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Learn The Basics Of Mobile Marketing

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According to a research by eMarketer, mobile marketing is set to hit two important milestones by the year 2016. One, the worldwide spend on mobile marketing is set to cross $100 billion for the first time; that’s almost a 430% increase from 2013 ($19.20 billion). Second, 2016 is going to be the first time when mobile marketing will constitute more than 50% of the total digital marketing expenditure, and exceed the spending on desktop digital marketing.These numbers are mind-boggling and cannot be ignored by any advertiser. In this article, we try to understand the basics of mobile marketing.

What is mobile marketing?

In simple terms, mobile marketing is any marketing where the marketing or promotional message is delivered to a mobile device. Mobile marketing could be an SMS text, an advertisement in a mobile application, or even an email that’s formatted to suit mobile devices.

Key Elements of Mobile Marketing

SMS

SMS or short messaging service is one of the most important elements of mobile marketing. It is believed that almost 90% of SMSs are opened and read within three minutes of receiving the SMS. According to Portio Research, in 2015, worldwide SMS traffic will reach 8.3 trillion messages annually. The high adoption and open rate of SMS makes them an effective medium for marketers to reach out to their prospects/customers. Common examples of mobile marketing done via SMS includes promotion of upcoming offers, discounts, new product launches, etc.SMS

Mobile websites

With so many users on mobile, it becomes crucial for businesses to have a website that’s compatible with mobile devices. In fact, Google has recently announced a mobile-friendly update where it has started to use a website’s mobile-friendliness as a signal for ranking. This means if a site is not mobile friendly, it can have a negative impact on the site’s SEO rankings, even on desktop. Developing a mobile-friendly website involves several factors such as ensuring the site adjusts to the screen size of mobile, using large text, having fast loading times, etc.Mobile-not mobile

Mobile applications

According to a recent study by Bank of America, there were 1.8 billion smart devices in the world in Q2 2015 (that’s a 38% increase over the last year). The growth of smartphones has led to a rapid uptake of mobile apps. Gaming is the most popular category among mobile apps, followed by social, lifestyle and music apps. With the increase in mobile applications, in-app mobile advertisements (or advertisements shown within mobile applications) have become an effective tool for marketers to reach out to their prospective audience.

Mobile apps are also used by brands such as banks and e-commerce companies. In the Indian context, we are witnessing an interesting trend of brands going only mobile. For example, recently Myntra shut down its website and went app only. Taxi aggregator Ola is also expected to go app only from August. When done right, mobile applications can have a big impact on user-friendliness, and thus provide immense potential from a marketing perspective.

Mobile Advertisements

Mobile advertisements are advertisements that appear within mobile applications. For example, if a user is on the app of Economic Times, mobile ads will appear either at the bottom or the center of their screen. Out of the total mobile advertisement spend in India, in-app mobile advertisements account for 40%, which is the highest across all the other categories of mobile marketing.

mobile applications

Mobile advertisements can be of different types, such as standard banner ads, interstitial or full-screen ads, hyper-local ads or ads that target users based on their location, video ads and native ads.

Push notifications

Push notifications, or app push messaging, are sent out through an app installed in the user’s mobile. While push notifications are in a nascent stage in India, they are a hugely popular medium of mobile marketing across the globe. In 2014 alone, more than 1 trillion push notifications were sent by mobile marketers and publishers.Push notifications

Push notifications can be used to send highly personalized messages depending on various factors such as:

  • Type of operating system (Android/iOS)
  • Manufacturer of mobile phone (Apple/Samsung, etc.)
  • Preferred language of the user
  • When was the last time the user opened the app
Final Thoughts:

These are some of the basics of mobile marketing, which is a very vast field. All-in-all, mobile marketing is here to stay and is expected to become one of the pillars of digital marketing in the coming years.

Image Credits: manbiz, blog.kiip.me, doubledutch

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