Understanding the Advantages and Disadvantages of Mobile Marketing

Take advantage of mobile marketing to promote your business

In Sharp Increase Over Last Year, Over Half Of Adults In U.S. Own Smartphones
Justin Sullivan/Getty Images News/Getty Images

There was a time when email marketing was very much the thing for marketers. It changed the face of conventional marketing and the way companies viewed this aspect of business. Now, with the advent of smart mobile devices bringing in much more connectivity, mobile marketing has moved far beyond email marketing.

Mobile marketing gives the user advantages, such as low cost, customization, and easy tracking, thereby reducing manpower while still giving the entrepreneur better business benefits and profits.

Like everything else, mobile marketing also has its upsides and downsides. 

Pros of Mobile Marketing

Mobile marketing offers a great many pros to businesses.

  • Users always carry their mobile phones with them. Most of the time, the users have their mobile phones turned on, which means, they receive messages at the very moment they are sent. Even if the phone is in standby mode, the message is received as soon as the user turns on his mobile device. This makes mobile marketing techniques almost instant.
  • Creating content for mobile devices, whether it is text, images or video, is simpler and less expensive than creating content for desktops and laptops.
  • The mobile medium makes it easy to issue promotions and marketing incentive services to the users. Further, the users can keep the virtual information on the phone and carry it around until the time they need to use it.
  • Because the screen size of a mobile phone is small, it limits the scope of content that can be displayed. This makes it convenient for the creators of the content, who can keep it basic and simple. Also, simpler content adapts itself easily to various mobile platforms.
  • The mobile platform interacts directly with users on their mobile phones. This allows for personalized interaction to a large extent. Using this benefit, marketers can start a direct dialogue with the user, getting instant feedback via text messages.
  • User response can be tracked almost instantaneously. This helps the mobile marketer better understand and analyze user behavior, thus improving their own standards of service.
  • Mobile content can be easily shared among users, so mobile marketing can have huge viral benefits. Users invariably share good information and offers with their friends and family, so companies get a lot more exposure with no extra effort.
  • More people own mobile phones than desktops or laptops, which means mobile marketing reaches a far wider and diverse audience, especially in the remote regions of the world. Mobile marketing also gives the entrepreneur the advantage of geo-location and sending location-specific messages to users, using GPS and Bluetooth technology.
  • Mobile marketing is still evolving, so the niche is comfortable for any new marketer. 
  • Mobile users are increasingly using microblogging platforms like Twitter from their mobile phones. This microblogging feature can be highly beneficial to the marketer.
  • Mobile payment is convenient for the users. They are offered a secure online payment environment that works via advanced mobile web systems. As a result, users don't need to cough up physical currency to make a mobile purchase or pay a bill online.

In short, the advantages of mobile marketing are:

  • Instant results
  • Convenience
  • Direct marketing
  • Ease of tracking
  • Viral potential
  • Mass communication made easy
  • Niche not saturated
  • Microblogging benefits
  • Mobile payment

Cons of Mobile Marketing

There are a few cons associated with mobile marketing. They include:

  • Mobile devices do not have any particular standard, unlike PCs and laptops. Mobile phones come in many shapes and sizes, so screen size is not constant. Mobile platforms vastly differ from one another, use different operating systems and browsers. Creating one campaign for all of them can be difficult.
  • Mobile marketers need to obtain and respect the fact that users protect their privacy online. They should only indulge in promotional activity if they have the user’s permission for it.
  • The mobile phone usually comes with a small screen and no mouse. This means that navigation on a mobile phone is difficult for the user, even if it has a touchscreen. As a result, ads may go untouched, as the user may find it too tedious to look in detail through each one of them.

In short, the disadvantages of mobile marketing as follows:

  • Platforms too diverse
  • Privacy issues
  • Navigation complications on a mobile phone