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What is Mobile Marketing

Home » Digital Marketing » What is Mobile Marketing

Mihovil Grguric

Created: October 9, 2019

Last Update: October 15, 2019

Mobile marketing was once only a small section of the entire digital marketing structure. Today, it is among its biggest divisions. The past few years were marked by significant growth in the mobile industry. What attests to the huge spike in growth is the fact that you know that we are not talking about automobiles but mobile phones.

Walt Disney

We keep moving forward, opening new doors, and doing new things, because we’re curious and curiosity keeps leading us down new paths.

And forward do we move, hand in hand with the rest of the globe. We all move, you, me, and even Earth. We as people are on the move, shifting our steps one by one and moving an inch of a foot in front of the other, racing against time and chasing deadlines.

A Barely Brief History of Mobile Marketing

At first, it was transport. We gave away horses for cars and planes. The poor animals finally got their long-overdue rest. I imagine their backs must’ve been in a whole lot of pain from carrying the entire human civilization. Cars and planes allow us to travel at ludicrous speeds. Not only do we consume products, but products consume us, too. Television with its power to summon entertainment at will entered our age. Countless hours of entertainment entered our homes in the shape of small boxes. Entertainment available at a push of a button.

Technology has skyrocketed and changed our lifestyle substantially. Moving is at the heart of our culture. Being and staying mobile has changed a lot of what we do today. To move, from Latin mobilis, is at the root of Mobile.

The First Not-So-Mobile Phone Device

We owe our thanks to Mister Graham Bell for his invention of the telephone. In hindsight, he didn’t only discover a device. Mister Graham Bell is the father of modern-day convenience. Without that first stepping stone, there wouldn’t be pizza deliveries today nor would Amazon ship around the globe so easily.

We move so much that the term “global” is starting to sound a bit crowded. Despite this, the changes are quite exciting. We travel to faraway places easily. Food is for the most part but a finger-press away from us, and we fulfill our desires by the hour.

Alexander Graham Bell making the first ever phone call.

The famous first words, “Whassup?”

The Pioneers of SMS Marketing

The real history of mobile marketing starts in 2005 when Nike and Pontiac launched their first commercial SMS campaigns. Even before that, in 2003, the first short codes used in text message marketing were introduced. At that time mobile devices weren’t as widespread as they are today. But, the pioneers of SMS marketing Nike and Pontiac saw a growing market ripe for marketing.

Today, the number of mobile phone users counts 4.68 billion, just a few heads (more or less) short of 5 billion, according to Statista. The number of mobile app downloads has surpassed the 190 billion mark in 2018 while the revenue for that year was “measly” 365 billion dollars. We at Udonis mobile marketing played a big role in that grand picture alongside many other great agencies. The forecast is still rather optimistic, predicting 935.2 billion U.S. dollars by the year 2023. That’s crazy!

Number of global mobile app downloads from 2016 to 2018 (in billions)

In turn, this has created a new problem. A sea of new products emerged from the depths and the captain of the ship is an old drunkard named Mark. We are bombarded daily by endless hordes of menacing merchandise. Who will help us decide to pick the right path, err product? Who can help us navigate the Seas of Commodity?

We touched upon the brief subject of mobile marketing history and ended up a few years in the future. We’ll take a few steps back to greet and breathe the modern air of present once again. In this guide to Mobile Marketing, we’ll go over all the basics you’ll need to start understanding the complex nature of mobile marketing in 2019 and beyond, as well as some of the more advanced aspects of the beast.

What is Mobile Marketing?

Mobile marketing, in a nutshell, is a part of digital marketing which aims to reach a specific audience on their mobile devices such as smartphones, tablets, and other similar devices to deliver promotional messages. That is the gist of it, without the fluff.

And the fluff? How about this. Mobile marketing is an exceptional way to connect with your desired audience through the intimacy of handheld mobile devices in a manner that maximizes the efficiency of your chosen marketing message.

Mobile marketing uses a variety of tools at its disposal to promote businesses, products, apps, brands, services, your dog, you name it, but to mobile users. There are two ways we can go about mobile marketing – the direct route and the indirect one. The common denominator will always be the audience, the mobile users.

