Mobile marketing

Mobile marketing is the art of marketing your products to appeal to mobile users online.

Mobile marketing

Mobile marketing is the promotional activity designed for delivery to cell phones, smartphones, and other handheld devices. The goal is typically to drive e-commerce sales, boost website traffic, and keep customers engaged with the brand even while on the move. It's generally part of a broader, multichannel campaign, including email, social media, SEO, and other marketing channels.

Formula

There isn't a specific formula for mobile marketing, as it involves various tactics like mobile-optimized emails, SMS marketing, in-app notifications, mobile advertising, etc. However, the success of a mobile marketing campaign can be calculated using the following formula: (Marketing Reach x Conversion Rate x Customer Lifetime Value) – Cost of Campaign = ROI on Mobile Marketing

Example

Let's consider Starbucks. They mastered the art of mobile marketing with their mobile app. Customers can pay in-store, accumulate rewards, or even order ahead, thereby making their experience seamless and hassle-free.

Why is Mobile marketing important?

With the increasing use of smartphones, there's been a shift in the way online shopping is conducted. Over half of all web traffic is now mobile, which underlines the importance of effective mobile marketing. It helps reach a broader audience, provides a personalized user experience, opens up a two-way communication channel, and drives customer engagement and conversion rates.

Which factors impact Mobile marketing?

  • Optimize for mobile: Ensure that every marketing element, from emails to websites, is mobile-friendly.
  • Use SMS and MMS marketing: These messages have a 98% open rate.
  • Personalize your message: Tailor your content based on the user's preferences and shopping history.
  • Invest in mobile ads: They have a higher reach and often have better conversion rates.

How can Mobile marketing be improved?

Customer behavior, mobile functionality, the rapid evolution of technology, local transparency, demographic, and ever-changing algorithms can impact your mobile marketing strategy.

What is Mobile marketing's relationship with other ecommerce metrics?

Mobile marketing directly correlates with metrics, like traffic, conversion rates, customer retention, and e-commerce sales. A reported 79% of smartphone users have made a purchase online using their mobile device in the last six months, further illustrating the intrinsic link between ecommerce and mobile marketing.