Go Mobile: Why Mobile Marketing is important for Business?

Mobile Marketing: Reaching a Massive Audience

So, how many of you don’t own a cell phone today? Well, we know it’s a weird question, eh. Most people in India own at least one cell phone starting from their college days. So, isn’t it a medium that is good enough to reach a humungous population if we want to communicate with them?

According to available statistics on the internet, over 91% of people surviving on earth have a mobile phone and almost 60% of them own a smartphone, with the numbers increasing each day. And believe it or not, the average age of the first mobile owner has now gone down to 13–15 years.

So, it is only wise to try and make use of a huge marketing opportunity through the mobile platform, where most people today are found glued to their mobile screens almost all the time. Also, almost 80% of mobile time is spent on different apps.

The best part of mobile marketing is that it can be customised for the user based on their location and preferences by looking at consumer behaviour. This allows proper segmentation and targeting.

For example, if a user of the game app Angry Birds reaches a certain level, say Level 10, and leaves the game after trying 4–5 times and is likely to switch to another game, consumer retention can be done by providing them with a “Mighty Eagle” free for two levels to keep up their interest.

Result: Both the marketer and consumer end up being happy.

Having said the above, mobile marketing requires constant monitoring and dedicated attention to the mobile platform to make it a successful marketing tool.

Important Aspects of Mobile Marketing

1. Have a Mobile-Optimised Website

When most users today are looking for information on their mobile devices, it is highly important to have a website that is optimised for the mobile experience. Otherwise, you risk losing your business to competitors, and there may be no coming back from it.

2. Benchmark Against Competition

Check how your competitors are performing on mobile platforms and optimise your strategy accordingly based on consumer usage.

3. Set a Mobile-Specific Strategy

It is important to create a strategy specifically for mobile and define clear KPIs for mobile platforms.

4. Integrate Mobile With Social Participation

The integration of mobile platforms with social participation is essential to maximise engagement.

5. Measure Response and Use Rich Creative Content

Measure the response from your mobile audience and use rich, creative content to keep people engaged. Build apps for your targeted audience once the mobile strategy is in place.

6. Keep Updating Constantly

Mobile marketing requires continuous updates and improvements to stay relevant and effective.