As time goes by, the techniques used by mobile marketers only grows. At first, it was only SMS. Nowadays there are a lot more options. Some of them are MMS, emails, websites, mobile apps, social media such as Facebook, Instagram, and Twitter, and chat apps such as WhatsApp.

Hands holding a mobile phone device.

The Direct Approach to Mobile Marketing

The direct approach to mobile marketing takes place on mobile devices, from start to finish. You take your phone in your hand and out of boredom or interest, you start going through your Facebook news feed. Among your friends’ posts, you will undoubtedly find adverts. A brand-new iPhone and at a discount too, if you order now!

You click on the ad and it takes you to a fast checkout page. Few clicks later, your new iPhone is on the way while you continue your browsing journey from your current phone.

Take note that at no point in the funnel you had to leave the comforts of your browsing space or change the device to order the advertised product.

This is what we call the direct approach. The complete marketing process takes place entirely on mobile platforms. You can find value in this approach for both consumers and marketers, which we’ll go over more under “benefits of mobile marketing”.

The Indirect Approach to Mobile Marketing

Unlike the direct approach, the indirect approach to mobile marketing is, you’ve guessed it, indirect. Indirect mobile marketing is part of a bigger picture that uses mobile marketing as one of the marketing channels in a vast and comprehensive marketing strategy.

A cog in a machine, mobile marketing works well with other channels to deliver a strong marketing message to a worldwide audience at any time.

To put it in an example, simply Google the phrase “places to eat near me”. Google will serve you a colorful ad dish. But, to enjoy the fruits of the engine’s labor, you’ll have to walk over to the restaurant and order your food there. Since you had to leave the confines of your home behind and go offline, we count it as a hybrid marketing stratagem – an indirect mobile marketing approach to customers.

Why Mobile Marketing

People often ask why mobile marketing, no one ever asks how is mobile marketing.

But, to continue would be foolish without first answering this one simple query. That the mobile internet space has grown tremendously since 2005 is plain to see. However, it doesn’t answer the question as to why you should engage with mobile marketing.

We are spending an increasing amount of time on our mobile devices. We use them to chat with other people, to connect with lost friends, to shop for necessary and unnecessary products, heck, they even replaced printed newspapers as the number one go-to toilet tool.

Over 90% of millennials confessed that they use their phones while on the toilet. That’s over 90% of millennials we can reach today with our marketing messages while they’re sitting on the toilet. Imagine the ad – “Need a hand?” while swiping on your phone screen with one hand and wiping yourself with the other. Here you can find out more about America’s Toilet Texters. Ask yourself, how many people daily text you from the toilet?

Mobile phones have become so widespread lately that the question of why mobile marketing pertains to specific industries and audiences more than the general public. Thanks to a group of extra smart engineers, we can track and analyze data before we get to a decision.

Our devices are smarter with each new iteration. They are replacing more parts of our everyday lives. Companies such as Udonis learn to leverage these new devices to grow our clients’ businesses. If you want to appeal to a modern audience, you must learn to adapt to modern problems with modern solutions.

Top 5 benefits of mobile marketing infographic.


The Top 5 Benefits of Mobile Marketing

To sum up, here are all the why’s and the top 5 benefits of mobile marketing:

1. Reach

What is the first thing you check in the morning? Is it your smartphone? This attests to the widespread reach of mobile devices. If you want to reach your audience, there is no easier way than mobile marketing. You can reach out and connect with your mobile audience anytime, anywhere with a proper mobile marketing strategy.

2. Immediacy

While mobile marketing boasts a wide reach, it is the tremendous power of instant messaging that is the real driving force behind the spread of mobile marketing. Your audience gets the message now and in an instant, you can have a new customer. All it takes is the blink of an eye to get your message across millions of mobile devices. Mind-boggling.

3. Intimacy

Now it’s getting personal. To appear on mobile devices, as a brand, means to appear among close friends and family. We go through our social news feeds daily to read what our friends and family have on their minds. For a brand to appear among those types of posts means to appear in a very intimate spot. People form connections on a one-to-one basis. We talk and connect, we share our thoughts and feelings to grow trust among each other. To build this type of a connection between a consumer and a brand is to speak like a friend, to a friend. And there isn’t a better bridge to cross that gap than mobile marketing.

