Whether you’re an Android enthusiast or an iPhone lover, one thing is certain: we rely on our phones daily. We use them to check the weather before we get dressed, scroll through social media in the bathroom, and listen to books and podcasts during our commute. They entertain us (and our kids), inform us, and keep us connected to each other. Chances are you’ve left home without your phone at least once and felt completely lost and isolated.
While this obsession with our phones may not be the best thing for our psychology, it’s a huge boon to the marketing industry. Having a population that is constantly connected and able to see your advertisements 24/7 is a huge advantage for any business. While your target market may only watch TV for a few hours in the evening, chances are they have their phone with them throughout the day. Commercials and print ads can be easily ignored, but hearing that ping of a notification on our phones gives an immediate dopamine hit that makes us want to respond.
One of the most common forms of mobile marketing we see in the United States is mobile apps. 2020 saw a 40.1% increase in downloads for shopping apps over 2019 (Iqbal, 2021), the highest increase of all app types. These apps can be used in multiple ways by consumers including product research, placing orders, and receiving product and sales notifications. According to Localytics “47% of US shoppers prefer to use a brand’s app more than its website” (2021), which may be due to formatting issues or a lack of intuitive design for websites when viewed on mobile devices and tablets.
SMS or short message service is essentially text message campaigns used by brands to reach customers who have opted in. These messages can be used to promotes sales, offer coupons, send product announcements/updates, and even collect customer feedback (Hott, 2021). Most messages will include a call to action and a link to the product or promotion described. Moreover, with up to 98% open rate (Pemberton, 2016), SMS is a great way to reach consumers instantaneously, however that quick delivery needs to be remembered. The most popular times to send SMS messages are between 9am-12pm and 7pm-9pm (Scott, 2021). Also, you’ll need to ensure customers have opted in to receiving text notifications and that they know how to opt out at all times.
Living in Germany, QR codes are a huge deal. I’ve used them to do everything from reading a menu to entering an amusement park. These handy little squares are versatile and can be used to lead customers to your landing page, present a coupon code or even download your app. While they’re not extremely popular in the United States, Europe has embraced QR codes with profuse excitement; from memorial sites to sporting goods, grocery stores to festivals, QR codes are used to their fullest potential.
In 2019, nearly 62% of emails where opened on mobile devices (Adestra). With the majority of emails being opened on mobile devices, it’s imparative we ensure our emails are formated for mobile screens. Also, when writing email content we need to remember that smaller screens make for longer seeming emails. According to MailChimp, deep links (links that are embedded further into email text) recieve a much lower click rate than those in the beginning of an email (2019). With so many emails flooding our inboxes daily, we also need to ensure we’re respecting our customers’ choice to allow us into this space; ensuring our emails have substance and relevance will help guarentee a higher open rate and lower unsubscription rate.
Increased product sales and awareness
In 2020, 31% of retail eCommerce was conducted on mobile devices (Todorov, 2021). From looking up which Target location has the cute top you like in stock to seeing if the local bookstore has that novel your friend told you about, mobile marketing allows us to find the products we want and need, without having to drive all over town. Additionally, we can research and compare products, and even find new ones, that meet our needs. Once we find what we’re looking for, the press of a button allows us to pay and have the products either delivered to our door or ready for pick up as soon we put our pants on and drive to the store.
Leading to Point of Sales
The biggest things all mobile marketing styles have in common are that they are instantaneous and they all lead consumers toward a point of sales. Whether a link in a text meassage, a QR code or a mobile app notification, each has a specific destination where consumers are called to make a purchase. By transporting consumers straight to a specific product or product type, the likelihood of them making a purchase before becoming distracted is much higher. Furthermore, having a instant access to products makes for a better customer experience with a brand, which can also lead to higher sales and higher likelihood of recommending a brand to others.
Have questions about mobile marketing? Drop a comment below.
Hott, A. (2021, March 25). SMS Marketing: the Good, the Bad, and the Don’t You Dare. OptinMonster. https://optinmonster.com/sms-marketing/.
How to optimize your mobile app marketing: Upland Localytics. Localytics. (2021). https://uplandsoftware.com/localytics/resources/blog/why-marketers-need-to-invest-in-mobile-app-marketing/.
Iqbal, M. (2021, May 6). App Download and Usage Statistics (2020). Business of Apps. https://www.businessofapps.com/data/app-statistics/#2.1.
Pemberton, C. (2016, November 3). Tap Into The Marketing Power of SMS. Gartner. https://www.gartner.com/en/marketing/insights/articles/tap-into-the-marketing-power-of-sms.
Scott, A. (2021, June 23). What’s the Best Time to Send Marketing Text Messages? SMS Marketing. https://blog.textedly.com/the-best-time-to-send-marketing-sms-from-a-to-z.
Todorov, G. (2021, March 15). Mobile Marketing Statistics: 74 Statistics To Help You Create The Ultimate Mobile Marketing Strategy. Semrush Blog. https://www.semrush.com/blog/mobile-marketing-stats/.
Top 10 Email Clients in March 2019. Adestra. (2019, March). https://uplandsoftware.com/adestra/resources/blog/top-10-email-clients/.