According to Statista, over 4.32 billion people worldwide are connected to the internet, and over 90 percent of those use a mobile device to go online. Connect the dots, and you understand why digital marketing is booming with easy access to smartphones and the internet, and mobile marketing tools have become the tool in great demand.
Why Marketers Should Care About Mobile Marketing
In the last decade, mobile phones (including smartphones) have become omnipresent. Not surprisingly then, the size of the global mobile marketing sector, estimated at $11,000 million in 2020, is anticipated to register a compounded annual growth rate (CAGR) of 18.3% between 2021 and 2030 to reach $57,850 million. Apart from the widespread use of mobile phone, there are other reasons why mobile marketing tools have become irresistible to digital marketers. These include:
Virtually Everyone is Doing It
There’s a reason why everyone is doing it, and it’s not about following the herd or simply doing what’s popular. Mobile marketing is about staying relevant and updated in a highly-competitive market. No matter what you’re selling or who you’re selling to, it is highly likely your audience comprises mobile-connected people, and that helps you profile and target your consumers better.
The original iPhone in 2007 did not have in-app messages, push notifications, or location tracking. Today, all smartphones have these features and more that can be used as part of digital marketing strategies. For example, mobile marketers can now send hyper-specific personalized messages, notifications, and updates based on data such as age, gender identity, location, and job profile, among others.
No Signs of Slowing Down
Technological innovation is showing no signs of drag. On the contrary, the exponential rise witnessed since the mid-20th century continues to be substantial, with the advent of Augmented Reality (AR) and Virtual Reality (VR) as the latest shiny features off the conveyor belt. In addition, rapid development in Artificial Intelligence (AI) and Machine Learning (ML) has opened several doors for mobile marketing tools to prosper.
Easy To Measure, Track, and Update
It is often difficult to pinpoint specific causes and rectify them with traditional marketing strategies. This is because there are many more intangible factors at play. However, when it comes to digital mobile marketing tools, every piece of data is recorded, from clicks to time spent on a particular ad or webpage, as well as from the clickthrough rate of a link to the shareability of a piece of content. These metrics make it simpler to weed out problems and update them for better results.
These have culminated in a rolling stone of development opportunities and led to the rise of effective mobile marketing tools.
4 Mobile Marketing Tools for Success
1. Weather Targeting
Weather affects consumer behavior, hence targeting consumers based on the weather can result in a significant rise in the ROI of your business. The tools to consider include WeatherAds, Weather Unlocked, and Weather Targeting.
2. Advertising Manager
Advertising management tools are critical to ensure the campaigns are running effectively to achieve marketing goals. These tools allow you to automate and streamline advertising campaigns and monitor and analyze metrics. Examples of advertising manager tools are AdRoll, Influ2, and 6Sense.
3. Geofencing Advertising
Geofencing is an advertising tool that creates a virtual boundary around the location to show mobile ads to the target audience within the area. It can enhance local sales, and personalized customer experience, and provide better metric insights. Examples of geofencing tools include Geofencing Advertising, LocationSmart, and Beaconstac.
4. Audience Targeting
Audience targeting is one of the most powerful mobile marketing tools to boost your traffic. It reaches target customers on various characteristics such as location, demographics, interests, behavior, needs, and personality traits. Marketers can use practical audience targeting tools such as Google Analytics, Typeform, and SEMrush.
SMS Marketing & Notification Tools
SMS marketing is one of the most effective marketing tools that result in high brand engagement and ROI. These tools can allow you to plan, create, and enable target mobile advertising via message service. Here are SMS marketing tools you can consider:
Onesignal allows you to send text messages across devices, increases sales and grows your audience.
EZ Texting has features such as unlimited contacts, two-way texting, and MMS picture messaging.
WhatsApp is among the most popular messaging apps in the world that can allow you to build personalized campaigns, engage customers, and automate communication.
Sender is an all-in-one email and text messaging service ideal for small and medium-sized businesses.
Multichannel Marketing Tools
Multichannel marketing tools help companies perform cross-channel marketing. These tools can manage campaigns across various channels through a single platform, providing a consistent brand experience to the customers. Examples of multichannel marketing tools are:
Iterable is a cross-channel marketing platform where you can create, measure, and optimize marketing campaigns. It has features such as email, mobile push, SMS, in-app notifications, and social.
Sendpulse is a platform for small and midsize businesses that can streamline the complete marketing and sales process. It includes tools such as automation, chatbots, CRM, and transactional emails.
App Store Optimization Tools
With millions of apps available on the Apple app store and Google Play, it is important to improve the visibility of your applications. App store optimization tools can dramatically improve app visibility, increasing the ranking, downloads, engagement, shares, and impressions of the application. You can use app store optimization tools such as:
AppFollow is a tool to integrate all your different platform app information into one platform. The platform monitors app performance, collects feedback, examines competition, visibility scores, user review engagement, and review management automation.
Mobile Action is an app marketing platform that provides market data and Software Development Kit (SDK) intelligence to boost your app’s growth. The platform offers features like app localization, keyword tracking, keyword research, analytical reports, and analyzing ad networks.
AppTweak is a great tool to monitor app performance across countries and markets. The platform offers keyword optimization, keyword research, smart KPIs, keyword impact analysis, and competition monitoring.
Mobile Marketing Examples
Burger King’s #WhopperDeTour
Credit: Burger King
In 2019, Burger King leveraged geofencing ads by sending a mobile alert deal to buy Whooper for one cent to any customer near their competitor McDonald’s. The end result? 1.5 million app downloads and 3.3 billion impressions.
Adidas Rent-a-Pred campaign
Credit: adidas UK
Adidas noticed a problem most football players face: Players dropping out of games at the last minute. Hence, in 2020, it used WhatsApp to send London’s best football players to football teams in need of a player. Of course, these were teams comprising enthusiasts who played for the love of the game. The teams only needed to answer a few basic questions on WhatsApp, such as the time and location of their local game, to receive a football player as a substitute for the match. The substitute player, a professional, w sent by Adidas would turn up to the game wearing the Predator 20 Mutator boots.
Boost Your Knowledge of Mobile Marketing with Emeritus
As smartphones continue to play a greater role in our day-to-day lives, mobile marketing tools are bound to proliferate. And with technologies such as neural networks and the metaverse around the corner, you can expect more advanced versions to emerge and amp up digital mobile marketing further. To become a key part of this playing field, explore the digital marketing courses on Emeritus and upskill yourself for what the future holds.
By Krati Joshi
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