Pros And Cons Of Mobile Marketing

Every business, whether small or big, needs to adapt to the latest technology advances. These days, the adoption of mobile devices is impressive.

In fact, most people use computers less and do various tasks, such as checking email, browsing the web, and interacting in social media through mobile devices, like tablets and smartphones. That’s the reason why you should start investing in mobile marketing for your business.

With mobile marketing, it provides any kind of business an opportunity to reach your audience effectively and quickly. However, like other marketing strategies, mobile marketing has pros and cons you should be aware of, especially if you’re just getting started with it.

Pros Of Mobile Marketing

  • Reach Your Target Audience Effectively

Mobile marketing enables you to reach your target audience and have direct marketing communication with various customer groups as users need to opt-in to get messages. This kind of marketing also provides business owners the advantage of sending location-specific messages to users. The more relevant and specific your content, the better you’ll be able to establish connections with your customers.

If your business still doesn’t have a local presence number, but you want to give an impression of being a reliable business, you can use the services offered by companies like Call Cowboy.

  • Different Ad Formats To Choose From

Once you decide to invest in the mobile market, there are some ad formats you may use. Basically, choosing the best ad format for your business can help you get more impressions and reach the right audience without paying a huge amount of money.

There are some mobile ad formats you can choose from, and these are:

  • Video Ads – These are the most ideal ad format choice because they have a better clickthrough rate (CTR) because of the highly engaging content. However, you’ll need an extra budget to produce videos.
  • Interstitial Ads – These are the kind of ads that are displayed across the mobile’s screen and need to be selected carefully because they interfere with the mobile experience of users.
  • Native Ads – Such ads are similar to banner ads, but the only difference is that they’re made to blend well with the mobile environment.
  • Banner Ads – They’re cost-effective and simple. You can get the best results depending on the colors, ad text, and call-to-action.  
  • Access To A Broader Market

Mobile devices are easier to use and more convenient compared to computers. They’re much cheaper and more portable. Plus, smartphone manufacturers make their devices smaller and lighter to respond to the demands of the consumers.

Marketers can have an opportunity to deliver marketing messages to as many people as possible, even to those who don’t use computers. To achieve better results, make sure to use an auto dialer, especially if you need a tool that allows you to send unlimited business texts.

  • Helps Build Customer Relationship

Generally, consumers are attached to their mobile devices and use them for conversations and personal messages. If your advertising messages are tailored for mobile users, you can easily convey a sense of being friendlier.

Keep in mind that customers often engage with their favorite brands to create strong relationships with them. If you always engage with your customers, they can be loyal to your business, while encouraging others to transact with you.

  • Cost-Effective

If you’re effective and smart with your mobile marketing campaigns, it’ll cost you less. Unlike traditional marketing, you don’t have to set aside a huge budget to pay for giant billboards, TV commercials, and radio ads. This is the reason why some businesses struggle to thrive. On the other hand, mobile marketing isn’t expensive, but effective.

For instance, you have to pay thousands of dollars for a newspaper ad. With social ads, it’ll only cost you a few dollars to reach more people. You can even do content and social media marketing for free in case you don’t have any marketing budget. It isn’t only doable, but also effective. That’s why mobile marketing and online marketing, in general, can be beneficial for your business because they bring them countless possibilities and boost your business productivity at the same time.

  • Viral Potential

One good thing about mobile content is that you can share it easily, which means that it has the potential to go viral. When users come across a good piece of content, they’ll likely share it with their family and friends. Not only will you get free exposure, but it may also help you reach your target audience in no time. Just make sure that your content is interesting and something valuable to your audience for it to go viral.

  • Easier To Track

Once you create mobile marketing campaigns, you can easily track all the essential metrics that can help you determine how successful they are. Marketers depend on data, making mobile marketing more superior to traditional marketing methods.

With mobile marketing, it’s easy to see exactly the number of people who clicked on your social media ads, as well as the number of active users that your website or app has. Through metrics, you can determine people’s behaviors and interests, and who they are as customers.

You won’t be able to do those things with traditional marketing. There’s no way to know how many individuals saw your newspaper ads or how your target audience engaged with them. The only thing you can do is to guess, which isn’t how marketing works if you want to get better results.

  • Better Brand Loyalty

If you want to bring in income to your business, you should know how to generate repeat sales. Usually, your return on investment (ROI) will only increase if you successfully prolong the lifecycle value of your customers and persuade them to make transactions with your business repeatedly. To do this, you have to foster brand loyalty.

To achieve this, you should do mobile marketing. Launching your own app provides you a great way to let your customers enjoy an exceptional experience by making the sales process easy. It can also be a good channel to release your mobile marketing content regularly. Apps can be also used to reward your loyal customers and give them incentives whenever they make repeated purchases.

