Mobile marketing strategy: tips and trends for your business success

Have you ever fumbled into your pockets or shuffled through everything in your handbag trying to find your mobile phone? If so, you’re not alone. With 6.925 billion smartphone owners worldwide, the anxiety induced by a mislaid mobile is a shared emotion. Our reliance on these devices is exponential. We use them for everything from staying in touch with friends and family to ordering dinner and booking transport. 

On average, we spend around 3 hours and 15 minutes each day looking at our phones. Businesses, are you paying attention? For a considerable portion of their day, your potential customers are concentrating their attention on a small, portable device that’s continuously at their side. This provides you with many unique opportunities to capture their attention precisely when they are on the lookout for the type of solution you offer.

If you’re not engaging your target audience by implementing a mobile marketing strategy, how many opportunities are you needlessly giving up? In this article, we show you how mobile marketing can unlock some serious advantages for your business and guide you towards the tips and trends that are hot right now. 

Photo by Gilles Lambert on Unsplash

What is Mobile Marketing?

Mobile marketing is a digital marketing strategy that targets potential customers on their mobile devices, such as smartphones and tablets. It includes SMS messaging, mobile ads, mobile-friendly websites, mobile apps, and social media. The goal is to engage users with relevant and personalised content that is optimised for their mobile devices. Below, we delve deeper into the mediums you can use to engage leads and customers through their mobile devices. 

SMS Messaging

One of the most popular forms of mobile marketing is SMS messaging. It allows businesses to reach potential customers directly on their mobile devices through text messages. The open rate of SMS messages varies between 90-99%, making it an effective way to reach potential customers in real-time. Businesses can use SMS messaging to send promotional offers, appointment reminders, and other time-sensitive information that can help drive engagement and conversions.

Mobile-Friendly Websites and Apps

Another crucial aspect of mobile marketing is mobile-friendly websites and apps. As more people use their mobile devices for browsing and shopping, businesses must ensure that their websites and applications are optimised for mobile devices. This includes responsive design techniques, mobile-friendly navigation, and streamlined checkout processes designed to provide a seamless user experience on smaller screens.

Mobile Ads

Mobile marketing also includes mobile ads, which can be targeted to users based on their location, interests, and other demographic information. These ads can appear on mobile apps, mobile websites, and social media platforms, providing businesses with a range of options for reaching potential customers on their mobile devices.

In summary, mobile marketing increases engagement, conversions and customer loyalty in today's mobile world by building a strong mobile presence and delivering relevant and personalised content.

Top Trends in Mobile Marketing Today

With mobile marketing constantly evolving, it’s important to stay ahead of the game. Below, we’ve listed the key trends that should fit well into the customer experience (CX) you may be looking to provide: 

1. Personalisation: Personalised content and recommendations can help businesses increase engagement and loyalty among customers. According to a survey by SmarterHQ, 72% of consumers say they only engage with personalised messaging.
2. Video Marketing: With mobile video consumption on the rise, businesses can leverage this trend to increase engagement and conversions. According to a survey by Viralyft, 89% of consumers say they've been convinced to buy a product or service by watching a brand's video.
   
3. AI-Powered Chatbots: AI-powered chatbots can provide instant customer support and improve user experience, increasing customer satisfaction. According to a survey by Juniper Research, chatbots will save businesses $8 billion annually by 2022.
4. Location-Based Marketing: By targeting users based on their location, businesses can increase relevance and improve conversion rates. According to a survey by Google, "near me" searches have grown 500% over the past two years.
5. Voice Search Optimisation: As voice assistants become more popular, businesses can optimise their content for voice search queries to improve visibility and engagement. According to research, 88.1% of voice assistant users rely on their smartphones for this feature. 

Leveraging these mobile marketing trends is a powerful step towards building more engaging relationships with your customers. 

How Can HubSpot Help with Your Mobile Marketing?

