In this article, you will get to know all details about “Advantages and Disadvantages of Mobile Marketing“.
What is Mobile Marketing?
Advertising activities that are carried out on mobile devices, such as smartphones and tablets, are known as mobile marketing. Marketing campaigns can be customized based on an individual’s location by using modern mobile technology, such as location services.
Mobile markets use technology to promote goods and services to people who are constantly connected to a network.
According to the Pew Research Center, 96% of Americans own a cellphone of some kind. Americans owning smartphones increased by 46% between 2011 and 2019.
I think we can all agree that smartphones have become an integral part of our daily lives, our daily routines, and our work lives. Do you know how big this phenomenon is? Among the staggering statistics about smartphones reported by Bankmycell.com are:
- The average smartphone user checks their device over 17,000 times per year, which is 47 times per day!
- An average person spends almost 3 hours per day on their phone, and if you count tablets, it’s over 4 hours.
- Moreover, CNBC reported in early 2019 that 73% of people will access the internet exclusively via smartphones by 2025.
It’s clear from these statistics that mobile isn’t going anywhere. In order to remain competitive, brands must optimize their mobile marketing strategies, engage with their audiences, and stay in touch with them.
The advantages and disadvantages of mobile marketing and advertising are discussed below. We hope these will keep you up-to-date on the latest developments in marketing and mobile technology.
One by one, let’s look at all the advantages and disadvantages of mobile advertising.
Advantages of Mobile Marketing
We will discuss the advantages of mobile advertising first, followed by the disadvantages.
Easy access
Almost always, we have our phones with us. The average user spends over an hour per day on the top five social media apps, as well as tapping, swiping, and clicking their phone over 2,600 times per day.
According to Pew Research Center, 37% of U.S. adults access the internet most frequently on their smartphones.
Mobile marketing is an important part of your company’s marketing strategy for many reasons. As a result of the accessibility of phones, we, the users, will be able to see your ads/campaigns more easily.
Location and personalization
The benefits of mobile marketing include the ability to reach people at any time and at any place – at work, at home, or even while on vacation (we don’t recommend this last option).
Users’ phones can be used to gather a great deal of information about their preferences via location-based marketing.
Using this information, the ads can be tailored to speak directly to a single person, based on things like their purchase history and location.
Viral potential
We love sharing things with our families and friends, especially if they are good, interesting, or useful.
When it comes to mobile marketing, there is more potential for something to go viral. Without spending any extra money, you will gain a lot more exposure.
Instant transactions
You can’t live without your mobile phone when it comes to impulse purchases, and the same applies if you’re a seller. While waiting in line at your local favorite retail store, items will catch your attention, and hopefully lead to a purchase.
The same can be accomplished with a mobile advertisement.
We use our smartphones to entertain ourselves, and boredom can lead us to try new things. A seller who offers online services can fulfill a consumer need.
Cost effectiveness
Mobile marketing has some important advantages, and there are different ways to look at them. Since mobile devices have smaller screens than desktops or laptops, there is less space for advertising, and the content to be used is smaller and less expensive.
Mobile advertising, therefore, has a much lower cost than radio and television advertising. In addition, targeting plays an important role in this process. You can reach customers who want and need to see your ads through targeted advertising. If your campaign doesn’t work, you can save money by stopping it.
Instant Result
The majority of people carry a mobile phone with them at all times. It is common for users to also have their mobile phones on at the time of sending, which means they receive the message as soon as it is sent.
Mobile devices appear with the message as soon as they are turned on in standby mode. Due to this, mobile marketing techniques are usually instantaneous.
Direct marketing
From their mobile devices, users interact with the mobile platform. An experience that is more personalized can be achieved through direct interaction. Using this benefit, marketers can engage in direct dialogue with users, receiving immediate feedback via SMS.
Tracking user response
It is possible to track user responses almost instantly. Consequently, mobile marketers can improve their own standards of service by better understanding and analyzing user behavior.
Microblogging benefits
Microblogging platforms like Twitter are becoming increasingly popular among mobile users. Marketing professionals can greatly benefit from microblogging. Regardless of how many people retweet your advertisement, it will still be seen by hundreds of people.
