Over time, mobile phones have become an essential part of our lifestyle. With network coverage and speeds increasing steadily, mobile use will only continue to grow significantly in the coming years. Therefore, businesses need to integrate mobile marketing strategies into their marketing plan.
The COVID-19 pandemic has played an important role in the adoption of mobile marketing in the business’s digital transformation. The lockdown led to a significant decline in in-store purchases. This resulted in a significant increase in e-commerce sales margins by 32.4% in 2020. This growth was a result of a seamlessly implemented mobile marketing strategy by the big shots of the ecommerce sector.
Given that, as of 2021, there are up to 7.10 billion mobile phone users across the globe, it’s high time for businesses to implement effective mobile marketing strategies. The implementation of them has multiple benefits, regardless of the industry your business operates in. It allows you to reach out to new audiences in a cost-efficient and fast manner.
As per a number of industry experts, 2022 will see several businesses adopting or building on their mobile marketing strategies. However, there are multiple factors to take into account when devising a mobile marketing strategy.
In this article, we’ll discuss the benefits of mobile marketing. We’ll also shed some light on mobile marketing trends that can have an impact on its adoption and implementation of it.
What is Mobile Marketing?
Mobile marketing is an omnichannel digital marketing strategy. It helps marketers reach their target audience on their mobile phones and other handheld devices, including tablets. There are different types of mobile marketing campaigns that businesses can leverage, including:
- Transactional Campaigns
- Onboarding Campaigns
- Awareness Campaigns
- Promotional Campaigns
There are also different forms of mobile marketing, such as:
- Paid Search Marketing
- SMS marketing
- QR Codes
- In-Game Ads
Mobile Marketing is an effective way to create personalized promotions for goods and services for users who are constantly connected to a network. It is an indispensable tool for businesses, irrespective of their size and industry. The key players in this landscape are the service providers and businesses that enable mobile advertising.
The Benefits of Mobile Marketing
As mentioned earlier, the effective implementation of mobile marketing strategies can lead to several benefits. Mentioned below are a few of those said benefits:
This is one of the most significant advantages of mobile marketing. In comparison to traditional marketing methods like print, and TV advertising, mobile marketing is relatively cheap. Besides, the targeted nature of mobile marketing allows businesses to reach their target audience.
Mobile marketing offers various communication mediums. You can decide and choose the ones that fit your budget. It is also much easier to create campaign elements for mobile and add content that is more precise and effective.
Easy to Track
The user response to your mobile marketing campaigns is easy and fast to track. The results can be tracked by page visits, customer opt-ins, downloads, and more. The indicators you are using to track the results are mainly dependent on the mobile marketing strategy that you have adopted. Regular tracking of these results can help you get insights into a user’s behavior and modify your strategy accordingly.
To effectively track and take advantage of the insights gathered from mobile marketing strategies, businesses need to have a reliable internet connection in place. They can subscribe to Spectrum’s internet services. Its high-speed internet connection and smooth Spectrum billing process make it an ideal internet service provider for businesses.
Reaches a Broader Market
Mobile marketing helps marketers reach a highly targeted and broader market. It also allows them to have direct marketing communication with a variety of customer segments.
Mobile marketing helps businesses send location-specific messages to users with the help of geolocation technology powered by Bluetooth and GPS. The more relevant and audience-specific content you send out, the better returns you’ll get.
Given that mobile phones have become a necessity, almost everyone has a phone on or right beside them at all times. This means a mobile phone user will receive the message sent to them the very moment it is sent, and they’ll then act on it accordingly. This allows marketers to reach potential customers whenever and wherever and get instant results.
However, you still have to be mindful of the content that you are sending out and the time that you are sending it out. 24/7 access does not mean you can message your potential customers at inappropriate times.
Mobile Marketing Trends of 2022 Businesses Should Be Focusing On
In light of predictions that many businesses will adopt mobile marketing strategies in 2022, businesses should pay attention to the trends in mobile marketing. This allows them to create and implement different mobile marketing strategies, effectively. We will mention below some of the major trends that will shape the mobile marketing industry in 2022 and the focal points that marketers should take into account when devising a mobile marketing strategy for a business.
