In an ever-developing digital marketing world, brands constantly seek ways to gain an edge over the competition and stand out.
Traditional marketing methods might not cut it anymore, so it makes sense to try something new. Or, if an idea needs to be more utilized, dedicating more resources to grow is another approach.
Mobile marketing is one of the digital marketing strategies that still gets overlooked, mainly if a brand is slow to adapt to the changes.
Why is it beneficial to invest in mobile marketing?
As a platform, mobile marketing offers a means to attract new customers, raise brand awareness, establish a more prominent presence, and boost SEO juice, to name a few.
Knowing the whys also serves as an explanation and should further dispel doubts that some businesses might have.
The main benefits are apparent, but it is also worth looking into some of the critical reasons mobile marketing is becoming more popular.
Why is mobile marketing becoming so popular?
1. Device accessibility
Let’s start with accessibility. The ‘bankmycell’ website indicates more than 7.3 billion smartphone users. That’s roughly 91% of the entire population.
And you need to remember that mobile browsing comes from a smartphone and a tablet.
A smartphone allows brands to reach a massive audience because it is user-friendly.
2. 5G and Wi-Fi
A smartphone itself would only benefit marketers because of the wide availability of Wi-Fi. Cellular data is getting cheaper, but seeking a Wi-Fi hotspot in libraries and cafes is still common.
Travelers usually have no issues connecting via a hotel or airport Wi-Fi. In other words, there is no need to worry about paying for additional cellular data when wireless networks work fine.
Add the growth of 5G technology, which improves download and upload speed across the World Wide Web, and the potential communication obstacles between consumers and marketers disappear.
3. Channel variety
One of the overlooked reasons behind mobile marketing growth is its versatility. A business doesn’t have to limit itself to just one channel.
No, there are options, such as:
- QR codes displayed in various establishments or on TV that users can scan and participate in giveaways, exclusive offers, polls, etc.
- Text messages are sent to people who opt in and agree to receive them.
- Mobile apps give an opportunity to run promotions and display ads within applications consumers use.
- Mobile websites from direct mobile traffic, which Statista indicates, have grown to about 59% in the first quarter of 2023.
4. Video content and going viral
Looking at the most popular online platforms, it is no secret that TikTok is among those at the top of social media marketing. Short videos are all the rage these days, especially about younger demographics.
Videos are much easier to consume from a consumer’s point of view, and short skits, compilations, memes, animations, and so on are major sub-trend of video marketing.
Mobile marketers can take advantage of the trend and aim to go viral. For example, as part of its TikTok marketing strategy, a makeup company could create a quick tutorial on using one of its products or even collaborate with a famous influencer.
An easy-to-digest video is more likely to be shared, which can snowball and make a brand go viral. And let’s not forget how much easier it is to share a video on a mobile than on a desktop device.
There’s value in targeting prospects based on where they are. Imagine a movie theater that advertises itself to people who live nowhere near it. It doesn’t seem like the best idea, right?
On the other hand, if someone is in the vicinity, sending display ads with the help of geo-targeting and geo-fencing to let them know what a nearby movie theater is showing is a reasonable idea.
Does mobile marketing have any drawbacks?
Like other methods, mobile marketing also has drawbacks that make some marketers doubt themselves.
For one, depending on what you want to achieve, it might require a lot of resources (developing an app, struggling to find a formula that works, optimizing landing pages, adapting a business model to mobile marketing).
The nature of mobile marketing is quite invasive, which is why a fair few marketers are on the fence about pursuing the idea. They don’t wish to leave a negative impression on consumers.
Finally, many people still use old devices. According to Backlightblog, there are multiple ways to optimize a smartphone, but more is needed to display more advanced apps or videos, hindering the campaign.
The issues are not significant enough and should not discourage businesses from mobile marketing.
To sum it all up, the rise of mobile marketing mostly comes down to the fact that so many people spend time on their smartphones.
As these devices become a more significant part of a consumer’s life, they also serve as a channel for marketers to reach a new audience or connect with past customers.
Given the projections for the future, with how much smartphone and tablet usage will continue to grow, it makes sense to develop a mobile marketing strategy and pursue its growth to benefit.