Digital Marketing Fundamentals

CHAPTER 8Mobile Marketing

By Cindy Krum

Mobile marketing is a newer and evolving specialty in the discipline of digital marketing. Most marketers know that consumers are spending more and more time accessing the Internet using mobile devices, but many also forget that mobile devices can have a substantial impact on the design, execution, and measurement of their digital marketing campaigns. In 2021, it is estimated that there were 4.32 billion active mobile Internet users in the world and that mobile Internet traffic represented 56.89 percent of all Internet traffic worldwide. This number continues to grow.

In this chapter, you'll learn about the following:

• Various technologies and concepts that fit under the mobile marketing umbrella
• Rules and regulations around mobile marketing
• Marketing strategies for mobile websites
• Marketing strategies for mobile apps
• Strategies for gathering and interpreting mobile and cross‐device analytics data

Components of Mobile Marketing

Mobile marketing can be defined as any type of marketing or brand engagement that is consumed on a mobile device. This may seem simple, but it can actually be a bit wide‐ranging because embedded in the concept is the idea that you as a marketer will “know” how or where your digital marketing message will be consumed and engaged with, which is not always the case. Sometimes you don't know. That is what makes it tricky! So in truth, mobile marketing can focus on marketing that is specifically designed for mobile ...