4. Cost-effectiveness

If you’ve ever tried your hand at TV advertising, you’ll know how much more costly it is compared to mobile marketing. Paying to appear in newspapers gets the same random results. It might be great for some businesses, but in the long run, mobile marketing is more cost-effective. You also get to pick your audience. You can market to an audience based on their location, occupation, age, marital status. It will do wonders to your ROI.

5. Engagement

If there is one thing better than a paying customer it is a loyal paying customer. And how do we get loyal customers? By engaging them. Clever marketing strategies will reach out to your audience and prompt them to take action on your website or in your app. If you can deliver a happy experience, you will win a happy and loyal customer.

Here you can check out a more detailed post on the benefits of mobile marketing.

Advantages and Disadvantages of Mobile Marketing

Mobile marketing advantages heavily outweigh the disadvantages, but a prudent marketer will keep both in mind when advising their clients.

Advantages of Mobile Marketing

1. Ease of Use

Everything is built to be intuitive from the ground up. User Experience is at the forefront of mobile devices. This has made it possible for older generations to join the digital culture.

2. Virality

The potential of mobile marketing campaigns to go viral was all the rage a few summers ago. The connections that people form over social media increases year in, year out. Compared to other marketing channels, mobile platforms are the most viral marketing channel. Overnight success is a dream every startup CEO has. Mobile marketing is the number one go-to platform to try your luck with going viral. Or, if you have a competent marketing team, to mass test your object of advertising with high hopes of going viral. Content is what usually “goes viral”. A piece of content gets shared over a network spanning millions of mobile users which gets it the potential momentum to go viral with your marketed product, service, or brand.

3. Mass Messaging

You don’t have to operate on a global scale to want to take advantage of mobile mass messaging. Even if you are a local business striving to get a piece of the pie, you can take advantage of mobile marketing’s ability to communicate with your desired audience over distance and at any time of the day. Delivering your message in front of a massive targeted audience is what mobile marketing is about. Sharing content is a simple task on mobile devices and your message might find its way in more hands then you even paid for (see: virality).

4. The Power of Influence

Money is power. Being handsome is power. Knowledge is power. But the ability to talk to the whole world at the same time? Pure, unadulterated power. Social Media is the prime source of this newfound “power”. Microblogging platforms such as Twitter and Facebook have put this power in the hands of ordinary everyday people. From fashion to food blogging, you now have the power to sway a massive amount of opinions simply by interacting. In a way, you are an influencer already. Maybe you don’t have a massive following, but your opinion matters, and it can influence your friends’ perception of a product. This power of influence is used widely in mobile marketing for promotion.

5. Tracking & Analytics

Mobile marketing is highly effective at collecting user data. We can track user data almost instantaneously. We can track user data such as their in-app behavior to get a better understanding of our app. Further, we analyze this dataset to prune and improve our mobile application. An app tailored to its users is preferable over those that don’t take user feedback into account. Tracking user data helps us better understand user behavior. Understanding user behavior in turn helps our decision-making process. If the data says black-on-white that your users don’t want to suffer your pop-ups or push notifications any longer, why keep pestering them? Make their experience more enjoyable. You scratch their backs, they’ll scratch yours.

6. Mobile Commerce

Did you know that around 80% of all mobile phone searches resulted in a purchase? Need we say more? This study from Search Engine Land highlights that nearly 8 out of 10 mobile phone searches result in a purchase. Get in the line before it stretches to eternity. Mobile commerce is growing rapidly. Udonis and other marketing experts expect it to dominate the ecommerce market in the near future.

Disadvantages of Mobile Marketing

1. Complexity

The more people you want to reach, the less personal your message will be. Can you calculate and predict the optimal approach? The trick is to segment your audience in bite-sized chunks. You can split your audience to the smallest bits. However, this costs more than a broader approach. With a clever campaign, you might be able to mask an impersonal message. This is where the complexity comes from. The more you segment your audience, the better your understanding of their behavior. But, the more you segment it, the more complex your campaign becomes. We can help you find the golden middle. It takes time and effort to build one such precise mobile marketing campaign.

