What is Mobile Marketing? - Serendipity2

What is Mobile Marketing?

What is mobile marketing?

There has been a huge shift in how we market businesses today, one of the most prominent ways of communication is the smartphone. Studies show that the number of active global smartphone users has risen above the 1 Billion mark, although a large portion of this figure goes to the US and the usage of their smartphones are on extremely regular basis. Here in the UK smartphone ownership has risen to 90% for 16-24-year-olds, 91% for 25-34-year-olds, 83% 35-54-year-olds and 42% for 55-64-year-olds.

By reviewing these figures, it is safe to say that smartphone usage has increased significantly and the way to communicate with this audience is through mobile marketing, especially for businesses who want to use personalised, targeted marketing for potential customers. Mobile Marketing offers businesses with a channel that can offer this highly targeted approach.

Cost effectiveness

There are a number of benefits and advantages for businesses who want to utilise mobile technology as part of their marketing strategy, one of the main benefits being its cost effectiveness.

Mobile marketing is an extremely cost-effective way of marketing to your audience when you compare it’s set up and affordability, with other marketing channels such as Direct Mail or advertising. Associated costs would be phenomenally higher with print and postage and not all mailers are guaranteed to make it into the hands of the consumer. The advantage of mobile marketing is that it encompasses both e-mail and text sent directly to their personal device, so the chances of that message being read are far greater.

When it comes to SMS marketing, it a different story as 90% of mobile phone owners read every SMS they receive, it’s more of a personable approach and it is more likely to get the attention of the end user.

90% of mobile phone owners read every SMS they receive

Creating a long lasting relationship

Mobile marketing allows you to create a long-lasting relationship with your customers by communicating special offers, sale events, new products, and services. By doing this your customers feel important and special, in return, for making them feel this way they are more likely to respond to your marketing campaigns. During this time, you are building up a rapport with them which also increases brand awareness and loyalty. Once you have built this bond it becomes easier to market to them in the future, which will, in turn, increase open rates via mobile because they trust you and your business.

Targeted audience

Businesses are always looking to reach a specific consumer audience to make the most out of their marketing strategy. This is where mobile marketing becomes a powerful tool. For businesses to reach the consumer via mobile, they need permission from the consumer to use their mobile number and to send them promotional material. This results in your marketing campaigns being targeted to the right audience as they are already interested your products and services which lead to higher sales conversions. As you can target specific individuals with specific promotions or offers you can implement highly targeted campaigns.

This is a much more cost effective marketing method compared to ‘Above The Line’ ATL methods like TV, Radio or even Billboards and more importantly it makes it personal to the consumer.

Instant results

Marketing can often take the time to show results, such as DM, POS, and even radio, whereas mobile marketing gives you instant results. Not only do most people have their mobile phones with them, but as soon as they receive a message they will most likely read it straight away, providing real-time statistics.

Effective mobile marketing

Even with previously mentioned benefits, a mobile marketing campaign still requires a much-needed focus on the strategy and output, ensuring everything has been checked off the list and that it’s ready for deployment.

Below are some key focus areas for your mobile marketing strategy, to ensure smooth and effective running campaigns.

Mobile Optimisation

One of the most common mistakes made by companies when developing their sites is not making it responsive or optimised for mobile devices. When you have customers visiting a site which isn’t mobile friendly it gives an extremely poor customer experience. Some of the main issues experienced are irregular font sizes and sliced views which require you to zoom in and out just to read a sentence, which can really affect the customer journey and user experience. To ensure users do not have a negative experience, which may impact on your business and brand, efforts should be made to ensure your company site is fully optimised for all mobile devices.


Social Media

An area which is expanding at a great rate and has a major impact on businesses and the way we interact with our customers. Social media today can help influence purchases and brand awareness giving brands and retailers the ability to directly communicate with the customer. Updating your social media channels such as Facebook, Twitter, and Instagram regularly will ensure effective communication and mobile integration with customers who are following you.

Updating your social media channels such as Facebook, Twitter, and Instagram regularly will ensure effective communication and mobile integration with customers who are following you.


The overriding factor of a successful mobile marketing campaign is the timing and deployment. Ensure that each campaign is intertwined with instore activity, such as product and service launches, to create an omnichannel experience for the customer. Customers expect a joined up approach across all your marketing mediums and an omnichannel approach will give you greater engagement with your customer.

Mobile Marketing capability

The capabilities of mobile marketing are growing with the rise in areas such as Location Based Marketing (LBS), Augmented Reality, and barcodes.

LBS requires the end user to opt in”, this is usually at the point where the end user downloads an app and accepts the terms and conditions for the app to use their mobile or smart device’s current location. Location marketing uses geofencing technology software which uses triggers when a customer goes over this invisible geographic boundary. This trigger when activated then sends a message to your device.

Proximity Marketing works in a similar way, but when you are a certain distance from a store, for example, 100m away it triggers a message to your phone with a promotional offer or call to action such as come in-store today and get 15% off! There are number of ways you could use this method:

  • Digital vouchers
  • Interactive digital signage
  • Links to website
  • Barcode marketing

Augmented Reality

Augmented reality is the latest trend in mobile marketing, and is another step forward from a customer experience perspective. This works by sending a message to your phone via LBS and directing you to move your phone over the POS and it would come to life on your phone playing a video, animation or even music. This creates another level of user experience.

As we can see mobile marketing is an extremely powerful tool to have in your strategy. The ability to target a specific audience with products and services they are interested in, whilst providing a bespoke and personalised experience. That with its cost effectiveness makes it an invaluable channel to explore.

About Serendipity2

Serendipity2, (S2), is a leading strategic consultancy which helps major consumer brands and retailers to acquire and retain customers with the overriding objective of driving customer engagement, sales and lifetime brand loyalty.

Driven by insight, we operate at board and senior management level advising CEOs, Sales, Marketing, Operations, Finance and HR Directors on company strategy and in helping organisations to plan and execute business transformation strategies. Underpinned by data science, our services range from sales and marketing strategy, location planning and store segmentation to category planning, store openings and sales territory planning.

With the customer at the centre of the decision making process, S2’s omnichannel approach brings together in store, mobile and online data and technology to create a seamless experience for all parties engaged in the buying process.

Operating in the Food, Drink, Leisure, Hospitality, Travel, Retail, Grocery and Fashion sectors, our award winning customer insight work provides deep level analytical insight and unrivalled expertise in helping to shape, plan and execute strategies for consumer brands and retailers in a rapidly evolving on and offline marketplace.

Our long-standing relationship and extensive data driven work for Coca- Cola, the world’s leading consumer brand organisation, now underpins much of their strategic sales, marketing, operational and financial planning and execution.