Last Updated on
In this post we’ll take a look at mobile marketing advantages. If mobile marketing is not on your radar or has yet to make its way into your marketing plan, now is the time to start.
If your business is targeting the average North American, one of the easiest ways to reach them is to get to them when they’re on their phone. After all, most people are rarely not within arms reach of their mobile device. We can often be spotted scrolling through our social media platforms, texting, browsing photos, or playing games on our cell phones. And, we are constantly on our phones – during downtime plus work time, playtime, mealtime, family time etc.).
Mobile Marketing – A Key Advertising Platform For Businesses
What is mobile marketing? Mobile marketing is advertising designed to reach mobile device users. Generally, this comes in the form of real time offers that can often be time or location sensitive. The advertisements appear on a variety of mobile platforms including apps, text messaging, email, websites, and social media.
While many forms of digital advertising offer a mobile audience target, your success will be greater if you have an integrated mobile marketing plan in place to ensure you are capturing attention. After all, with so much noise and clutter in the marketplace, getting noticed is key.
Mobile marketing is not the future of online advertising; it is the here and now. The great news is that it is often quick to implement so even if you’re feeling behind the times where this is concerned, you can be up and running fairly quickly.
Top Mobile Marketing Advantages
1. People are on their mobile phones a lot.
This means you’re reaching your potential customers on the device they have in their hands, or keep within arms reach.
When you think about advertising in general, the medium is the message but targeted reach is key. Marketing professionals will map out audience target personas and then craft advertising campaigns and ad buys to reach the key audience. Today’s average North American spends a good portion of their day on their cell phones or with their phones within easy reach. Think about how many times you look at your phone each day. Whether out of habit, necessity or boredom, much of a person’s screen time takes place on a mobile device.
2. You can easily tailor your marketing message.
These can be tailored to the device, advertising platform, location or past browsing history… in real time.
Generally speaking, ad creation for mobile marketing is less costly than traditional advertisements. Plus, any changes you make are almost instant. Unlike some traditional advertising platforms (print, radio, television) that may take days, weeks or a month for an ad change to make it to the public, with mobile ads, you can easily change your message whenever you like.
In addition, you can change your message for whomever you like! This is key. Offering custom advertising based on user information increases conversion rates.
As an example, let’s take a restaurant. You can radius target an area within easy reach of your restaurant and craft a “hungry? It’s lunch time and this burger is calling your name” ad to go out during the typical lunchtime hour(s). For a user, seeing a lunchtime message, at lunchtime, while they’re in the vicinity of your restaurant will play upon their impulses much more than seeing the same message at bedtime, while they’re nowhere near your place of business.
Want to further increase your conversions? Offer a “show this ad to receive a discount – limited time offer” message on your ad and your conversions will further increase.
3. You’re less likely to be ignored.
Acting on impulse happens in real time. So, if you can reach a person at the right place, at the right time you’re more likely to see a conversion. Information consumption on a mobile device is huge which means, your message is not only likely to be seen (or heard), but also less likely to be ignored.
4. Mobile content is very shareable.
Mobile content is easy to share. In fact, it is the easiest form of advertising to quickly and easily share with a friend. Whether via tagging, sharing, forwarding, messaging, or by way of screenshot etc, mobile users love to share things they think their friends will enjoy. Due to the phenomenon of digital sharing, your reach has the capacity to further increase.
Craft the right message and watch your numbers grow.
5. Great for impulse purchasing.
The Internet has made comparison shopping quick and easy. Price checking on a mobile phone is common. Want to capture a user at their point-of-purchase or impulsive moment? Be where they’re looking. With a limited time offer, or only a few left messaging, you may have increased conversions.
6. User data can be tracked immediately.
Being able to analyze data assists in evaluating ad and audience performance. This knowledge then allows advertisers to make changes. When data can be analyzed immediately, and ads can be changed quickly, and then businesses are able to adjust ad settings based on performance.
Reaching Your Target Audience In Real Time
Raise your hand if you want to reach your target audience in real time – when they’re most likely to convert.
Yes, that’s what we thought! This is why digital marketing, and specifically mobile marketing is so popular and powerful.
Print Advertising – Newspapers and magazines have set schedules, be it daily, weekly or monthly. This means you have to plan your advertisement, including promotions, well in advance. You will not have the luxury of taking advantage of market changes or daily pop culture and media happenings. In addition, your advertisement is generally tailored to the publication and their broad audience, rather than an individual user. In other words, everybody who opens the publication is seeing the same ad.
Television Advertising – A lot of resources go into making a good television commercial. In addition, tv ad buys can be quite pricey. Due to the cost and time to get a commercial into market, it is much more difficult to change your ad on the fly. Like print advertising, your ad will be tailored to the spot you’ve purchased and the station’s broader audience, rather than an individual user.
