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BlogMarketingWhat is Mobile Marketing?

What is Mobile Marketing?

Before getting into details, let me explain what mobile marketing is. 

Mobile marketing is a branch of digital marketing focused on mobile device users.

Nowadays, that includes almost everyone.

Mobile marketing refers to all kinds of promotional messages that appear on mobile devices. It consists of different strategies that help marketers reach their target audiences on mobile. 

It doesn’t matter if the users are on their smartphones or tablets, Android or iOS. It also doesn’t matter if they spend most of their time browsing mobile web, using social media apps, or playing games. Mobile marketing allows you to reach users in different places in the mobile ecosystem. 

Mobile marketing aims to meet people where they are (on mobile) and deliver the best possible user experience. 

The Importance of Mobile Marketing

Mobile marketing was once just a small component of digital marketing.

Today, it’s the most important one. 

Why? The world is mobile and getting more mobile as we speak. 

Here are some fresh mobile usage and traffic statistics that prove just how true that is. 

  • There are 5.29 billion unique mobile phone users worldwide (Datareportal).
  • The number of mobile phone users is growing 1.9% yearly (Datareportal).
  • In 2021, the average American spent 3.1 hours a day watching TV and 4.1 hours using their mobile devices (App Annie).
  • In the top 10 mobile first-markets, people spend 4 hours and 48 minutes on mobile every day. This is a 30% increase from 2019! (App Annie).
  • By 2025, ¾ of global users will access the Internet using a mobile device (World Advertising Research Center).

To reach all these people, businesses must develop an effective mobile marketing strategy. 

It is not an option but a necessity. If you ignore this, the competition will eat you alive. 

12 Types of Mobile Marketing

Mobile marketing is an umbrella term for different types of mobile marketing. These types vary by the platforms they appear in and the technologies they are based on.

It encompasses everything from mobile websites and search engines to apps and artificial intelligence. Some of these types of mobile marketing are paid, while others are completely free (organic). 

It’s important to note that the complete list of types of mobile marketing is quite extensive. It includes outdated forms like SMS and MMS marketing and underutilized forms like QR codes.

I’m going to skip these. 

Instead, I’m going to focus on the most important and trending types of mobile marketing. 

Here they come. 

Mobile-Friendly Websites

This one is quite obvious, but it must be mentioned. 

Research shows that a website with an unsatisfying mobile experience can lose nine out of ten users. (Quora Creative)

Ouch. 

You should be fine if your business has a mobile-responsive website. Even if you initially build a website for a desktop, it can work well on mobile if you optimize it. 

That is possible thanks to responsive design. With it, users should be able to reveal all the buttons, content, and text that exist on the desktop version but in a way that fits the mobile screen.

This improves the user experience, making reading and navigation easy. 

Mobile-Optimized Emails

Optimizing emails for mobile has been an important practice for years, and its importance keeps growing. 

This is because more and more people are opening emails on mobile. According to Easy Sendy, 61.9% of email opens come from mobile. 

For this reason, mobile-first design is essential.

The last thing you want is for people to form wrong opinions about your business due to lousy email experiences. 

Creating mobile-friendly emails is not some kind of complex, super-expensive task. It is actually relatively simple. 

You need to put yourself in the users’ shoes and see how they feel navigating through your email content on mobile. 

No reader should have to scroll too much or zoom in and out to read the content. Or even worse – get a gigantic image that messes up the entire email. 

Here are some of the things you can do to make your emails more mobile-friendly:

  • Adjust text size
  • Utilize short paragraphs
  • Limit image sizes

Social Media Marketing 

Social media marketing is quite a wide category. It leverages both organic and paid advertising.

Essentially, it applies to all types of marketing content users can see while navigating through their favorite social media networks. 

For example, running a business page on Facebook or a business profile on Instagram is considered organic social media marketing. 

To make the most use of it, you should choose the right social media channels, make sure your posts are mobile-friendly, and interact with your audience appropriately. Today, many popular social media networks are even designed for mobile (e.g., Instagram, TikTok).

