Mobile Marketing Tools- Creating Value for Customers and Society

Mobile phones have continued to evolve the way we operate in society, ordering a pizza over the phone is a classic example of how society has developed. 10 years ago, if someone told you to order a pizza using your phone, the chances are you would have done so by making a phone call to the pizza shop. However, with the increase use of smart phones and app usage marketers have been able to adjust and create mobile friendly websites and apps allowing users an easy way of ordering and customising their very own pizzas. This is just one of many examples around how mobile phones are adding value to customer experience, and how mobile marketing has become a part of many business strategies. Throughout the article I will identify and explain the following mobile marketing tools used to create customer value:

  • Mobile Ads
  • Mobile Coupons
  • Mobile Apps
  • Location Based Mobile Marketing
  • Mobile Payments


Before we analyse the mobile marketing tools, it’s important we understand what it exactly means. Mobile Marketing is ‘any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device’. The concept has become extremely adaptive as majority of marketers are understanding the potential it creates of gaining a competitive edge, 80% of top Alexa websites were mobile adaptive. This is largely due to the fact that a whopping 80% of internet users own a smartphone and are more actively using their phones to browse the web.

Mobile Ads:

Mobile advertising is the type of advertising that appears on mobile devices that have wireless connections, it is a subset of mobile marketing. In terms of mobile ads, there are 5 major ad formats which are; Interstitial ads, Banner ads, Native ads, OfferWall ads and video ads. The concept of Mobile ads is to raise awareness of your products or specials and draw the user into clicking into the advertisement, the overall goals is for it to lead to a sale. The more appealing the Ad is, the greater the odds of it attracting the user’s attention.


Mobile Coupons:

A Mobile Coupon is an electronic coupon delivered to a mobile phone, which can be exchanged for a financial discount or rebate when purchasing the product or service. Paper coupons are slowly being replaced by its mobile version counterpart. We are seeing less coupons being sent to your letter box and more being exchanges via the websites, SMS and ads users click on. Coupons can be used in different ways, Target mobile coupons are an electronic barcode that is scanned instore to receive the discount, whereas Uber users discount codes that enable users to enter it in themselves.


Mobile Apps:

Companies have begun creating their own mobile apps to create customer value and improve customers experiences. Dominos is a great example of a company that does this well, there app and website allows users to not just order their products over the smart phone but also track the location and estimated time arrival. The app is easy to use and addictive to track the process of production and delivery of your food.


Location Based Marketing:

Location-based Marketing is a direct marketing strategy that uses a mobile device’s location to alert the devices owner about an offering from a near-by business. It’s almost acts like an electronic replacement for billboard advertising, this can be extremely useful for small local businesses to generate awareness and draw in customers with their cheap specials. Gas Buddy is a popular mobile app that incorporates LBM by helping users find the best gas prices in their local areas using crowdsourced data. This popular app has been downloaded 52 million times, this really highlights the popularity of LBM and the extent to which users value the method.


Mobile Payments:

The rise of the share economy has resulted in significant number of customers adopting the mobile method. This is only made possible due to the popularity in phone usage and revolutionary companies such as Uber. The Uber chain only allows users to pay for services through this method and doesn’t take cash or physical card transactions as a payment. Instead the user physically enters in their bank details where money is withdrawn each time the service is used. This doesn’t just save the customer time but also adds reassurance to the providers that users cannot run out of services and avoid paying. We have seen the payment of cash decrease in popularity over time, do you think the same thing will happen with physical card transactions? Will mobile payments completely cannibalise existing payment methods?


Uber payment


These are only a few examples and methods of mobile marketing tools and how its evolving every day to add value to customers experience. What do you think the future of mobile marketing will hold? It’s scary to think how convenient societies daily activities have been made already due to marketing breakthroughs. The possibilities are endless…
Thank you for taking the time to read my blog, looking forward to hearing your own opinion on the topic! 🙂

10 thoughts on “Mobile Marketing Tools- Creating Value for Customers and Society

  1. Great blog post! I loved how you explore all the different forms of mobile marketing with unqiue examples. Many I did not know of, so it was a great read.

