Mobile Marketing

3 facts

What do we use mobile devices for?

• Communicating
• Entertainment
• Reading news
• Doing research on all kinds of topics
• Getting to know brands (or new brands) better
• Listening to podcasts
• Making payments
• Shopping
• Ordering food

Source: @screenpost, Unsplash

What is mobile marketing?

It is digital marketing optimized for mobile devices, be it mobile phones, tablets, or virtual assistants.

Through a series of features offered by the portable devices, a brand can relate to its public. More than a way to connect with customers, mobile marketing is an investment that allows the brand to influence their choices and differentiate itself in the market.

Why invest in a mobile strategy?

1. Relationship with the consumer
   With the adaptation of the mobile strategy, there is an increase in interaction with the public. Since most people have a mobile device, mobile marketing is more accessible.
2. Time is everything
   Following the previous point, the brand can quickly reach the consumer and vice-versa – and time is the greatest asset we have. Besides, who doesn’t like to be the first to know the latest news?
   

3. Increased e-commerce and m-commerce
   More and more users are buying online from their devices, especially since the pandemic. According to Statist data, in the third quarter of 2020, about 40% of users in Portugal made purchases via mobile.
   

4. Increased number of leads and sales
   Increasing m-commerce also generates a higher number of leads, which amplify the possibilities of sales and the probability of customer loyalty.

5. App Evolution
   The growing trend is for consumers to download brand applications, to be able to search for or purchase their products and/or services, and for the smooth interaction with the brand.
   

6. GPS, an ally that leads the consumer to the right place
   A campaign targeted according to the consumer’s location can be quite effective, given that consumers frequently browse their smartphones, and therefore make it easy to attract them if the opportunity is literally within reach.

7. Campaigns for holiday seasons
   It is when consumers are on vacation that most consume information via mobile. So, betting on campaigns for these times is more effective.
   

Source: @proxyclick, Unsplash

How to streamline mobile strategy

What does the user really value?

Simplicity – clear and uncomplicated communication keeps the reader motivated.

Quality images – Between quantity and quality, opt for quality. Images with good definition and good lighting have a big impact.

Access to social networks – Through buttons on the page, you can link the brand’s communication channels so that the visitor can get to know you better.

Relevant information – From the characteristics of the products and services to the photos that represent them, through the company’s contacts and schedules, everything that matters should be easy to find.

Upcoming events – Event and launch calendars attract users, who like to know what is new firsthand.

Consistency of information – Communication must be identical on all channels (social networks, email, business cards, website content, advertisements, etc.), including external ones (third-party websites that provide brand information).

New stage, new face – From time to time, the theme of the page must be renewed to follow the evolution of the brand itself.

Conclusion

Mobile devices have become, over the years, the great companions of the day-to-day life of all of us. So, today’s users are no longer just users. They are potential new customers.

As such, the most attentive companies recognize the need to keep up with the requirements of the consumer, who decide whether to like a brand, whether or not to buy a product through the smartphone.

Thus, the digital marketing strategy now needs to be redefined, putting the customer at the epicenter of the action so that their interaction is positive, and the brand is part of their life. And the apps that integrate their mobile device.