Understanding the Basics of Mobile Marketing


Everything You Need to Know about Mobile Marketing [10 Minute Read with Infographics]

According to the latest surveys done in 2017, 23.93 percent Indians accessed internet through mobile devices. It is expected to cross 35% by the year 2022. As of February 2017, 49.7 percent of web pages viewed in the world were accessed through mobile devices. The figure is expected to see a dramatic rise by the year 2022. Few things in this world have such a profound effect on the way we socialise, live and work, as mobile devices. The brick is no longer a brick but a tool to reach and communicate with billions around the world. This has opened up marketing opportunities like never before. Let’s discuss in brief what mobile marketing is.

Mobile Internet Penetration (India)
I. Mobile Internet Penetration (India)


II. Mobile Internet Penetration (Global)


What is Mobile Marketing?

Mobile marketing is a set of practices that enables organisations to communicate with their audience in an interactive and relevant manner through any mobile device or network. The set of practices in Mobile Marketing include activities, processes, institutions, standards, industry players, advertising and media, promotions, direct response, relationship management, customer services, loyalty, social marketing and other facets of marketing. We have covered what is mobile marketing so now, let us take a look at what isn’t mobile marketing. Mobile marketing is not a license to spam and it doesn’t give you the right to intrude. Government regulatory bodies have certain rules in place that you have to absolutely keep in mind while approaching any mobile user.

You can use Mobile Marketing to engage with your audience, sell them your products or services or inform them about your business, products, services Et al. You can build your brand loyalty if your mobile marketing is done right. Because mobile marketing targets individuals, the returns on Investment is measurable. You can measure your marketing strategies by focusing on age groups, geographical region, and gender etcetera via mobile marketing.

Creating Unique Mobile Marketing Strategies.

Now that we have understood the potential of mobile marketing. Let’s find out how you can make your mobile marketing as unique as every one of your user. If you are an avid smartphone user, you must be well aware of the fact that mobile consumers expect a custom-made, individualised experience and your mobile marketing should be tailor-made according to individual preferences in order to truly engage them. You can do this by analysing mobile user data that clearly depicts what the consumers like and what they don’t. Here are three important points or questions that you need to keep in mind before devising your mobile marketing strategies:

Attributes – Who exactly are your users?

Like any other marketing strategy, you have to first know your target audience or who your users are. Although, organisations have a clear idea on who their target audience is, you can also find out the same studying data filled by users when they sign up for a product or service you are offering. Questions like what their name is? Where they stay? How old are they? What is their gender identification and what device they use, can be easily recorded through the sign up process itself. On analysing this data, you will have a clear idea about who your audience is, what age groups to focus, which geographical locations to target and which genders to focus for your mobile marketing campaigns.

III. Mobile Analytics

Engagement – Analysing your User’s Activities

Another very important point to keep in mind while devising mobile marketing strategies is recording and analysing user activities. You need to track the flow of your user’s actions to understand which features they like to engage with and which features they do not show interest in. You also need to record and analyse what time of the day the user is more likely to interact with mobile applications. This is important because if you know the time your user is most active on, you will be able to communicate with them more effectively.

Affinity – What Interests your Users

By observing and analysing user behaviour you will come to know their preferences. You will be able to deduce what kind of content they are engaging with, what features they like most, what category they viewed most and what items they added to their cart, etc. You can make the most out of user preference by targeting only those key areas and building your entire mobile marketing strategy around user preferences. The affinity section is useful on its own but its impact multiplies if integrated with the attributes and engagements sections.

IV. User Preferences

Mobile consumers are getting smarter day by day. They expect customised, informative, thoughtful and relevant mobile communications. You have to be very vigilant in observing user preferences and have to live up to your user’s expectations to stay ahead in the game. The window for error in mobile marketing is very small, if you make even the slightest of errors, your users are going to switch to another business, maybe your competitor’s. Therefore, be sincere with your users and provide them with relevant mobile communication to build trust and long-term business engagements.

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