Mobile Marketing tips, strategies and examples

Updated Jan 2023 · originally written in 2022

There are now around 6.94 billion smartphones in use in a global population of around 8.1 Billion which means 85% of humanity has a smartphone.

And every year more people become smartphone users – over the last few years annual growth has averaged 5.5% – the significant increase in usage of smartphones opens a whole world of opportunities for you to collect and use data to promote your business to your target audience in a personalised way.

In this guide, we will explore how mobile advertising can benefit your business, provide insights on how to get started, and share top tips for success.

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Mobile advertising falls in the category of location based marketing and refers to the practice of reaching and engaging with a target audience using smartphones and tablets. It involves delivering personalised and relevant messages to users on their devices through various channels.

It has become increasingly popular in recent years, as more and more people use their devices to browse the internet, shop online, and interact with brands.

By leveraging mobile channels, you can reach your target audience at the right time and place, delivering messages that are tailored to their current needs and preferences.

What is a Mobile Marketing strategy?

It’s a plan of action that you can use to reach your target audience through mobile devices. It involves identifying the needs and preferences of mobile users and creating marketing campaigns that are tailored to their specific interests and behaviours.

A successful strategy involves a variety of channels and tactics, such as display advertising, mobile apps, mobile optimised websites, and social media.

These channels are used to communicate with customers and deliver personalised, relevant, and timely messages that drive engagement, interaction, and conversion.

You must first identify your target audience and understand their mobile behaviour patterns, such as the devices they use, the apps they prefer, and the times of day they are most active on their devices.

This information can then be used to create campaigns that are specifically designed to appeal to these users.

By developing a mobile ad campaign that is tailored to your target audience and business goals, you can effectively engage with users, build brand awareness and loyalty, and ultimately drive revenue and growth for your brand.

Key elements of a Mobile Marketing campaign

A successful mobile ad campaign involves a variety of elements that work together to engage and convert users. Here are some of the key elements:

Clear goals and objectives

Set clear goals and objectives that align with the overall business strategy: This could include increasing brand awareness, driving sales, generating leads, or boosting customer engagement.

Target audience

Identify the target audience: By understanding their needs, preferences, and behaviour patterns, businesses can create campaigns that resonate with their audience and drive higher levels of engagement.

Mobile-specific tactics

Include tactics that are designed specifically for devices: Such as SMS marketing, mobile apps, and mobile optimised landing pages. These tactics should be tailored to the target audience and the campaign objectives.

Engaging content

The content should be engaging, relevant, and tailored to the target audience: For example, product promotions, discounts, exclusive offers, or personalised messaging.

Calls to action (CTAs)

CTAs are an essential part of any marketing campaign, as they encourage users to take a specific action, such as making a purchase or downloading an app. CTAs should be clear, concise, and easy to follow.

Data tracking and analysis

Tracking and analysing key performance metrics is critical for any marketing campaign. This helps businesses understand what is working and what needs to be improved, allowing for optimisation and refinement of the campaign over time.

By incorporating these key elements into your mobile marketing strategies, you can effectively engage with your target audience and drive results that align with your business goals.

Why is Mobile Marketing important?

In today’s fast-paced digital world, it’s an essential component of most digital marketing strategies, here’s why:

  • More and more people are using mobile devices as their primary means of accessing the internet and conducting online activities, so you connect with your target audience where they are most active.
  • Mobile devices offer unique opportunities for you to deliver personalised and relevant messages to your target audience. By leveraging data and insights on user behaviour and preferences, you can tailor your marketing messages to specific individuals, increasing the likelihood of engagement and conversion
  • Mobile devices have higher engagement rates than other marketing channels, such as email, radio or TV. This is due in part to the fact that devices are always on, and users tend to check their mobile device frequently throughout the day.
  • Mobile advertising strategies can be more cost-effective compared to traditional marketing channels. For example, SMS campaigns typically have lower costs than other forms of advertising, and mobile apps can offer significant long-term value for businesses.
  • Mobile Marketing can help you provide a more seamless and personalised experience for your customers. For example, apps can offer customised recommendations based on user behaviour, while SMS marketing can deliver real-time updates and alerts.

However, it’s important to execute campaigns correctly by understanding the target audience, optimising landing pages for small screen sizes, and taking a strategic approach. When done right, you will see significant increases in customer engagement, revenue growth, and brand awareness.


It can be highly effective due to higher engagement rates, personalisation capabilities, location based marketing, ability to integrate with other marketing channels, and cost-effectiveness.

The three main advantages:

  1. Personalisation: The ability to deliver personalised and relevant marketing messages to their target audience, based on user behaviour and preferences.
  2. Location based marketing: Allowing businesses to target customers who are in close proximity to their physical locations.
  3. Multichannel approach: Mobile marketing can be integrated with other marketing channels, such as email and social media, to create a multichannel marketing strategy.

The most popular channels

There are many different types of mobile marketing, including SMS marketing, in-app push notifications, Geofencing, mobile search ads, display advertising, and mobile video ads.

Each of these channels has its own unique advantages and can be used to reach different types of audiences.

Mobile display ads

These are graphical ads that appear on mobile websites and apps. Ads can be targeted to specific audiences based on their interests, demographics, and behaviour, and can be used to increase brand awareness and drive conversions. To start using mobile display advertising, an all-in-one digital advertising platform is perfect for managing every aspect of a your campaign.

SMS marketing

SMS (Short Message Service) marketing involves sending text messages to a list of subscribers. This type of Mobile Marketing is effective for delivering time-sensitive messages, such as promotional offers, event reminders, and alerts.

