The Rise of Mobile Marketing


In its simplest definition, mobile marketing refers to the avenue of marketing associated with promoting, advertising, and communicating information, concepts and ideas in order to connect with new and existing customers through a mobile device or network. The specific purpose of mobile marketing is to reach a targeted audience on their mobile devices via websites, emails, SMS, social media or mobile applications. The relatively new practice can also be described at the “marketing campaign for one”; referring to the vastly different ideology behind mobile marketing compared to any other previous techniques. Due to the personalisation and customisation of a mobile phone, the strategy behind marketing consumers on these devices must be personal to their demands. Including noting consumers’ favourites, marketers must gather and analyse data in order to create the ‘perfect campaign’ for a specific customer. However, as mobile marketing has increased in popularity; as a result of the rise in technology, the amount of data sources available to businesses, as well as the way the data can be interpreted, has also soared.

So what does this mean in numbers?

1. Firstly, smartphone website visits continue to grow, averaging a 36% increase YoY. This has caused desktop visit growth to decrease by 4% YoY. Furthermore, mobile browsing has also seen a major shift in devices used; seeing tablet visit growth declining by 10% YoY meaning smartphone usage is the dominant device used. It has also been forecasted that mobile visits will overtake desktop visits by Q1 2018.

2. With smartphone usage on the rise, iOS continues to maintain a steady traffic lead over Android. Although traffic for android increased during the 2015 Holiday period, the usage of mobile devices soon returned to previously established levels. Smartphone share of revenue by operating system reads 65% to iOS and 35% to Android. Also, iOS continues to see the highest browsing growth; increasing by 59% YoY compared to Android’s 19% YoY. However, it seems Android tablet usage is growing faster than iOS tablets; a growth of 3% YoY compared to a steep decline of 19% YoY respectively. However, iOS still remains the dominator in revenue split for tablets, establishing a massive 86% compared to Androids mere 14%.

3. iOS also lead on the apps front enjoying the largest share of launched apps compared to Android; 69% to 31% respectively. Retail apps and financial apps are seeing the most growth in terms of launches and installs increasing 29% YoY and 205 YoY respectively. Millennials install more apps than any other age group, with retail and arcade apps receiving the most success. Across all ages, however, the highest ranking reason for why people delete an app is because it’s ‘not useful’, whilst ‘better apps being available’ and a ‘better mobile experience’ also ranking highly.

So smartphones are exceeding desktop usage, iOS is fighting off the competition from Android and app downloads are at an all time high, however, how does this impact the fashion industry?

Mobile marketing within fashion mainly refers to the personalised journeys consumers embark on when launching an application. Let’s check out a few of the leaders in mobile marketing personalisation from the world of E-Commerce.

Polyvore is a very popular fashion app that has a 5 star rating on the app store. It’s very much like a Pinterest or Instagram but for fashion. Owned by Yahoo, users of the app can follow each other, see each others outfit choices and even save clothing items to their own ‘collections’. From the minute you sign up, your journey is already personalised, with the application asking if it’s okay for friends to find you via Facebook, Twitter or Email. After this, you’re immediately prompted with a screen asking you to select three fashion options and styles you like. Once through the on-boarding stage, the real genius starts to happen. Everything you like is saved to give you the opportunity to buy it at a later stage. You can see what items are trending as well as what has been liked the most. Overall, a very addictive app for fashionistas, that only gets better the more you indulge yourself in it.

Gilt is another worldwide, ecommerce retail app that focuses purely on making a personalised experience for their customers and succeeding at it too. Rewarding customers for their purchases and social activity with loyalty bonuses such as discounts, priority in sales and waiting list upgrades, Guilt offer the perfect 360 experience. You can also receive notifications of any new drops based on previous past purchases. If products are sold out you can add them to your own personal waitlist and they will email you once they’re available. You also have the ability to leave purchases in your shopping cart, close the app and come back later to check out. So as you can see, a personalised app entwined with brilliant loyalty bonuses makes Gilt the go to app when you need those new shoes for Friday night.

In the modern would, the way a business markets can define the organisation as a whole. Due to limitless consumer demands, businesses must be innovative and personnel when communicating with their consumers. Mobile marketing is very complex and can be the bridge binding businesses to their users through a single platform. Used in the correct way, the strategy can create a USP that is very hard to compete with.

If you have read this article and want to get involved in any mobile roles please contact our brilliant Digital consultants Daniel and Alex on 02077584504 or 0207758457 respectively. Alternatively, you can send them an email at [email protected] or [email protected]