Investopedia defines mobile marketing as any advertising activity that promotes products and services via mobile devices, such as tablets and smartphones. Mobile marketing makes use of features of modern mobile technology, including location services, to tailor marketing campaigns based on an individual’s location.
Mobile is mainstream. A 2019 Pew Research Center survey found that 96% of Americans own smartphones. In most cases, they are the first thing people touch when they wake and the last when they go to bed. Mobile phones have made shopping seamless. I can order groceries, dinner, dog food, and something from Amazon all from my couch within minutes while watching a basketball game.
These harmonious transactions start as a targeted shopping list. However, my mobile device turns into an unauthorized biography leaking personal information and shopping habits. These snapshots of my life become a great marketing tool for the sites where I shop. Information is power. Having insight into my demographics and purchasing history gives marketers an unfair advantage. Suggesting additional products, services, and making recommendations makes it hard for me only to buy items from my list.
Digital marketers have another advantage. When I use my mobile device, I am a motivated buyer. My eyesight isn’t what it was a few years ago, and I don’t do product research on my phone. I save that for my desktop or laptop. Typically I know what I am going to purchase when I am mobile. Digital marketers know my mobile phone is always with me and can make my experience more targeted and individualized.
Studies show that people check their phones 34 times a day on average, which gives marketers an advantage to advertise products. A marketing strategy that focuses on mobile allows a business to reach a larger audience than by focusing solely on desktop users. A beeping and buzzing phone commands attention. It is hard to ignore a mobile device. The fear of missing a text, email, social media post, and the next new item has consumers engaged in a continuous cycle. The pocket billboard’s power is so strong that 18% of people exposed to a mobile ad click on it.
I am not a power user or a big shopper. That being said, I have been hooked by upsells, SMS product specials, and Instagram ads more times than I would like to admit.
Demographics of Mobile Device Ownership and Adoption in the United States. (2020, June 05). Retrieved September 21, 2020, from https://www.pewresearch.org/internet/fact-sheet/mobile/
Desk, G., & About The Author Godwin Desk. (2012, November 28). Five Benefits of Mobile Marketing. Retrieved September 21, 2020, from https://godwin.com/five-benefits-of-mobile-marketing/
Kenton, W. (2020, August 29). Mobile Marketing. Retrieved September 21, 2020, from https://www.investopedia.com/terms/m/mobile-marketing.asp