On the other hand, paid social media marketing allows you to reach an even wider audience. 

Today, all major social media networks also work as ad platforms. This means you can place ads on Facebook, Instagram, Snapchat, Twitter, TikTok, etc. All of these platforms come with detailed targeting options that help marketers reach the right users. 

Depending on the social media channel, these ads can appear all over the place. For instance, in different placements on the users’ feeds and in their inboxes. 

In-App Marketing

Did you know that users spend 92% of their mobile time in some kind of an app? (Datareportal)

Well, now you know, and it’s something it would just be foolish to ignore. 

This doesn’t necessarily mean that you need to develop your own app. While this might be a good idea for your business, you can simply advertise in existing apps. 

This is a form of paid mobile marketing.

In-app advertising is possible thanks to mobile ad networks like Google Ads, Facebook, AppLovin, and many others that place ads into third-party apps.

Ads that appear inside mobile apps can come in various formats. Some of the most popular ad formats in mobile apps are banner ads, interstitial (full-screen) video ads, and rewarded video ads. 

Regarding this, you should know that app users prefer engaging with dynamic ad formats over static ones. 

Location-Based Mobile Marketing

According to Siteefy, eight out of ten marketers use location targeting for their mobile marketing campaigns. 

Moreover, Google reports that the number of queries that include terms like “where to buy” and “near me” is constantly growing (Google). 

This is because people carry their phones everywhere and expect to rely on them wherever they go. 

Have you noticed how, when you travel somewhere, the ads on your phone become more local? This is what location-based marketing is all about. 

It allows mobile marketers to reach their users based on their geographical location. This is done to ensure that the advertised content is relevant to them. 

For instance, local businesses can set up their mobile ads to only appear within a one-mile radius of their locations. It is very unlikely that people will travel any further to visit a local business. 

Finally, you should know that location-based marketing is possible thanks to different targeting techniques. These include geo-fencing, geo-conquesting, and proximity marketing.

Mobile Search Marketing

People have been actively using search engines from the early ages of the Internet, which hasn’t changed with the rise of mobile.

According to Hitwise, approximately 60% of all searches are mobile. 

These searches are also quite different from those made on desktop devices. 

Think about it, when you search for something on mobile, what is your #1 priority? For most people, it’s receiving information as quickly as possible. 

For this reason, they pay the most attention to the top results on search engines. To reach the top, you can put away some advertising budgets for search engine ads (e.g., Google search ads). 

These ads can be customized for mobile, i.e.,, advertisers can include a phone number extension or immediate directions. 

Organic mobile searches all come down to good search engine optimization (SEO). Remember, one of the key things that make SEO algorithms pleased is mobile-friendliness.

Mobile Video Marketing

Static content simply doesn’t cut it anymore. According to Facebook’s research, videos can hold people’s attention 5x longer than static images.

Video is especially big on mobile. 

How big? Techjury says more than 75% of all video views come from mobile. 

Mobile video views happen in different places, i.e., on social media and streaming and entertainment apps. 

In the last couple of years, we have seen a rise in the popularity of video-based social media platforms. TikTok, the world’s most downloaded app in 2021, is the best example of this (App Annie). 

While it is possible to reach mobile video viewers organically, a quicker way to do it is with video ads.

The popularity of video ads is growing as we speak. In fact, according to Statista, video advertising revenue will reach $35 billion by 2024. 

Udonis is exceptionally experienced with mobile video advertising, so we have some tips to share. 

If you want to get the most out of video ads on mobile, it’s important to start strong, keep the videos short, and stay relevant to your target audience. 

Mobile Commerce Marketing 

Another type of mobile marketing marketers utilize is mobile commerce. It is a crucial one if your business is based on sales. 

Mobile commerce has been steadily growing for years already, but the pandemic made it explode. This isn’t going to change any time soon. The predictions are – time spent on shopping apps will increase by 40% by 2025 (App Annie). 

Wondering which mobile marketing strategies to leverage for effective mobile commerce?

One of the best things you can do is create a shopping app. Today, people expect apps to be suited for enjoyable mobile shopping experiences. 