2. Privacy Concerns

Privacy is of big concern with us at Udonis. We want to protect our user’s data but at the same time, we want to collect it. Mobile marketers must understand the concept of privacy. Even more important is to understand where the boundaries are and to respect your users. Only indulge your inner analyst if you have your user’s consent.

3. Security

With that said, online privacy is often under the threat of theft. Most of what we do on mobile devices is stored in one shape or another. This makes it a juicy target for hackers looking to benefit from selling your data online. Breaching the boundaries of privacy is a shortfall from grace. However, you can take these steps to secure your personal data online.

4. Navigating Tight Corridors

Don’t lose your customers in a labyrinth of pop-ups and a nightmare of newsletter prompts. Today, for every website and app that offers a highly intuitive navigation, there is a website and an app that is trying to trap a user in its tight corridors. Websites and mobile apps that are difficult to navigate are a frustrating experience that repels users from ever returning. Optimized sites and apps go a long way in ensuring customer satisfaction and this is one thing where you don’t want to cut corners.

How to Develop a Mobile Marketing Strategy

Sun Tzu, The Art of War

“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.”

We don’t want to come across as overly aggressive by quoting “The Art of War”. But the wisdom behind Sun Tzu’s words is undeniable. We hear the words tactics and strategy often used interchangeably. While they play for the same team, they are not the same.

Tactics, in mobile marketing, would be the best practices. Tactics are more precise and are oriented towards smaller objectives. Segmenting your audience for a more precise targeting is a sound tactic, general.

Strategy, however, is the long-term goal. Your strategy is the path you’ve chosen to walk to achieve your mission. The focus of a good strategy is a clear goal in mind (and on paper!). The focus of a great strategy, on the other hand, is attacking your competitor’s strategy. Well, at least according to Sun Tzu.

Mobile marketing, owing thanks to the rapid growth of the mobile industry, is sometimes akin to war. A competition of sorts. The market is huge, still growing, and it doesn’t seem it will slow down anytime soon. While this has opened many new opportunities, it has also created a highly competitive market. We vie for users’ attention. We want them in our apps and on our websites. But there is a finite number of mobile users after all. Don’t worry though. We can overcome our competition with some legwork. Setting up a mobile marketing strategy will improve your odds immensely and here is how.

Mobile marketing strategy Sun Tzu quote.

Think strategically, act tactically.

Mobile Marketing Trends

Mobile technology is still advancing at a rapid rate. And mobile marketing is no different. It falls us on us marketers to embrace this swift nature of mobile advancement. Technologies shift and fade but a responsible mobile marketer watches closely the impact new technologies create.

If you want to survive in a competitive field such as mobile marketing, you should embrace all the changes and mobile marketing trends. Adapting your mobile marketing strategy accordingly will often be crucial for promotion and success.

Don’t miss a trend and lose an opportunity or else you will fall behind your competitors. As Wayne Gretzky once said, you miss 100% of the shots you don’t take.

You might ask yourselves then, what are the current mobile marketing trends in 2019? We got you covered. Here is a summary of our top 7 mobile marketing trends.

  1. Gamification
  2. Augmented Reality
  3. Virtual Reality
  4. Videos
  5. Wearable Technology
  6. Influencer Marketing
  7. Voice-activated Search

1. Gamification

We’ll start the list with gamification, a mobile marketing trend that has been on the rise for some time already. You’ve no doubt heard about the term of gamification before we continue let us define it briefly.

In mobile marketing, gamification is the application of gaming elements such as a scoring system in apps and user competition as a form of a mobile marketing technique to increase user engagement with a brand, product, or service. What makes gamification exciting is the promise to make the dull stuff fun.

It’s hard not to love fun. Both you and I love games. They stimulate and excite us. They occupy our time but offer to take the sting of boredom out of our lives.

