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Users spend almost 90% of their time using mobile applications, making mobile devices dominate communication. In this post I am going to teach you the most effective and current techniques to do Mobile Marketing.

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Every day they bring us new data that speak of spectacular figures and growth on advertising investment in mobile devices; hence there is currently certain euphoria in the results of mobile advertising

Mobile Marketing has high click and conversion rates compared to advertising on traditional websites.

Why is mobile marketing important?

As mobile devices are portable, users can easily take them everywhere and make purchases whenever they want.

The mobile phone accelerates the purchase time by 25%.

91% of smartphone users plan to buy individual items after seeing relevant ads.

33% of customers using mobile are more likely to buy from companies that have mobile apps or websites with content customized for their location.

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45% of online transactions occur on mobile devices.

Benefits of Mobile Marketing

Despite all that we have said, the success rates achieved with mobile advertising are still higher than those generated by ads on standard websites.

Mobile marketing has several important benefits:

1) Text messaging is easy and relatively inexpensive.

If we take into account traditional advertising methods such as television commercials or ad printing, SMS is obviously cheaper.

Like ad formats like PPC or email marketing campaigns, text messages are fairly easy to send and require no technical skills.

2) SMS have a high CTR.

Since people consider communication through their mobile devices to be more private than email, for example, they check their phones more frequently and never ignore messages.

Users only share their phone number with their favorite companies, so they are already waiting for your promotions.

3) Especially useful for local businesses.

Local businesses can easily inform their loyal customers about the best deals via SMS. Customers will not miss this opportunity to visit us to see our promotions.

Types of mobile marketing

Mobile application marketing

Ads in mobile games

Quick Response Barcode (QR)

Mobile banner ads

Proximity or Bluetooth marketing

Voice marketing

SMS

There are a variety of mobile marketing techniques to try in a business. Factors such as your budget, specific industry, and customer segment determine the success of the strategy.

With that said, below we dive into some mobile marketing options:

1) Mobile application marketing.

Mobile applications allow companies to include advertisements in the specific designs of those applications. Facebook is a great example of in-app ads.

2) Ads in mobile games.

This approach refers to all ads on mobile devices that appear when certain games are open or in progress.

These ads can appear as full image ads, pop-up banners, or video ads that appear during loading screens.

3) Quick response barcode (QR codes).

These barcodes are scanned with a phone camera and then customers are redirected to the linked site from where they can view more information about a particular brand.

4) Mobile banner ads.

These banners are pretty much the same as the ones on the desktop, only they are smaller enough to fit on the screens of mobile devices.

5) Proximity marketing or Bluetooth.

Consumers get targeted ads in a location they pass through. They are enabled from the Bluetooth of mobile phones.

6) Voice marketing.  

This is when companies use automated, computer-generated calls to promote their products or services. It is up to the customer to decide whether to hang up or listen to the phone call.

7) SMS Marketing.

This method of mobile marketing is by far the most common. Marketers use this medium to reach customers with offers and other relevant information through their mobile devices.

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Send Pulse makes this possible by offering professional features for effective mobile marketing.

How to do Mobile Marketing

1) Research your potential clients.

At DML we conduct extensive research on the demographics of your consumers to gather useful information, such as what they like, the sites they visit, the applications they use, etc.

This information enables us to create effective advertisements.

2) Take advantage of opportunities in social networks.

To effectively boost your brand, our specialists create great ads that attract a large number of social media users.

3) We set goals.

Measuring the results and progress of a particular mobile marketing strategy is only possible if the purposes of the campaign are established in advance.

4) We create campaigns optimized for mobile devices.

Since the goal is to promote a brand through mobile devices, it makes sense to create content, applications or websites that are suitable for mobile use.

5) Conduct location-based marketing.

One of the most effective ways to minimize your bounce rate is to provide ads that are relevant to your target audience.

We use tools like Google Trends, GPS, and apps like Google Local Inventory to deliver campaigns that resonate with the target demographic.

6) We take into account the unique characteristics of mobile devices.

We create ads that can be manipulated by different functions of the mobile device so that the user experience is quite memorable.

Despite all these benefits, some voices wonder if the brilliant results of mobile advertising are really as good as they seem or only have to do with the fact that on many occasions clicks occur accidentally, due to the difficulty of clicking correctly on the small screens of mobile phones, as it is called:

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The “fat fingers” effect

Fat toe effect

According to a study published by the American advertising agency Gold Spot Media, specializing in mobile marketing, 38% of all clicks made

On mobile devices on static banners and 13% on rich media banners were made accidentally.

According to these data, the great increase in the development of mobile applications and the great consumption of them generates great opportunities in advertising.

However, mobile marketing would present significant biases, which can reach up to 40%, due to the combination of small screens, movement and large fingers that often lead to clicking on an advertisement involuntarily.

Friendly fat toes

Is your wen mobile design "fat finger" friendly?

To prepare this study, the agency has been based on the analysis of the actions that have taken place after clicking on both static and rich media banners from all economic sectors through its platform.

Understanding as accidental click the one made by a user who leaves the page after 2 seconds without taking any action on it.

Gold Spot estimates that the 4% click through rate (CTR) in rich media banners, once accidental clicks are eliminated, is reduced by half and in static banners the CTR drops from 3.1% to 1.1% success.

What does Google say about the "big toes" effect?

The search engine is aware that the "fat fingers" effect has on the mobile advertising campaigns of its clients, both in economic terms and the delivery of images of unsolicited pages.

To satisfy advertisers, publishers and users, Google is implementing in all its banners the "click confirmation" when it is made on the outside of the same, where the search engine has detected that the majority of accidental clicks occur, to demonstrate that his action to request more information was intentional.

This function was already introduced a few years ago in text ads shown on mobile phones, where the user was forced to confirm their click if it was not done on the blue arrow that led to the ad.

Google's initial tests confirm a slight decrease in final click-through rates as users have had to confirm their click.

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For the seeker “This is just the beginning. As devices continue to converge, there will be new challenges in the fight against the problem of "big toes". But implementing confirmed 'clicks' is an important step. "

Google is starting to profit from phone numbers embedded in ads. These "click to call" ads are gaining popularity and demonstrating that traditional miniaturized ad advertising is coming to an end.

This does not mean that as an advertising medium it works and a company has the capacity to advertise it should occupy that medium without planning, or a specific creative campaign.