There are currently 6.64 billion unique mobile phone users in the world (Newzoo, 2022).
Moreover, the number of people who own a phone and use it to access the internet is constantly growing. So, what does that tell us?
If you’re not taking advantage of mobile marketing, you’re missing out big time.
No matter what kind of business you have, there are many benefits of mobile marketing. It opens the door to new audiences, allows you to reach customers in an instant, and it’s cost-effective, to name a few.
Are you wondering how mobile marketing can advance your business? Here are the 13 most important benefits of mobile marketing in 2022.
1. Accessible and Immediate
According to Datareportal, people spend about 4 hours and 10 minutes a day using mobile devices.
That’s a lot.
They’re accessing their favorite social media apps, checking their email, playing games, and browsing the web. Not to mention they don’t go anywhere without their phones.
So if you want to stay relevant, you need to go where the consumers are – their phones.
Accessibility plays a significant role in the success of mobile marketing. It allows you to reach your audience anywhere and anytime. Plus, mobile marketing is the fastest way to communicate with consumers and get your message out immediately.
What’s also important to note is that as of August 2022, 62% of web traffic came from mobile devices, not desktops. And we can expect that the number will keep on rising.
The problem with desktops is that the user won’t receive your message for hours.
People don’t sit at their desks all the time, they are mobile. So if you want to reach your audience instantly, mobile marketing is far superior.
2. Allows You to Reach Global Audience – And Segment It
In 2022, billions of people all around the world own a mobile phone. So if your goal is to reach a global audience, mobile marketing is the way to go.
Not only can you reach them all, but you can choose exactly who you want to reach. I am sure you have some demographic preferences for your audience, whether it’s age, gender, or location.
Moreover, ad platforms are getting more sophisticated by the day. Some other popular targeting features include interests, hobbies, past purchase behavior, retargeting, etc.
If you don’t know your target audience, you can start broad until you figure it out. Once you determine it, focus on that audience. However, never stop testing and optimizing your mobile marketing campaigns.
3. Multiple Marketing Channels Available
Here’s what’s great about mobile marketing. There are many different channels and strategies you can utilize to reach consumers.
The most obvious one is mobile websites. As I mentioned before, the majority of website traffic comes from smartphones. It is a quick way to check out any website on the go and discover a new brand. The number of purchases made on mobile devices has also been growing. And many predict it will soon surpass desktop purchases.
That’s why having a mobile-friendly website is crucial.
According to App Annie, 92% of Android mobile time is spent in some kind of app. This is another vast marketing opportunity. One option is to display ads within mobile apps. However, you can also create your own app. It can make shopping more convenient, engage customers, and boost brand awareness.
SMS marketing is still a widely used form of mobile marketing.
75% of people are fine with receiving text messages after opting in. Text messages have a higher response rate than email or Facebook, and 90% of them are read within a few minutes.
That alone should make you think about creating an SMS strategy for your business.
QR codes are also quite popular when it comes to mobile marketing.
Users can scan QR codes that take them to a specific web page with more information.
In-App Mobile Marketing
Ads that show up within mobile apps and games are also very effective and can reach a large number of people. So that’s another opportunity to reach huge audiences.
Other mobile marketing techniques include email marketing, social media marketing, push notifications, voice, location-based marketing, etc.
4. Location-Specific Mobile Marketing
Here’s one of the biggest benefits of mobile marketing. You can target customers based on location. And that’s a massive benefit for any business.
As we mentioned before – people are carrying their smartphones wherever they go. You can take advantage of the geo-targeting abilities of mobile devices.
That means sending out location-specific advertisements that are more relevant to the user. You can also use geo-fencing. Geo-fencing triggers notifications, alerts, coupons, or other offers when a device enters a specific location. That’s also known as hyperlocal targeting.
You basically set a virtual fence around the location of your business. Or even around your competitors’ location (geo-conquesting).
A great example of successful location-based marketing is Whole Foods’ mobile campaign. It implemented both geo-fencing and geo-conquesting.
The result was more traffic to their physical stores as well as Facebook Page.
When compared to traditional marketing techniques, mobile marketing is significantly cheaper.
According to LOCALiQ, ad clicks coming from mobile are 24% cheaper than those coming from the desktop.
Optimizing your website for mobile use or sending text messages is less expensive than many traditional marketing techniques.
That’s a huge benefit, especially for smaller businesses that don’t have a huge marketing budget. So if you want to reach a lot more people for a fraction of the price of traditional advertising, mobile marketing is the way to go.
Creating campaign elements is also much easier for mobile. The amount of information you can include in a piece of content is much smaller due to the limited screen size of mobile devices. That makes the content simple, to the point, and thus more effective.
6. Viral Potential
A great thing about mobile content is that it can be easily shared.
That also means it has huge viral potential.
When a user comes across a great piece of content, they will likely share it with their friends or family. Not only does that get you a lot of free exposure, but it can also lead to your marketing campaign going viral.