In 2019, you can find over 3.06 million non-gaming apps on the Apple App Store. In contrast, there are over 903,489 gaming apps currently up on the App Store. Look here to see the number of apps in the App Store from 2008 to 2019.

Number of active apps from the app store 2008 to 2019.

But, thanks to further development in the virtual and augmented reality department, gamification looks much different now than even last year.

Generation X and the Millennials have grown up surrounded by video games and take naturally to gamification. Even more so, the Generation Z takes to gamification like a duck to water.

Even if your targeted audience is older than the gaming generations, they will enjoy your gamified apps and marketing strategies. Why? Simply because games are made to be fun.

2. Augmented Reality

Much like gamification, Augmented Reality serves to entertain. The main difference comes from the fact that not all augmented reality apps are games. Some of the augmented reality apps only try to entertain dull moments in your life such as the IKEA Place app. Their app allows you to see how their products would look in your home. You don’t even have to order and assemble them first.

Mobile Augmented Reality in 2019 is still in a state of flux. Businesses use it for different purposes. The army and healthcare use it to enhance their field of work while social media adapt their platforms to incorporate augmented reality.

Snapchat introduced augmented reality face filters which shaped up to be one of the top augmented reality-based apps in 2018, according to this case study on mobile apps.

In 2019, the interest for augmented reality apps has only grown and we expect 2020 to be yet another great success for marketing mobile AR apps. Brands and businesses have much to look out for.

3. Virtual Reality

Virtual Reality follows closely the progress of Augmented Reality, app and marketing-wise. To enjoy AR you only need a mobile device, but to immerse yourself in VR you need a special device. For this reason, Virtual Reality is still a few steps behind Augmented Reality.

Virtual Reality is another opportunity to have a close eye on. While the required devices still have a price tag not everyone can afford, it is nonetheless expected to come down a bit soon. As more consumers get access to a VR headset, we’ll see a growing trend of mobile marketing strategies aimed at those users.

What can you expect from VR in the future? As of right now, the traveling industry has taken advantage of VR to promote various travel destinations to great success. Soon, we can expect to see more brands and businesses get creative with VR. The progress of virtual reality is an exciting area for mobile marketing. We can’t wait to get deep down that rabbit hole.

Even now, there are virtual reality shopping apps you can download and enjoy.

4. Videos for Mobile

While reading requires a high degree of your focus, you can watch a video with one eye closed. Your brain will fill in the gaps (the brain is extremely good at filling in gaps).

We can digest videos more easily than other content. This is what makes video ads so powerful. According to research from Cisco, by 2021 over 75% of all mobile traffic will come directly from videos. In contrast, 60% of mobile traffic in 2016 came from videos alone.

Video advertising is growing once again thanks to mobile video content. Ad consumers are dedicating more time to their smartphones. A huge chunk of that time goes on watching videos. From tutorials and guides to short comedy videos and gaming streams. Over 65% of ad impressions on Instagram were the result of video ad campaigns.

Our video production team is still working full steam in 2019 and will be hard at work in 2020, too. You can see here videos Udonis made for Booking, Fiverr, and Grammarly. The demand for video production in marketing is still high which suggests a growing trend of video ad consumers.

5. Wearable Tech

Wearable Technology is the next big thing, after AR and VR. It is still just beginning to shape how we engage with brands online. However, there are already industries where you can feel the impact. Namely, the fitness industry.

Still a small but growing percentage of the entire mobile market, wearables have a tremendous growth potential. As the tech expands and takes its share of the market, we will see more and more developers tailoring their apps to wearable tech devices. While it does come with rather unique challenges, there is still so much room for innovation.

And, innovation might be the single most important factor in mobile marketing strategies. Once we adapt to all the cutting-edge mobile tech around us, we’ll focus more on innovating marketing campaigns to leverage new arisen opportunities.

6. Influencer Marketing

Influencer Marketing has been quite strong for some years now. What made me put it on the list of new marketing trends is the growth of E-Sports. This new niche is a very cost-effective way to influence gamers today. With live-streaming video platforms like Amazon’s Twitch, it has become easy to tap into this new source.

