Mobile phones and tablets are advantageous over traditional marketing channels because they are immediately accessible. This means that a marketing message can be delivered to the target audience at anytime and in any location. Marketing to mobile phones and tablets makes sense because data in 2022 shows people spend about 4 hours and 10 minutes a day on these devices (Datareportal, 2022). Another advantage of mobile phones and tablets as a marketing tool over traditional marketing channels is that data can be tracked and measured more easily, and a campaign’s effectiveness can be determined in ways not possible with traditional marketing channels.

Mobile marketing allows for increased product sales and awareness because 84% of the world’s population owns a smartphone, and because mobile marketing allows for more immediate conversions and transactions to take place (Gilbert, 2023). The use of short message service (SMS), or texting, allows for advertisers to get their message to their customers in real-time. These opt-in SMS messages are great way to engage with customers and offer promotions and sales (Nussey, 2022).

There are some challenges associated with marketing to mobile phone and tablets. The variety of available options for marketing to these devices can be tricky to navigate because it is important to reach customers at the right time, in the right way, and in the right place. The main options available for marketing to these devices are In-App Messages, Push Notifications, and SMS (text). In-app messages help with engagement and are effective for increasing sales and cross-selling products. Push notifications can be geo-location based, or go out at a time when your audience is active in order to engage even at times when a user isn’t on your website or using your app. SMS messages can even go out when your audience is without internet service. SMS is a strategy used to keep customers up-to-date with discounts and offers with the hope that they will continue engaging with your website and continue purchasing from you.
Another challenge that is faced when marketing to mobile devices is understanding how to track and measure results. One option is to use apps that track purchases. Another option is to ask for direct feedback from your audience (Wilson, 2021).

Here is an excellent article from 2019 that goes into more detail on the pros and cons of mobile marketing vs. traditional marketing:
https://medium.com/udonis/mobile-marketing-vs-traditional-marketing-advantages-pros-and-cons-ec1f9e5da965

References

Crawford, S. (2022, August 26). Why is mobile marketing beneficial for businesses in 2023? Inkbot Design. Retrieved January 15, 2023, from https://inkbotdesign.com/mobile-marketing/

DataReportal. (2022). Digital around the world – datareportal – global digital insights. DataReportal. Retrieved January 15, 2023, from https://datareportal.com/global-digital-overview#:~:text=Continued%20growth%20in%20mobile%20use,5.48%20billion%20in%20October%202022.

Gilbert, N. (2023, January 13). Benefits and advantages of mobile marketing: What you need to know. Financesonline.com. Retrieved January 15, 2023, from https://financesonline.com/benefits-and-advantages-of-mobile-marketing-what-you-need-to-know/

Nussey, V. (2022, March 8). 10 instant SMS marketing examples to connect with customers via text. MobileMonkey. Retrieved January 15, 2023, from https://mobilemonkey.com/blog/sms-marketing-examples

Wilson, A. (2021, June 30). Top Mobile Marketing Challenges and How to Overcome Them. Top mobile marketing challenges and how to overcome them. Retrieved January 15, 2023, from https://www.techadv.com/blog/top-mobile-marketing-challenges-and-how-overcome-them