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That's Business Today

What is mobile marketing?

Mobile marketing includes SMS, mobile display and mobile search. It encompasses all forms of communication between brands and consumers via mobile.

The ubiquity of smartphones suggests that this is the most direct route to the internet by consumers. Consequently, businesses must pay attention to mobile user experience (Mobile UX). Mobile advertising allows marketers to reach highly engaged individuals with personalised messaging. Mobile video advertising requires more focus on designing mobile-first ads that can immediately impact small screens. This means getting a handle on the mobile experience is a must.

The forms of mobile marketing include SMS, mobile display and mobile search. It encompasses all forms of communication between brands and consumers via mobile.

“Move over Facebook; TikTok is here.”

Business Landscape

Mobile marketing has evolved due to the pandemic.

Normal activities usually carried out in person were substituted by mobile activities. Brands have recognised that there has been a shift from traditional and desktop to mobile activities. The change in e-commerce from offline to online is said to be retained moving forward, with the integration of offline and online to an omnichannel blend. Shoppable ads and live video shopping are on the rise in Asia Pacific, presenting significant opportunities.

Move over Facebook; TikTok is here.

TikTok nearly doubled its monthly user activity between 2019 and 2020 and, in many countries, replaced Facebook for the top spot. Mobile audiences were seeking entertaining and humorous activities during the pandemic, and TikTok provided, which is here to stay. TikTok has partnered with Shopify and Walmart to develop a self-service ad tool with plans to offer automated commissions for influencers.

TikTok has been advertising for significant roles in the Asia Pacific region to help grow and develop lasting relationships with advertisers. They have been focussing efforts on SMEs to help guide and teach how to utilise mobile marketing resources.

Technology Landscape

Mobile UX affects engagement.

Mobile load time affects the customer journey, and improvements can positively impact conversions. A report by Deloitte Digital indicated that improvements in load time could lead to up 10% more spending by retail consumers. Many businesses developed apps to encourage loyalty and uptake in customer acquisition during the pandemic successfully. With the proliferation of app developers, this avenue has become more affordable for smaller businesses to incorporate into their digital mix.

Frictionless and personalised mobile marketing

Tips for a better mobile UX:

  • Instant gratification with fewer clicks and a frictionless checkout
  • Machine Learning to personalise the mobile experience is key
  • Customer Lifetime Value is more critical than Average Order Value
  • User-generated content like reviews, photos and videos are essential for trust

“User-generated content like reviews, photos and videos are essential for trust”

Strategic Approach

Omnichannel via connected packaging

Utilise the opportunity of connected packaging through old but revived technology such as QR Codes. This enables the business or brand to harness the data opportunities to help further understand your consumers. It is essential to reassure your customers of your Data and Privacy Policy to enable the trust to be maintained. Make sure to offer your customers a valuable incentive for sharing their data with you.

1 second to win over mobile customers

The Mobile Advertising Association recently published findings from a study that took less than half a second for cognitive recognition of mobile ads in ⅔ of the cases. The moral to this story is that mobile ads need to make an impression fast. It was also noted that video ads create an emotional response faster than static ads. It is important to note that mobile ads can trigger an emotional response due to colour and composition, so choose wisely.

YouTube advertising designed for mobile UX

Over ¾ of YouTube viewing occurs on mobile, and ads must be designed with this in mind. The three fundamental principles are visual language, attention and pacing, and form follows function. Hence, short format to drive awareness and purchase. Longer format for branding activities.

Customer-centric mobile strategy

In the purchase journey, mobile plays a significant role. Customers use their mobile devices to perform more research on the go. Consequently, marketing needs to consider and develop a customer-centric approach to their integrated marketing and communications strategies. How and when consumers use their mobile devices during the customer journey and how to make communications helpful and effective without seeming creepy or intrusive. Location-based data presents opportunities for brands to connect with their consumers. However, an opt-in approach is necessary for transparency.

Tailored Communication

Understanding your consumer preferences with channels and content is essential when considering the placement of mobile marketing activities. The message needs to be personalised and tailored for mobile devices. Often sharable content gains the best leverage and interaction. Finally, all communication must be fast-loading and intuitive for interaction.

Storytelling Video

Video is the best performing format and the most engaging; however, simply shrinking the design for mobile is not enough. A mobile-first approach is imperative to get the most out of your story-telling strategy.