We use live-streaming as an indirect mobile marketing approach. Often the games watched are PC and console games, but more users than ever before opt to watch the streams from their mobile devices. This allows us to market our games to an audience connected to their phones, already engaging in chat discussions with their favorite live streamers. Thus, live-streaming influencers hold the power to mass influence a large portion of the global gamer base.

7. Voice-activated Search

A growing number of all online searches is increasingly voice-based search. By 2020, it’s expected that almost 50% of searches will be voice-activated. The reasons for this are many. Voice-activated search allows you to get answers without dedicating your hands to the task. It is also faster than typing out your query.

Lately, search engines have been more sensitive to user intent. This is a trend that will keep on with the progress of AI.

Amazon Echo and Google Home already serve this purpose in our homes. We can turn on and off the lights in our rooms with a simple voice command, for instance. This trend of technology to look like magic straight out from Tolkien’s works excites me more than it should.

These devices do not yet possess the power to exorcise evil from the minds of people but their power to worm under our skin is undeniable. Talking with brands is the next big step in our game.

According to research by Perficient Digital (former Stone Temple), people conduct mobile searches mostly through: 

  • Browser – 85.6% used a browser
  • App – 74.2% used an app for search
  • Voice Search – 57.8% used voice search

Mobile Marketing Tools

What mobile marketing tools are at our disposal in 2019? What shovels do we use to dig, what pickaxes do we need to segment the audience? Glad you asked.

  1. Google Marketing Platform
  2. Social Media
  3. Video Production
  4. Google Analytics, Mixpanel, Piwik
  5. Optimization tools

1. Google Marketing Platform

Google’s all-in-one Swiss Army knife marketing tool is a prime candidate on the list of a mobile marketer’s toolboxes. Businesses get access to Analytics, Tracking, Surveys, Data Studio, Optimize, and Tag Manager. While there are other tools for tracking user behavior, Google Marketing Platform is big because it ties in seamlessly with Google Ads.

Google Ads, formerly Google AdWords, is Google’s marketing platform. Mobile marketers use it to deliver ads across desktop and mobile devices. The ads are visible on Google search pages, partner pages, and YouTube.

We create ads and set up campaigns within the confines of Google Ads. Google Optimize, an AB testing tool, serves to let us know which of our landing pages is performing better. But, without Google Analytics we wouldn’t be able to conduct the tests properly.

And should you desire a report-making tool to present your findings to the upper management, you can always dabble a bit in the black sorcery of Google Data Studio.

2. Social Media

Facebook, Instagram, Snapchat, Twitter, and Reddit, there are so many social media platforms that we use to drive mobile app installs. And for a good reason, too.

The most popular social media channels come with an integrated mobile marketing platform. Ready to track and analyze user behavior to help us deliver better-performing ads.

Udonis uses all these daily. Our video team works closely with our social media managers to dig a path to our targeted audience. As we’ve mentioned already, video production is huge on mobile. And it’s even better for video game promotions. Gameplay videos are short and to the point and give the users enough info to make a decision and act on it.

3. Tracking & Analytics

Much of mobile marketing would be complete guesswork without the might of tracking and analysis tools such as Google Analytics and Mixpanel.

To understand users and their intent, we dedicate full teams to the analysis of their behavior in-app and on the web. We insert tracking codes on web pages and in apps to see how intuitive our product is for use and to find holes that need to be patched.

There are plenty of tracking and analytics tools that you can use to your advantage. Here you can find more about our favorite mobile app analytics platforms.

4. Video Production

If Google Analytics is a marketer’s shovel than video production is our magical staff. Depending on personal preference, content creators use Sony Vegas or Adobe Premiere to create compelling content.

We’ve already established the dominance and prevalence of videos on mobile devices. Since this trend is once again on the rise thanks to mobile searches, gaming, and live-streaming, we advise you to have a video marketing strategy at hand.

Whether you use Google Ads or social media or even both, there is great value in video production. We can deliver videos on all prime marketing channels with great success to our clients. We believe that you too should take advantage of video ads in the promotion of your products.

