CM.com is global leader in cloud software for conversational commerce

AI & Chatbots + Omnichannel platform for customer service in messengers

Leading omnichannel communication provider

End-to-end integrated software, internet, mobile and hardware solutions

Communicate with your clients via Viber Business Messages, SMS, E-mail, Chatbot and other channels.

Customized bot development and analytics tools

Optimizing communication channels, from businesses to customers

IMEDIA is operating in the field of providing value-added services on telecommunications platforms.

Omnichannel Messaging Platform for effective marketing communication

Connecting businesses with their customers on Viber, powering secure, private interactions 

Communications APIs, unified communications and contact centers

Providers of Cloud Communication Platforms (CPaaS) for Enterprises, OTT players & Telecom operators

Strengthen your position with Viber messaging for better business with your customers

CPaaS empowering businesses to communicate with customers using messaging, video and voice solutions

Making communications and communities for brands: B2C & D2C messaging, chatbots, campaigns

Creating chatbots that people actually love!

Software development company from UI/UX & Design to product development and IT consulting

Software development company specialising in web, mobile, chatbot and tech consulting

Designing and executing integrated digital, analytic and marketing solutions

Communication platform to keep in touch with your frontline employees

User-friendly chatbot builder for popular messengers, without programming knowledge

Custom chatbot developer with a focus on informative, communicative, awareness and E-commerce

Infobip is a global leader in omnichannel communication

Integrated solutions provider from advertising sales, marketing, branding to production

360 agency building Viber chatbot solutions

International messaging service provider for mobile operators and enterprises worldwide

Hybrid Chat, Conversational Marketing and Customer Automation

Grow your audience, engage your customers, automate your messages - across multiple channels

Platform to automate marketing, ecommerce, service operations and support in messengers

#1 Ukrainian Telecom Operator with over 25 million subscribers

Viber's #1 Business Messaging partner in the Philippines

Omnichannel solution provider in the Cloud Communications industry

Viber and SMS messaging service provider with web interface and via API

SMS Centre provides a professional omni-platform for business tasks

Omnichannel communication platform for modern businesses to delight customers

Οmni Channel Business Messaging Specialists of real-time, one-to-one & two-way communication

Providing mobile services to banks and financial institutions in Nepal

Optimised two-way communication between management and employees

Enterprise chatbot provider with high-end AI and cross-industry communication know-how

One of the biggest companies on the business communication market in Russia and CIS

We offer digital tools: SMS, OTT, Virtual PBX, CRM, AI BOT, Contact Center

A global cloud communications platform for all your mobile marketing needs

Next-gen CPaaS with Web & Cloud API services for marketing automation

Enterprise solutions platform for communications, payments, CRM and marketing

Leading Conversational AI and CX Automation Platform

Digital transformation and engagement services, AI chatbots, smart cities and fintech applications

Expert customer engagement and A2P mobile messaging solutions with over 20 years of experience

SparrowSMS: Leading Bulk SMS provider in Nepal and Global Enterprise Messaging

Multichannel messaging platform for successful business communication

Omnichannel platform for customer support teams

Removing communication complexities, so you can succeed.

Founded in 2006, Logate in Podgorica delivers IT solutions for telecoms and banks

Global communications platform for messaging, verification, and fraud prevention

We offer digital transformation services and global vendor software solutions

URBO is B2B SaaS company for the creative and recreational industries

Messente: Messaging partner for companies who want to send business-critical messages at scale

Omnichannel messaging provider for business communication

First in AI and c-commerce, we provide innovative messaging solutions

A holistic messaging and digital agency for messaging solutions

Largest A2P multi-channel messaging platform in the Philippines

SMSBAT is a group of companies that develops and implements modern digital marketing solutions

Communication platform helping brands build connected customer experiences.

Automate sales, marketing, and support with Terra's smart AI technology

A Leading telecom company, GSMA certified Voice carrier and SMS hub, MEF & ITU member

Omnichannel business messaging platform for marketing, sales & support

Multichannel messaging platform for business communication

Digital Solution Provider, Chatbot development and Customer support

Omnichannel platform with built-in phone, webchat, email, tickets, etc.

Creating OS and application software for business digitalization

Corporation in technology and international business, telecommunication and information solutions.

Different Solutions for different ways of communication

A leading service provider in Myanmar's TMT (Telecom, Media, and Technology) industry since 2003

Digital enabler, specialized in Chatbots, Messaging and Engagement

Omnichannel communication platform for business messaging globally

Operating globally through telecom partnerships, providing tailored messaging solutions and support

Expert in reaching, engaging, and retaining the right audience

Swift Technology specializes in Fintech, Vas SMS & custom software dev

Ommichannel platform to communicate worldwide

Seamlessly integrate GenAI agents and live support for superior CX

WayMore Marketing Intelligence Suite helps marketers achieve their goals.

