What is Mobile Marketing? –
An Advanced Explanation
In this era, those in advertising, sales and marketing are very intelligent in using new techniques, strategies and
technology to make money. Marketers are always looking for methods to promote their product to the right customer
at the right time at the right place. For half a century, the top players resulted in using the traditional methods of
newspapers, magazines, radio and television. Boy, have things changed with the advent of the internet. Not to say that
those traditional ways aren’t effective anymore. They sure are due to the sheer mass of the audience that each
method has still. Fast forward today and we can see the landscape for marketers has changed and signs are showing
that more change is coming. That change is in the form of mobile usage. Users are watching more content on their
phones than TV. In fact, many have returned the hardware from their cable company and stream TV from their phone
to the big screen TV. In essence, they have started to watch TV on their phones. We consume more content on our
phones than every before and the statistics predict that will only grow in the years to come.
This trend couldn’t be better for those in sales and marketing. Finally, they can quantify actual numbers. Like how
many users have seen an offer and how many have clicked or tapped on an offer. Internet marketing has helped
grease the wheels or commerce for the past decade or so. We are seeing numbers never seen before in internet
e-commerce, but more importantly mobile e-commerce. More and more users are shopping right from their mobile
device. So naturally, marketing folks want to be in front your attention on your mobile device.
Enter stage right, mobile marketing. It started with SMS marketing back in day and has evolved into much more as
technology has advanced, so has the techniques and strategies around mobile marketing.
What is Mobile Marketing?
Mobile Marketing is defined as any activity of marketing or promoting good and/or services directly to users using
mobile hand held devices. The first technique used in mobile marketing was in the year 2000 with SMS messaging
(text messaging ). Simply sending a text message to a user on a smartphone using 2G about a product or service
was all that mobile marketing consisted of. It later turned into MMS messaging with the release of 3G as a way to
send more rich content. Now with 4G out and the coming of 5G, techniques for mobile marketing include e-mail,
mobile friendly websites, voice-calls, mobile apps, social media and chat apps. Things change rapidly as new
technology allows us to perform different tasks and introduce different behaviors with the technology.
The Golden Egg Mobile Marketing Tool
The Grapevine Club Platform is a newly launched service which allows local retail businesses to attract new customers
and retain existing ones. Its an offers mobile application where end users download the app for free and can discover
exclusive offers from local businesses. Its a win – win for both local businesses and local consumers. Retailers retain
100% of the revenue earned. Grapevine Club does NOT take a commission from the sales it generates. In fact,
businesses pay a modest monthly flat fee of $200 per month to have access to the platform. They can post as many
offers as they like. Its a simple yet effective method retailers to get their message out to local consumers.
Why is Mobile Marketing Important?
Deloitte’s second edition of global mobile trends, a survey which was conducted in 2017, is our most recent insight into
the behaviors of mobile consumers. The survey consisted of responses from 53,000 users which spanned across 31
countries, 5 continents. Not surprising, the survey found that over 90% owned a cell phone and over 80% owned a
“smart” cell phone. Although mobile marketing spans across more than just smartphones, its this opportunity that
gives way to more possible techniques and strategies to market to.
Let talk about behavior. The same survey also showed that over a third of mobile device owners use their devices
within the first 5 minutes of waking up in the morning and over half of them use their device for a specific purpose at
night. Now, these should not be indicators as to when to blast off mobile marketing campaigns to your audience, this
revelation is to strictly highlight just how important mobile devices have become to people over the past decade.
Furthermore, most users check their device at least once per day; however, a staggering 20% said they check their
mobile device over 50 times a day. Yes 50 times, roughly every 20 minutes or so. So given this information, you can
see why mobile marketing is easy for marketers to reach the right customer at the right time and the right place. No
other platform come even close to getting results as mobile marketing does.
Now, let face it, mobile marketing isn’t anything new. The first text message was sent over 20 years ago and its been
18 years since the first text message was used as a marketing technique. As new mobile technology has emerged
over the years and given rise to different techniques and strategies, text messaging still remains a very effective
method. In fact, more than 70% of mobile users admitted to read every text message sent to their mobile device as
revealed by a study done by Esendex in 2018. The category with the highest engagement being that of users between
18 and 34 years old. A prime category for marketers.