    I also explored mobile marketing this week and found that there are 4.9 billion mobile users all around the world. In my opinion, the use of mobile phones will only increase and thus change the way society functions. We may reach a point where transactions only occur digitally. What do you think?

    Liked by 1 person

    1. Thank you Vanessa, I’ll have to go onto your blog and have a read! Wow that is certainly a significant amount of users. In regards to your questions we have to analyse the recent trends in society. Popularity of mobile marketing and phone usage will only continue to rapidly increase dominating the technology industry. In relations to transactions only occurring digitally I believe that certainly is a possibility. We have seen the reduction of cash and coins being used for payments due to physical card transactions, the convenience and ease of online banking could also help increase cannibalisation of physical transactions.


  2. It’s interesting to see how many mobile user there actually is! The shift to mobile marketing will only increase as we move on in time; it makes me wonder if there will be a point in time where “marketing” will be phased out and “mobile marketing” will become the new norm.

    The use of your examples further places an emphasis on this idea, questioning how long traditional marketing will actually be around for before mobile marketing takes over.


    1. Very interesting and sophisticated thinking, I certainly believe that the transition is already occurring with a significant number of companies incorporating mobile marketing into their strategies. Companies such as dominos can just send out notifications over their apps when specials are on the appeal to the customer from their previous transactions. It’s allowing companies to get a real indication of their customers and their buying habits, giving them access to data they were previously limited too. What is your beliefs around this type of marketing? Is it perceived as a future norm or unethical as we analyse transactions to personalise marketing?


  3. Great blog post Goran! I really like how you showed the different ways businesses approach mobile marketing to make things accessible for consumers. It all just shows how much mobile phones impact our daily lives and purchasing behaviour.
    It makes me feel that this is only the start of mobile marketing, and in the future marketers would invent more creative ways to reach consumers and making everything more convenient. And maybe in the future, everything would just be digital and physical transactions would be rare.


  4. Thanks Anna I appreciate your feedback and comment! Yeah mobile phones have certainly been extremely popular and changed the way society operates. They’re not just used for telecommunications but also replacing items such as alarm clocks and note pads.
    In relations to your comment around physical transactions; I do see the trend and believe it will only grow in popularity. Im certain companies will only continue to find other ways of improving the customer experience and ease of transactions.


  5. Great post! It was eye-opening with all the examples that you used. What an interesting read!

    Just one quick question. What do you think about the risks of mobile marketing when it is frequently used by different organizations nowadays?


  6. Thank you!
    I think it’ll one day be incorporated in the definition of marketing and just a norm. It’s certainly going to get harder for businesses to distinguish themselves as it becomes a normal marketing tool. I think the risk it imposes is companies having greater access to customers data and monitoring the search history. In return they’ll be able to personalise marketing for each individual.


  7. Mobile phones are becoming more and more prevalent every year and the capabilities of such devices are almost at the same level as a computer. With this thought in mind it makes sense for organisations to steer away from traditional marketing practices and focus on the future and longevity of their marketing campaigns. Mobile marketing allows direct and more personal advertising to take place. I am a little concerned with privacy issues that may arise, especially around areas such as mobile payments. Personally, I think there is room for both modern and traditional marketing practices moving forward, however, in the end it really depends on ‘who’ you are trying to reach and ‘what’ you are trying to sell.

    Liked by 1 person

  8. I agree that there is certainly a need for both traditional and digital marketing. However traditional marketing such as news papers is certainly a thing of the passed, TV and radio advertisements are always going to have an impact and exist. Digital marketing is just the new trend with a greater reach, most organisations will incorporate a combination of the two marketing methods. Can you remember the most memorable advertisement you’ve ever seen? Was it in traditional format or digital?


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