Developing and implementing a sustainable Marketing strategy is a top priority for practically all small businesses, but a surprising number of them is still missing out on the opportunities of Mobile Marketing. To reach a wider customer base, it is extremely important to target the channels that resonate with most people, and mobile is one of them. In fact, according to Statista, mobile penetration is forecasted to reach 67% of the global population by 2019, or 5.7 billion users worldwide. For this reason, small businesses should really consider diversifying their Marketing strategy to obtain these 5 Mobile Marketing benefits:
Mobile has opened up new frontiers in location-based Marketing. Simply put, geo-targeting is a functionality that enables the detection of the user’s location, allowing the company to serve communications based on that location. This usually includes push notifications or ads, and the main benefit for small businesses is that it can enhance personalization while excluding groups that you don’t intend to target.
Geo-targeting usually uses IP addresses to detect the current location of the user, due to the fact that internet-connected devices have unique IPs.
- Right timing
One of the biggest benefits of Mobile Marketing is that it allows you to deliver the right campaigns and ads at the right time. Because people are constantly refreshing their apps or checking their favourite online sites on the go, they are able to see your content almost at the same time as you delivered it. Desktop, on the other hand, is not as efficient in delivering the right campaigns on time – because people can’t access their computers at all times, they might not see your updates in hours, days, or even weeks.
- Easy to track
No matter what efforts you are making to boost your Marketing strategy and bring qualified traffic to your website, you will always want to measure your Return on Investment. Mobile Marketing not only lets you track messages and calculate responses and click-through rates, but it also makes it easy to track campaigns and obtain ROI. For this reason, small and middle-sized businesses are able to adapt more quickly to the constantly changing demands of the customers, allowing them to remain competitive and improve user experience.
- SEO and SEM
Everyday, people make millions of searches on their mobile phones. Sometimes, they are looking for a restaurant or a shopping center nearby, and they want to find the most useful information immediately. If you invest a part of your budget on Search Engine Optimization and Search Engine Marketing, you will be able to reach them and promote your services at the right time of their search.
- Competitive advantage
Considering that still a huge percentage of the world’s business websites are still not optimized for mobile devices and tablets, you have the opportunity to gain a competitive advantage by becoming mobile-first. If your business develops and implements an efficient Marketing strategy to target mobile users, you will have a huge opportunity in the market – consider that in 2015, mobile searches on Google officially surpassed desktop searches. If a user gets on your website via his smartphone and he doesn’t have a good experience on it, he will probably leave very quickly.
- Reducing fraud
There are billions of bots hidden across the Internet that are generally used by hackers to generate fraudulent impressions on ads, and sell them back to marketers. They are usually quite tricky to detect, and alarmingly common. This means that incorporating mobile into your Marketing strategy will make it easier for you to identify users through their mobile ID. Once you’ve linked your online and offline data to a unique mobile ID, you can ensure that your targeted users are verified, and fraud is avoided to the greatest extent possible.
If your Marketing budget is rather limited, don’t worry – Mobile Marketing is actually a really cost-efficient way to target your customers for just a fraction of the cost of television or radio advertising. In fact, it can even be significantly more efficient.
The average CPM (Cost per Thousand impressions) for mobile ads is approximately 3 dollars, but an ad in a local newspaper can cost you between 25 and 32 dollars for reaching the same amount of viewers. If you take a look at the illustration below, you can see that reaching 2,000 people with Digital Marketing is much cheaper than reaching 2,000 people via TV, magazines, and even direct e-mail:
So, what are you waiting for? The perfect time to dedicate a good part of your Marketing budget on mobile is now!