Should Mobile Marketing be a Priority for Marketers in 2022?

In a multi-channel digital-first marketing environment, it is all the more important for marketers to meet customers where they are using relevant messaging to break through the noise. 

Mobile marketing allows marketers to do this. A majority of the world’s population uses a smartphone today and this is why mobile can be a key component in a typical digital marketing mix. 

With advances in mobile networks and introduction of 5G, brands can now offer their audiences unique mobile/only experiences that can boost their overall cross-channel marketing efforts. 

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Why is Mobile Marketing Crucial to Today’s Digital Marketing Mix?

For an effective mobile marketing strategy, marketers need to employ different types of tactics. The mobile web is evolving quickly, making it easier for users to stream content, connect to multiple devices, shop and do just about anything through it. 

With an increase in the number of mobile users active on leading social networks like Facebook, Instragram, it is now important for brands to maintain a presence and run a well thought out social media marketing plan that is optimized to provide a balanced mobile web experience. 

This allows brands to stay in the minds of their audiences while giving them a more direct channel through which to broadcast new product launches or service discounts and other relevant marketing updates.

The mobile marketing ecosystem is a dynamic space today that includes ads on mobile websites and through mobile apps, SMS, MMS, and proximity targeting / marketing and much more; through all of this, marketers can actually drive better personalization using location data to customize efforts. 

Is Mobile Marketing Suited to Every Industry and What Kind of Technologies Drive Mobile Marketing?

Any business can drive impact with a mobile marketing plan. Mobile marketing technologies can transform how marketers connect and engage with customers through direct channels. 

There are a wide range of mobile marketing software that can provide different types of capabilities to power different areas or stages of a mobile marketing campaign. Like most B2B SaaS platforms, these tools can be deployed/bought as stand-alone platforms or they can be integrated with other existing martech and adtech systems. 

• Mobile focused platforms help drive mobile ad and mobile marketing through SMS, ad display, targeted ads and messages. 
• Loyalty programs can be promoted through in-app methods thereby encouraging users to continue using a particular app
• Bigger marketing automation platforms like SharpSpring, Adobe Marketing Cloud have mobile marketing capabilities built into their systems, allowing marketers to run multi-channel campaigns from one place

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A Few Top Benefits of Mobile Marketing

• A vast majority of the global population regularly uses a smartphone. This usage statistic involves a wide range and type of people belonging to different demographics and age brackets. With the right database and marketing plan, marketers can drive so much deeper impact within a shorter timeframe to a wide audience.
• Mobile marketing allows brands to experiment differently and offer unique experiences, including immersive experiences that can drive potential buyers to convert or shorten their buying cycle
• Global/leading retailers have been successfully using AR experiences delivered through mobile to drive user experiences, boost capabilities like shopping trials and much more. While some marketers may feel like mobile marketing can be a useful B2C marketing plan, the channel is beneficial to B2B marketers too.
• Mobile marketing can prove to be a valuable add-on channel to a B2B marketing mix, especially to drive focused / highly targeted campaigns and to boost end results of other marketing strategies like Account-based Marketing 

The digital-first environment involves building out a rich a mobile-first experience too. With users spending more time on their personal devices like smartphones, delivering valuable experiences through this channel automatically becomes important. With the newer types of mobile marketing features including voice messaging and QR Codes, marketers engage customers for longer and keep deepening or extending the lifecycle of the customer.