Radio Advertising – Radio ads are generally pre-produced unless talking points are purchased for a radio show. So, like print and television, you have to pre-plan your ad and message. This makes it harder to play on the current, most-up-to-date happenings in the world. Again, your one ad spot is designed to appeal to a very broad audience.
Digital Advertising – Generally speaking, digital ads take fewer resources to create and the ad buys are generally less expensive than traditional forms of advertising. Usually, you can make changes in real-time which means you can tailor your message to your results. Since you can target ads based on a variety of criteria including web usage, location, demographics (and more) you can provide very customized messages for your audience.
Mobile Advertising – Mobile advertising takes digital ads one step further, as they’re designed specifically to be consumed on a mobile device. Further targeting and customization is available.
Mass Communication Made Personal
People like to feel important. When messages have a personal touch, they’re more difficult to ignore. This is the key driver behind the success of a good mobile marketing campaign. Due to the very nature, set-up and ease of digital marketing advertising platforms, advertisements can be designed to speak directly to a person which feels far more personal than a newspaper ad.
Consider the impact of ‘follow-me’ ads. Have you ever browsed an e-commerce website and then began to see the items you were most interested in suddenly pop out of seemingly nowhere, following you around on the Internet?
While many people can now recognize the technology and when they’re being retargeted to, it is still a form of advertising that works, in part because it is personalized according to your past browsing history.
As advertisers get to know you, they’re able to deliver messages to you that make you feel important, play upon your impulses and start to take you down that path to conversion.
Mobile advertising, like digital ads in general, can be highly personable. Think about texting and email ads you may be regularly receiving. Many of these businesses know your interests, past purchases and even your name. It’s more difficult to ignore messages of interest than it is to ignore things that don’t really matter to you.
Instant Gratification – A New Kind Of Human Nature
One of the big advantages of mobile marketing is that it plays upon human nature. Instant gratification is par for the course in today’s North American culture. People no longer have the patience to wait until tomorrow for today’s news stories (now there are online news outlets), to hear their favourite song on the radio (music downloads and subscription services are so popular) or to wait for the next episode of their favourite television show (binge-watching on Netflix feeds the need to watch more). The Internet is literally at our fingertips and in the palm of our hands thanks to cell phones, data and Wi-Fi.
In the same vein as instant gratification is our propensity for making impulse decisions. We love to comparison shop online, but if you can stop in at the store you’re driving by and you already know the price is the same as online, you’ll get your widget or whatchamacallit in your hands that much faster.
When advertisers take human nature into consideration when creating advertisements, they win.
Real World Example Of Mobile Marketing At Work
Let’s examine a couple headed on a beach vacation. They begin researching destinations and suddenly they’re followed around the Internet by every best-deal website around. In addition, they’re starting to see content on their social media platforms related to the world’s best beaches or top all-inclusive destinations on the cheap.
How Does The Travel Agent Compete?
The travel agent can have targeted ads in their market area designed to reach people based on their travel search habits. If their advertisements can outline they have a best rate guarantee and speak to the point of making everything easier for the traveler, and the benefits of using a travel agent they may be more apt to get the booking. By utilizing a variety of mobile ad platforms, they can even target the couple when they’re near the bricks and mortar location.
What About Other Beach Travel Related Businesses?
There are a variety of other businesses that have products and services this couple can use on their beach vacation. A quick-dry, sand-repellent towel. Sunscreen. Pre-tanning. Sunglasses. Luggage. Travel Accessories. Snorkel Equipment. Excursion companies.
By creating ads and content in mobile formats and on mobile and social platforms, they’re able to reach the traveling couple before they head out on their vacation, too. They’re able to provide tools, equipment, ideas and topics of help and of interest and deliver it directly and in real-time.
If the company is online only, they can tout free and quick shipping. If they have a local location, they can advertise the ease of picking up the product while they’re nearby the store. And, when advertisers can do the work for the audience, such as price guarantees, it makes for an easier purchase.
Businesses can target based on past browsing history and begin crafting a series of ads that is personalized to the couple’s beach vacation. A person going on vacation is generally excited and in planning mode. This is an ideal opportunity to reach them, play upon human nature and hopefully get the impulse buys.
So What Does All This Mean?
If your business wants to capture spur of the moment purchases or conversions, impulse buys or has helpful and valuable information, catching a person on their phone provides an ideal opportunity. Ads can be texted, emailed, placed in social networks in mobile games and apps and in videos.
With today’s advanced technology, you can begin targeting your audience when they’re nearby. You can offer them personalized messages and discounts based on past browsing data, their location or other criteria.
Generally speaking, mobile ads are less expensive to make, easier to implement and capture visitors’ attention.
When you’re looking to build your business following, consider targeting your potential consumer on their mobile device. It’s not as difficult as it sounds and the technology behind it all is designed to provide excellent results.
This WordStream article offers some additional interesting points about Why Mobile Marketing Matters.