M-Commerce – The Future of Ecommerce
The buying behavior of consumers shifted significantly after the COVID-19 pandemic. As a result of the lockdown, people opted to shop online, mostly via mobile shopping, instead of physically visiting stores. The m-commerce industry grew exponentially in 2021, and this trend is predicted to continue. As per a study, the projected growth rate will be up to 68% – 75%. This staggering growth means marketers would need to invest more in mobile marketing. The key is to make the buying experience seamless for mobile users in order to increase a company’s ecommerce revenue.
The increase in voice search on search engines proves the relevance of voice search optimization in marketing strategies. As a result of COVID-19, when health and safety concerns were elevated, the interest in hands-free technology was inadvertently raised. As per a study, the consumer’s increased interest in voice technology was a result of them being cautious about germs and contamination. According to another study, 73% of people using voice assistants have queries related to health and illnesses.
Visual search is another search technology that will impact mobile marketing trends. As per a survey, more than 6 out of 10 Gen Z and Millennial consumers choose visual search over any other search technology. Furthermore, more than 35% of online buyers have said that they use visual search. And more than 50% of them reported that they find visual searches more informative than text searches.
Given that humans process visual information 60,000 times faster than text, and search engines have allowed users to perform a search query using a phone camera, it is high time for marketers to integrate visual components into marketing campaigns.
Rapid 5G Adoption
Given that smartphone users keep on upgrading their devices to benefit from the added features and 5G technology, marketers should jump on this opportunity and exploit it to the fullest.
5G helps businesses offer their users data-heavy experiences, which were not possible previously due to speed and bandwidth constraints. The increased bandwidth of 5G enables 4K video streaming and HD-VR experiences alongside high-speed data delivery. It is time for brands to cash in on this opportunity that 5G creates.
To ensure the effective implementation of a marketing strategy, marketers need to take into account several customer touchpoints. Omnichannel marketing entails chat, email, social media, content marketing, and even webinars and virtual events to create a coherent customer experience.
Open rates for text messages continue to be as high as 98% in comparison to email marketing. This figure goes to show that SMS marketing continues to be the most effective marketing strategy for establishing and retaining customer loyalty and engagement. However, the businesses that are not cashing in on the power of SMS marketing may end up missing out on a lucrative opportunity.
Location-based targeting has been making strides in the digital marketing landscape. Marketers are focusing on creating location-based ads for consumers on the go. By the end of 2023, businesses in the United States will spend up to $32 billion on targeted mobile advertising, according to research.
Location-targeted ads have been significantly effective in terms of catering to customers’ needs at the right time and place and cutting through the marketing noise. Bars, restaurants, grocery stores, entertainment centers, and pet stores can all benefit from location-based marketing tactics.
Another technology that is making the rounds in the digital marketing industry is the conversational AI chatbot. These are robots made to answer customer queries in a way that mimics human interaction via a combination of technologies like artificial intelligence and pre-programmed scripts.
Chatbots can conduct surveys, make and cancel reservations, answer questions, place orders, and more. Besides that, chatbots allow businesses to learn more about customers and create future marketing opportunities.
They also allow businesses to provide 24/7 customer service. This reduces the need for support staff and improves efficiency and customer satisfaction. Additionally, consistent usage of chatbots can help gather data and produce answers to frequently asked questions. This ever-growing database of information will reduce programming expenses significantly and will give customers the information that they require.
With the rapid advancement in technology, marketers, and customers take advantage of the vibrant mobile experience that serves their needs, from looking for information to shopping.
Mobile apps, shoppable links, and augmented reality have given a boost to online shopping experiences. Voice and visual search have made surfing through the web convenient. Meanwhile, short-form video platforms, mobile games with social features, and streaming provide a shared and relaxing experience to customers.
Mobile marketing trends will only continue to grow in 2022 and even more in 2023. Your business, regardless of its size and industry type, needs to be well-equipped with all the tools and software needed to implement a successful mobile marketing strategy.
AdMob, SlickText, and Buffer are some of the best online tools for mobile marketing, but in order to use them smoothly, businesses need to have a reliable internet connection. For that, they can reach out to Spectrum via their Spectrum chat service and subscribe to one of their internet deals.
It is important to stay on top of the mobile marketing trends and take advantage of them to stay ahead of the competition and make strides in this digital-forward corporate landscape.