Another thing you should take advantage of is social commerce. Nowadays, almost all major social media networks have social commerce features (Facebook, Instagram, TikTok). 

Finally, it is a good idea to utilize shoppable ads. Even better, their trending video version – shoppable video ads. These ads are available on different platforms, from Youtube to Instagram. 

Augmented Reality Marketing

Augmented reality technology has been around for years already.

The concept of AR revolves around creating an enhanced version of the real world. This is done by overlaying it with digital visual elements. 

You’ve probably used this technology to take some cool photos of yourself with animal ears on Snapchat. Or to catch some Pokémons in Niantic’s famous game. 

Yup, all of this is AR.

Industry experts have been predicting a bright future for AR in mobile marketing for a long time. However, until recently, it has been underutilized. 

Augmented reality has the power to transform mobile marketing experiences in all kinds of areas. Not just in selfies, games, and entertainment. 

Here are some examples of how mobile marketers can utilize AR for different businesses:

  • Letting users try out products before purchasing
  • Virtual tours and walk-throughs
  • Augmenting brand materials (e.g., brochures) 

AR events (e.g., concerts and hangouts)

Conversational Mobile Marketing

Conversational marketing is nothing new.

Businesses have been engaging with their customers through live chat for years. The point of conversational marketing is to be there for your customers when and where they need you.

However, physically, this is almost impossible.

For this reason, mobile marketers are relying on automated technologies. The most famous technology of this kind is chatbots. 

Conversational chatbots respond to user queries while mimicking human interaction. Most of them send out text messages, while the more advanced ones act as voice assistants. All of this is possible thanks to a mix of pre-programmed scripts and AI. 

For example, chatbots can book dates, place orders, give information, and many other things. 

They are a valuable mobile marketing tool because they meet one of the biggest demands of mobile users – getting information as quickly as possible. They also have a great potential to engage and convert users who need different kinds of assistance. 

You can use chatbots across different marketing channels, from your mobile-optimized website to your Facebook page.

Mobile Influencer Marketing 

Mobile marketing is not only about relying on different technologies. Relying on the right people can be lucrative too.

These are mobile influencers – people with fanbases and authority on different mobile platforms. 

Mobile influencer marketing can help businesses boost brand awareness, reach their target audience, achieve authenticity, increase visibility on social media platforms, and more. 

The key to success in this type of mobile marketing is choosing the right influencers. Marketers need to make sure to pick out an influencer who is:

  • authentic;
  • relevant to the target audience;
  • present on the same platforms as the target audience.

Other than that, it’s important to stay up to date with influencer marketing trends. For example, a couple of years ago, businesses fought for the influencers with the biggest follower bases. 

However, in the last couple of years, the tables have turned. 

Now, the trend is focusing on authentic micro and nano-influencers with high engagement rates. Another influencer marketing trend is focusing on video content, just like in other types of mobile marketing. 

App Store Optimization 

If you have an app you’re trying to get out there, app store optimization (ASO) should be one of your main focuses. 

ASO is frequently called “SEO for mobile apps”.

Here’s why. 

ASO is a process of optimizing app store listings for mobile apps and games (Google Play & Apple App Store). The goal is to increase an app’s visibility by ranking higher.

App store optimization can help app marketers reach more users even if they don’t have big advertising budgets. The better ranking an app has, the more organic (free) downloads it should get.

What affects the ranking? The most important ranking factors in the app stores are:

  • app name,
  • app description,
  • keywords,
  • visuals (icon, screenshots, trailer).

As you can see, every single aspect of the app store listing should be optimized. If you’re wondering how to get started, here’s a step-by-step ASO guide. 

Summary

If you’ve made it all the way here, congratulations – you have just learned the basics of mobile marketing.

As a next step, it would be good to go deeper. We have an extensive list of in-depth articles on mobile marketing you can check out

A data-driven professional with more than 10 years of experience in digital marketing, SEO, PPC, automation, and so on. Privately tea lover, gamer, tech nerd, and traveler. I love writing about marketing!

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