Integrating Mobile in Marketing Strategies

With mobile on the rise, it is sensible for marketers to start integrating mobile strategies into their marketing mix.  Traditional media is still prevalent, but the budget for mobile strategies is increasing and will continue to increase in the future. The COO of Facebook, Sheryl Sandberg, even made a comment recently that mobile is a more important ad medium than TV.

One way to implement a mobile strategy is through SMS text messaging.  According to research, 40% of consumers who opted in to receiving promotional emails from a business are also interested in getting the same type messages through SMS (Responsys).  Promotional messages through text messaging are a more convenient way to reach a target audience than through email.

A more specific look of the types of messages consumers prefer to receive via SMS is as follows:

  • 42% prefer location-based offers
  •  39% like general discounts, offers and deals
  •  37% want to hear about in-store sales and events
  •  42% are into gift guides and product recommendations


As far as ages are concerned, 64% of young adults ages 18-29 prefer to receive location-based offers, compared to 50% of 30-39 year olds and 42% of 40-45 year olds (via business insider).


Another effective mobile marketing strategy is mobile coupons.  The number of coupons redeemed through mobile and tablet devices are expected to reach 1 billion this year (via mobile commerce daily).  That is a 50% increase from last year according to Juniper Research.  Mobile coupons are a great way for retailers to drive traffic to their store and improve customer engagement.  Consequently, mobile coupons are also much easier for consumers to use.

SMS Text messaging and mobile coupons are both great ways to incorporate mobile into a marketing strategy.  As mobile is becoming more popular, it is crucial to start implementing new ways to reach consumers aside from traditional marketing. With all the new technology today, integration is key.