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! 🙂
Angela's Digital Marketing Blog 
Yes, I agree! Mobile marketing makes finding out about brands and their products so much easier because everything is all together.
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Thank you for your comment! Yes totally agree! It’s so easy to use, convenient and we are always able to find what we need 🙂
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Agreed! Mobile marketing has been deem efficient and effective. Users are able to find out wondrous information of a certain brands which they are keen to find out. Easy accessibility of information can be obtained and receive of a certain brand, for example, brands are able to inform users through text messages or emails when are their next sale, promotions, discount vouchers and others in these recent times.
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Thank you for your comment! Yes, with all these information provided, customers are able to kept updated! 🙂
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Indeed smartphones have evolved over the years! I can’t imagine my life without my phone. It is so convenient and easily accessible, literally AT MY FINGERTIPS! You mentioned the successful mobile marketing the Ford and Spotify used. However, do you feel that only digital marketing can bring about success towards a company? What about traditional marketing? Should we ditch that with such a digitalised modern world that we live in now? Let me know your thoughts!
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nooo we should definitely not ditch traditional marketing! Both digital and traditional marketing has their pros and cons. In fact, I would suggest companies who have the financial capacity to market through both methods. This would allow them to reach out to a wider target audience. According to Statista (https://www.statista.com/statistics/330695/number-of-smartphone-users-worldwide/), there are currently 3.5 billion smartphone users worldwide. Though I am aware not all are on social media platforms, we can utilise digital marketing to market to this segment of the target market. As for traditional marketing, it serves as a “back up” for those who would not have an oppportunity to see it on social media platforms. In addition, traditional marketing is almost everywhere! It is almost impossible to even avoid it. Hence, this can serve as a reminder and allow people to be familiar with the company’s branding/product.
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Hey Angela, thanks for the informative post! While I notice most people are interested in knowing about traditional and digital marketing, I would like to know about mobile marketing! As you have mentioned in your blog, many companies use channels such as SMS to market their product. However, as a consumer’s point of view, do you think that they would prefer not to receive such messages or avoid it? If so, how do you think such marketing can capture their attention instead of annoy them?
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Hey Yui! Glad that you find it informative! I believe that some people may be annoyed by all these mobile marketing advertisements from companies. Therefore, the company should take note of some pitfalls and how to avoid them. Do not spam the customer! A company should focus on sending something of value each time. This can include coupon codes or scan coupons, information about upcoming sales and promotions or vital news about products 🙂
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Thanks for the great read! I think that mobile marketing is important in this day and age since everyone is using their phones right now. It is important to ensure that your brand is accessible on both mobile and on computer screens so as to give your consumers an easier time when they are trying to look for your brand. What do you think about this?
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Hi Charmaine, thank you for your comment! Yes, I totally agree that both mobile and computer screens have to be accessible to the brand’s information as consistent is key to conveying a clear message to your target audience!
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