The Mobile Marketing Strategy and Experience

Mobile marketing caught my attention while using a famous app a few months back. I played a smartphone game on an ordinary evening to relax. Before I could play, a video ad appeared in the gaming app. This was an example of mobile marketing that engaged users through app ads. After 15 seconds, I could bypass the commercial for a new mobile game and play it. This marketing tactic caught my eye and made me curious about the game. I found this experience intriguing and deemed it mobile marketing for various reasons.

The ad was first distributed via mobile, specifically in my game app. Mobile marketing is a perfect example of a mobile-specific marketing strategy. Marketing may reach a large audience with this strategy because people spend a lot of time on their phones (Rendorio, 2021). Furthermore, mobile marketing often exploits mobile device features and capabilities. This video ad used the mobile screen’s visuals to communicate effectively. To work well on different screen sizes and resolutions, such advertising is generally customized for mobile devices.

Data-driven mobile marketing targets specific audiences with appropriate information. Due to my app usage and interests, the mobile game ad was likely given to me. Mobile marketing uses user data to personalize ads to specific preferences and activities (John et al., 2017). I concluded that the mobile game app video ad embodied mobile marketing due to its format, content, and targeting. This demo showed how advertisers use mobile devices to engage customers in novel ways. In this increasingly digitized environment, mobile marketing remains an influential medium for product and service promotion.

References

John, L. K., Kim, T., & Barasz, K. (2017). Targeting Ads Without Creeping Out Your Customers. Harvard Business Review. https://hbr.org/2018/01/ads-that-dont-overstep

Rendorio, I. (2021). What Is Mobile Marketing & How to Master It: 9 Proven Tips. Podium.com; Podium. https://www.podium.com/article/mobile-marketing/