If you don’t know by now, HubSpot is way more than just a customer relationship management (CRM) platform. It’s an all-in-one inbound marketing solution that was created to help you streamline all your marketing efforts — including the elements that form part of your mobile marketing strategy. Here’s where HubSpot’s features can be incredibly useful:

1. Mobile Optimisation Tools: HubSpot's website and landing page tools allow businesses to create mobile-optimised content that provides a seamless user experience on any device. HubSpot also offers responsive email templates that are tailored for mobile devices.
2. SMS Messaging Integration: HubSpot integrates with SMS messaging platforms like Twilio, allowing businesses to send personalised text messages to potential customers and track engagement and conversions.
3. Social Media Management: HubSpot's social media tools allow businesses to schedule and publish social media posts across multiple platforms, track engagement, and analyse results.
4. Personalisation and Segmentation: HubSpot's marketing automation tools allow businesses to tailor content and recommendations to individual users based on their interests, behaviour, and other data points.
5. Analytics and Reporting: HubSpot's analytics tools allow businesses to track engagement, conversions, and other metrics across all their marketing channels, including mobile. This provides valuable insights that can be used to refine and optimise your mobile marketing strategy.
   
   

By leveraging HubSpot's mobile marketing tools and capabilities, businesses can increase engagement and drive more conversions and sales from mobile users.

Pros and Cons of Mobile Marketing

For many businesses, some or all elements of mobile marketing can play a crucial role in helping you boost engagement with customers and serve their needs more effectively. Before you start drawing up your strategy, however, it’s worthwhile to explore the pros and cons in order to ensure that mobile marketing is 100% the right thing for you and that you’ll only apply the methods and tools that are most effective for your particular type of business and its offering. 

Pros of Mobile Marketing

1. Increased Engagement: Mobile devices offer a more personal and intimate channel for businesses to reach potential customers, resulting in increased engagement and conversion rates. According to a survey by Google, 67% of users are more likely to buy from a mobile-friendly website.
2. Real-Time Marketing: SMS messaging and push notifications allow businesses to reach potential customers in real-time, delivering time-sensitive offers and information that can drive immediate engagement and conversions.
3. Cost-Effective: Mobile marketing is generally more cost effective than traditional marketing channels, such as TV and print ads. SMS messaging and mobile ads, in particular, can provide a high ROI with relatively low investment.
4. Data-Driven Insights: Mobile marketing allows businesses to gather data and insights about their audience's behaviour and preferences, which can inform future marketing strategies and improve ROI.

Cons of Mobile Marketing

1. Privacy Concerns: As with any form of marketing, there are concerns around privacy and data collection. Businesses need to ensure transparency about how they collect and use customer data and comply with relevant regulations.
2. Technical Challenges: Optimising content for different mobile devices and platforms can be challenging, requiring technical expertise and resources.
3. Limited Screen Space: Mobile devices offer limited screen space compared to desktops, which can make it challenging to deliver complex or detailed content. This is where it’s crucial to seek the expertise of an experienced partner who knows how to accent key aspects of your offering in the most impactful way, optimised for mobile screens.
4. Distractions: Mobile devices can be distracting, with notifications and other apps vying for users' attention. This can make it challenging for businesses to capture and maintain user engagement.

Overall, the pros of mobile marketing outweigh the cons. By providing a more personal and intimate channel for businesses to engage with potential customers, mobile marketing can increase engagement and conversion rates while providing valuable data and insights to inform future marketing strategies. While there are technical challenges and privacy concerns to consider, businesses can overcome these obstacles with the right tools and expertise.

Conclusion

In the past, mobile marketing may have taken a back seat on your list of priorities. But the world is a different place now. 5G allows us to browse the internet much faster; we are far more open and accustomed to making purchases through our smartphones — they’re now a key link in a holistic customer experience that’s more of an expectation than a nice-to-have. 

At BEE Digital, we can help you identify your digital potential and provide you with a clear roadmap to achieve an exceptional digital customer experience (CX) that incorporates mobile marketing, using the right tools and strategies for your market. Our website audit and digital roadmap service can help you optimise your website and landing pages for mobile, leverage SMS messaging and social media, and track engagement and conversions across all your marketing channels. So, don't miss out on the benefits of mobile marketing - let BEE Digital help you unlock the full potential of your mobile marketing strategy today.