Mobile marketing is marketing on or with a mobile device, such as a smartphone. Mobile marketing can provide the customers with time and location sensitive, personalized information that promotes goods, services, and ideas.
Mobile marketing is similar to advertising delivered over other electronic channels such as text, graphic and voice messages.
SMS messaging (text messaging) is currently the most common delivery channel for mobile marketing.
Search engine marketing is the second-most common channel, followed by display-based campaigns.
New Mobile Marketing Channels
Location-based Service (LBS) involves detecting the area the user is connecting from (geolocation) and sending marketing messages for businesses in that area.
Augmented reality mobile campaigns overlays the user’s phone display with location-specific information about businesses and products.
2D barcodes are barcodes that scan vertically as well as horizontally to include much more information. A mobile user can scan barcodes in the environment to access associated information.
GPS messaging involves location-specific messages that the user picks up when he comes into range.
Ways to Drive Conversions
Beyond having a mobile-optimized site or app, certain strategies are more likely to improve the user experience, while boosting sales. In this section, we will discuss the four ways to drive engagement and conversions.
OPTIMIZE FOR MICRO-MOMENTS
Increasingly, users turn to their mobile devices for quick, in-the-moment advice, help, or information. Instead of sitting down to research a topic or issue in depth, they’re more likely to take immediate action, and to expect instantaneous answers.
USE QR CODES TO STREAMLINE USER EXPERIENCE
One way to provide relevant information as quickly and seamlessly as possible to mobile users is through the use of QR codes. Whatever you’re using QR codes for, they should ideally act as shortcuts for getting valuable information into the hands of your customers and prospects.
USE HYPERLOCAL MARKETING
More than ever before, consumers are turning to their smartphones for location-specific information. And not just citywide information – but hyperlocal based on very small, specific geographical locations (like neighborhoods or even specific streets).
USE SMS MARKETING
Use SMS marketing to connect with users on-the-go. A few ways to do this include offering incentives, publicizing sales and events, sending appointment reminders, and sharing customer surveys.