Mobile Marketing: Why You Should Invest In It Today!
Compare us today to ten years ago in 2010, and you will notice how addicted we have all become to our smartphones. If you’re a millennial, you’ve come a long way from using dial-up internet access on a computer to streaming live video to your smartphones over the wireless internet.
According to Statista, 4.28 billion unique users accessed the internet via mobile in April 2019. Mobile devices accounted for 48% of web page views globally, with mobile-focused markets like Asia and Africa leading the pack.
The reason why this should matter to marketers is that more and more people are turning to using mobile devices for everything from purchases, games, to streaming movies and shows. This means that there are plenty of opportunities to take advantage of it.
What is mobile marketing?
Mobile marketing is a segment of digital marketing that is primarily aimed at grabbing the attention of smartphone users. Running ads and campaigns on apps like Facebook, Instagram, and YouTube indicates how popular mobile marketing has become.
The grip of smartphones on people opens up many possibilities for mobile marketers. If you saw the recent documentary on Netflix called “Social Dilemma,” you would know how unimaginable the detailed data of these big companies is. Fortunately for us greedy capitalists, this makes advertising really effective.
Mobile marketing vs traditional marketing
Traditional marketing has everything to do with television, radio and newspaper advertising. Although these methods are still used today, they have become obsolete over time. You must have heard the term “Television is the new radio”. This is becoming more and more true over time.
Traditional marketing is basically similar to mobile marketing, but they are different in terms of implications. Let’s discuss what makes them different from each other: –
Traditional marketing is relatively cheaper than it used to be in some ways, but overall it’s still a very expensive option. In the United States, advertisers must pay a minimum of $ 5 per 1,000 viewers for a 30 second advertisement. Based on data provided by Adage in 2019, a 30-second window to broadcast nationally on average is around $ 115,000.
Mobile marketing, on the other hand, is extremely specific. You decide how much you want to spend, which would be directly proportional to the reach you want to achieve. For example, an average PPC cost is $ 2 per click, which averages between $ 9,000 and $ 10,000. There is ways to reduce your marketing costs even more if you dig deeper.
Monitoring and measuring results
In the case of traditional advertising like on TV or in newspapers, there is no way of knowing how many people saw your advertisement, liked it, and only then went to buy your product or service. You cannot accurately measure return on investment (RoI) just by observing your sales.
However, in Mobile Advertising there are metrics available to help you measure how many people your ad has reached, how many clicked, and how many actually bought after the click. The best part of it all is the collected data, which you can use in the future to buy trends.
Degree of commitment between the two parties
When traditional marketing was mainstream and the product someone ordered was not up to the mark, there was a long and laborious system they had to go through just to be able to communicate that there was something wrong. not go with the product. Then the seller would analyze and get back to you, if appropriate.
In the case of mobile marketing, you can get excited about a product and order it instantly, but more importantly, you can leave comments on their ecommerce platform, place a return request, or even post on their platforms. forms of social media if they don’t. respond and there’s no way you won’t get resolved, especially when their reputation is on the line.
On the other hand, traditional advertising does not have a convenient system for people to leave positive reviews. In Mobile Advertising, you will find product reviews and discussion threads that will help you understand the effectiveness of this product.
Benefits of mobile marketing
52.2% of all website traffic worldwide was generated through mobile phones in 2018, which is also why many companies have started to create Mobile-First websites. Let’s take a look at some of the benefits of mobile marketing: –
People typically spend 3 hours and 15 minutes on their phones on average every day. Most of that time was not even spent calling but browsing various apps.
Don’t forget the recent Washington Post report on GenZ, (the generation born after the year 2000) where 5 girls, aged 10 to 13, were interviewed by a consulting firm that assesses the traits of particular generations.
It was found that they find it reasonable for people to own a smartphone as a teenager, and they also do not feel the need to limit the use of time. When users have easy access to it, mobile marketers won’t miss the opportunity to take advantage of it.
In the above scenario where I compared traditional marketing to mobile marketing, I explained how traditional marketing lacks the ability to target a niche market. Mobile marketing is a game-changer when it comes to defining a target market.
A great marketer develops an archetype of target audience where they develop a full demographics which consists of factors like age, geographic location, preferences, etc. Based on these parameters, an ideal target market is created.
For example, if you decide to market your product on Facebook, you will notice that you can target not only by gender and age group, but also based on your personal interests, behaviors, and relationships. Based on your set marketing budget, you can see how many people will see your promoted content.
Even though traditional marketing has become cheaper than before, due to lack of demand, it is still not profitable because you don’t have enough metrics on the basis of which you can target a high niche market. .
Mobile marketing is an entirely different space. Back in the day, when advertising on TV, radio or in newspapers, you were competing for a spot with the corporate giants, or you wouldn’t be able to target your niche (which was not not too specific anyway) unless you’re bagging high profits.
The forces of supply and demand work differently in the digital space. Since there are multiple channels (which means less competition) and you can customize how much reach you want to achieve, you can effectively market your product or service.
In traditional marketing, where you would see an ad on TV, and if something interested you, you had to go out and buy it, which you could delay at any time. In mobile marketing, there is a call to action in front of you and if you need something, buy it instantly.
This level of convenience is what allows your target market to act immediately. Plus, since people have so many options to choose from, it just becomes another fun activity for them to get addicted to. As long as you place your product correctly, you will get immediate results.
Explosion potential on the Internet
This means that your product or service has the potential to go viral on the internet. Word of mouth works much faster on the Internet than if it didn’t exist. People love to share what they have had an amazing experience with on social media.
This is what has happened with so many companies. One example is Chinese smartphone maker OnePlus. In fact, their first smartphone didn’t come out until 2013 and grossed $ 1 billion just 2 years after its inception.
But what confuses me is the fact that OnePlus relied on invitations it only sent out to a few people to buy their smartphones. When these people liked their product, they started to rate it and it became popular on the internet. This method has become a basis for other smartphone companies to market their products in the same way.
What is unique about mobile marketing?
All of our points above mainly compare traditional marketing with mobile marketing. Let’s talk about the difference between mobile marketing and web marketing.
Research also suggests that traditional eCommerce marketing is already obsolete and mobile sales are 3 times faster than eCommerce web sales. Not only that, but 82% of online shoppers rely on their smartphones to decide which products to buy.
Online shoppers spend 66% of their total time shopping on their mobile phones, compared to accessing the web from computers. If all that wasn’t enough, just know that mobile marketing will only increase over time (GenZ will make sure).
Overall, mobile marketing is proving to be a good candidate that you need to pay attention to. If you have a business that you are just starting out in and you don’t have a sufficient budget, you can always rely on mobile marketing techniques that will help you grow your business.