previous icon Back to blog
Jun 24, 2021
3 minutes read

Why is mobile marketing important?

Until recently, we talked about digital marketing as if it were distinct from marketing as a whole. These days, we tend to assume that the vast majority of marketing activity will at least have a digital element to it. The same applies to mobile marketing. We talk about it as a separate discipline from other forms of marketing, but effective modern marketing must have a mobile element to succeed.

So why is mobile marketing important? Well, 81% of time spent online is on a mobile or tablet device according to Ofcom’s Online Nation 2020 report. Not only that, but another Ofcom report – this time from 2018 – found that we also spend one day per week using mobile devices. That’s a little under 4 hours every day, giving marketers near-endless opportunities to put their products and services in front of attentive potential customers.

What’s clear is this: a mobile audience is an engaged audience and failing to consider a robust mobile strategy in any marketing campaign is a big mistake.

Here are just a few of the reasons mobile marketing is so important, and so useful for marketers:

Accurate location data

Mobile devices present a huge opportunity for personalisation, both in terms of individual consumers (more on that later), and in terms of geographical location. GPS and mobile signals can accurately pinpoint users, delivering location-based marketing messages quickly and efficiently. 

A broad, targetable audience

Given that 40% of UK adults – increasing to 65% of under-35s – look at their phone within five minutes of waking up (and that’s not taking into account checking the clock or turning off their alarm), and you have an audience that’s eager to consume almost from the minute they wake up until the second they go to sleep. 

Personalisation

The data-gathering potential of mobile devices means that hyper-targeted, hyper-personalised messaging is possible. Delivering personalised emails or SMS messages at the exact time of day they’re likely to be opened and engaged with, is a massive step forward from the mass mailout, ‘hit-and-hope’ strategies that some still employ today.

Instantly shareable

With access to messaging and social media apps, mobile phones offer their users the ability to instantly share to a huge array of platforms, increasing the viral potential of your messaging manyfold. 

Instant transactions

With 32% of all online purchases made through mobile wallets in 2020, according to research by UK Finance, one-touch payments significantly increase the potential for impulse buys and for customers to convert at speed and at scale from your mobile marketing activity. No fumbling for credit card details, or being put off by drawn out checkout processes means that consumers using mobile payment wallets or online payment providers often spend significantly more than those using traditional payment methods.

Greater opportunities

Mobile marketing is a vast subject area, with numerous platforms to experiment with in order to reach your audience. Get it right and you can steal a march on your competitors and use myriad innovative messaging solutions to reach new consumers in ways your competitors may not yet have discovered.


Mobile marketing is arguably the most important, fastest-growing marketing opportunity of all. Creating an effective strategy is crucial, but first-mover advantage is also key. Ensuring you’re the first in your market to offer a compelling mobile proposition, or to explore a new commercial avenue or technology, will pay dividends both now and in the future. 

Was this article interesting?
Share it!
CM.com
connects tens of thousands of companies with millions of consumers via their mobile phone each day. Behind the scenes, from our innovative platform, CM.com makes sure companies can use these millions of messages, phone calls and payments to become part of people’s lives.

Related articles

blackfriday-2024 blog
Oct 07, 2024 • Conversational AI

The art of simplicity: help customers make quick Black Friday decisions

Black Friday 2024 is just around the corner, bringing with it a great opportunity for retailers to maximise sales. However, standing out in such a competitive event isn’t easy. Consumers expect attractive offers, fast deliveries and top-notch customer support. In this article, we’ll show you how to simplify the purchasing process during Black Friday, optimising everything from promotions to logistics and 24/7 customer service to ensure a seamless experience and increase customer loyalty.

whatsapp-business-blog_image-deals-offers
Sep 16, 2024 • WhatsApp

Increase conversion with promotional messages on WhatsApp

In an age of mass marketing, it’s safe to say peak sales periods, especially Black Friday and the holiday season, can be overwhelming for consumers. Consumers receive irrelevant information from companies that doesn't match their personal needs and desires, so it's no surprise people might want to switch off and tune out all forms of marketing until the season is over. As an eCommerce player, you should always be looking to avoid this by diversifying and personalising your marketing strategy in a way that suits your customers' needs.

engage-platform-effect-customer-service
May 13, 2024 • CM.com

Happy clients, happy agents: the platform effect in customer service

As a member of the customer service team, you stand on the frontline of customer interaction every day. In a world where customers demand quick and personalised service, long wait times, impersonal responses, or worse, incorrect answers, can quickly drive a customer away. Your goal, however, is to connect customers with your organisation and deliver the best answers and service possible.

drive-engagement-and-convert-your-conversations-with-whatsapp-carousel
Feb 05, 2024 • WhatsApp

Drive engagement and increase conversion with WhatsApp Carousel

With two billion daily active users globally and ten million downloads annually in the UK, WhatsApp is one of the most popular messaging channels. The WhatsApp Business Platform enables businesses to utilise this channel to connect with customers. It offers a variety of powerful engagement tools to enhance customer communication and boost sales. And now, WhatsApp has added another innovative feature: WhatsApp Carousel.

digitalizacion-administracion-publica-y-educacion
Dec 14, 2023 • Customer Experience

Elevating experiences: customer engagement technology trends in 2024

As we approach 2024, the ever-evolving landscape of technology continues to shape how customers connect, consume and communicate with businesses. Forrester even predicts customer experience (CX) will improve for the first time in three years, meaning 2024 will be a pivotal year for engagement with every touchpoint becoming a make-or-break opportunity in the customer journey.

live-blog-blog-featured-uk-2
Dec 07, 2023 • Live

5 ways to increase your sponsorship revenue with an event app

As an event organiser, you might view an event app as an unnecessary luxury but don’t rule it out too quickly; an event app doesn't have to be a cost but rather an additional revenue stream. It adds tremendous value as a digital assistant for your attendees and, you have an extra tool to provide sponsors and partners with much more exposure and 'stage time.' For many organisers, an event app enables them to generate more revenue and in many cases, the increased revenue means it pays for itself.

live-blog-blog-featured-uk-3
Nov 30, 2023 • Live

Instagram Messaging: your ticket to winning fans and boosting ticket sales

In today's fast-paced world, the need to capture fans' attention and build loyalty remains a key challenge for independent event organisers. Developing campaigns to boost ticket sales and cut through the noise in this increasingly crowded industry can feel challenging.

payspace customer story
Oct 16, 2023 • Marketing

Enhance your Black Friday SMS marketing with Pages

In recent years, the integration of SMS has played a pivotal role in transforming the Black Friday shopping experience. Retailers and consumers alike have embraced SMS as a powerful tool for communicating promotions, exclusive offers, and time-sensitive alerts.

blog-facebook-marketing-messages
Aug 17, 2023 • Conversational Commerce

Introducing Facebook Marketing Messages

Social media plays a central role in modern-day customer engagement. Personalised messages on your customers' favourite platforms will skyrocket the customer experience and grow brand loyalty. With this, Meta has introduced a new way to market to your audience via Facebook Messenger.

Is this region a better fit for you?
Go
close icon