What is Mobile Marketing? The definition

 What is Mobile Marketing? The definition

In the broadest sense, all marketing measures that run on tablets or smartphones are considered mobile marketing. Tablets and smartphones are to be understood as mobile marketing devices. Mobile marketing is used to provide consumers with information about products, services and media content such as music, films and games. The sale of physical products via tablets and smartphones also falls under the term mobile marketing.

Depending on the field of application, which can range from the transmission of information to the mobile sale of products, mobile marketing attempts to influence the behavior of users on mobile marketing devices. For this purpose, online shops, promotions and services are tailored so that they can be ideally displayed on mobile devices. There are also other tools available in mobile marketing.

Basics of mobile marketing measures

The use of mobile devices creates new requirements for mobile marketing that must be taken into account when creating the marketing strategy and marketing measures:

a smaller screen

to intuitive touchscreen

the changed behavior of users

In addition to the requirements that a website has to display on mobile devices, apps and widgets also have to be optimized for mobile use. When optimizing, the operating systems with which the mobile devices are operated must also be taken into account. In the DACH region these are currently primarily Android and iOS. According to surveys, Google's Android operating system achieved a share of around 40 percent in the user base. The share of Apple's iPhone is 45 percent. Other operating systems are currently not relevant for us.

As part of mobile marketing, websites, apps and widgets must have short loading times, good usability and easy navigation. In addition, the mobile user experience, the user experience on mobile devices, should also be supported. Marketing requires a simple connection of the apps to the Google Play Store and the Apple App Store.

Advantages of mobile marketing measures

Nowadays the smartphone is present everywhere. While in 2014 only 41 percent of the population owned a smartphone, in 2021 the figure is an impressive 81 percent. Almost everyone is now online with devices such as a smartphone or tablet. According to this, every second person uses social media via their cell phone, checks emails easily on the S-Bahn on the way to work or conveniently shops using a smartphone app during their lunch break. Even paying at the supermarket checkout can now be done using a smartphone in many shops.

According to a forecast by Statista, the number of mobile internet users will rise to a total of 69 million in 2023. The sharp increase in the data volume used is also an indicator that smartphones are being used for almost all needs. Companies can therefore use mobile marketing to generate additional customer bases and reach existing ones in new ways.

In addition, mobile marketing makes it particularly easy for entrepreneurs to use the opportunities that arise from Web 2.0 for their own purposes. Interactivity in particular is proving to be a great opportunity for entrepreneurs. Mobile marketing makes it easy for you to get in touch with customers or prospective buyers. Mobile marketing means communication in both directions. Unlike traditional advertising, which only runs from advertisers to prospective buyers, with mobile marketing companies can interact directly with customers and prospective buyers.

In addition, marketing campaigns for mobile devices now include the option of a more targeted customer voice that is focused on the individual requirements of end users. Consumers are always in reach thanks to smartphones, and as a result, they are able to interact with marketing campaigns at any time and from any location. This marketing form also makes it possible to further personalize the content so that it is tailored specifically to the interests and circumstances of the end users. Businesses have enormous potential to use targeted mobile marketing activities, particularly to reach young audiences.

Tools for Mobile Marketing Professional Mobile Marketing Managers use specialized tools to ensure that the planned campaign runs smoothly. Among others:

Mobile websites – the faster the better

Anyone who surfs on their cell phone doesn't want to wait long. Long loading times should therefore be avoided as much as possible. Ideally, a separate website is created that can only be accessed via the mobile device. The mobile counterpart to the landing page should be adapted to the mobile device and provide the most important information without appearing too overloaded.

Since its “invention” by Ethan Marcotte in 2010, responsive design has still been the magic word for customized user interfaces and user-friendly usability on the web as well as on smartphones and tablets. As part of responsive design, a website adapts the content to the size of the display. Responsive design is a Google ranking factor and therefore also determines where the respective website appears in the Google search results list.

App marketing

Whether Apple's App Store or Google's Play Store: Apps - i.e. small applications or programs for smartphones or tablets - are a constantly growing market in the mobile sector of online marketing. The advantage lies in the design adapted to the system and the mostly easy handling. A well-programmed app that appears useful to customers, that offers recognizable added value and that motivates them to download, binds them to the company or brand. This can be simple information about the company or even entertainment, as long as the user's attention is aroused. In addition to the possibility of increasing your own awareness, advertising banners can also be integrated into app marketing.

Mobile commerce

In mobile commerce, business transactions are completed using mobile devices. Mobile shopping is carried out either via mobile websites that are optimized for mobile use or via apps.

QR codes
The small, sometimes cryptic-looking characters have played a key role in Japan for years. QR codes can be used to compress content into products or services in a shortened form. With a simple scan, customers can quickly get the information they want without having to laboriously type out a URL, for example. The use of QR codes for a variety of purposes continues to be on the rise worldwide. The integration of a scanning function into the camera apps of iOS and Android devices may have contributed to the acceptance of the technology.