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Mobile Marketing Is Here to Stay

Marketers need to be where their customers are. In today’s world, your customers are on their mobile devices. From smartphones to tablets to phablets (half phone/half tablet)—we are all doing more and more on our mobile devices. Which means that a mobile marketing strategy is an absolute must to survive.

From Accommodate to Integrate

When mobile devices first came on the scene, marketers could get by with just having a mobile-optimized version of their website.

That was then. Nowadays, mobile marketing campaigns require more than just having your website visible on a small screen. To create a mobile marketing strategy that will engage prospects and deliver results, marketers need to take advantage of a whole range of digital mobile marketing techniques.

At the top of the list is integration. Marketers need to take a strategic approach to integrate their campaigns across all aspects of the marketing communications mix—advertising, social media, website design, direct mail, promotions, etc. Are the marketing messages you’re delivering fully integrated across all channels, including mobile? As your target audience starts to engage with your brand and move through the sales funnel, are they receiving consistent marketing messages?

What Exactly Is Mobile Marketing?

This form of marketing effectively targets the mobile digital environment of customers and prospects. Mobile marketing strategies take advantage of the amount of time that people are spending on their phones. Mobile marketing uses ads that are specifically designed to appear on mobile phones and devices.

Knowing that your audience could very well view all or most of your marketing materials on their phones or mobile devices, marketers should design their content accordingly. Depending on your strategy and the resources you have available, it may be worthwhile to optimize all of your web-based marketing collateral (emails, landing pages, newsletters, etc.) for mobile, or have one version of your content for the web and another for mobile.

Needless to say, mobile marketing is aimed at people on the go. It is vital that it provides customers and prospects with personalized, time- and location-sensitive information. That way, they receive the right information at the right time, when they need it.

What Mobile Marketing Strategies Should You Use?

An effective mobile marketing campaign can leverage many different methods including social media, mobile-friendly emails, text message marketing, location-based marketing, apps, and ecommerce. Which ones you choose to employ will vary depending on your campaign goals, target audience, and budget. Here are a few of the most popular ways to use mobile marketing to engage with your audience.

App-Based Marketing

Mobile users spend a huge chunk of their time on their phones and mobile devices using various apps. To reach them successfully and get them to engage with your message, marketers need to adjust their digital marketing strategy to create an app-based campaign. Your company might even have its own app. Even if you don’t have your own app, platforms like Google and Facebook provide services that help you place ads within third-party apps.

Location-Based Marketing

Location-based marketing uses proximity devices to deliver app-based advertisements to a target market based on their specific location. For example: a restaurant could send a mobile ad when a user is within a few miles of their location.

Text Message Marketing

Text message marketing reaches your prospects and customers with a text about an offer, announcement, or other news. There are two types of text messages: short message service (SMS) which sends short messages to mobile devices and multimedia message service (MMS) which sends different types of media such as videos, images, and gifs. You can reach your prospects and customers with a text about an offer, announcement, or other news. The benefits of text messaging marketing include:

  • Texts are easy to personalize
  • Texts are easy to track to find out whether the text is opened or ignored
  • Texts can be delivered immediately to hundreds of prospects
  • Texts can generate quick, direct replies or feedback
  • Texts are cost effective and easy to set up and manage

As with email marketing, you get the phone numbers of prospects and customers through other interactions your business has with them (signing up for a newsletter or webinar, a previous purchase, and so forth).

Text message marketing works best when you target the right audience—people who have indicated that they want to hear from you. As with email marketing, your list can be built by gathering contact information from prospects and customers who have had other interactions your business such as signing up for a newsletter or webinar, or a previous purchase).

To be get the best results, text ads must be concise and to the point. You have a very short timeframe to capture the reader’s attention and get them to engage with your brand. The ad that you send should offer something of value such as a coupon or a notification of a special event or sale. Make your offer in as few words as possible, as the reader’s attention—especially when it comes to mobile—is a precious commodity.

In-Game Mobile Marketing

Mobile gaming is a billion-dollar industry that attracts a huge, global audience of potential customers. In-game mobile marketing refers to the ads that appear within mobile games. In-game ads can be full-page ads, banner pop-ups, or videos. Over the years, the quality of mobile games has improved dramatically, making them more immersive than ever.

Mobile Search Ads

Google lets you create online ads to reach people exactly when they are looking for the products and services you offer. Mobile search ads are Google search ads designed to be viewed on mobile devices. A mobile image ad is an image designed for mobile.

QR Codes

A quick response (QR) code is a square barcode that can hold a large amount of data . QR codes work like this:

    • Step 1: Users scan the code using their mobile device
    • Step 2: Users can then view the landing page that is displayed on their mobile device

Mobile Marketing Best Practices

Mobile marketing can offer a whole new world of possibilities to connect with untapped audiences and build your brand. To generate the best results from your mobile marketing strategy, keep the following best practices in mind.

Simplicity, Clarity, and Conciseness

You have a small amount of space to work with. When it comes to words, less is more. Use them sparingly and make your point quickly. Visualizations—infographics or charts—often communicate your message better than text, and are far likely to be read than an ebook or a report. Generally speaking, strive to make your ads as simple as possible. A cluttered mobile ad only creates confusion.

Think About Your Audience

Are your prospects gamers? When they are on the go, do they constantly check their emails? Are they using dating apps? What type of social media might they be into? Put some thought into who your audience is and how you want to reach them through mobile channels.

Location Data Is Vital

Location-based marketing does not need to be a separate strategy from everything else. You can optimize a good chunk (if not all) of your marketing based on a user’s location to add more relevance and a personalized touch. Could your prospects be looking for where to grab some lunch? Find an ATM? Maybe they need to rent a car. Your mobile marketing can help them solve those problems.


Marketing messages should be simple and easy to understand. Are your emails easy to read on mobile? Are your landing pages easy to navigate? Take the mobile customer experience into account and put yourself in your customer’s shoes. Your advertising should deliver a rewarding and consistent experience to your prospects—from text to landing page.

Optimize marketing for mobile with these steps:

  • Mobile content should load quickly and fit onto a mobile screen.
  • Don’t make users scroll or zoom in to read it.
  • Make sure that the images are resizable for different devices.
  • Use a simple layout with image buttons that stand out.
  • Use a clear, direct CTA that is easy to find.
  • Only insert links into the email that work and do not return mobile-specific errors.
  • If you use videos, they should be playable on mobile devices.
  • For emails and landing pages, make sure to put your main offer and most important content above the fold.
  • Make sure your content looks good both vertically and horizontally.
  • Check to see how everything looks on a mobile device before sending or publishing.

Mobile marketing is both the present and the future. It’s where your customers are. To survive in this environment, your business needs a mobile marketing strategy. And if you can master mobile marketing, you will be able to capture more prospects and improve the bottom line for your brand.

Oracle Marketing Cloud

Mobile Marketing Resources

Explore the research, stories, tools and more to help you understand the power of moving to and using Oracle Marketing Cloud products in organizations of any size.