Are you reading this post from a mobile device? I’m sure, because 80% of internet users own a smartphone.
What is mobile marketing?
Andreas Kaplan defines mobile marketing as: “Any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device”. Well, in other words, it also means marketing for mobile users.
The way your target audience and consumers interact with your brand is evolving on mobile phones. People are visiting your website on their tablets, opening your emails on smartphones and purchasing through their phones.
So why opt for mobile marketing?
According to a research, there are currently 4.3 million active mobile social Singaporeans, which constitutes 75% of the population. Data has shown that mobile phones and laptops are the most widely used devices for Internet browsing, used by 95% and 91% of the population respectively. Research also shows that around 93% of people use the Internet daily. On average, Singaporeans spend 7 hours and 9 minutes each day on the Internet.
Well, other than Singapore, smartphone users are also increasing worldwide. According to Statista, the world’s current number of smartphone users now stands at 3.5 billion, meaning 45.12% of the world’s population owns a smartphone. As such, these data suggest that mobile marketing will be a phenomenon and will also have a significant impact on how companies market their products to customers.
Types of Mobile Marketing Strategies
There are several ways to use mobile marketing to reach out to your customers. Here are a few examples of mobile marketing strategies:
- Text Messaging
Text marketing allows clients and opt-in to receive the text messages. It allows companies to directly send discounts, special offers and news to customers ‘ mobile phones about upcoming events. An additional benefit of SMS marketing is the possibility to add a personal touch to your post. Using words such as “your” and “you” are perfect ways to keep people interested in your attempts to promote your SMS and MMS.
Just recently, I got a text message from Kiehl’s that I am entitled to redeem a $50 gift card. I was actually planning to purchase from Kiehl’s even before receiving the text message as I’ve just finished using the products I bought previously. Well, I think this is a great chance for me to get what I need. Thus, I made a purchase 2 days later after receiving that text message. Actually even before this, I’ve also been receiving text messages from Kiehl’s regarding their latest promotions, as well as new arrivals. Kiehl’s will also have frequent promotions where they give new product samples to members. I have to admit that I’m truly impressed with how Kiehl’s optimize their mobile marketing approach!
2. Mobile Image Ads
3. Mobile Application- Uniqlo
Uniqlo packaged their loyalty program in a handy mobile app, where it provides opportunities for users to enjoy member benefits. App users are able to receive the latest news from weekly new arrivals to offer items available online and in stores. They will also be able to get styling inspirations for daily outfits.
Users can also stand to win coupons for using the app when scanning their membership bar code when purchasing in store and playing “Scan to Win” with every $20 spent in store. This promotion involves scanning the physical bar code in the app to gain ‘ coins ‘ that can be used by rolling a digital dice to gain vouchers. As an active user Uniqlo app myself, I personally feel that the app is simple and easy to use. I love the “Scan to Win” feature in the app as it comes in the form of a simple and engaging game!
Uniqlo’s app also offers exclusive online services and perks for users. In addition, users are able to track purchase history and write a review of their favorite products through the app.
To conclude, we can all agree that the mobile revolution is growth. There’s also a lot more ways to promote your business using mobile marketing. As such, it is important how marketers tailor their mobile marketing to benefit and attract more customers.
Thanks for reading and do also leave comments or inputs to my post! 😄
XinRui's Blog 
Mobile marketing is no doubt the up and coming trend. Almost everyone own at least one smart devices these days. Thank you for sharing about the Uniqlo application. I frequent Uniqolo quite often and I thought this was really relevant to me! 🙂
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Hi Jia Min thanks for commenting! I’m glad you can relate to the examples I’ve mentioned in my blog! I totally agree that mobile marketing is an upcoming trend! I believe with the increasing popularity of smartphones, especially among the younger generation, the influence of mobile marketing may be more important than ever.
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Nice post, Xinrui! The growth of mobile marketing is indeed high. I really love marketers effort on making their websites and apps mobile friendly. My favorite mobile marketing would be mobile app like Uniqlo, I can easily shop without going to the store. How about yours?
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Thanks for commenting! I think that mobile apps and websites must be simple and user friendly in order to attract people to use it. My favourite mobile marketing would be mobile app because its just so simple to use! Actually, I like any mobile apps that can help to accumulate points and redeem rewards. Thus, my favourite mobile app would be SHOPBACK as I get to spend and earn cashback from it. The app is also simple and easy to use!
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Great post Xin rui! The data really shows that mobile marketing is growing at a rapid pace! I really enjoyed reading it the many examples here that all smart phone users can relate to. Especially the mobile image ad on social media. I see it every single day when i am scrolling through instagram and twitter! I think marketers have really evolved and gotten smarter at targeting consumers and will definitely see more innovative ways of mobile marketing in the near future
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Hi Raihan, thanks for commenting! I am glad you love the examples that I have used in my blog post! I agree with you that mobile marketing will continue to grow and develop as people continue to use their smartphones, and use will only continue to increase. Thus, marketers will have to think of innovative ways to reach out to consumers.
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One of my favourite things to do is to watch short videos on instagram, or youtube. I think one key advantage of having User generated content, is that it allows you to see how products are being used in real situations, as opposed to studio shoots. More often than not, i will be tempted to buy and try these products, if i find that it suits my needs. I feel that this trend will still continue to grow, but i also see that there is an increasing number of influencers who market products that they do not use/like, just for the money that they are paid to advertise, which defeats the purpose of the “genuine reviews”
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Thanks for commenting! I agree with you that in the internet era, user-generated content has become a significant part of the social media marketing strategy. User-generated content helps businesses raise awareness and enhance customers’ perception of the brand, allowing businesses to gain a competitive edge.
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