Mobile Marketing: What it is and advantages for companies –

What is Mobile Marketing?

We all carry a cell phone in our hand or use a tablet often. Therefore, these media offer great advertising potential for advertisers to reach their consumers. The brands’ target has been mobilized and we must go look for it where it is.

He Mobile Marketing either Mobile Marketing is a set of online marketing actions and techniques aimed at mobile devices.. This new variant of marketing It is given by the success of mobile telephony, the ease of Internet access it offers and the great capacity to attract customers and retain them.

The strategies of online marketing they have had to redefine and think about format mobileto continue connecting with mobile consumers and obtain good results in the final conversion, both in the ecommerce like in the store real.

Mobile Marketing in data

In the latest edition of the study Mobile Marketing Published by IAB Spain, very interesting figures are offered on the state of mobile marketing in Spain.

• 21.5 million people between 16 and 65 use mobile phones in Spain (94%), most of them smartphones.

• Smart mobile phones are used an average of 2 hours and 34 minutes a day, approximately double that of tablets. It stands out among women and younger people, from 16 to 30 years old.

• The most prominent apps are WhatsApp and Facebook (smartphones) and Facebook and games on tablets.

• 34% of consumers use their mobile phone regularly while watching TV (multiscreen). 18% with the tablet.

• A third of users perceive that the emails they receive are not adapted to mobile phones and this means that 31% do not open them on another device.

• 9 out of 10 interviewees have at some point used their smartphone in the purchasing process.

• 41% of people have made purchases from their mobile. The most purchased categories are: fashion, leisure, travel and electronics.

• What stops you when buying online? 61% prefer a larger screen and 33% due to lack of confidence.

Types of Mobile Marketing campaigns

Various types of actions mobile marketing They are available to marketers and advertisers today.

But which is the most effective and offers the best ROI? For many professionals, this new discipline of marketing represents a paradigm shift that distinguishes it from marketing traditional for its constant contact with technology and also for the new actions used to reach the consumer.

Let’s comment on some of the ones that have the most traction at the moment:

• Vertical Video Marketing. More and more time is spent browsing via mobile phones and tablets and these types of media have a vertical screen. Vertical videos are simpler and work better than if the consumer is forced to turn the screen horizontally. Creating this type of audiovisual content is a creative challenge and a growing tool that is still little exploited, this being a point in its favor. Snapchat and Periscope are social networks that already use this video format. A plus is to put explanatory texts on the images because many times users cannot reproduce with sound.

• Mobile apps.

• Mobile Marketing App. Brand applications favor the perception of innovation, the improvement of sales results via in-app, the acquisition of customers and the loyalty of regular consumers. But it is not enough to launch an application and wait for customers to install it, it is necessary to develop a good strategy of marketing diffusion.

• In-app Ads. Many define advertising within apps as the future of advertising. Rather, it has already landed a long time ago. They are 100% adapted formats and only visible on mobile devices. Many apps include in-app ads to cover costs and make the mobile application free for the user.

• Local Mobile Marketing. SMEs will see their opportunity in geolocated keywords. 30% of searches have a local purpose to know where to eat, sleep and more, and half are actions that you want to do in the next hour. The acronym that defines this technique marketing It is SOLOMO (Social – Local – Mobile).

• Mobile Email Marketing. 45% of emails in Spain are opened from a mobile device. This is almost half of the annual volume. He email marketing It is one of the actions that offers the best return on investment to advertisers, so it is not possible that the efforts made in email marketing are lost by not designing emails responsive. It is important to always design your email creatives thinking about mobile.

• Social Ads. Investment in advertising on social networks is growing. It is easier than ever to launch micro-segmented ad campaigns directed only at the target audience. In addition, more and more marketing agencies use tools based on artificial intelligence that make it easier to launch hundreds of campaigns at once, discarding those that do not work and boosting those that do.

An example of a Mobile Marketing campaign

Iberia continues to boost booking growth on all its top routes originating in Spain and other European and Latin American markets.

To optimize your campaigns mobile marketing Twitter Ads decided to use a Social Ads technological solution developed by that uses artificial intelligence to create micro-segmented campaigns. These obtain optimal results due to their automatic learning and their operation in real time.

The geolocated campaigns in Spain had a high number of national and European routes, in addition to some international destinations such as New York, Miami, Mexico and Santiago de Chile.

These were the results that were obtained:

• 1000 segmentations were active in all live campaigns.

• More than 70,000 visits to the different landing pages were generated from the ads.

• The average CTR’s at that time were around 0.25%, especially highlighting Iberia’s premium destinations such as New York with representative CTR’s that exceeded 0.60%.

• The reactivity of the users who came to the site was high when performing searches. Almost 27,000 availability requests were made from the forms (38.5% conversion compared to the visit).

• The profitability per search based on unique users and uni-device, according to the data tagged by Google Analytics, were unit costs below €1.

The penetration of mobile phones has changed consumer habits and it is necessary for marketers and advertisers to adapt to this reality. Companies must analyze and improve the design of their strategies aimed at mobile marketingin order to continue connected with customers and obtain good results in conversion to purchase.