Using Grapevine Club’s mobile marketing platform has many benefits, aside from being totally affordable, local small
businesses owners can now use multiple channels to reach their local audience. On each mobile device there are
several ways to connect with users. Some forms include text messages either SMS or MMS, push notifications, a
mobile friendly website, local search, email marketing, social media apps and chat apps. If doesn’t even matter where
your customer is, you will always be able to reach your customer. Below is a report from Google. Although the report
is over 5 years old, it is still relevant today:
– Searching for new products and/or services are done via a search engine like Google and is done via a mobile device.
– Mobile websites are viewed up to 6 times on average. Users spend over 15 hours per week researching a product
and/or service on their mobile device.
– More than a third of mobile device users search for a business expect the business to be within 5 miles of their current location.
– More than half of mobile device users want to make a purchase within an hour of researching a product and/or
– More than 90% of users who research a product and/or service on their mobile device complete the purchase,
complete the transaction within a physical store.
Creating a Mobile Marketing Strategy
Understanding Your Audience
Marketers know that to be successful in their marketing efforts, they need to know their audience and its the same with
mobile marketing. Generally, marketers are interested in general demographics and interest, however, with mobile
marketing, one should also consider the various channels that users are most likely to use, be exposed to and react to.
Assuming, a business already knows the persona that represents their ideal customer, a business can re-use this
information and addition, a business can expand that persona with the following criteria:
– The most exposed mobile channels or touch points they use
– Where each ideal customer gets their information from. Like how they research products and/or services, how they make buying decisions, how they make purchases as in in-store, e-commerce websites or mobile app?
It will assist in determining which channel to employ as well as:
– The type of content you create
– The tone of of the content as well as the channels you employ to distribute them
Mobile marketing strategies can differ based on the goal of the campaign. A mobile marketing plan should align with
the goals of the business. Most businesses employ mobile marketing strategies to grow the business. Some other
popular goals are:
– Build your brand up so that users think of you first when they think about your niche.
You want to be “top of mind” when your niche or industry is mentioned or talked about.
– Attract customers who are unaware of your brand.
– Retain existing customers by enhancing your messaging or communication with them.
All these goals are the reasons why a business should be using Grapevine Club’s mobile marketing platform.
Each of them are attainable with Grapevine Club.
Other things to think about when deciding on what your mobile marketing goals should be are:
– Is your business website mobile friendly? Can users visit your website and get the content they need when using a
– Do you use email marketing? If so, are your messages optimized for mobile devices?
– Does your business have a mobile app? Does it have push notifications? Are you promoting your app effectively and
– Are you using SMS or MMS marketing to your existing customer list?
Again, using Grapevine Club’s mobile marketing platform you can achieve all these goals. This is why their platform is
so powerful for local businesses to use it.
When you implement a new technique you want to always be able to measure how well its performing. This will allow
you to tweak your approach and continuously improve the results. Identify which strategies for your business and work
on them until perform with the results you desire.
Lets talk about KPIS’ (Key Performance Indicators)
In any form of advertising, being able to effectively measure your efforts is critical. If one cannot measure they
effectiveness of their campaign, it makes it very difficult to manage. There are many KPI’s one can consider these days
in the digital world, however keep track of all of them can be a daunting task for any small business. The KPI’s you
would track for your business really depends on what goals you set from the previous topic. The more common KPI’s
to track for mobile marketing efforts are usually:
– Cost per acquisition (CPA) or Cost per install (CPI) – The CPI metric is concerned about businesses who have a
mobile app and measures the costs in acquiring users to download and install the application. This is usually ad
driven. CPA on the other hand can measure the performance of other channels that are directed at getting traffic to
specific pages of your website as well as track “calls to action”. For measuring the cost of acquiring users or
customers one would manage both KPI’s.
– Conversion Rates, Click Through Rates, Open Rates – These KPI’s are specifically for measuring efforts in SMS or
MMS marketing and e-mail marketing. In e-email marketing one would also consider the delivery rate;however, once
that has been reviewed one should look at how many users received your message, how many opened your message
and how many users clicked or tapped on the links in your message and lastly, how many users converted into paying
customers based on your message. In other advertising channels you would measure click through and conversion
rates. A conversion is converting visitor into a lead or converting a lead into a customer as in getting them to
purchase something. When looking at the metrics, its important to ask why did more or less people, convert, click
through and open. Strategies like A/B testing can assist in determining what content works better than others.
