What are the Main Challenges of Mobile Marketing and How to Overcome Them?

mobile marketing

Mobile marketing is one of the most effective tools to achieve your business goals in the digital communication sphere.

Considering the incredible growth of mobile devices (phones, tablets, netbooks…) in recent years, it is easy to understand why mobile marketing has become so important for companies and brands looking to reach new customers and create valuable and long-lasting relationships.

Consumers are now online and ever connected to the internet via their mobile phones, meaning that the devices represent a powerful tool for companies looking to showcase their products or services and get their audience’s attention and generate revenue.

Mobiles offer a plethora of opportunities for both brands and consumers alike, and it is now possible for everyone to consume engaging visual and textual content in a short period of time, while interacting with brands in real time.

A consequence of this growth has been the adaptation of websites and applications to be mobile-friendly, which is essential to ensure optimal content displaying, a comfortable user experience and linear customer journey.

Mobile devices offer a range of opportunities for users, including browsing and purchasing from eCommerce websites, reading emails, and even conducting important financial activities.

What is a mobile marketing strategy?

Mobile marketing allows brands to create highly personalised messages and campaigns, which can be diversified according to specific sub-sectors of your audience.

However, finding the perfect message requires refinement over a period of time based upon analysis taken from the sending of previous campaigns.

A good mobile marketing strategy should integrate different channels to better meet users’ habits and expectations. Two of the most effective channels are SMS and Email, which are two important marketing tools in the digital era. Combining SMS and Email Marketing helps brands amplify user engagement and generate increased levels of Return on Investment (ROI) from their campaigns.

The advantages of the integration of SMS and Email on a mobile marketing strategy are many, including:

  • High open and read rates thanks to interactive content and the channels complementing each other
  • Instant feedback on the effects of the campaign
  • Increased brand awareness

The importance of data analysis in mobile marketing

The starting point for an effective mobile marketing strategy is a deep knowledge of the target and the analysis of the best criteria of segmentation in terms of demographics, location and interests.
By dividing the market into different niches, it is possible, in fact, to tailor the communication of each product or service to a particular type of customer and consequently obtain enhanced results.

Once users have been divided into specific and distinct groups, it is easy to create targeted and personalised messages that resonate and engage your recipients.

Thanks to the possibility to be read quickly by the users, SMS and Email marketing are extremely valuable tools.

Interactions can be monitored in a precise way and allow companies and brands to verify the performance of the campaigns and the satisfaction or engagement of users.
Analysing behaviours and tracking the customer journey is also very important in the creation of buyer personas when constructing campaigns to reach your target audiences.

How has Covid-19 impacted on mobile marketing?

Despite the big impact that Coronavirus has had on world’s economy, the digital sector remains relatively robust.

According to Datareportal, the number of people around the world using the internet has grown to 4.54 billion, and more than 5.19 billion people now use mobile phones on a daily basis.

SMS and Email marketing require lower budgets compared to the traditional advertising channels, and can be integrated with Social Media and PPC Campaigns in order to nourish and develop the loyalty of clients.

This is an important factor when we consider the reduction in physical shops and touch points during the first period of the pandemic, and the considerable damage on earnings and the fall in consumer spending.

Moreover, these channels can meet the increasing need of increasing brand awareness and reaching new prospect clients with essential messaging thanks to the capability to reach people quickly on a device that is checked multiple times throughout the day.

Therefore, mobile marketing is an essential part of an overall marketing strategy for small and medium sized businesses looking to grow and increase profits.

Challenges & goals for the future

Even if there are strong levels of optimism about the future of mobile marketing and advertising, it cannot be denied that innovations in terms of connectivity and usability are required to keep up with the increased demand and functionality of the internet as a whole.

As the global pandemic has resulted in brand’s reducing their marketing spend and resources, the challenge lies in the possibility to introduce new affordable ways to get customers’ attention more effectively, while also being viable in terms of costs.

One technological evolution that is likely to assist in this requirement is the 5G Network, which already provides the possibility for a million devices to be online in a single square kilometre. At present, the technology is available in more than 35 countries, but its reach continues to grow over the world.

The emergence and evolution of 5G in the future will be a crucial turning point the evolution of mobile marketing over the upcoming decade.