Mobile apps

These are software applications designed to run on mobile devices, such as smartphones and tablets. Businesses can create their own apps to engage with their audience and deliver personalised experiences, such as special offers, loyalty rewards, and exclusive content.

Mobile websites

These are optimised versions of desktop websites that are designed to display properly on mobile devices. By creating a mobile-friendly website, you can improve your visibility on search engines and provide a seamless browsing experience for mobile users.

Social media

Social media platforms, such as Facebook, Instagram, and Twitter, provide opportunities for you to engage with your audience and promote your products and services. By using social media marketing and posting regular updates, you can increase your brand visibility and attract new customers.

Search ads

Search ads are paid advertisements that appear at the top of search engine results pages. These ads are targeted to specific keywords and phrases and can be used to drive traffic to your website or mobile app.

You can use a combination of these channels to reach your target audience and engage with them on their mobile devices. By choosing the right channels and creating compelling content, you can drive higher levels of engagement, conversions and gain a competitive edge.

What are Mobile Marketing platforms?

These are software tools or platforms that enable you to create, manage, and analyse your campaigns, offering a variety of features and functionalities that help you to target and engage with your audience more effectively

What are the benefits?

The main benefit is the ability to reach customers anytime, anywhere.

With the increasing use of mobile device users, Mobile Marketing allows you to target customers in real-time and deliver highly personalised and relevant content. This level of personalisation can help increase engagement and build stronger relationships between businesses and their customers.

Mobile Marketing also allows you to leverage various tools such as SMS, social media, mobile apps, and mobile web to reach their target audience. These tools offer a range of features that enable you to create highly targeted campaigns, track user behaviour, and measure the effectiveness of their marketing efforts.

Mobile Marketing is cost-effective and often more affordable than traditional marketing methods such as television, radio, or print media. With the right strategy and execution, you can achieve significant results with minimal investment, making Mobile Marketing an attractive option for small and medium-sized businesses.

Finally, it’s highly measurable, allowing you to track performance in real-time and make data-driven decisions. This data can help you optimise your marketing campaigns, target specific customer segments, and refine their messaging for better results.

In today’s mobile-first world, mobile marketing is an essential tool for marketers.

How to improve results

Here are our top tips to improve your campaign performance:

  1. Optimise your website for mobile devices: Ensure your website is mobile-friendly and easy to navigate on different mobile devices. Use responsive design to adjust to various screen sizes, and prioritise the most important content.
  2. Use SMS marketing: This is a powerful tool for reaching customers on their mobile devices. Create engaging and personalised messages, and ensure you have a clear call to action.
  3. Create engaging mobile ads: Develop creative and visually appealing ads that are optimised for different mobile devices. Use clear and concise messaging to capture users’ attention quickly.
  4. Leverage mobile apps: If appropriate, consider developing a mobile app that allows you to engage with your customers in new ways, such as through gamification or loyalty programs.
  5. Use location based marketing: Use Geofencing Marketing to deliver targeted marketing messages based on the user’s location. This can help you deliver contextually relevant messages and offers to your customers.
  6. Analyse and optimise your campaigns: Track and analyse key metrics to understand the effectiveness of your campaigns. Use this data to optimise your campaigns and improve your ROI.
  7. Utilise location based marketing platforms: Location based marketing platforms like the Fluid Ads platform can significantly uplift performance. With tools for creating and managing ad campaigns, optimising performance, and tracking results, you can manage every aspect of your campaigns from one place.

Overall, improving your Mobile Marketing requires a combination of strategy, creativity, and analysis. By leveraging the right tools and techniques, you can connect with your customers on a deeper level and drive engagement and conversions.

Industry examples

Examples of brands who have successfully used Mobile Marketing:


Dominos has always been a powerhouse in the pizza industry. However, Pizza Hut was given the title of sponsor at the Super Bowl. Dominos had to up their game and decided to utilise marketing in the form of QR codes. They told customers that they could scan any pizza, and when they had collected enough points, they would be rewarded with a free pizza from their business. This successfully increased brand awareness and spread user-generated content.


Upon the release of their Galaxy s6 phone, Samsung created a marketing campaign that was very unique. Whenever a product or service user had a low battery on their devices, they would flash a demo of the new phone which prompted them to upgrade.


Nivea created a unique marketing strategy that was popular with families and their target audience. They created bracelets that children could wear when they were out in the sun. Parents were then encouraged to download their app which enabled them to track the location of their children and alert them if they walked off too far.

Mobile Marketing is not going anywhere anytime soon. It is an extremely effective and cost-efficient way to connect with your target audience and drive business growth.

How do I start?

If you’re looking to start using this method of marketing, here are some steps to get started:

  • Define your target audience: The first step in any marketing campaign is to identify your target audience. This will help you tailor your messaging and content to your audience’s needs and preferences.
  • Determine your marketing goals: Decide what you want to achieve with your Mobile Marketing campaign. Is it to drive more traffic to your website, increase brand awareness, generate more leads, or boost sales?
  • Choose your Mobile Marketing channels: There are several channels you can use, choose the ones that are most relevant to your audience and goals.
  • Create a mobile-friendly website: Ensure that your website is optimised for mobile devices, as more than half of all internet traffic now comes from mobile devices.
  • Develop engaging content: Create content that is tailored to your audience and mobile-friendly. This may include short and snappy headlines, visually appealing images, and videos optimised for mobile devices.
  • Leverage mobile analytics: Use analytics tools to track your performance and measure the effectiveness of your campaigns. This will help you optimise your campaigns and achieve better results over time.
  • Test and learn: Continuously test and optimise your marketing campaigns to improve your ROI.


Flexible solutions to suit your business