Mobile marketing is an integral part of advertising for brands across the world, with mobile setting to top that of TV in 2019. The ubiquity of smartphones means that mobile offers the fastest and most convenient route online for most consumers. Mobile advertising provides brands with the opportunity to reach highly engaged individuals with personalised, hyper-targeted messages and offers. As mobile video becomes more popular marketers need to consider ad length and design creative for sound-off. Mobile is the most personal of platforms – as such, brands are advised to be mindful of consumer privacy.

Definition

Mobile marketing targets, engages and informs consumers through their personal mobile device i.e. a smartphone or tablet. There are various forms of mobile marketing including SMS, mobile display and video (including in-app) and mobile search. More broadly, it includes all forms of communication between brands and consumers via mobile – for example, delivery of offers or vouchers via SMS, Bluetooth or brand activation.

Key insights

1. Mobile advertising has reached a tipping point