Estimations show that ten billion mobile devices will be in use globally by 2020. Almost 4 years ago, it was estimated that the number of mobile users would exceed the number of desktop users by 2014. It is an undeniable fact that users are spending most of their time on mobile than in desktop regarding their digital activity. Actually, mobile comes first in users’ preferences, since they even spent more time on mobile devices rather than any other device, including TV.
The mobile industry has grown enormously over the last years and constantly evolves.
Numbers do speak for themselves since there are already 1.64 billion smartphone users, a number which keeps increasing. In the next year is expecting to exceed 2 billion.
Brands and enterprises all around the world invest in mobile technologies and new strategic ways of mobile marketing.

There are different forms of mobile marketing to choose from:

SMS marketing
SMS is a simple, direct and effective way to reach your target audience.
Almost all mobile devices around the world are SMS enabled, so a brand can reach you in your own device for sure. Moreover, the fact that the 97% of SMS text messages are read within the first 5’ suggests a common truth which cannot be ignored.
In addition to that, Internet connection is not a prerequisite, since either a user is connected or not, he is going to receive the message anyway. Finally, web links can be successfully embedded into an SMS, driving traffic to your landing page, your website or any other destination that you need to lead your users to.

Mobile applications
At first, 80% of mobile users spend most of their mobile time on apps. Having a dedicated mobile app can help you respond even better to your users’ needs and requests, since they can reach you directly through one more relevant channel: your app.

Keep users engaged
After launching it, you will have to pay attention and focus on one goal: how to keep your audience engaged in order to use the app. It is important to offer incentives, exclusive discounts and remind them of your app’s value every single time.

App Visibility
Moreover, you should make it easy for your users to access your app (a mere presence on app stores is not enough at all). It is of the utmost importance to reengage with your audience especially when you notice that your users abandon your app.
How can you achieve that? You can invest in a CPI (cost per install) campaign, in which your ads will be posted on various platforms and you will be charged from the ad network for every install of your app. There a different ad networks to choose from and pay attention on the budgeting and level of control over ads before making any decision. A simple advice would be to select an ad network which can give you full management of your campaign without having to interfere with many people.

Use app ads
A mobile app marketing study made by Google and Ipsos MediaCT showed that “40% of smartphone users browse for apps in app stores,” yet “one in four app users discovers an app through search.” Mobile app users discover new apps while browsing mobile websites, watching YouTube videos or when spending time on social networking websites.
Create mobile ads and use specific mobile ads platforms to help you target your ads. There are various mobile ads according to your brand’s needs and priorities (eg. display and video mobile ad formats , mobile programmatic ads, in-app mobile ads).

QR codes
QR codes suggest also a great method to engage with your audience. They can be placed easily on corporate cards, presentations, email signatures, emails, brochures, posters and mobile coupons. When snapped on a mobile device they are enabled to play videos, drive to landing pages or websites and to activate coupons. They help you empower your brand and enhance your social presence.