Remember to keep the videos:

  • Short
  • Concise
  • Entertaining

“You know you can’t bore people into buying your product, you can only interest them into buying it.” – David Ogilvy

5. Optimization Tools

After we take proper measures of our targeted audience, we tailor our marketing strategies, apps and web pages to make them more compelling and easier to use.

We use optimization tools such as Google Optimize to AB test web pages. This ensures a custom-tailored experience for our userbase. We conduct the same principle of AB testing on apps and games. The KPIs are different for sure, but no less important.

Retention rate of apps and mobile games (link na ret. rate art.) is a crucial KPI when looking at the potential of an app or a mobile game.

Mobile App Marketing

We now know what mobile marketing is but what then is mobile app marketing? Mobile Marketing is any marketing activity that occurs on a mobile device, as we’ve established earlier. While we distinguish two approaches to mobile marketing, the direct and the indirect approach, mobile marketing is still everything from A/B testing app screens and mobile checkout pages to Google Ads and Facebook Adverts displayed only on mobile devices.

In contrast, Mobile App Marketing is a comprehensive marketing campaign which engages your users at every stage of a mobile app marketing funnel. From the first time they download your app to when they become a loyal, returning user who spends their money on in-app purchases.

Unlike a traditional marketing funnel, a mobile app marketing funnel consists not only of Awareness, Consideration, and Conversion stage but also the user retention stage.

It is much more expensive to replace a user than it is to keep one. A smart marketer will use this fact to their advantage and work on keeping customers.

In this research by Frederick Reichheld of Bain & Company, you can see that if you increase your customer retention rates by even 5%, you’ll enjoy increased profits from 25 to 95%.


One article about Mobile Marketing can only be so long. It is nearly impossible to cover everything that we put under the roof of mobile marketing.

In conclusion, mobile marketing is a team effort. A mobile marketing strategy is a product of a marketing team within a long-term or short-term mobile marketing campaign. Data-driven and goal-oriented, mobile marketing seeks to drive immediate results with a possible impact on the future. Mobile marketers mold the perception of a given app or product via various marketing channels.

The number of mobile marketing channels is still growing, allowing us to reach every corner in the places where the targeted audience resides. We strive to grab consumers’ attention. Once we do, we fight to hold it as long as possible. We optimize mobile marketing campaigns around collected data and user feedback to enhance the experience a user has with a brand. In turn, we create a positive loop in which both the end-user and businesses leave happier than they’ve come.

Mobile tech isn’t going anywhere anytime soon, and it is high time we accept and adapt to all the new coming tech. From virtual and augmented reality to wearable technology, mobile devices expand their reach with every new iteration.

Working with your marketing team to optimize your marketing strategy for mobile users will give you a sharp edge in the fight against your competition. Connect with your audience and stay connected. If you have any questions, we invite you to open a discussion in the comment section below. What are your experiences with mobile marketing so far? Share your thoughts with us. If you need help with your mobile marketing strategy, you can always count on Udonis.

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stephan_stephanjohn g.Jonas KurzwegDarko SaricCindy Recent comment authors
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Mark E. Johnson
Mark E. Johnson

Darko, thanks! I’m looking to start my own mobile business in 2020 and this article came as a blessing. Keep them coming!

Darko Saric
Darko Saric

Thank you for your kind words, Mark. I’m glad we helped 🙂
Mobile marketing is an intimidating beast to tame.


Which mobile marketing channels would you recommend for a mobile game development studio?

Thank you

Darko Saric
Darko Saric

Hi, Cindy,

As a mobile game development studio, you’ll probably be most interested in driving app installs from real users. Possibly even working on your user retention after the acquisition.

As such, Google Ads and Facebook Ads are the top contenders. A YouTube channel with gameplay videos and game guides would also go a long way.

We’ll publish a more detailed post on marketing channels for mobile games soon, keep an eye out!

Jonas Kurzweg
Jonas Kurzweg

Awesome Post!

john g.
john g.

how to pick the right mobile marketing strategy for a finance app?


In 2019, you can find over 3.06 million non-gaming apps on the Apple App Store. In contrast, there are over 903,489 gaming apps currently up on the App Store.

Amazing! Does Udonis do marketing for gaming apps?

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