Develop omni-channel messaging campaign through Viber, RCS, What's Up

The Globally Connected Customer Engagement Platform

We provide SMS A2P to Apac pacific region and fintech solution

Top 3 Mobile Marketing agency in Vietnam, offering fast, diverse solutions

Enable novel customer experiences with Generative AI chatbots

Build the future communication for global mobile operators and enterprises

Custom software solutions, staff augmentation, R&D and MVP development

klink.cloud is a leading omnichannel customer engagement platform provider

Smicos: AI-powered chatbot to boost sales, streamline management, and more.

Positive specializes in IT solutions, complex AI assistants, and chatbots

Nikita Mobile LLC is a leading mobile marketing and e-commerce company

<p>The number of mobile users has skyrocketed in recent years: according to <a href="https://datareportal.com/global-digital-overview" target="_blank" rel="noopener noreferrer nofollow">DataReportal</a>, there are more than 5.2 billion mobile internet users worldwide – that’s two thirds of the global population. Recent events have helped fuel the growth of mobile: during the pandemic, 70% of users said they used their devices more, while during the same period of 2020-2021, the number of unique mobile users grew by more than 90 million. The message to marketers is clear – if you want to reach consumers, do it through their phones.</p><p>But how? In this article, we’ll take you through some mobile marketing strategy fundamentals to get you started, so you can reach your target audience and grow your business. Because a conversion is only ever a tap away.</p><h2>The importance of mobile marketing strategy</h2><p>We take our phones everywhere – to the shops, to bed, and yes, even to the bathroom. This is an amazing opportunity for a business – how else can you instantly reach a consumer during 99% of their waking hours?</p><p>Add in all the tech tools that smartphones allow, and you’ve got the 21st century way to reach your customers.</p><h3>What is mobile marketing?</h3><p>Mobile marketing is promotional activity that leverages digital, social, and other channels to reach audiences on their smartphones or tablets. Mobile marketing not only helps businesses reach potential clients, it also provides a framework for valuable customer care interactions like chatbots, user feedback, after-sales care and user reviews.</p><h3>What is a mobile marketing strategy?</h3><p>A mobile marketing strategy is a cross-media, digital marketing strategy to reach users on their mobile phones or tablets. Which channels or types of content to use depends on the audiences you aim to target and your goal for targeting them.</p><p>Let’s take a look at different mobile marketing strategies you can use.</p><h4>In-app advertising</h4><p>When you unlock your phone, what is the first thing you load? That’s right, an app. According to <a href="https://techcrunch.com/2015/06/22/consumers-spend-85-of-time-on-smartphones-in-apps-but-only-5-apps-see-heavy-use/?guccounter=1&amp;guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&amp;guce_referrer_sig=AQAAAIm6vklDlhDOCh-vLTrL-7_ByJVuiqrdBEjJkY5p7_gpw3HkL9iEm5GP48TGB1mJvUTDI8SuH4mYEAcj3JKI598pk0C2yT67mn1oh-7rHTS5jybGAYAzHwYHobQ-8bmBNQeD9YiGZ-h3UyBmuYSSnlaj-yDgVjCPcHiyMLtIWnHK" target="_blank" rel="noopener noreferrer nofollow">TechCrunch</a>, consumers spend 85% of their smartphone time in apps. And 77% spend most of their time in their top three apps (with messaging apps among them), which gives great insights as to where marketers should concentrate their marketing budget with in-app advertising.</p><p>In-app advertising comes in a variety of formats:</p><ul><li>Display advertising: banners / MPUs</li><li>Native advertising: promotions customized to look like the app in which they appear</li><li>Video ads – instream/outstream video, or rewarded video (where watching the video ‘rewards’ the user, say with an extra life in an app game)</li></ul><p>In-app advertising is a great mobile marketing strategy to reach target audiences and capture their attention.</p><h4>Social media marketing</h4><p>Social media is one of the most popular uses of a smartphone – social network platforms <a href="https://backlinko.com/social-media-users" target="_blank" rel="noopener noreferrer nofollow">almost tripled</a> their total user base in the last decade, from 970 million in 2010 to over 3.81 billion users in 2020. Hence social media should be high on your priority list when devising a mobile marketing strategy.</p><p>But it’s not just about sheer reach. The nature of social media – with comments and direct messages (DMs) – makes it easy to create an intimate, personal connection with your customers, and you can show your customer referrals and recommendations to advance your business image Whether someone has had a good or bad customer experience, they are sure to share it on social media!</p><p>Though some companies choose to focus on organic social media posts, it’s increasingly common to use social media advertising to reach the right customers. Some options include:</p><ul><li>Facebook ads, or boosted (i.e. promoted) posts</li><li>Promoted tweets on Twitter</li><li>Shoppable or promoted pins on Pinterest</li><li>LinkedIn ads or promoted posts</li></ul><p>This mobile marketing strategy lets you build an audience using demographic information, and define your campaign’s goals, budget and how long it will last.