Global Marketing Guide

What is Mobile Marketing? – History, Types, Example, and More

What is Mobile Marketing?

Mobile Marketing is a set of movements and online marketing techniques aimed at mobile devices.

The success of mobile telephony gives this new variant of marketing, the ease of access to the Internet it offers, and the remarkable capacity to attract and retain customers.

Online marketing strategies have had to redefine. They think in a mobile format to continue connecting with mobile consumers and obtain good results in the final conversion, both in e-commerce and in the real store.

History of Mobile Marketing

  1. The latest edition of the  Mobile Marketing study published by IAB Spain offers exciting figures on the state of mobile marketing.
  2. 21.5 million people between 16 and 65 use mobile phones (94%), most smartphones.
  3. Smart mobile phones have used an average of 2 hours and 34 minutes a day, approximately twice that of the tablet. It stands out among women and younger, 16 to 30 years.
  4. The most prominent apps are WhatsApp and Facebook (smartphones) and Facebook and games on tablets.
  5. 34% of consumers regularly use their mobile phones while watching TV (multiscreen)—18% with the tablet.
  6. A third of users perceive that the emails they receive do not adapt to mobile phones, which means that 31% do not open it on another device.
  7. 9 out of 10 interviewees have used their smartphones at some point in the purchase process.
  8. 41% of people have made purchases from their mobile. The most popular categories are fashion, leisure, travel, and electronics.

What are the Types of Mobile Marketing?

mobile marketing

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

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

We are going to comment on some of the ones that have more traction at the moment:

1. Vertical Video Marketing

2. Mobile Marketing App

3. In-app Ads

4. Local Mobile Marketing

5. Mobile Email Marketing

6. Social Ads

An Example of a Mobile Marketing

  1. Iberia continues to boost reserves’ growth on all its top routes originating in Spain and other European and Latin American markets.
  2. To optimize his mobile marketing campaigns on Twitter Ads, he decided to use a Social Ads technology solution developed by Cyberclick that uses artificial intelligence to make micro-segmented campaigns.
  3. These obtain optimal consequences due to their machine learning and their operation in real-time.
  4. The geolocated campaigns in Spain had many national and European routes and some international destinations such as New York, Miami, Mexico, and Santiago de Chile.
  5. These were the results that obtain:

Importance of Mobile Marketing

We live when the cell phone is part of every daily routine. For this reason, nothing more useful to give more visibility to your business is to do mobile marketing.

Increasingly, the world of marketing is more aware of the importance of advertising on mobile devices, which is why every campaign must consider this medium as one of the strongest to spread its brand.

Reasons to Implement Mobile Marketing

For the sample, some statistics:

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