Puts you ahead of your competitors
It is surprising how many companies haven’t adapted to mobile marketing despite the fact that they may seem to be on the internet. By reaching out first with all these advantages of mobile marketing, you will have an advantage.
Disadvantages of Mobile Marketing
In this section, we’ll explain the disadvantages of mobile advertising.
Little room for errors up front
It is important to make a good first impression. The ads that give viewers a negative first impression are unfortunately the ones that matter most.
Ensure that your content and ads are error-free. Because of the nature of mobile advertising, it is extremely difficult to fix a mistake before it is seen.
Potential for bad user experiences
As a result, the first disadvantage is compounded. Don’t forget what I told you: “Let it go viral”. It is just as easy for a poorly executed ad or content to go viral as a well-done one.
Review your ad carefully, perhaps even have more than one person review it, and make sure that it does not mislead.
Possible navigation issues
A mobile advertisement should take into account the fact that 80% of U.S. phones are smartphones, which means around 20% of consumers use standard phones.
Your advertisement may be interesting to some users, but it may not be accessible to others.
User costs
However, there is one disadvantage to keep in mind. The fact that we see advertisements about unlimited data doesn’t mean everyone has one.
You should be aware that some people viewing your ads may be charged standard data and texting rates.
In light of the benefits mentioned above, it’s hard to ignore the rise of mobile marketing. With more and more people spending time on their mobile devices, mobile marketing has become essential for growing brands.
Get in touch if you want to learn more about how to account for people using smartphones in your online marketing strategy, or if you haven’t yet optimized your website for mobile.
Platforms too diverse
In contrast to computers and laptops, mobile devices are not standardized. It is not uncommon for mobile phones to have screen sizes that vary widely, as they come in a variety of shapes and sizes.
Furthermore, mobile platforms use different operating systems and web browsers, making them vastly different. In this situation, it is difficult to create one campaign that covers all of them.
Privacy issues
Users wish to have their privacy respected online, so mobile marketers must respect and understand this. Therefore, they should only engage in promotional activities with the user’s consent.
Mobile landing page optimization
Mobile marketers direct their customers to specific landing pages in mobile marketing campaigns. Landing pages must be optimized for mobile devices in order to provide a seamless user experience.
The coding makes it difficult to optimize for mobile screens. It is possible for the code to develop bugs, or for the design to not function as well on a mobile screen as it does on a desktop screen.
With more and more people accessing the internet via their mobile devices, mobile marketing is becoming increasingly important. The advantages of mobile marketing outweigh the disadvantages, according to our assessment. It creates ads that people dislike.
The nature of advertising on mobile phones is interruptive. Your message will be remembered if you use it, which is a plus. Creating frustration for the user by interfering with their mobile experience becomes a disadvantage.
70 percent of mobile users dislike seeing mobile ads, according to the HubSpot report.
Mobile ad-blocking apps are used by over 90% more people than they were a year ago. Your advertising targets must be specific in order to avoid wasting money.
There is a sense of telemarketing about it.
When you are eating dinner, how many times have you been contacted by people trying to sell you something? The same thing happens to users throughout the day with mobile ads.
You cannot guarantee that consumers will want to continue receiving marketing messages even if they have opted-in to receive them. Regardless of whether you automate your entire process and let your ads generate results on their own, this advertising option has no guarantee of success.
Ignored by Viewers
Online ads are ignored by 82% of Americans, compared with 37% of people who ignore TV ads, according to Goo Technologies’ first annual Goo Online Advertising Survey. Ninety-two percent of Americans ignore at least one advertisement each day across six different types of media.
Conclusion on Advantages and Disadvantages of Mobile Marketing
Mobile advertising cannot be ignored because of its advantages and disadvantages. Mobile devices account for more than half of all internet traffic. The amount of traffic coming from mobile devices is increasing every year.
There has been an increase in the use of mobile devices in recent years. An investment in the campaign, which was targeted to a well-researched demographic, makes sense.
Keep reading and learning with Rehmat Ullah.