Introduction to Mobile Marketing

The average American spends approximately 3.7 hours on their mobile phone each day, making it a valuable resource for data gathering and communication. In our increasingly digital society, how can you maximize the information collected from mobile phones to gain insights and interact with potential customers?

The answer is mobile marketing.

What is Mobile Marketing?

Mobile marketing is a multi-channel, digital marketing strategy aimed at reaching a target audience on their mobile devices (i.e. smartphones, tablets). A sound mobile marketing strategy can increase brand value and demand for your products or services by leveraging mobile devices to connect with consumers in real-time.

Mobile usage is growing steadily. According to eMarketer, the mobile-only audience in the United States will increase to 55.7 million (nearly 19%) by 2022. Based on this research, marketers are also shifting their attention to mobile to create omnichannel engagement.

To take advantage of the power of mobile marketing, marketers need to focus on creating a seamless user experience (UX).

What are the Components of Mobile Marketing?

Mobile marketing is more than text messaging and mobile apps. To have a comprehensive marketing experience, consider the following responsive design elements:

  • Mobile-friendly websites. Mobile-friendly content loads quickly, fits on the screen without side-to-side zooming or scrolling, and is free of mobile-specific errors. Maintaining a mobile-friendly site creates a consistent and engaging UX, which affects the consumer buying cycle.
  • Mobile-friendly marketing SMS and MMS. SMS (short message service) and MMS (multimedia message service) are methods to send content directly to customers. Do your research to gain knowledge of the best techniques to get your messaging to your customers quickly, including reminders, videos, and product alerts.
  • Mobile-friendly advertising and landing pages. According to Statista, 57% of email is opened on mobile, and 69% of mobile users delete email that isn’t optimized for mobile. Like your website, it’s essential that your emails use responsive design; a strategy that automatically formats webpage content for optimal viewing on any mobile device. If your email is mobile-friendly, remember to make sure your landing page is also optimized for mobile. If your landing page isn’t optimized, the visitor will likely become frustrated and leave your site.
  • Geofencing. A specific location-based marketing strategy, geofencing allows businesses to better target their marketing and content delivery based on the targeted area. The concept of geofencing is simple: target your marketing efforts around a specific location (i.e. zip code, city). Through geofencing, your business can better connect with people living in targeted areas.

What is my Return on Investment (ROI)?

With consumers using mobile devices more frequently to research future purchases, an integrated mobile marketing strategy can increase your return on investment (ROI). Consider the following research from Google:

  • Comparison searches using the term “best” have increased by 80% in since 2018.
  • Nearly 70% of B2B all queries are on smartphones, and that percentage is expected to increase in the future.
  • More than 60% of consumers stated that mobile marketing played a large role in a recent purchase.

At Smarty Pantz Marketing, we have helped our clients generate leads, exposure, video views, engagement, followers, and most importantly, ROI. Our experienced team of digital advertising specialists understands how to best use digital marketing tools to maximize results for your specific needs. We deliver tangible results, not just likes, shares, clicks, and followers. Contact us to see how Smarty Pantz Marketing can help you work smarter!


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