What is Mobile Marketing and its importance for companies?

Mobile Marketing is the set of strategies that allows a company to communicate with its potential customers through any network or mobile device.

The importance of advertising on mobile devices makes its way into the marketing strategies of companies and brands are increasingly aware of the interest that users show for this type of device.

Every day there are more people who have a Smartphone and surf the Internet through it. IAB Spain, in the VI Annual Mobile Marketing Study, shows us some data to be taken into account such as the fact that 9 out of 10 Internet users have a Smartphone. This makes us think that it is not enough just to have online marketing strategies for conventional web pages, but that it has been time to adapt the offer of products and services to Smartphones and take advantage of this interesting situation. In fact, as of June 2, 2015, all the traditional web pages that are not adapted for a correct visualization on mobile devices will be penalized by the search engine giant, Google.

Today, thousands of companies are incorporating mobile marketing into their corporate strategies, taking into account that it is one of the sales channels with the highest growth in the present and in the near future.

The Future of Mobile Marketing

According to the latest analysis, the investment in Mobile advertising will continue to increase but increasingly faster. It is estimated that there is an increase of 43% for 2018 compared to 6% in 2013, so that the investment in Mobile advertising would reach 42,000 million dollars.

This study also informs that the advertising formats that will have the greatest growth are advertising on the Display network and that aimed at mobile devices. Therefore, between 2013 and 2018, a growth in display investment for mobile of 96% and video for 73% is expected. However, the formats that will cover most of the advertising investment until 2018 will be, in the first place, advertising of the search network and, secondly, advertising on social networks.

In addition, they report that ads in Apps work significantly better than advertising aimed at mobile versions of the website and get better clickthrough rates.

Main Strategies to be implemented in Mobile Marketing

Responsive Design

In many web pages, when accessed from mobile devices, the content is not displayed correctly (texts and images do not fit the screen) and navigation becomes a complicated task for the user.

It is essential to have a web page adapted for mobile devices not only for its correct visualization but also because, as we have commented previously, all those that are not will be penalized soon.

Adaptation of Contents

Users do not intend to find the same content when they browse from a computer than when they browse from a Smartphone or mobile device.

Users spend considerable time reading complex and detailed articles on a computer, however, when a user browses from a mobile device, he or she expects to find much shorter, concise and visual content, but at the same time, impressive.

Mobile Marketing campaigns

There are multiple platforms that allow advertising actions segmented only for mobile devices. Among them we can find Google AdWords , Facebook Ads , Twitter Ads , Youtube, Bing, etc.

If you know what is the profile of your potential client and the behavior that usually has on the network, digital advertising is a very useful option to consider.

QR codes

With the generation of QR codes you can offer your potential customers discount coupons for future purchases on the company's website.

Email Marketing Mobile

Email Marketing is another very interesting strategy to implement. Many users open their email daily from their mobile devices so it can become a very useful tool for the recruitment and loyalty of potential customers.

Local Mobile Marketing (Geolocation)

In the event that your business has a physical store open to the public it would be very interesting to use geolocation platforms that will facilitate a better local positioning. Some examples would be Google Places, Foursquare, QDQ Guide, Facebook Places or Yelp.

Apps

The creation of an App is a very interesting strategy to implement since the relationship that the user adopts with the brand of the company is usually of great impact.

We encourage all companies interested in the development of their online business to implement the necessary changes in their marketing strategy to be able to cover the Mobile market, which is in a process of great growth.