Why is Mobile Marketing Important?

The global mobile marketing market size was valued at USD 65.06 billion in 2019.and is expected to grow at a compound annual growth rate (CAGR) of 22.9% from 2020 to 2027. Mobile marketing is a multi-channel digital promotional activity to reach the target audience through their mobile devices, such as smartphones and tablets, via email, SMS and MMS, social media, websites, and apps (Grand View Research, 2020).

Mobile marketing campaigns lead consumers to the point of sale anytime, anyplace.

From a traditional standpoint, point-of-sales purchase refers to when a customer arrives ready to pay for their items at the sales counter. It requires that the customer develop a need and desire to make a purchase, drive to the store, and arrive at the cash with their item, ready to cash out. Audience reach has always been greatly limited by logistics and budget.

These days, mobile marketing campaigns offer customers the ability to shop anywhere, anytime, promoting countless point-of-sales opportunities. They have quick and easy payment options as simple as one click. Call-to-action buttons are ever-present and effective in driving up leads and sales. Mobile campaigns offer far more control over the customers’ journey than traditional marketing. With mobile marketing, audience reach is worldwide. With mobile marketing, the ability to create a desire for a product is limitless, and the journey from product awareness to sale is simpler than ever. Mobile devices put your products and services in the hands of potential customers, enabling you to significantly increase brand awareness, engagement, customer service, and sales.

Types of mobile marketing:

  • Mobile apps

  • SMS (short message service)
  • QR codes
  • In-game mobile marketing
  • Location-based marketing

Capturing customer information helps you build engagement and loyalty.

Sales is not the only goal or reward generated through mobile marketing. Promotions and sales incentives are opportunities to capture customer information, giving you the ability to communicate with your potential customers in a more targeted approach. Once you connect with your audience, you can follow the customers’ journey towards sales, closely reviewing analytics. It is important to maintain communication with your audience, determine their wants and needs, and strategize to meet those needs.

If you want to incentivize your audience to return to your website or shop with you again, a great strategy is to create a rewards or loyalty program. These programs typically offer discounts or coupons to repeat shoppers. Brands that give their repeat customers extra perks can encourage return shoppers, especially if they provide an experience that people enjoy (Aboulhosn, 2019).

When considering mobile marketing campaigns, here are some of the benefits and constraints to consider.


  • Simpler to create and manage compared to traditional campaigns
  • Content is simpler to produce
  • Campaigns are cost-effective
  • Instant application of content
  • Your audience can be highly targeted
  • Direct engagement with the audience
  • Ability to track results
  • Personalization
  • Easy access


  • May require the audience to download apps and sign up as a user
  • The digital marketing world is crowded and diverse
  • Privacy concerns
  • Tech problems and security
  • Potential for bad user experience
  • Negative feedback

Follow these guidelines to avoid the pitfalls of mobile marketing:

  • Research to find your audience and spend time actively listening. Determine their needs.
  • Take a look at what the competition is doing to determine what is working and what is not.
  • Research the pros and cons of the chosen platforms and become adept at their functionality.
  • Make a shortlist of platforms that you intend on using.
  • Review the laws that govern mobile advertising.


Grand View Research. (Mar, 2020). Mobile Marketing Market Size, Share & Trends Analysis Report By Enterprise Size (Large Enterprises, Small & Medium Enterprises), By Solution, By End Use, By Region, And Segment Forecasts, 2020 – 2027. https://www.grandviewresearch.com/industry-analysis/mobile-marketing market#:~:text=The%20global%20mobile%20marketing%20market%20size%20was%20estimated%20at%20USD,USD%2079.8%20billion%20in%202020.&text=The%20global%20mobile%20marketing%20market%20is%20expected%20to%20grow%20at,USD%20337.8%20billion%20by%202027.

Aboulhosn, Sarah. (Oct, 2019). How to build brand loyalty that lasts. Sprout Social. https://sproutsocial.com/insights/brand-loyalty/