Today, in proportion to the use of mobile devices, the challenges of mobile marketing have developed considerably. From the moment they get up in the morning until the moment they go to bed at night, mobile users are ultra-connected.
Over the course of a single day, they will consult their smartphone dozens of times. In fact, the number of Google requests made on mobile worldwide has exceeded those made on computers since September 2015.
This represents a real opportunity for you to reach them, whether you are a B2B, B2C company, a brand, a large group … How? Thanks to m-marketing!
What is mobile marketing?
Mobile marketing (or m-marketing) brings together all the marketing techniques that will be adapted to the use of mobile devices: phones and mainly smartphones. More broadly, mobile marketing can also be defined as all the marketing actions undertaken for individuals who are on the move. Tablets are therefore not part of the field of action of m-marketing, because their use is not made on the move, but at home.
Mobile marketing allows companies to get closer to the consumer, wherever they are, to generate interactivity and stimulate the act of purchasing, conquering and customer loyalty.
The use of mobile marketing suggests that your business site or app should be optimized for mobile use. Smartphone users need to be offered an appropriate experience: a display that adapts to the size of the screen, ergonomics that allow you to click on a button or link without risk of confusion with your finger. In addition, a mobile user will not necessarily be looking for the same information as a typical computer user, so you also have to adapt the content. There are two options for this: either use a responsive design site (which adapts to the size of the browser window), or a mobile site (a completely independent site, created especially for mobile).
Distinction between mobile marketing and traditional marketing
M-marketing is different in many ways from traditional marketing; the main distinction is that it actually enters the privacy of the consumer. Since the phone is a real personal item, worn 24 hours a day, and consulted an average of 150 times a day, mobile marketing is entering the daily life of the user.
Secondly, mobile terminals are genuine mass media, with a very high rate of coverage of the population; In fact, there were more than 7.7 billion mobile subscriptions in 2017, or more than the entire world population. They are still growing steadily, especially in developing countries. The number of mobile Internet users also exceeded that of fixed Internet users in 2013. Mobile marketing therefore offers the possibility of reaching a large number of people, almost instantly (90% of SMS being read in 10 minutes after sending).
Finally, the mobile is nomadic; thanks to the integrated GPS, the geolocation of the user is easy and precise. It is thus possible to diversify marketing campaigns and to do geographic targeting in order to promote proximity marketing. The technical possibilities of smartphones are numerous and still little exploited by brands. In the near future, they will make it possible to link virtual actions to reality.