7. More Personal
Mobile devices have become an extension of users, who constantly check their phones and keep them close at all times. That’s why the information users receive on their mobile devices feels much more personal than on desktops.
This is something businesses can use to their advantage. Creating more personal and intimate marketing campaigns can lead to incredible results.
However, to achieve that, you need to make sure you personalize your marketing messages as much as possible.
8. Easy to Track Results
What’s great about mobile marketing is that it’s easy to track the results of your campaigns. You can analyze responses to your mobile marketing messages and understand the click-through rate. Then, you can simply tweak your campaign to get a higher ROI.
This helps businesses be more accurate, relevant, and adaptive.
9. It Helps with Search Engine Rankings
Everyone knows search engine optimization is a complex process. However, one of the things we know for sure is that being present on various social media platforms can help you rank better. If you have active Twitter and Facebook accounts linked to your brand’s website, both will appear in search results.
Furthermore, having a responsive website that works great on smartphones is another important ranking factor.
Therefore, mobile marketing mentions can help you boost your SEO rankings. Everything from pay-per-click campaigns to content marketing should have a positive SEO impact.
10. Various Ad Formats to Choose From
When you decide to invest in mobile marketing, there are several ad formats you can use. Generally, choosing the right ad format for your business will help you reach the right audience and get more impressions for the lowest price possible. There are four most frequent mobile ad formats:
- Banner ads
- Interstitial ads
- Native ads
- Video ads
The main benefit of banner ads is how simple and cost-effective they can be. Their success will depend on choosing the right visual, colors, CTA, and ad text.
Native ads are very similar to banner ads, but they are designed to blend better into the mobile environment.
Interstitial ads are displayed across the entire screen. They have to be carefully selected because they interfere with the user’s mobile experience.
For example, if your product is a mobile game, video ads are the best ad format choice. They traditionally have a better CTR thanks to highly engaging visual content. On the other hand, they require some extra budget for video production.
11. Mobile Experiences Can Drive Purchasing Decisions
When people are using their mobile devices, they crave immediacy and convenience.
They want to be able to learn about a business, contact it, check out discounts, make payments, etc.
And they want all of this done smoothly and instantly.
In order words, you have to create a positive mobile user experience for them. People are over 60% less likely to buy something from a brand if they had a negative experience on mobile (LOCALiQ).
Positive mobile experiences can drive offline purchases, too.
According to LOCALiQ, 70% of smartphone users used their phones to get information about the product first and then bought it in a store.
12. Mobile Payments
A huge benefit of mobile marketing is the fact people can make purchases on their phones. Because mobile payments are so quick and convenient, it’s easier to convince people to buy something – they can do it in just a few taps. Just compare that to seeing an ad in the newspaper or a billboard and then having to go to a physical store and remember to buy it.
Furthermore, there are many different ways of buying a product, which leaves you with many options to choose from. For example, you can set up a shop on a mobile website, send people to you mobile app to complete a purchase, or allow customers to buy directly from social media platforms. When it comes to the latter, Instagram makes it really easy to set up a shop and instead of sending them to your website, users can buy a product directly on Instagram. Features like this can massively improve the results of your mobile marketing campaigns.
13. Everything Can Be Tested
Let’s end the list of mobile marketing benefits with a major one – the possibility of A/B testing.
It’s human nature to think that our ideas are exceptional, but oftentimes they turn out to be not so great. The same happens in mobile marketing campaigns.
When creating mobile marketing campaigns, you will inevitably have some “favorites”. For example, favorite ad creatives, targeting options, copies, CTAs, etc.
The problem is, it often turns out users have entirely different “favorites”.
Luckily, in mobile marketing, you have the ability to test all these different elements. This is the only way you can find out if something works or not. On top of that, you need to constantly measure, analyze, test, and optimize your mobile marketing campaigns.
The Future of Mobile Marketing
We have already mentioned popular mobile marketing techniques like text messages, location-based marketing, app marketing, in-game marketing, etc.
But there are also some new and exciting techniques you might want to consider if you’re going to lead the game.
One of them is augmented reality. You probably remember all the buzz around Pokémon Go, an AR game.
But how about using AR as a part of your mobile marketing campaign?
For example, Domino’s introduced AR pizza ordering. Their app allows you to create your favorite pizza and visualize it in your own dining room. That’s a very creative use of augmented reality in mobile marketing.
Another thing to consider is voice search which is expected to grow in the following years. That’s also something to pay attention to when creating a mobile marketing strategy.
Our Thoughts on Benefits of Mobile Marketing
Considering the number of smartphone users is growing daily, it’s safe to say that mobile marketing is here to stay. It allows you to reach consumers directly wherever they are and get better results than traditional campaigns.
If you take into account all the fantastic benefits of mobile marketing, it would be foolish of you not to put more effort into it.