There is no doubt about the rise of mobile marketing worldwide. Currently, the penetration of mobile devices is no less than 53%, which makes clear the vast possibilities of mobile marketing.
Mobile marketing is a new way to reach customers, and most interestingly, our eyes have not yet become insensitive to this form of advertising as it is so well known. We know it exists, it’s there, but we still don’t ignore it as quickly as billboard ads or change channels like on television. Mobile devices are still a medium that leaves plenty of room for surprise and allows companies to advertise more effectively. There are 5.16 billion unique mobile phone users in the world today!
All the data indicates that mobile devices are part of our daily routine. And not only for personal enjoyment but also for brands to come up with new strategies and attract new customers through mobile marketing.
It has many advantages; it is a practically novel medium. But it is not all glory; it also has its drawbacks. Before you start mobile marketing, let’s look at the advantages and disadvantages of mobile marketing:
Advantages of Mobile Marketing
● Personal: Mobile marketing allows you to avoid campaigns with a single common message sent to an entire database. With the mobile phone, certain messages can be sent exclusively to groups with similar sociodemographic characteristics or grouped according to everyday needs.
● Always available: The mobile is a device that users carry with them all the time, making it the first marketing channel available 24/7, since this way they can be accessed anytime, anywhere.
● Measurable and editable: The actions of mobile marketing contemplate a higher precision in the response rate. More information can be obtained than in any other medium, in addition to evaluating the effectiveness of the campaign in real-time.
● Immediacy: The mobile is a direct channel and is instantly accessible. For example, SMS messages are usually read within 15 minutes of receipt. They are usually answered within a maximum of one hour, rates much higher than other channels, such as e-mail.
● Interactivity: As it is a two-way channel, the user can interact with the brand or the advertiser who is sending the message. They can use that interaction to define user preferences further.
● ROI Tracking: While mobile marketing campaigns can reach the previously segmented target audience, the cost per impact may be less than in other advertising supports, with the consequent savings for brands and advertisers.
● Convenience: While the mobile is configured according to the tastes and preferences of the user, if the proposal received by a brand gives it added value, it will be seen with a level of interest and predisposition much higher than other channels.
● Segmentation: Brands and advertisers can use different selection criteria to configure the ideal target to which they want to get their message across age, sex, sociodemographic characteristics, city, hobbies, type of terminal, etc. To master user segmentation, check out App User Segmentation: Best Practices & Examples.
● Geolocation: To launch advertising impacts in specific areas, near specific places, being very useful to generate traffic to stores or to start local offers. 89% of users search for local information.
● Penetration: It is forecasted that at the end of 2020, the number of mobile users worldwide will grow to 7.26 billion.
Disadvantages of Mobile Marketing
● Ignorance: One of the main barriers to mobile marketing lies in its novelty. We are still a long way from the marketing departments of companies, media agencies, and advertisers, acquiring the skills and knowledge necessary to use mobile marketing strategies in their campaigns effectively.
● Automation: Different versions of operating systems, applications, mobile, web, etc. makes the market highly fragmented, making it difficult for professionals to make relevant decisions.
● Lack of professionals: In the same way that online marketing currently has professionals specialized in planning, defining strategies, designing, measuring, and disseminating campaigns, mobile marketing still lacks a critical mass of trained, trained professionals and with enough experience.
● Impact on the move: A lot of mobile use is made on the move, in many cases limiting the user’s attention span.
● Technology: The weight of technology in mobile marketing, depending entirely on mobile devices, is a barrier as it is highly variable. Even so, technological dependence is also one of its virtues, since it evolves at the same speed for users as it does for companies.
● Legal framework: The involvement of users with their devices is very high, and the feeling of privacy associated with their devices is much higher. The information on mobile phones is highly sensitive as it includes our schedule and our photos and files. Managing a legal environment with a legal framework that ensures the protection of users’ rights and clarifies a correct protocol to act is crucial for the definitive takeoff of mobile marketing.
Final Thoughts on Mobile Marketing
The only necessary thing is a good mobile marketing campaign, and the rest will come only.
If you want your company to reach more and more people and especially each of the users who have a mobile device, go to Media Source to learn about your segment and carry out a strategic mobile marketing campaign.