business messaging blog
A few things you didn’t know about mobile marketing
Scott Navratil

If you own a business, you’ve at least heard of mobile marketing. These days just about every US adult has a mobile phone. More than half of these are smartphones. For many years now businesses have been realizing that greater success comes from being able to market to these mobile customers. Other business owners are still a little wary of jumping into a new type of advertising. For the hesitant business owner, here’s a look at a few things you probably didn’t know about mobile marketing, and they just might change your mind:

  • Mobile customers are faster. Study after study shows that mobile customers will respond to mobile advertisements much faster than they will to all other forms of advertising. There’s something about mobile devices that causes users to act immediately on offers as opposed to those watching TV ads that may eventually get around to it
  • Polarized consumer response. In other words, mobile users are forced to respond quickly with a yes or a no. Unlike with TV, radio, and billboard ads which we have grown accustomed to and can tune out, mobile ads have a way of grabbing our attention. They are personal and invasive and force us to decide yes or no. There is no middle ground. While it means more definite no’s, it also means more yeses
  • Mobile customers are more trusting of brand messages. As already stated, there is something personal about a mobile advertisement. As a result, mobile customers are more likely to instinctively trust a brand message sent via smartphone as opposed to brand messages sent through other channels
  • More positive responses. This ties in with the previous three. Because mobile customers are faster, more likely to choose a side, and more trusting, they’re also more likely to ultimately respond positively to a mobile advertisement
  • Mobile users want simplicity. Typically, the mobile customer is on the go and is usually multitasking. Most mobile consumers when they use their mobile devices to perform a search online are looking to do something very specific and do it fast. This is where icons come in. Icons communicate the most information in the least amount of time. The goal here is conciseness. Less words and more images that help consumers find the info they want as quickly as possible
  • Mobile is social. The mobile channel is inherently more social than others. When you come across something interesting on your desktop PC, you can’t exactly hand the monitor to your friend or coworker and say “here, look at this.” You can do this easily with a smartphone or tablet however. Mobile makes it easy for consumers to share their favorite brands with those around them


Chantel Fullilove

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