Here’s why mobile marketing matters to your marketing strategy

The growth in mobile use means mobile marketing needs to be a part of your marketing mix.

 

According to a Comscore report based on Morgan Stanley research, global mobile users will surpass desktop users this year. The exponential growth in mobile usage makes the medium increasingly important for acquisition and retention marketing strategies.

If your marketing office isn’t investing in mobile marketing now, it needs to.

Mobile uses will surpass desktop users in 2014. This is why mobile marketing matters.
Mobile uses will surpass desktop users in 2014. This is why mobile marketing matters.

Mobile marketing offers marketing offices the chance to engage with consumers in a way that desktop and other digital marketing platforms cannot. Today, a smartphone is something that most people carry with them everywhere, making it a highly personal and pervasive platform to market on.

What is Mobile Marketing?

Some examples of mobile marketing are provided below:

  • App-based marketing: Utilising services like Google Admob to serve your ad within an app.
  • In-game mobile marketing: Ads that appear within a mobile games. Can be banner pop-ups, full page images ads or video ads.
  • QR Codes: QR codes are generated codes that users scan through a QR reader and can be directed to a landing page or website.
  • Location-based marketing: mobile ads that appear based on a user’s location.
  • Mobile search ads: basic google search ads built for mobile, featuring extensions like click-to-call or maps.
  • Mobile image ads: image based ads that appear on mobile devices
  • SMS: capturing a user’s phone number and sending text offers.

The Mobile Marketing Association provide many great reports on the value of integrating mobile marketing int other campaign mix. They’ve even published a report that suggests the current optimal mix allocation for mobile marketing is 7% as part of a larger campaign.

How is it measured?

As a means of measuring these mobile marketing efforts, there are mobile analytics softwares such as Google Mobile analytics, mobile tag management and mobile testing platforms available.

SuperTag is a smart tag management platform that allows marketers to manage their 3rd party vendor analytics and tag softwares from a single environment. We are currently beta testing the SuperTag iOS integration and will be releasing shortly.

Through our own DataCollector and Splunk integration, users are able to track mobile apps and errors within mobile apps.

The access to these mobile analytics platforms means that marketers and developers can have a greater understanding of who is accessing their app, how it is being used, how the app is performing and how add-on services can be delivered to the user.