Mobile marketing is a multi-channel, digital marketing that aims to reach the target audience through their smartphones or any other mobile devices via network platforms such as, social media, mobile applications, email or websites. This allows the brands to engage with their potential customers.

MOBILE CHANGED OUR ATTITUDES AND EXPECTATIONS! HOW??

Whenever we are late for work or meetings, we somehow expect someone to notify us by calling our phone, or spam messages. Now that people just call each other on the phones casually to notify their current locations, it is no longer necessary for people to settle with a specific location or timing for meetups. People have taken granted of the existence of mobile phones and rely heavily on it. We don’t even remember how life was before mobile phones actually exist. It seems as if we were born to have a mobile phone in our hands!

Brands that did Mobile Marketing right!

Do you often receive emails regarding the latest sales and promotions of certain brands? I personally do receive many of it, even through phone messages (SMS)! Companies tend to inform customers through these common channels and some even utilised mobile marketing strategically well.

For instance, Snickers collaborated with Spotify to create an advertisement to target users that listened to songs on Spotify to create brand awareness.

Snickers were able to identify who are the users that weren’t listening to their usual genre of music and at that micro-moment, they deliver the Snickers audio ad. This method has caught the users by surprise while the app leads them into listening Snickers playlist named “The Hunger List”. This campaign has helped Snickers in generating a total of 78,861 clicks, 1,710,564 reaches and overall of 6,805,995 impressions! Which was impressive!!

Another example will be Ford Motor Company, the company boost brand awareness via mobile marketing. They utilise SMS to engage with the customers. Those that are interested in the new release of Ford car models, what they simply have to do is just send in their message with the word ‘FORD’ to 63611, and they will be contacted shortly with more information about the models. In addition, if the consumers are interested, follow-up calls will be made. This has helped the company to achieve a 15.4% conversion rate!!

How can businesses utilize mobile marketing effectively?

As identified by Google, they focused on four micro-moments:

I-Want-to-Know Moments

When people want to find out more information about certain products and services, and not in purchasing mode yet.

What to do: Businesses can “be there” for potential customers by providing them with information through sending of notifications to their mobile phones.

I-Want-to-Do Moments

When people are looking for help and these moments are the most crucial ones, it can happen before or after a purchase.

What to do: Companies should “be useful” by serving the customers with helpful information to meet their current needs, such as, creating videos and provide instructions on how to use their products.

I-Want-to-Go Moments

These are when people are ready and in consideration of purchasing a product at any nearby store.

What to do: Brands have to be found easily mobile search engines so that people can easily locate the store as people are always on the go an sometimes in a state of hurry.

I-Want-to-Buy Moments

These moments, people are already prepared to make a purchase and need help in decision-making.

What to do: Business can give a push by offering promotions or discounts via push-notifications. Be there at the right time and seal the deal!

Micro-moments are called for a reason, consumers prefer efficiency and hope to be able to satisfy their needs as soon as possible. Hence, companies have to be there, be useful & most importantly, be quick!

In conclusion, mobile marketing has been an effective way for businesses to communicate and advertise their products with customers. Knowing how to fully utilize this strategy will help businesses to keep ahead of their competitors and boost their brand. 

Thank you for reading my post, I hope you gain some knowledge & feel free to share with me your thoughts about mobile marketing! 🙂