Mobile Marketing Explored
Traditional marketing avenues have reigned as king for decades, but new trends and changes in consumer behavior suggest a new contender has entered the space and has the possibility to eventually even overthrow the previous hierarchy. You see, almost ½ of the world’s population now owns a smartphone (S. O’Dea). In the United States, there are roughly 265 million in 2019 who use a smartphone; that’s a lot of people who have adopted cellphone technology across the world and the U.S.A. (S. O’Dea).
But is it really any wonder why that number is so high—and is projected to continue growing? I mean, smartphones have become so advanced, so convenient, so necessary… For example, imagine you lose your cell phone. Think of how much data is stored on that device. Most people have their entire livelihood on their phones—from storing all their contacts to calendars, emails, social media accounts, banks, and more. Some people even use their phones as authentication devices to prevent hackers from accessing their other accounts.
Why Mobile Marketing Advantages Over Traditional Marketing
This brings us to why mobile phones and tablets have a significant advantage over traditional marketing channels. Think about it, if you can communicate your brand’s message directly to a device that many people have invested so much time, so much of their life on, doesn’t it just make sense that would perform better than a traditional billboard or television advertisement? Then couple the fact that mobile marketing allows direct interaction, in real-time with consumers, and the ability for brands to create unique experiences that traditional marketing simply can not do and you can quickly see why mobile marketing might just be the better avenue to use (Sherman).
How Mobile Marketing Allows For Increased Product Sales
Mobile marketing is an exceptionally powerful tool in today’s marketer’s arsenal. The fact is cell phones are very personal devices that people tend to take with them wherever they go. It’s specifically because of the behaviors of the market, the accessibility for apps, text messages, in-app notifications, and mobile targeted advertisements on all the various platforms people spend time on, which lends to mobile marketing to increase product sales. This is accomplished with many different strategies to lead customers from awareness to education to eventually the point of sale. Mobile marketing allows brands to create multiple touchpoints and walk people through the entire sales process in an often accelerated manner.
Whether it’s by retargeting users who visit a specific page on a product and reminding them they forgot to finish the purchase to educating consumers about specific rewards they can earn through a customer loyalty program—Mobile marketing allows for all of these things, all in an interactive and personalized manner. Now there is a whole new world of opportunity for brands to take advantage of, at least for now. However, there are some constraints that mobile marketing faces.
Mobile Marketing Challenge/Constraints
Some of the constraints mobile marketing face include legal red-tape—laws which require consent, opt-in, and protect consumers from companies targeting customers who might not be a good fit for their products. Then you have the majority of websites which simply aren’t optimized for mobile experiences even though mobile traffic accounts for over ~52% of the worldwide traffic generated (J. Clement). There’s also the challenge of differentiation, similar to how companies have used email marketing, websites and such, eventually, the market gets crowded, and it becomes harder to stand out.
Mobile marketing presents new opportunities for brands, non-profits, politicians and content creators to connect with their audiences in real-meaningful ways. Coupled with the internet and just how connected people are to their devices, it’s no wonder why this avenue of advertising continues expanding and growing. In closing, although mobile marketing is becoming more prevalent in the market place, how can marketers leverage and create experiences that use a multi-pronged approach? I believe the future of advertising includes interactivity, geo/intent/times marketing which meets consumers exactly where they are, with what the are looking for, at the exact time they want it. We’re not there yet, but we’re getting closer, and mobile marketing is a step forward in the pursuit of those goals.
J. Clement. (Jul 22, 2019). Share of mobile phone website traffic worldwide 2018. Retrieved From: https://www.statista.com/statistics/241462/global-mobile-phone-website-traffic-share/
S. O’ Dea. (Feb 28, 2020). Smartphone users worldwide 2016-2021. Retrieved From: https://www.statista.com/statistics/330695/number-of-smartphone-users-worldwide/.
S. O’ Dea. (Feb 28, 2020). Smartphone users worldwide 2016-2021. Retrieved From: https://www.statista.com/statistics/201182/forecast-of-smartphone-users-in-the-us/
Sherman. (October 4, 2019). Digital Marketing vs Traditional Marketing: Which Produces Better ROI? Retrieved From: https://www.lyfemarketing.com/blog/digital-marketing-vs-traditional-marketing/