Three Reasons Why You Should Care About Mobile Marketing

mobile marketing
Ahead of the next LEARN event, where our experts will be showing how to set up and run successful PPC campaigns, we are now thinking about some of the fundamental aspects of digital marketing. Mobile marketing is a term we hear regularly, but, do we really understand how to get the most out of our multichannel campaigns? We discuss some of the basic principles of mobile marketing.

Marketing is the art and science of making people aware that your brand exists and encouraging them to think about it in positive terms, integrating your products and services into their lives.  

Mobile marketing is doing this in a way that is accessible to users of mobile devices, which means, everyone.

On the one hand, you could argue that using the term “mobile marketing” is superfluous since effective marketers have long understood the importance of “going where their customers are”.  On the other hand, the term “mobile marketing” can be a useful reminder of just how important it is for marketers to keep the needs and wants of mobile users front and centre in everything they do.

1.  Mobile devices are everywhere

Forget the statistics, just look around you as you go about your daily life.  There are now mobile devices specifically marketed as being suitable for younger children (for example the “Kids Edition” of the Fire tablet) and also for older people (Doro now offers a smartphone optimised for older users) and just about everyone in between is pretty much guaranteed to have at least one mobile device, many people have more than one.  

Quite bluntly, there are simply too many mobile devices out there for marketers to ignore them and even if you think you can, Google thinks otherwise and uses mobile-friendliness as one of the criteria for ranking websites.

2.  Mobile devices require special consideration when designing websites

These days, chances are that much of your marketing and advertising will be aimed at getting (potential) customers to visit a website.  All that effort will be utterly wasted unless your prospects’ experience of your mobile designed site is entirely positive.

For best results, you need to do more than just incorporate the theory of good responsive web design into the creation of your website.  You need to test your website on at least one mobile device (preferably on several) to ensure that it actually works the way you think it should.

3. Effective mobile marketing helps to enlarge your customer base

Mobile marketing has been around since long before smartphones.  In the old days, marketers used to send out text messages (SMS). Yet, that approach was somewhat challenging since people did not appreciate their phones beeping at the moment the message arrived.  

These days, however, smartphones offer all kinds of exciting opportunities for both content marketing and customised marketing.  For example, brands can create apps to help them engage with customers.  IKEA Place is a great example of this.  It’s fun to use but serves the practical purpose of allowing customers the opportunity to “try out” IKEA furniture in their own homes.  

Mobile is also the channel of choice for location-based marketing.  While desktop and laptop users may use their devices to plan a trip, those on their phones are frequently using their devices to discover information about their current location; they are on the trip and, if you can direct them to your store or premises, you have gained a new customer via mobile marketing.

LEARN: PPC will be taking place on the morning of Wednesday 24th January at Shoreditch House. Join us for this interactive workshop where our experts will be guiding you through the basic principles of paid search, including how to set up and manage your account, bidding and quality score, budgeting, optimisation and also useful tricks and tools to ensure your campaigns are a success.

To register, click here or for more information email Alice Beaden on