Advantages and Disadvantages of Mobile Marketing
As an entrepreneur working to grow your business, it’s safe to assume that you’re always on the lookout for new marketing strategies. Whether it’s driving past a billboard ad, or opening a marketing email, we’re surrounded by different types of marketing all the time. Digital marketing from the internet is fed to us every day through our social media feeds, website ads and more. Looking to break into this type of marketing but don’t know where to start?
Mobile marketing is a form of digital marketing that focuses solely on mobile internet users via smartphones and tablets. Although two are related there is one Difference between digital marketing and mobile marketingg. Getting into mobile marketing means using and perfecting strategies that are more focused on the mobile-user demographic. If your business is an app, or you’re just looking to expand your audience, mobile marketing is worth exploring.
Let’s evaluate some of the pros and cons to see if mobile marketing is the right marketing strategy for you. You can check our other articles Types of Mobile Marketing understand, here.
Benefits of Mobile Marketing
Mobile personalization is a huge advantage when it comes to mobile marketing because as you already know, personalized messages have a greater chance of compelling the consumer to take action. With the expansion of authorized data usage, the same way Facebook or Instagram can send you ads for products you’re shopping for online, you can also tailor ads for your content to interest your demographic. Even push notifications are a huge advantage in this aspect of mobile marketing, as it allows you to further personalize your customer’s phone.
Location-based targeting, depending on your product, is also an advantage to consider. According to Nectafy, 88% of consumers who search for a local business type on a mobile device call or visit that business within 24 hours.
Please think. Quick-service restaurants, food delivery apps, and rideshare apps are examples of businesses that leverage location. With their mobile campaigns and reliance on location, this is a great business model to use a marketing strategy that targets both mobility and location.
One of the most prominent and important advantages of mobile marketing for small entrepreneurs is its cost-effectiveness. Print and TV marketing, for example, have significantly higher purchasing and production costs. Mobile marketing is reasonably priced and more efficient; Every dollar you spend goes towards the mobile audience you’re trying to reach. Mobile marketing has more variety, as you have the option to choose from an array of communication channels, so you can more easily manage your budget.
High engagement rate
Mobile marketing has a high engagement rate because customers are more likely to open and reply to messages on their mobile devices. According to a report, SMS text messages have a 98% open rate. It allows businesses to create interactive campaigns like mobile games, polls and surveys to engage their audience and collect valuable feedback.
Improving customer engagement is one of the most important Mobile marketing goals You should be set. The good news is that mobile marketing campaigns offer higher engagement rates than other forms of marketing. As demand for this type of marketing increases, engagement rates are likely to decrease. But for now, this type of marketing offers the highest engagement potential for marketers and businesses.
Mobile marketing provides instant access to customers. Using push notifications, businesses can reach their customers in real-time and send them personalized messages based on their interests and location.
This is very different from traditional marketing. Traditional marketing campaigns can take weeks or even months to produce results. Slow transition times make it difficult to know whether campaigns should be adjusted. With mobile marketing, you can expect your target audience to respond much faster because they have instant access to you, your app or your website.
Shareability and virality
Another benefit of mobile marketing is how quickly you can expand your reach without adding extra costs to your campaign. This is because content created for mobile marketing usually has high shareability and virality.
Shareability refers to the ease with which content can be shared across social media and other online platforms. The more shareable the content, the more likely it is to be seen and engaged with by a wider audience. Virality, on the other hand, refers to the speed and scale with which content spreads across the Internet. Viral content can reach millions of people in a short period of time. Often through social media sharing capabilities.
Shareable and viral content are highly sought after by content creators and marketers, as they can drive significant traffic, engagement and brand awareness to their online presence. For a mobile marketing campaign, this can mean a big return on investment in a short period of time.
Disadvantages of Mobile Marketing
The speed of marketing leaves little room for error
Despite all these great features of mobile marketing, there are some drawbacks to consider. For starters, mobile advertising is very fast in nature. If you push poorly managed content, either flooded with errors or perhaps a subjectively negative comment, it can destroy your business. First impressions are important. And with mobile marketing, there’s even less room for error.
Reverse Beauty, remember the Kate Spade fiasco? Ulta Beauty spent months dealing with news coverage and crisis management, apologizing for successive emails only for some to find that apology as insensitive as the initial comment. In short, don’t make the same mistake. Re-read the content you want to send to your consumers and make sure it can’t be taken negatively.
There is also a lack of standardization between mobile phones which will create formatting issues when sending a campaign. With different types of phones: meaning different screen sizes, different browsers and operating systems, a campaign will launch differently depending on the smartphone. Your text and formatting may be too small for an android but will be cropped off the screen on a google pixel
Have you ever skipped a YouTube ad roll that you watched over and over again? Maybe you have and maybe you don’t know what the ad was One of the reasons why we do this is advertising fatigue.
Ad fatigue is a phenomenon that occurs when consumers get tired of seeing the same ad over and over again. As a result, they may start tuning out or ignoring the ad. This can lead to a decrease in engagement and conversion rates over time.
Ad fatigue can be caused by a variety of factors. One of these factors is the frequency and duration of advertising campaigns. A YouTube user will tire of seeing the same ad more quickly if they see the same ad before every video they watch. Another factor is relevance and quality of advertising content. Bad content will likely bore users more quickly than something entertaining or insightful.
Mobile advertising fatigue can significantly affect a marketing campaign. This reduces ad effectiveness and can waste ad spend. To combat ad fatigue, marketers must constantly refresh and optimize their mobile ad content. They must learn to adjust their targeting and segmentation strategies and monitor to identify signs of fatigue and take steps to prevent it.
Data limitation for SMS notifications for some users
Not everyone has an unlimited data plan, so standard data and texting charges may apply to customers receiving your notifications. This, of course, increases your chances of opting out of receiving messages to avoid rates. This definitely affects the number of people you can reach And can dramatically reduce your population size. Beyond consumers who choose not to receive your message or advertising content, there are now those who decline notifications because of the charge; Limit your audience considerably.
The popularity of mobile marketing has led to increased competition. Every business and organization is waiting for the attention of mobile users. This makes it challenging for businesses to stand out from the crowd. This requires businesses to create unique and engaging campaigns that can capture the attention of their target audience.
Mobile marketing is subject to legal regulations. For example, the General Data Protection Regulation (GDPR) and the Telephone Consumer Protection Act (TCPA). Businesses must comply with these rules to avoid legal penalties and maintain customer trust. While most websites and mobile platforms offer tools to help you comply, it’s important to make sure you’re not violating any local or national government regulations.
While mobile marketing can be a very cost-effective marketing strategy for those who believe that a mobile format will bring in more consumers and more revenue, there are definitely disadvantages to consider. As we have seen, sometimes this marketing model is not suitable for operation.
With increased penalties for mistakes and reliance on consumers giving you access to their data, many may find this marketing strategy more risk than reward. A mobile marketing strategy will be successful for even yours Business model? This is also something you need to ask yourself, as you read the pros and cons of mobile marketing
Do the benefits appeal to your business model and trump the risks? Or will the mobile format not draw the additional consumers needed to make your venture worthwhile? Hopefully thinking through some of these questions, and thinking about the pros and cons of mobile marketing in relation to your personal goals, helps you decide if this marketing strategy is one worth checking out.
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