Mobile marketing
Mobile marketing
Mobile marketing is the practice of promoting products or services through mobile devices in order to reach customers and provide them with relevant and personalized information.

What is mobile marketing?

Mobile marketing promotes products or services to a target audience through mobile devices such as smartphones, tablets, and/or other mobile devices. Mobile marketing aims to reach customers regardless of their location or timezone and provide them with relevant and personalized information that will encourage them to make a purchase or take other desired actions. Mobile marketing is an increasingly important part of a comprehensive marketing strategy, as more and more people use their mobile devices to access the internet, make purchases, and engage with brands.

Why is mobile marketing important?

Mobile usage is on the rise

With over 5 billion mobile users worldwide, mobile has surpassed desktop as the primary device for accessing the internet. By developing a mobile marketing strategy, businesses can reach a large and growing audience of potential customers.


Mobile marketing allows businesses to reach customers in a highly personalized way. In-app messaging, push notifications, and in-app ads enable marketers to deliver targeted and relevant content to customers, increasing the chances of conversion.


Mobile devices are always with us, and people use them to make purchases, book appointments, and access information on the go. By utilizing mobile marketing, businesses can provide customers with the convenience they demand, increasing the chances of a sale.

Location-based targeting

Location-based mobile marketing allows businesses to reach customers at the right place and time. For example, a restaurant can target customers within a certain radius of their location with a special offer or promotion.

R&R of a mobile marketer

The primary goal of a mobile marketer is to reach customers and to provide them with relevant and personalized information that will encourage them to make a purchase or take some other desired action.

Some specific tasks and responsibilities of a mobile marketer may include the following:

  • Developing mobile marketing campaigns across various mobile platforms
  • Analyzing and interpreting data to measure the effectiveness of mobile marketing campaigns and make necessary adjustments
  • Keeping up-to-date with the latest mobile marketing trends and technologies
  • Creating mobile-specific content such as push notifications, personalized email, and SMS
  • Managing mobile advertising campaigns.
  • A/B testing and multivariate testing for mobile campaigns
  • Identifying new opportunities for mobile marketing and developing plans to capitalize on them
  • Creating mobile-specific landing pages and forms
  • Tracking data and reporting on key performance indicators (KPIs) for mobile campaigns.

Mobile marketing and MMP

Mobile Measurement Partners (MMPs), such as Airbridge, are beneficial to mobile marketers because they provide a comprehensive and accurate view of the performance of mobile marketing campaigns. MMPs are third-party companies that provide mobile marketers with a full suite of tools and services to track, measure, and optimize mobile advertising campaigns. They do this by integrating mobile apps to track user behavior and engagement.

One of the key benefits of MMPs is that they allow mobile marketers to track key performance indicators (KPIs) such as user acquisition, retention, and lifetime value. This data is essential for understanding the effectiveness of mobile marketing campaigns and making data-driven decisions to optimize them. MMPs also provide detailed analytics and reporting, which can help mobile marketers identify areas of improvement and make adjustments to their campaigns in real time.

Another benefit of MMPs is that they can help mobile marketers with user attribution, which is the process of identifying the specific marketing efforts that led to a conversion or other desired action. Mobile attribution is vital for understanding which channels and tactics drive the most valuable users to your app or mobile website.

Additionally, MMPs also can provide ad fraud detection and protection, which ensures that mobile marketers are not paying for fake or non-human traffic.

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