</p><h4>SMS marketing</h4><p>SMS or text marketing sends customers business-related messages via the medium of text message. This messaging can include promotional information about products or services.</p><p>Text messages don’t rely on mobile internet, so they can reach consumers in more far-flung locations. It also comes as default on all phones, so is easy to use with no software to install.</p><p>But SMS have a character limit, and come with a high cost, to both send and sometimes to receive. They also lack more advanced features like multimedia and rich text. For those, you need SMS’s natural evolution, which is messaging apps…</p><h4>Messenger marketing</h4><p>Messenger marketing is similar to text marketing, but uses mobile chat apps instead of SMS to connect with customers. It leverages mobile messaging platforms such as Viber, Facebook, WhatsApp, or WeChat to create a seamless, native experience that is often no different to messaging a friend. Depending on the messaging app capabilities, this can be, for example, business messages with personalised offerings to your existing customers or chatbots that help you to attract and grow a new audience.&nbsp;&nbsp;</p><p>Connecting with customers through a messaging app is cheaper, as it avoids the maintenance costs of using your own app. And it’s more effective, as you’re meeting customers on a platform where they are already active.</p><h4>Email marketing</h4><p>Half of all email opens happen on mobile devices, so if you’re pursuing an email marketing strategy, your emails need to be optimised for mobile. Emails not optimised for mobile (i.e. not incorporated into your mobile marketing strategy) will be harder to read on a mobile device, and can sacrifice functionality like gifs and web links.</p><h4>Mobile search</h4><p>Mobile search refers to searching for information using search engines accessed through a mobile device. As more people access Google on their phone than their desktop (61%, according to <a href="https://www.statista.com/statistics/275814/mobile-share-of-organic-search-engine-visits/" target="_blank" rel="noopener noreferrer nofollow">Statista</a>), you’ll need to optimize your Google Ads for mobile search. This will help you reach the majority of searchers who aren’t using a desktop computer.</p><h3>Benefits of Mobile Marketing</h3><p>Mobile marketing has many benefits, including its sheer scale and reach, and measurable results that tell you more about your audience.</p><h4>1. Takes your brand truly global</h4><p>Not only does mobile marketing let you reach customers all over the world, you can choose exactly who to reach based on demographic preferences for your ideal audience (think age, income, location, and so on).</p><p>You can even target users based on more sophisticated metrics like interests, hobbies, purchasing behaviour, and more. That way, you can really laser in on your target audience.</p><p>If you don’t know exactly who your customers are, mobile marketing will help you find out – just start with a broad brush mobile marketing strategy and refine it as you go. Once you have found your audience, focus on them to maximise your return on investment (ROI). But don’t stop testing and optimising your mobile marketing campaigns for better results – the job is never quite done!</p><h4>2. Mobile in-app advertising has better performance than other platforms</h4><p>Mobile click-through rates are usually higher compared to tablets and desktop computers. And the more clicks an ad gets, the greater the chance of making a sale.</p><h4>3. Easy to track results</h4><p>Mobile marketing lets you track a campaign’s performance to quantify how successful your mobile marketing strategy was and refine it to make it more accurate, relevant and adaptive. This lets your business react instantly to trends and events.</p><h4>4. More personalized communications</h4><p>People check their phones constantly, generating lots of user data which allows marketers to serve their customers with personalized content designed to appeal to their tastes. This feeds back into creating an even more intimate experience, as customers feel like the brands really understand what they want.</p><h4>5. Cost-effective</h4><p>A mobile marketing strategy is actually cheaper than most traditional marketing techniques. Optimizing your website for mobile use or sending marketing communications via messaging apps is a lot more affordable than you might think – good news for small businesses without big budgets.</p><p>Campaign elements for mobile also have to contain less information, forcing you to distill the content to its essential components. That makes your marketing simpler, to-the-point, and hence more effective.</p><h4>6. Diversification of formats</h4><p>As well as the classic formats there are more advanced ad formats available in mobile marketing, such as rewarded video, playable ads, in-play ads, and AR advertising.