21The role of marketing has undergone radical changes ever since the birth of the internet. Companies in the past were limited to using television and radio as a means of promoting their products and services. But due to the development and progress of new technology, the use of mobile phones has reached record breaking levels. Studies show that smartphone owners account for 80 percent of all internet users and the percentage of people doing mobile internet search is nearly 50 percent.

As a result, more and more companies are devoting a greater share to mobile marketing in their overall digital marketing budget. Doing so will ensure they can capture a much higher mobile traffic and greater market shares.

What is mobile marketing?

Mobile marketing refers to a set of marketing activities that are geared exclusively for smartphones for the purpose of reaching a wider base of customers. Mobile marketing activities include mobile SEO, mobile e-mail marketing, SMS and MMS marketing, app-based marketing, and inbound marketing.

Mobile marketing also involves using location-based features to promote a particular store or outlet. Restaurants and other retails stores, for example, will use apps to show nearby stores that offer special discounts and packages. Since smartphones operated by Android, Windows, or iOS operating systems use applications, there is also search marketing on app stores.

A customer can search for an app about a particular activity and will be presented with a number of apps that are rated the best in terms of relevance and use.

Why is Mobile Marketing Important?

Most people will not deny that smartphone technology is becoming a bigger part in the lives of people. Having said that, companies still need reminding about the importance of mobile marketing so that they can devote resources on areas that can contribute to business value and growth.

One of the primary reasons for the growing importance of mobile marketing is due to mobile shopping. A substantial number of customers are using mobile phones for ecommerce in addition to from their laptops and desktop computers. Research from HubSpot shows that mobile ecommerce can account for more than 24 percent by 2017, and it is only expected to grow owing to the spread of NFC technology.

Many companies have already resorted to adding ‘shop now’ features, such as Instagram and Pinterest. Brands are eager to capitalize on these lucrative opportunities and there is no reason why you should not.

Also, SMS marketing is also becoming a quick way of delivering messages right on customers’ fingertips; it has fewer risks of being missed or unread as people can view mobile messages a lot more easily than going through a clutter of e-mail messages.

More importantly, websites that are optimized for mobile phones are ranked higher on search engine results than those that do not. As a result, companies are ensuring their websites can offer a smooth browsing experience to visitors and is captivating enough to keep them engaged.