In its early days, m-marketing was essentially based on sending or receiving SMS, but its universe has expanded considerably with all the possibilities offered by smartphones, as well as with the development of mobile versions, responsive web sites and mobile applications that now represent the bulk of time spent on smartphones.
Mobile marketing therefore offers marketing professionals a wide range of possibilities to interact with consumers.
What are 7 tools of m-marketing?
Advertising on responsive websites:
Just like traditional devices, mobile offers advertisers the possibility to offer display advertising or retargeting. However, care must be taken to offer advertising formats adapted to the mobile format; Google Adwords offers an ad preview tool for this purpose, which makes it possible to test the appearance of an ad on a cell phone.
Advertising on mobile applications:
Marketing based on mobile applications is a rapidly growing sector. Marketing actions take the form of advertisements that appear during the use of the application. We will find banner or pop-up type formats that can no longer be blocked as they are no longer in the context of a web browser. For application publishers, advertising is the most efficient way to monetize a free application. To see the advertising disappear, often perceived as intrusive and annoying, the user will have to switch to the paid version of the application.
SMS remains an efficient and direct way to reach its target. These short messages are part of the consumer’s intimate life, and read rates are close to 95% (compared to an average opening rate of 20.81% for emails across all sectors, according to MailChimp). However, this figure should be put into perspective: users have no choice, as the very design of the SMS forces them to “see” the message directly as a notification. Communication by SMS is subject to the same rules as communication by e-mail: obligation of consent (double opt-in), obligation to provide an unsubscription link (by providing a “STOP” right of reply at the end of each SMS or via another number) …
Push notifications from mobile applications:
Voluntarily accepted or activated by the user, these notifications allow applications to send messages, even when the applications in question are not being used. You can therefore use these notifications to send messages: whether it’s a discount, an invitation to discover the new collection or an announcement! However, it is recommended not to abuse push notifications: few users know how to disable them without uninstalling the application, which would have the opposite effect.
Point of sale localization features:
With m-marketing, you can use the store locator; physical point of sale localization. This drive to store lever allows you to attract consumers directly to your point of sale. In fact, according to a Google study, the information most sought after by users with them concerns local activities: store opening hours, address, GPS guidance to the store… 32% of clicks on location-based ads generally lead to a purchase or a visit to the store.
Geolocation in mobile situations:
Thanks to the evolution of mobile technologies (smartphone, 4G….), mobile marketing is becoming more and more widespread and it is now possible to send messages thanks to geolocation when the person is close to the store. This will directly attract a user’s attention and make them want to enter the store right next to them.
Games are one of the most used applications on a smartphone; however, with gamification you can integrate elements of the game in a domain that is not usually related to gaming (for example, when Gucci created a game especially for the release of a new bag). Gamification will allow you to engage your audience by soliciting the player’s commitment. It will therefore build customer loyalty, entertain customers and improve the brand image while communicating for the brand.
There are still many techniques to develop your m-marketing strategy; it is up to you to be the most original in order to generate the most interest!