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Mobile marketing platforms

Mobile marketing plays a significant role of most modern marketing campaigns thanks to the booming of  mobile devices. There are several mobile marketing platforms available from SMS messages, banner display ad to mobile site and mobile app. Mobile marketing cannot be thought as any isolation mobile marketing platform, an effective mobile marketing strategy should link and leverage the strengths of multiple mobile marketing platforms to build brand awareness and connections with the target audience

  • SEO or mobile paid search: Customers searching for information on a smartphone frequently have different actions from those conducting a search on computers.  They search with fewer and shorter keywords, expect fast loading site with concise and easy to scan content. Google also uses these signals for search ranking, mobile-friendly sites will rank better in Google search results.
  • Mobile apps for specific platforms iOS, Android, BlackBerry, Windows: unlike mobile website, mobile apps are downloaded from an app marketplace and installed and used on mobile device, rather than being rendered within a browser. The app may be synchronized content and data with website, accessed both online and offline. Mobile app gives businesses the advantage of always being visible on customer's device, sending GEO-targeted push notifications and gathering data about customer's preferences and behaviors. Moreover, mobile apps make it easy to deploy loyalty programs and use mobile payments using a single platform.
  • Mobile browser/mobile app ads: With variety of ad formats including display, video, social, and search both in mobile browser and mobile app, mobile advertising allows to to target exactly potential prospects by narrowing down the geography and demographic. This advantage means mobile ad targeting is more accurate than keyword-driven online advertising, as desktop and laptop users often delete their cookies. Mobile advertising especially mobile in-app and mobile video ads ads is more effective to target and capture audience attention without being annoying, encouraging interaction, while banner ads are easy to ignore, and interruptive ads are irritating. Mobile in-app ads are expected to surpass PC online display ad revenue by 2017, (source:IDC and AppAnnie).
  • Targeted texts: SMS (short message service), MMS (multi-media message service) in the form of texts, images, videos or audio. Targeted text is one of the most immediate channels available with instant and direct delivery without battling against spam or other email filters, flexible platform (both cell phones and smartphones, iOS and Black Berry), high open rate - almost every SMS sent is opened and read.
  • 2D barcodes (QR codes, EZ codes, Microsoft TAG)  : 2D barcode can be put on printed materials, packaging, posters or websites, when users scan the barcode with their smartphones, they instantly get additional information like a URL direct to product page, promotion program or link download app.
  • Location-Based Marketing (LBM)Location-based marketing is a direct marketing method that integrates mobile advertising with location-based services, uses mobile display ads to geo-target prospects within a certain location. Business owners can show the ads pop up when people are searching for services and products in the local area, and communicate with near-by customers and potential customers through real-time communication, users can leave reviews that their friends can see, and to send mobile communications to their friends with invitations to the places. Taking these advantages, business owners can offer customer rewards for sharing information about business through location-based mobile networks to boost brand reputation and expand the number of customers you attract and retain over time. Besides targeting the right audience, location-based advertising costs cheaper than digital advertising on desktop computers.

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Related Terms
mobile marketing, m-commerce marketing platforms, mobile marketing channels, mobile marketing solutions

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