mobile marketing

All about mobile marketing: what it is, how it works and how to create an effective campaign

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According to statistics, already in 2020, 52% of global web traffic came from mobile devices. By 2025, it’s predicted that there will be 6.1 billion users worldwide connected from smartphones.

This means that mobile marketing offers huge opportunities for both companies and creators, such as the possibility to reach a wide audience, increase visibility, retain followers and make conversions.

But how does mobile marketing work and what benefits does it provide compared to other strategies? Why should I focus on mobile marketing? And above all, how can I implement an effective mobile marketing campaign for my business?

Moka Adv, the international web agency with more than a decade of experience, will answer these and other questions. Read on.

Table of contents

What is mobile marketing

Mobile marketing is an online marketing strategy that utilises mobile channels, such as SMS, MMS, apps, websites well optimised for smartphones and tablets, and social media to reach potential new customers (in technical jargon, leads).

Mobile marketing is based on the statistic that people increasingly use their smartphones or tablets to browse online, search for information, buy products and services, interact with brands and share their life experiences.


Mobile marketing differs from other marketing strategies in certain features concerning mobile devices and user behaviour.


Let’s start with the regulations. In Europe, the General Data Protection Regulation (the famous GDPR) and the ePrivacy Directive require explicit consent from users before sending them promotional messages or collecting personal data.

In addition, mobile marketing should also take into account regional regulations, which may include additional restrictions on privacy and the possibility of sending commercial communications via smartphones or tablets.


Secondly, mobile marketing should take into account the heterogeneity of hardware, software and cellular networks on the market. The content and functionality of mobile marketing campaigns should therefore be optimised to ensure a good user experience (UX), fast loading speed and greater compatibility with the multitude of existing devices.


Third, today’s devices have some innovative features (geolocation, camera, microphone, motion sensor and push notifications) that mobile marketing cannot ignore. They make it possible to create personalised, interactive and engaging ad campaigns based on users’ context, location and preferences.


Finally, mobile marketing strategies should be integrated with other marketing strategies, such as DEM, social media marketing, content marketing and traditional marketing. The aim is to create a consistent customer journey across channels and touchpoints.

mobile marketing

Mobile vs traditional marketing: benefits

Mobile marketing has certain benefits over traditional marketing that make it an effective and cost-efficient strategy for companies and content creators.

Large audience

Mobile marketing makes it possible to reach and segment a large audience, which uses ICT as its main source of information and entertainment. Segmentation works according to various criteria, such as demographics, geography, behaviour, interests and consumption habits.


Mobile marketing offers the possibility of communicating with users in real time and in a direct manner, fostering a relationship of trust and customer loyalty.


Mobile marketing enables the creation of engaging campaigns that make the best use of innovative features such as augmented reality (AR), virtual reality (VR) and videogames. It benefits, above all, the engagement of users, who are given the opportunity to interact with brands in a more original and entertaining way.


Collected data and metrics make it easy to monitor the results, effectiveness and return on investment of campaigns, allowing them to be optimised and forecast for future campaigns.

Mobile marketing effectiveness

According to Statista, two thirds of users open their e-mails on their smartphones and more than 40% of online transactions take place on the move. Such figures highlight the pervasiveness of mobile marketing compared to other channels.

For example, Starbucks has created a mobile app that not only allows users to pay with their phone, but also offers a loyalty programme that encourages repeat purchases.

How to implement a mobile marketing campaign

To best implement a mobile marketing campaign, it’s necessary to follow 2 steps and 8 strategies.

Top 7 mobile marketing strategies

Read on to discover the 8 top mobile marketing strategies.

1. SMS and MMS

Despite the popularity of apps and social media, SMS or even MMS remains an effective method of mobile marketing. The open rate of SMS is 98%, making it one of the most effective marketing strategies.

SMS and MMS can contain information, offers, promotions or invitations to visit a website or download an app.

2. Apps

Applications or apps are a great way to reach customers. They are installed directly on users’ devices and can be used, via push notifications, to offer exclusive discounts, provide information on products/services or simply to enhance the customer experience.

Amazon’s app, for example, offers a unique and seamless shopping experience that makes the multinational company a leader in global e-commerce.

3. Responsive websites

Responsive websites, i.e. optimised for mobile devices, adapt the resolution according to screen size, ensuring good UX and fast loading speed. They can contain information, content or call to actions to direct users to other channels or actions.

4. Geolocalisation

EU regulations allow the use of geolocalisation of users. If, therefore, you are a shop, you can send a message to all nearby customers, perhaps offering a special discount.

5. Social media

According to the latest estimates in We Are Social’s Digital 2023 report, users with at least one social profile worldwide would have risen to 5.16 billion in 2022 out of a total population of 8.01 billion.

It means that social media is a great driver for creating communities around brands, spreading viral contents, interacting with users and sponsoring posts or stories.

6. QR code

QR codes have spread exponentially, replacing paper menus in bars and restaurants. Thanks to their ease of use, they connect users with websites, apps, videos or content of all kinds.

7. AR and VR

Augmented reality and virtual reality, which are part of mixed reality (MR), make it possible to explore “other worlds” where immersive experiences can take place. AR and VR therefore have multiple fields of application, such as surgery, psychology, marketing, entertainment and training.

With reference to marketing, they can be useful for product placement, immersing buyers in virtual purchasing paths. AR, in this case, is a valuable resource for marketing, as it enables greater interaction between products/services and the target audience. The AR industry is estimated to be worth around 3 billion dollars in 2022.

How to create contents

Once the campaign strategies, channels and formats have been chosen, the content must be created and passed on to the users. Content and creativity should be:

Mobile marketing: a rewarding choice

Mobile marketing is a rewarding choice for any company or freelancer wanting to go to market.

The world has changed: today, customers must be reached and involved. This is the future of digital communication. If, therefore, you have not yet considered investing in mobile marketing, now is the time to do so.

Moka Adv can help you achieve your business goals with proven, engaging and effective mobile marketing strategies.

To start a mobile marketing campaign, find us on WhatsApp (click or tap the link to open the chat), call us at +390950935481 or send us an e-mail by filling out the contact form below. A team of experienced marketers is waiting for you.

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