Marketing Advantages of Mobile Phones and Tablets

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MKT 311: 2-1 Blog Discussion:

• What are the advantages of mobile phones and tablets as a marketing tool over traditional marketing channels?

• What are some strategies for addressing the common constraints that mobile marketing faces?

With mobile phones and tablets continuously getting smarter and more

advanced, the advantages of marketing are limitless. No longer are businesses confined to traditional and expensive marketing strategies via print, radio, and TV advertisements. Since most people have a smartphone and device, more hours are spent on mobile phones and tablets averaging about 5.4 hours a day (Cristhyan, 2022). The opportunity of reaching your desired target audience is easier and can be accomplished virtually from anywhere with an internet connection.

The main advantages of mobile marketing are:

• Reach

• Customized User Engagement

• Convenience

• Data Collection

Photo by Helena Lopes on Unsplash

Reach

Business is no longer limited to a physical brick-and-mortar store; selling online is one of the fastest ways to make money and expand your business on a national and international level. If someone loves your product so much, they will spend the money to have it shipped to their location even if it is miles away. Finding your business online is easier than ever with powerful tools such as Google My Business which is location-based on users’ searches. With mobile marketing’s reach, new customers can be targeted using social media channels, email marketing, website, Google Ads, remarketing ads, affiliations, partnerships, and so forth.

Even user-generated content is another way to gain more exposure to your business. If you create a great service or product, people will share, and this alone is content for your business to use in its marketing strategy.

Reach is also a huge advantage to mobile marketing. Word of mouth is still

number one in getting customers, but the reach is thousands and in the millions of potential customers at your fingertips. Back in the days, when there were no mobile phones and tablets, people would watch advertisements the old-fashioned way; on TV or by listening to the radio. And those tactics were not measurable. With reach, many actions from the first point of contact with the customer can be measured with specific KPIs to calculate “success” and the success of the marketing campaign.

Customized User Engagement

As the economy and specific markets get saturated, more consumers want a unique experience in their shopping. Creating a customized engagement process for customers is another positive advantage to mobile marketing as memories and experiences can be captured, shared, re-shared, and even monetized with the right tools. This enables your company branding to be more memorable and “top of mind” when it comes to attracting new customers.

Convenience

As the COVID-19 pandemic rocked the entire world, so did the business world. Businesses had to adjust and focus all their energy and marketing dollars in remote marketing, online technologies, and building processes that make it as convenient as possible for their customers. As stores closed, home deliveries sky-rocketed and gained instant popularity as everyone stayed home and was no longer able to go outside to a physical store. If your business is set up for deliveries, then your business can survive because the convenience of ordering online made it

possible. Paying with credit cards, Apple Pay, Google Pay, and PayPal made a tremendous difference in the ease of convenience for people who need their loved products and services delivered straight to their doorstep.

Data Collection

Another advantage of mobile marketing is also data collection for companies. Even though it might sound scary, this is very valuable information for the company. This enables “companies to understand consumer behavior and use and helps them align their products according to their profile” (Cristhyan, 2022). Marketers are now able to get to know their customers more and their buying habits, their wants, needs, and frustrations. By analyzing this data, companies gain more knowledge on how to better serve their customers by listening attentively. This can “determine where people are falling off and no longer engaging will help you figure out how to fix those issues” (Akbar, 2022).

Mobile Marketing Constraints

Some mobile marketing problems that companies face range from privacy and security issues, to budget limitations, and negative comments and feedback. As powerful as mobile marketing is, there is still a downside that companies have to always keep an eye out for. Since the rules, regulations, and software updates are constantly changing, the biggest asset to control it is to make sure companies have the best team qualified to tackle these issues. By hiring experts in these fields, privacy, and security issues, the company, and the customers can be protected from online hackers and attacks. Starting small is key so that once benchmarks have been in place, budgeting will become easier to manage without overspending. Google Ads and Google Analytics allow customized dollar thresholds so you never go over budget on campaigns.

However, negative comments can almost never be 100% removed from Google My Business. On social media accounts, there are better options to hide comments or delete them. By being proactive with your online community, addressing issues at the forefront is better than dismissing them. Focusing on your product and service, and delivering excellent consistent customer service is key. Buying all the greatest and latest software out there now can only do so much; sometimes a personal, human connection is all that is needed to do damage control.

Delivered at lightning speed, businesses have to adapt and adjust to these mobile marketing strategies and tactics in order to stay in the competition and stay in business for a long time. Failure to embrace technology and mobile marketing can hinder the growth of your business altogether.

References:

Cristhyan. (2022, January 13). Mobile marketing: The only marketing guide you need in 2022. Code Design. https://codedesign.org/mobile-marketing-only-marketing-guide-you-need-2022

Akbar. (2022, April 7). How to resolve these 10 unique challenges of mobile marketing campaigns. App Samurai | Mobile Advertising Platform. https://appsamurai.com/challenges-mobile-marketing-campaigns/