Mobile marketing is multi-channel digital marketing to users via their smartphones, tablets and other mobile devices. This form of marketing, unlike the more traditional desktop digital marketing, provides a new range of possibilities for marketers to connect with their potential audiences because they are always connected to the internet via their devices, and yet on the move.
Due to the proliferation of mobile devices, and better access to faster mobile data (3G,4G, and LTE) more websites are being loaded on mobile devices than on desktop computers. User behaviour has changed significantly whilst on the mobile devices, which has challenged marketers in many ways.
This form of marketing can take place through a range of mediums, such as SMS, email, push notifications, businesses applications and social media applications. Due to the very nature of the devices being mobile and always connected, and the fact that applications are used for a lot of the functionality leveraged on a mobile device the range of additional data points available to growth marketers upon which to make marketing more accurate and more contextual for the user is increased. This might include geolocation, speed, user-id, personal preferences and more.
Keeping up the pace of change on mobile devices has been tough for technical growth marketers. Mobile responsive websites were one of the first significant outputs of growth in the mobile ecosystem, where websites were reformatted for easier use from a mobile device.
However, with the rise of Apple and the advent of the App Store, businesses realised they could provide mobile specific experiences for their customers using applications. As Google responded with a more open PlayStore the ability for businesses and startups alike to build and deploy applications to these vast ecosystems became easier. It was realised that once a user had downloaded an application a range of marketing based functionality became possible, such as cross-device attribution and in app messaging.
However the Play Store and Apple App Store are 2 competing ecosystems and so aim to promote the use of their own branded products (both hardware and software) via favoured integrations and simple stonewalling. This, mixed with the fact that mobile applications are not open, crawlable sitemaps, makes mobile marketing perhaps more complex than standard data driven digital marketing.
One of the major issues with application based mobile marketing is channel attribution. Because more traditional tracking parameters are removed as a user is pushed into either the app stores something called deferred linking is required. Another major complexity for applications is the ability to link to content in the application, because an app does not exist as a series of URL’s. Instead an application is a series of uRI’s which can be accessed using something known as deep linking when a user can be taken into content within the application itself. Therefore, if a business can leverage deferred deep linking (a combination of the 2) and geolocation and personal data based on app usage super personalised journeys can be created that provide fantastic user experiences and increased app usage.
Another major component of mobile, app store marketing is the optimisation of the app store listing using written copy, images of the UX and explainer videos. This process is known as App Store Optimisation, aka ASO, (the twin sister of SEO). This is a really important aspect of ensuring a businesses’ application is visible in app store search and in turn getting organic downloads.
Mobile marketing provides so many opportunities for a business to grow engagement with a user, either consumer or business, that it cannot be overlooked.