Mobile phones are changing the way people interact with content on the Web. Almost anything that can be done on a computer is now possible on a mobile phone. Reading an email, opening a webpage, consuming media and so on. More than 80% internet users own smartphones. Therefore there is a dire need for all businesses to hitch a ride on the train of mobile and digital marketing. Mobile marketing plays a huge role in internet marketing, especially when it comes to establishing a brand image and brand recall. Let’s take a look at mobile marketing and its role in digital penetration.
What is Mobile Marketing?
Mobile marketing is a form of digital marketing for your business to appeal to mobile device users. If done right, mobile marketing provides users with personalized, time-and-location-based information. This ensures that users get what they need exactly when and where they need it. Mobile marketing’s biggest strength is its ability to deliver information to users while they are on the go. This relatively new trend of using mobile devices to access the internet has given businesses the opportunity to market their brand on mobile platforms.
Effective mobile marketing works best when businesses understand their demographic and design content for mobile device users according to their needs. Businesses should focus on designing unique content for mobile platforms, and making strategic use of mobile-friendly websites, Email, SMS, and social media like Twitter or Facebook and mobile apps to market their brand.
Different Types of Mobile Marketing
Different types of mobile marketing are used by businesses to market their brand and products. Here are a few of them:
- App-based Brand Marketing: According to Google, there are about 4million apps in Google play store and 2 million apps in the Apple app store. It is a challenge to create your own app and expect good results in terms of advertising and marketing your brand. Instead, there are services like Google AdMob which provide brands the chance to advertise their business through other apps that have established themselves in the market, by offering other businesses advertising space within their own app.
- Targeted Social Media Digital Marketing: What better place to advertise your brand than social media sites? Amongst social media websites, Facebook is currently the one that stands out the most due to its immense popularity. Facebook is a great place for brands to advertise their services or products; it has its own form of advertising ads referred to as marketplace Ads, they are integrated so seamlessly with Facebook’s news feed that users often don’t realize they’re looking at ads.
- Game-based Mobile Marketing: In-game mobile marketing refers to ads that appear in mobile games. In-game ads can appear in a number of different ways as banner pop-ups, tiny video ads that appear between loading screens, contextual ads and so on. Also, there are many apps that have banner ads on their home screen. Ad placement is very crucial because the Ad must be visible even when the user is intensely focused on the game.
The Role of AI in Mobile Marketing
Artificial Intelligence (AI)has been around for quite a while, but it has only recently garnered attention in the field of mobile marketing. There is enormous potential for AI in mobile marketing. There are many examples that prove that AI works well with advertising. E-commerce brands like Amazon and eBay use AI to predict customer behavior based on their purchase history. These retail giants offer recommendations to their customers based on their needs. Several businesses are now adopting this mobile marketing method into their marketing strategies.
Several businesses have embraced AI as their regular advertising and marketing go to. Spotify is a good example of an app that uses AI and deep learning to offer educated recommendations to its customers on the music of a similar genre. The app monitors users’ listening preferences and incorporates those into a learning algorithm in order to make its suggestions. Spotify’s Discover Weekly Playlists shows related music based on user preferences; this clearly shows the extent of Spotify’s deep learning algorithms.
With AI and machine learning it is now possible to program apps to have certain ‘human-like tendencies’ which enable them to reason for themselves without any human intervention. Once the AI is programmed, apps have the capability to analyze user actions and reactions to come up with extremely quick decisions. Due to these self- learning programs installed in the app, it is possible to give consumers a more tailor-made, behavior-specific response.
Conclusion: The Future of AI in Mobile/Digital Marketing
AI has made big waves in the marketing world and has had a huge impact on mobile marketing; however, we’re still at the starting line. The time to adapt AI into mobile marketing is knocking at our door and with this new technology of integrating AI into advertising on mobile platforms, it is clear that we are headed in the right direction. The necessity of rising to the top will be met with quite a steep challenge, but the rewards are worth it.
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