Think about how many times a day you check your phone. Most consumers interact with their phones far more often than they watch television or read printed media. This behavioral shift is one reason businesses are increasingly shifting their advertising budgets to mobile platforms (Finch, 2021). Mobile marketing is no longer a supplemental channel. For many brands, it is now the most important one.
Mobile marketing enables brands to reach consumers directly when they are most likely to act. From SMS to apps and mobile search, these channels offer personalized, real-time interactions that traditional print and TV formats cannot deliver (Adobe Experience Cloud, 2021).
Mobile Delivers Faster Engagement and Higher ROI
Traditional media lacks the immediacy of mobile. A TV ad may play while someone is distracted, and a magazine ad may never be opened. In contrast, over 90 percent of text messages are opened, often within minutes, compared to average email open rates around 20 percent (MKT 311, 2014, 00:00:57). Chipotle is one brand using SMS to share exclusive offers and drive in-store foot traffic, illustrating how effective this channel can be for timely promotions (Garris & Mishra, 2014).
Apps go beyond one-time engagement. Starbucks built one of the most successful mobile apps in retail by combining mobile ordering with rewards, location-based offers, and frictionless payments. This creates a routine loop of ordering, earning, and returning (Garris & Mishra, 2014). However, app retention is a challenge. Many users download apps and never open them again if there is no continued value (MKT 311, 2014, 00:01:52).
Mobile-friendly websites also play a significant role in visibility and conversion. Google implemented mobile-first indexing in 2019, meaning mobile website versions are now the primary basis for search rankings (Finch, 2021). Brands with unoptimized mobile sites may fail to appear in top search results, limiting visibility and lead generation.
Loyalty and Personalization Through Mobile
Mobile channels enable deeper customer relationships than static media. Sephora connects its Beauty Insider program with its mobile site and app, offering personalized product recommendations, birthday rewards, and exclusive access to sales (Adobe Experience Cloud, 2021). This level of customization builds brand loyalty and keeps users engaged.
Even small businesses are benefiting. Pete’s Ace Hardware used a mobile coupon campaign that resulted in a 411 percent increase in cart size, with nearly 49 percent of recipients redeeming the offer (Garris & Mishra, 2014). These high response rates are difficult to replicate with print ads or television commercials, which are not personalized or trackable.
Mobile channels also support two-way communication. Through SMS, push notifications, or in-app messaging, businesses can respond to customer actions, offer assistance, or gather feedback (Adobe Experience Cloud, 2021). Traditional media lacks this level of interactivity.
Challenges and Considerations in Mobile Campaigns
Despite its advantages, mobile marketing comes with challenges. Privacy concerns are a significant issue. Consumers expect brands to respect boundaries and provide control over notifications, tracking, and personal data use. Brands must seek explicit opt-in consent before sending messages or collecting location data (Adobe Experience Cloud, 2021).
Technical inconsistency is another common problem. Emails or websites that do not load properly across devices create friction and increase abandonment rates. Seamless experiences across platforms are essential for mobile success (Finch, 2021).
Building Effective Mobile Strategies
Brands need a strong strategy to address these challenges and ensure success. Garris and Mishra (2014) recommend using the N.O.T.E. framework, which stands for Needs, Objectives, Tactics, and Execution. For example, a local restaurant might identify that customers want faster takeout ordering (Need), aim to increase mobile orders by 20 percent (Objective), enable one-click reordering via SMS (Tactic), and measure success through weekly order volume (Execution) (Garris & Mishra, 2014, p. 105).
Successful brands like Starbucks, Sephora, and Chipotle follow this approach. They use mobile to advertise and improve service, streamline experiences, and personalize customer journeys (Finch, 2021).
Conclusion
Mobile marketing is growing because it meets consumers where they already are—on their phones. Unlike print or TV, mobile provides speed, personalization, and measurable results. Text messages get opened, apps create habits, and mobile websites convert searchers into customers. From global brands to local shops, mobile is proving to be a smarter investment.
As the MKT 311 video explains, “The question is not if you should market via mobile devices, it is how you should” (MKT 311, 2014, 00:04:06). Brands that take this seriously are already ahead.
References
Adobe Experience Cloud. (2021, March 26). What is Mobile Marketing? [Video]. YouTube. https://www.youtube.com/watch?v=EkR5XbmJQT0
Finch, J. (2021, March 26). What is mobile marketing? Adobe for Business. https://business.adobe.com/blog/the-latest/what-is-mobile-marketing
Garris, M., & Mishra, K. (2014). A beginner’s guide to mobile marketing. Business Expert Press.
MKT 311. (2014, October 28). The pros and cons of mobile marketing [Video]. YouTube. https://www.youtube.com/watch?v=JEUJ63IfEZY