If you own a smart phone, the chances are you have been targeted in one way or another by mobile marketing adverts. These have been, for the most part, specifically aimed at you due to your Google searches or information you have given about your interests on social networks such as Twitter and Facebook. What has this got to do with mobile phones? Well mobile marketing works in the same way as working with a desktop computer; only the difference is that more people use their mobile phones or tablets to surf the internet. You can now aim your adverts at mobile phone users and with over a quarter of the world’s mobile phones being smart, it’s not a bad way to go.

But what are the implications to marketers, should we be going about our way as normal? The answer to that is no. The beauty and bane of marketing is that it’s almost always changing, there is always a newer, faster or generally better way to market your product or service as old marketing techniques are blasted into the stratosphere by Google. What’s even more challenging is having to make sure that you market yourselves on all devices, rather than just one. This calls for responsive design, something that has started to become customary for all marketing companies.

Mobile Marketing & Responsive Design

Responsive design is the key to mobile marketing, why? Because although there are millions of apps you can use for everyday life, you’ll still see people relying on Google to give them answers. Most recent smartphones will have Google Chrome built in or you will have the ability to download it as an app for free. This means that any website they visit needs to be user friendly from the get go and work well with different shaped and sized devices. A good web developer will know exactly what to look for in a responsive site and how it will be conveyed by the audience.

Mobile Marketing on Facebook

Social Media & Mobile Marketing

Social media also plays a big role in mobile marketing, social media marketing has become the new way to gain exposure and lure in customers. It might come as a shock to hear that 25% of smartphones users aged 18-44 couldn’t remember the last time they were away from their phone. Most make the assumption that it’s only the younger generation that are obsessed with the latest news and updates but actually this obsession expands into the middle aged folk too. Do not forget this when marketing yourself, it’s all well and good making yourself sound cool and hip but your target consumers may actually be the older audience.

Apps have had a huge impact on mobile marketing also, with e-commerce rife within the smartphone community. A surprising 1 in 5 smartphone users scan product barcodes and nearly 1 in 8 will use their phone in stores to compare product prices. You can download apps for almost all online stores, whether you’re shopping for food from Tesco or treating yourself to a new outfit from Marks & Spencer. Having an app can really help to boost sales, it makes buying your products easier for the user and more importantly faster. Everyone is in a hurry, remember that.

So what is going to happen to desktop computing? Not a lot. There is mass speculation over smartphones and tablets taking over entirely but that fact of the matter is that when it comes down to the wire desktop computers are safe, for now. Of course you can do almost as much on a smartphone or tablet as you can on a desktop computer, but at current desktop computers are capable of bigger screens, larger hard drives, more power and most importantly higher productivity.



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Jade Waddy
Jade Waddy

Jade Waddy is an experienced writer with an NOCN level 3 in journalism. She writes on all manner of subjects but specialises in digital marketing, working for Surge Digital