Mobile marketing is the active targeting of users while they’re on a mobile device. It’s typically used in conjunction with other marketing efforts. So, you want to think of it as multi-channel marketing.
A good example would be to target a user on Facebook with a lead gen opportunity. We might get them to come and download an e-book, and then we’ll use that lead to then do things like marketing automation nurturing of that lead when they’re on a different device.
I’d say some of the significant differences between desktop advertising and mobile advertising are the setting that the users are in when they’re viewing your content or advertisement. On mobile, of course, they’re typically on the go or just scrolling through a social or blog feed.
On a desktop, they’re typically at work and are performing some research, and they’re also naturally slightly different personas. Of course, on desktop, people generally are a B2B customer. On mobile, it is typically a B2C customer where it’s to the consumer.
So you might find you know what works well, depending on who your customers are. You want to keep the users setting in mind. They may not be ready to make a purchase, but it might be an excellent opportunity to strengthen your brand with them.
You might want to do some content marketing or maybe give them some reasons why your brand is fantastic. Videos typically work well or infographics, or blog posts, tend to get much engagement on mobile. In contrast, it might be a better opportunity to close a sale on a desktop.
I’d say one of the most important things to keep in mind with mobile advertising or mobile marketing is to keep things as absolutely simple as possible. Because, obviously, on the phone, we’re cruising through content or browsing quickly. It needs to be both engaging and extremely interesting, or its just going to be a waste of money.
I hope this short article solved your question of what is mobile marketing. If you need further help or have any burning questions you want answered, feel free to use the comment section below. Best of luck in your marketing efforts!
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