  • High Customer Engagement

Mobile-optimized marketing strategies engage customers effectively by making a timely and personalized brand interface. These days, people spend more time on their phones and are habituated to using particular websites or apps. It makes them loyal users and likely to complete conversions compared to email users.

Clickthrough rates and conversion rates are higher on websites and mobile apps than desktop devices. Since mobile marketing is more on personalized engagement, users share their contact information with businesses they like to engage with. So, they’re prepared to view all your promotions, which results in a high clickthrough rate.

Cons Of Mobile Marketing

  • Few Rooms For Errors

Everyone has a short attention span. It’s great if you could catch your audience’s attention and take action immediately. However, it isn’t that great once you make poor impressions. Keep in mind that initial contact is crucial in mobile marketing. 

If your first interaction with your potential customers leaves them cold, it can be tough to win them back. That makes it vital to test and proof any content you put out in the digital world. So, when you make content for mobile marketing, make sure that there are no broken links or similar errors because you might not get a second chance with your customers.

  • Platforms Can Be Diverse

Mobile devices don’t have any standard in comparison to laptops and PCs. Mobile phones come in many sizes and shapes, so screen size isn’t constant. Moreover, mobile platforms vary from one another, using different browsers and operating systems. So, creating campaigns for all of them can be a little challenging.

  • Privacy Issues

When it comes to mobile marketing, one of the cons you should be aware of is privacy issues. The mobile data of users are used for various kinds of targeted advertising. Some examples include sending push notifications and location-based mobile marketing.

Although it’s okay if users agree to receive your marketing messages, for others, it could be spamming since most people are careful about their privacy and data. So, the real challenge to achieve mobile marketing success is to be ethical and remain transparent at all times.

  • User Costs

Particular mobile marketing strands might see targets of campaigns incur some unexpected costs. For example, you send location-based notifications or messages to prospects. Your communication could direct them to marketing videos, perhaps, promoting products they may want to purchase.

Viewing videos on mobile devices takes data; however, not all have an unlimited data plan. Through persuading somebody to watch, you can add to their bills every month. Whether they’re interested or not, that isn’t likely to make prospects happy.

Ways To Use Mobile Marketing For Your Business

If you want to make the most out of mobile marketing, below are some of the ways you can use it effectively to grow your business:

  • Send Mobile-Friendly Emails

An email is an effective marketing tactic for all kinds of businesses. Regardless of what age group, the majority of consumers check their emails at least once a day for both personal and business reasons. But, consumers use smartphones to check their emails, which means your content and design should be short and simple enough to be displayed clearly on small screens.

  • Build A Mobile-Friendly Website

If your business website isn’t mobile-friendly, your customers trying to view it may get annoyed or frustrated. Even worse, they might not find your website. It’s because search engines, like Google, have modified their search algorithms, so mobile-friendly websites can rank higher in results when the searches are done on mobile devices.

For best results, make sure to use a responsive design so your websites will be displayed properly on every type of smartphone.

  • Consider Text Message Marketing

Even if emails are essential, people use shorter forms of communication, particularly, text messaging or instant messaging, on their mobile devices. Other than that, many smartphone users check their texts before doing anything else on their phones. This is why short communication forms have increased in popularity recently.

You may build your text message marketing list the way you do your email lists. If possible, promote it everywhere in your marketing emails, on your website, via your business signage, and through asking customers verbally if they want to sign up. Providing something in exchange for opt-in, like a free gift or a discount, can help you build a list of subscribers.

  • Offer Mobile Customer Service

It isn’t marketing per se. However, using text messaging to manage your customer service problems may help you improve customer loyalty and build your brand. For example, if your business sends the products by mail, provide customers an option to receive texts when their orders are out for delivery or are being shipped.

If you run a service business that visits your customers homes, like electrical repair, give your customers an option to get a text when the repair person will arrive. If you operate an appointment-based business, like a dental clinic, you can ask customers if they want to get a reminder about their appointments by text, which can prevent no-shows.

  • Use Personalized Campaigns

In digital marketing, personalization is essential. Businesses and marketers have realized consumers don’t want to be treated like a number. Companies that engage on a personal level can make a lasting connection with customers.

There are countless ways to use mobile marketing to deliver countless personalized campaigns. Whether you reach out by social media or SMS, try making your customers feel like you’re speaking to them in a friendly manner.

For instance, you can run mobile-friendly marketing campaigns. By tracking the activity of your mobile users on your website, you can send personalized product recommendations, which are the type of content that fosters great user experience.

Bottom Line

Whether you’re a growing business or a new enterprise, mobile marketing can take your business to the next level. Regardless of your industry, this kind of marketing provides you an opportunity to reach your audience quickly and successfully.

The best thing about mobile marketing is that there’s a variety of formats you can use, helping you get as creative as you like with your content. From images and texts to videos, memes, and gifs, there are many effective ways to promote your business through mobile marketing.

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