– Monthly Active Users (MAU), Daily Active Users (DAU), Retention Percentage – The percentage retention metric
relates to e-mail and SMS marketing, mobile apps and how many users either subscribe/unsubscribe,
install/uninstall. As for MAU and DAU – these KPI’s relate to how many users install/uninstall your app as well as
how many actually utilize your application on a monthly and daily basis.
– ROI – Return on Investment – This metric measures the income generate based on the income used to generate the
income. Ask yourself “What is the impact of your mobile marketing efforts on your total revenue?”
As mentioned previously, these are the more popular metrics measured; however, there could be other metrics you
may want to consider, especially metrics that relate specifically for your industry or niche.
Do, Measure, Re-Do
Upon completion of researching your target demographic, defined the mobile marketing technique best suited for
your business, set the goals for each technique and set the proper KPI to measure then you are ready to unleash your
strategies upon the world. You will constantly measure your results and progress and tweak your strategies as you go.
Continuous improvement will assist in your success greatly. The results must be broken down to understand the why
something didn’t work as you had planned. It would be wrong to suggest to drop a channel simply because you are not
achieving the results you desire. Do, Measure, Re-Do. Consider A/B testing to identify what different pieces of different
content get the best results. Perhaps the timing of when your messages are being sent is a problem. Your strategies
should be reviewing on at least a monthly basis. See what works best for your target audience and continuously
gather feedback data that also allows you to make decisions based on the data.
Mobile Marketing Best Practices
E-mail Marketing and Responsive Website Design
In 2010, the concept of responsive website design was coined and even Google gave preference to websites that were
mobile friendly. Now we see Google has extended that preference either further, however, we still see some websites
from small business owners that are not mobile friendly. This is easy opportunity to gain better ranking for your
website, simply be updating your website. Contact Grapevine Club’s team today if your website is not mobile friendly.
Their experienced staff can produce an eye-catching mobile responsive for you. With today’s mobile usage, its safe to
say that more users will visit your mobile website as opposed to your desktop version. You could be turning away
customers simply because the experience on their mobile device isn’t up to par as your competitors.
A recent study by Google themselves identified that 61% of mobile users are unlikely to re-visit to a mobile website
that wasn’t mobile friendly, while 40% of users would visit the website of a competitor rather. Furthermore, over 50%
will not recommend a business if the website was not mobile friendly. Expanding on this data, even your e-mail
marketing channels need to ensure they are mobile friendly. Fluen’t annual Inbox report shows that over 75% of users
report using their mobile device to check e-mail often and 3 in 5 users checking e-mail while they are on the go.
All your marketing efforts should have a mobile first approach. All your messages should be optimized for mobile
consumption. Here are some tips for consideration for optimizing both mobile and desk-top content:
– If you use images and videos, they should be fluid and be responsive to screen size. Consider both portrait and
– Make absolutely sure your site is fast loading on both mobile and desktop. There are tools like Google Page Speed
and Yahoo’s Yslow that can indicate where things are be slowed down. Your target should be under 3 seconds.
3 seconds on the internet is an eternity!
-Make sure your landing pages also mobile friendly. We see a lot of time and effort go into producing beautiful landing
pages but they only look good on desktop browsers.
– Try not to be image heavy in your e-mails. Many users have their e-mail clients blocking images by default and your
e-mails could show up blank. Rather include descriptive text that is shown if the images are not.
– Also ensure that your content is mobile friendly for social media outlets. Again, a mobile first approach is best.
Its easy to be confused when looking at data what shows that there are higher conversion rates on desktop devices
over mobile. The reason behind this is that the research begins on a mobile device for a product and/or service.
Then the user will switch to a desktop device to actually make the purchase. This only strengthens the point for a
mobile first approach.
Landing Pages Designed For Mobile
As mentioned in the points above, your landing pages should also be mobile friendly. Do not neglect your landing
pages for mobile visitors. In any digital marketing campaign ensure you link your product and/or service page from
your ads, or lead capture tool or what ever channel(s) you are using. If a user is searching for a product and/or service
the user should be taken to a product page and not simply the main page of your website. Same goes to app install
campaigns and campaigns to capture leads, they should be taken to a special landing page. Consider a mobile first
approach perhaps less text and ensure the content looks good on a smaller screen. Below are some other tips to
– Ensure your Call To Action and main points are shown above the fold. Which is the visible area before a user has to
– If the user does have to scroll, ensure the content flows and makes sense as the user is scrolling. You almost want
to build a story as they are scrolling through your content. Perhaps the header menu and Call(s) to Action are sticky
and are always visible to the visitor. This way users can take action once they have read enough content to make a
– Be careful with the amount of image and videos you use. These types of content can slow down your site as well as
make the page seem cluttered.