&nbsp;</p><h4>7. Location-based mobile marketing</h4><p>Marketers can leverage the always-connected nature of smartphones to devise a mobile marketing strategy that targets customers based on their location, making the ads more relevant to the user.&nbsp;</p><p>Imagine if you received a digital coupon for a clothes store that you had just walked past. Wouldn’t you be tempted to pop in?</p><p>Geofencing sets a virtual fence around your business, and triggers coupons or other offers when a device enters your predesignated area (a shopping mall, say). This is known as hyperlocal targeting. You can even set your virtual fence around a rival business to steer customers away from it and towards yours (what’s known as geo-conquesting). Sneaky.</p><h4>8. Better tracking solutions available for marketers</h4><p>Mobile marketing throws up all kinds of metrics to show how your campaigns are performing. The main ones are:</p><ul><li>Cost Per Acquisition (CPA): How much it costs to acquire (or convert) a user into a paying customer</li><li>Lifetime Value (LTV): Sometimes called Customer Lifetime Value (CLV), this is the amount of revenue created by a user over their lifetime</li><li>Average Order Value (AOV): The amount a user spends per transaction</li><li>User engagement: How active users are with your brand once they have downloaded your app or otherwise engaged with your business somehow</li></ul><p>It is much cheaper to retain existing customers than to acquire new ones, so make sure your mobile marketing strategy looks after your customers and they will reward you by staying loyal.</p><h3>Mobile Marketing Examples</h3><p>You can learn from all sorts of brands how to create an effective mobile marketing campaign. Here are some examples.</p><h4>Coca-Cola Easter messenger marketing campaign</h4><p>On the eve of Easter in Eastern Europe, Coca-Cola decided to engage users in a fun and interactive way. It devised a lively animated game called<a href="https://www.youtube.com/watch?v=f9MOlK-NQZE"> Easter Egg Fighter within Viber messenger</a>. It follows the Eastern European tradition: a coloured Easter egg fight, in which only the toughest eggs survive. Users could play with their family and friends no matter where they were.</p><p>To attract more people to the game launched within the Coca-Cola chatbot, they used a complex marketing campaign on Viber:</p><ul><li>creative Sticker pack with free downloading that led new users subscribe to the chatbot;</li><li>promotion among members of the Coca-Cola Community on Viber to increase involvement;</li><li>personalised outbound messages for existing chatbot subscribers to engage them in the game.</li></ul><p>The campaign lasted three months. In only three weeks in Bulgaria, it saw impressive results: 350,000 user interactions, an average play time of over five-and-a-half minutes, and over 188,000 total played minutes. Chatbot subscribers also shot up by 30%, and there were over 63,000 sticker pack downloads.&nbsp;</p><figure class="media"><oembed url="https://youtu.be/f9MOlK-NQZE"></oembed></figure><p style="text-align:center;"><i>Coca-Cola Easter campaign in Bulgaria on Viber</i></p><h4>Urban Outfitters party dresses location-based marketing campaign</h4><p>Clothing retailer Urban Outfitters used mobile location data to gain incredibly valuable granular insights into its customers.Their party dress campaign is a great <a href="https://www.marketingdive.com/news/how-urban-outfitters-leveraged-location-marketing-for-a-75-conversion-gain/436943/" target="_blank" rel="noopener noreferrer nofollow">example of successful location-based marketing</a>. By targeting women who had recently been to a nightclub or bar with in-app push notifications promoting party dresses, Urban Outfitters managed to increase conversions by 75%, and revenue by an astonishing 146%. Certainly worth getting dressed up for.</p><h4>Enabling online purchases with Viber Business Messages</h4><p>The Primer Group of Companies is a retailer in the Philippines that specializes in distributing consumer goods from different brands. With malls affected gravely due to pandemic quarantine restrictions, Primer turned to Viber Business Messages to establish their online footing.</p><p>Primer enabled online purchases with digital vouchers using codes with discounts sent through Viber Business Messages with the help of their messaging partner Infobip. The brand achieved a 53% code redemption conversion rate, and a 401% uptick in total sales.</p><figure class="image"><img src="https://env-stage-hosting.s3.eu-central-1.amazonaws.com/Viber_Business_Message_from_the_Primer_Group_edd066588f_b3694ce1d5_d819a17481.png"><figcaption><i>Example of Viber Business Message from the Primer Group</i></figcaption></figure><p>Viber makes it simple to build personalised communication with your customers. We are ready to help you with your mobile marketing strategy: from an in-app advertisement to messenger marketing. <a href="https://www.forbusiness.viber.com/en/viber-for-business/">Reach out to us</a> and enjoy direct access to your preferred audience, better analytics and profitable campaigns.&nbsp;</p>

Mobile marketing strategy 101: mobile marketing and its benefits

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