Building your mobile marketing toolbox

Whether its watching the latest video on YouTube, downloading the new Netflix app, checking email or simply browsing the Web, it’s clear that consumers’ media habits are evolving. Data from Experian Marketing Services indicated that Americans on average are spending 58 minutes a day on their smartphones. In 2012, overall searches on mobile phones and tablets rose 21%, reaching a total of 113.1 million searches on cell phones and 38.7 million on tablets. More consumers are using their smartphones to not only seek out local information, but also to aid them in purchasing decisions as well. Research found 66% of consumers surveyed conducted price comparisons and 58% used their smartphones to find store locations. The rapid increase in smartphone adoption is giving more businesses reasons to consider incorporating a mobile marketing toolbox into their promotional mix.

Mobile marketing offers a unique opportunity to connect personally with potential customers. Yet, most brands spend less than 1% of their marketing budget to utilize mobile technology. Marketers should revisit their objectives and truly ask whether they can benefit from utilizing this in their overall strategy.

The Mobile Marketing Association identifies the following mobile platforms/tools that should be used in combination to create an effective and integrated mobile strategy.

•   Mobile video, display or audio ads: Mobile display ads come in many rich media formats, mobile video as well as mobile audio ads. All of which can be used for deeper brand engagement.

•    Mobile websites: Mobile websites deliver an engaging and streamlined mobile experience that appeals to a mobile visitor who is using their smartphone or tablet to connect with your brand.

•    Mobile applications: Apps can be used by brands to educate, entertain, engage and/or sell products to users.

•    Response codes: There are a number of different kinds of response codes, the most common of which are QR codes, Microsoft TAGs, ScanLife and SPARQCodes, among others.

•    Mobile Search Marketing: Mobile Search, like desktop search, is a powerful way to connect to consumers. Consumers can and share messages more easily on mobile devices, increasing viral potential of mobile search marketing.


By capitalizing on conversion-centric email marketing, social media, online giveaways, and abandoned cart emails, we significantly increased brand loyalty, awareness, and most importantly—eCommerce sales.

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    •    SMS and MMS: Short Message Service (SMS) and Multimedia Message Service (MMS) enable brands to send texts or rich media (graphics, video, audio) to customers.

    •   Location-Based Marketing (LBM): Advertising that uses mobile display ads to geo-target prospects within a certain location.

    •   Near Field Communications (NFC): NFC uses a small chip embedded in a phone to connect wirelessly to another chip embedded in a kiosk, point-of-purchase poster, debit card terminal or turnstile.

    What tools will you integrate into your mobile marketing toolbox?