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Marta Peral Ribeiro

Marta Peral Ribeiro
– Commmunication Consultant –

Rethinking the strategy for mobile devices

The world has become digital.  We have never used smartphones, tablets, or virtual assistants as much as today. But how does that influence brands and digital marketing in particular? To what extent do companies need to adapt their communication strategy?

Marta Peral Ribeiro
– Commmunication Consultant –

Rethinking the strategy for mobile devices

The world has become digital.  We have never used smartphones, tablets, or virtual assistants as much as today. But how does that influence brands and digital marketing in particular? To what extent do companies need to adapt their communication strategy?

3 facts

8x more mobile access

According to Bareme Internet data, published by Marktest, there has been an exponential increase in mobile internet access in the last decade in Portugal:  we now use eight times as many mobile devices.

gráfico sobre utilização da internet por plataformas

66% choose their smartphone to access the net

The same report indicates that in 2020, smartphones became the favorite mobile access platform of most Portuguese.

7,2 million Portuguese use smartphones

Another study by Marktest points to a number of more than seven million inhabitants actively using smartphones.

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
alguém a fazer um pagamento onlineSource: @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?
  1. 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.
  1. 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.
  1. 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.
  1. 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.
  1. 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.
utilizador um dispositivo mobileSource: @proxyclick, Unsplash

How to streamline mobile strategy


User friendly navigation

This is a crucial factor in maintaining the user's interest: the brand's website must be properly optimized for mobile. When entering the site, they should have an easy and fast access to the information, so that the experience is positive. Otherwise, they are most likely to leave the page because it is unconfigured or presents another type of technological constraints.

Creating an App

When the brand has its own application the connection with the customer tends to increase. Because they can easily consult and acquire branded products and services and can communicate more easily with the company. That is, it becomes part of their day to day.

Optimized online store


SMS campaigns

Text message marketing (SMS) campaigns are cost-effective and effective. They serve to transmit promotions, offers, exclusive discounts and reminders to customers. And when receiving them, the customer tends to read them immediately, which does not happen so much with email. However, it is essential to moderate the number of sent SMS’s and their relevance, because when receiving excess messages interest is quickly lost.

Use QR codes

QR codes are increasingly used due to the ease with which they provide information to the consumer. When placing the mobile device closer to the code, the user will be immediately routed to a particular page. QR code functionality is widely used, for example, at restaurants (to show menus) and to show more information about a product (on the packaging).

Campaigns by location

By activating GPS-configured ads with exclusive offers or discounts, the consumer will be notified when they are near the brand-related commercial space, which increases the likelihood of adhering. This strategy is particularly useful for local businesses.

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.


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.