The term “Mobile Marketing” refers to a range of marketing strategies and activities deployed primarily by taking advantage of the mobile device channel.
Thanks to Mobile Marketing activities, it is thus possible to reach more easily even the user who is not browsing the site and is on the move.
Mobile Marketing includes ADS activities on social platforms, email marketing initiatives enjoyed from mobile, proximity marketing, SMS marketing or those planned properly for APPs.
In a context, such as the one we are living in, where there are no longer boundaries between real and virtual and the user moves from one channel to another seamlessly, it is evident for a brand the need to preside over every channel, including mobile.
According to data released in 2021 by Politecnico di Milano’s Mobile B2C Strategy Observatory, smartphones and mobile devices represent the first channel of access to digital properties and cube more than 40 percent of Italians’ online purchases.
More than other channels, mobile channels assume more interactions from users, so it is necessary to plan activities for this type of channel that aim precisely at engagement.
When planning activities, it is therefore important to:
- Define a budget congruent with activities, including ADS;
- Analyse and define their buyer personas in order to identify more perfomant activities and content;
- Define monitoring KPIs to also take any corrective actions on what has been implemented.