– Remove links that are distracting for your visitors. If you are expecting them to take action on a landing page,
don’t include links that deter them from making a transaction. For example, according to Grapevine Club’s guidelines,
you shouldn’t include your social media links on a sales page. While a visitor is contemplating making a purchase you
don’t want them to get distracted and then suddenly click away to your social media profiles and get sucked down a
rabbit hole of wasting time and then never completing the transaction.
– Its a good idea to run A/B testing on your landing pages. Have a few versions of them and see what campaigns
bring more traffic to each page and also you can see what the conversion rate is of each page. You can use different
colors, calls to action, layouts, images, text content, etc.
– You will probably have a form on your page to capture leads or make a purchase, ensure the forms are optimized
for mobile as well.
SMS and MMS Messages
Although text messaging may seem like a low-tech strategy since its been around for over a decade now, text
messaging is still one of the most effective methods you can use today for mobile marketing. A study conducted in
2017 by TextLoal revealed that over 50% of text messages used for marketing purposes are read within 3 to 5
minutes of receiving them and that over 32% of users will respond to them. Its important to ensure we understand
the usefulness of text messages when used in mobile marketing. For example, you could use text messages for
offering discounts and/or order updates and reminders. Its also important to realize that like push notifications and
e-mail marketing, text messages are permission based and users need to opt-in in order to receive these messages.
Below are some guidelines you can use to make sure you are using this channel properly:
– Businesses that run on appointments and bookings can use text messages to send appointment reminders.
Essentially any time based message is very helpful and can be used unobtrusively.
– Short messages are the most effective. If your message is too long, there is a risk that either your SMS provider or
the receivers carrier could truncate your message.
– Sending personalized messages are very useful. Include their name and also put your company name in the
message as well. So they know who its for and who its from.
– Try segmenting your contact list so that the right user receives the right message at the right time.
Lastly, which should go without saying is don’t send frequently. About 5 times per week is more than enough for most
customers. The more you send, the more chance the end user will become frustrated with you and in-turn opt out.
It wasn’t too long ago when developing a mobile app was very expensive for a small business to undertake.
Finding a mobile developer was difficult and the costs were just to high. However, Grapevine Club has made is
affordable for any small business to now have their own mobile app. A mobile app has lots of advantages as a
channels for mobile marketing however, there are also a few things to consider as well:
– Once you have identified your target audience from the steps above, ask yourself if your users would even want to a
use a mobile app for your product and/or service. What functionality would they want to use?
– Pay attention to what your competitors are doing. Do they have a mobile app? What features do they have?
Look at what the do and find gaps or opportunities to do create something better.
– There are ways you can optimize your install rate. For example like ASO and advertising on social media
platforms. Have your ads link to a landing page where you showcase your app and why users should download
and install it.
– Employ the right KPI for your mobile app strategy.
– Make sure you app is easy to use. You may want to have a little on boarding training of some sort.
Clearly explain the features of the app.
When deciding on a mobile app strategy, remember you need to deliver value to your end users or else no
one will use your app. Why would they download and install it? Why would they use it on a regular basis?
What does your mobile app offer than your website doesn’t? These are just a few questions to ask yourself
when deciding on your mobile app strategies.
Mobile marketing has grown and will continue to grow as new technologies arise. Marketers will always come up with
new ways to market their products and/or services to the masses. That’s what they do. Its difficult to encompass all
the strategies and techniques one can use in a single post. That’s why Grapevine Club is committed to this market
and will continue to share highlights and statistics from the mobile marketing industry. There is no silver bullet when it
comes to mobile marketing but rather a series of techniques and strategies that can assist in growing your business
and customer list. There are lots of ways to take advantage of the ever growing population of mobile users.
Remember that what ever you decide to do, make sure you can measure your efforts so that you can continuously
get better. Then you can eventually become an expert in your industry.
Thank you for reading.
For more information please visit https://Grapevine.Club for all your mobile marketing needs.