mobile shopping is either carried out via mobile websites, which are optimized for mobile use, or via apps.
Mobile marketing devices also result in new requirements for search engine optimization , or SEO for short . On tablet PCs and smartphones, local SEO in particular has an important function, which is intended to improve the ranking within the local search.
The small, sometimes cryptic-looking characters have played an important role in Japan for years. QR codes can be used to condense content into products or services in a shortened form. With a simple scan, the customer can get the information they want quickly without having to laboriously type in a URL , for example . In Germany, however, the QR code is almost out again, according to industry experts.
Advertisements and banners are still a reliable means of addressing customers. Small advertisements on the edge of the screen or pop-ups that are adapted to the smaller screens can also make a difference in the field of mobile marketing. As early as 2018, mobile online advertising generated sales of 7.96 billion euros . And the trend is still increasing. Advertisements are adapted to the small screens in the mobile sector. Marketers should keep an eye on these ad formats in the future:
- Rewarded video ads, especially in the mobile gaming area
- Story Ads – moving images is the format of the hour
- In-app advertising
- Shoppable Ads
In-game mobile marketing
Mobile games are still very popular – whether in the subway or on the sofa at home. Ads that are specifically geared towards games on smartphones or tablets are therefore a good option. Whether at the bottom of the screen or as a full-screen pop-up: Well-placed advertising can create a greater reach in this area of marketing.
Mobile marketing devices open up new possibilities for processing payments on mobile devices. The prerequisite for this is that at least one participant uses a mobile payment system. This means that cashless payments can also be made with smartphones in shops – a worthwhile option, not just in times of Corona.
Mobile banking enables users to access their deposit and account functions via their mobile device. Transactions can also be processed with these devices on the smartphone or tablet PC.
The popular messenger service WhatsApp has completely overshadowed classic SMS . In February 2020, two billion monthly active users were measured. Despite some limitations marketers faced in 2019, WhatsApp remains an important channel for communicating with customers. Numerous innovations like an official API – interface ensure that the popular Messenger continues to be an interesting tool remains in Messenger marketing. However, it is important that all common precautions are taken, such as the opt-in procedure, so that WhatsApp users do not feel harassed in their privacy.
Mobile coupons open up new opportunities for marketers to promote sales . The coupons available on the mobile marketing devices can be redeemed both directly online and in the local store and are intended to contribute to sales promotion in this way .
Address target group specifically on mobile devices
Mobile marketing is mainly used where a target group is to be reached that is almost only online via mobile device. Many companies are already aware that this is no longer just the U40 generation. Older customers are buying a number of products more and more often via tablet or smartphone. It is important for these consumers that all item information is available quickly and at all times. This requires a professionalization of the mobile marketing measures.
Reach the local target group with geo-targeting
Location-based advertising and services are of interest to all companies that align their marketing measures locally. This is achieved through geo- targeting . By locating consumers using the IP address, location-based advertising and targeted addressing depending on the location succeed. After activating GPS or entering the postcode, the user is shown offers in the vicinity. The customer is directed to the point of sale (POS) with a card and can use an offer immediately. Also useful in this context are bonus points that can be collected when visiting a certain location and thus lure the user back to the location on a regular basis.