The use of mobile devices among consumers is rapidly increasing. Smartphones are becoming very popular, the number of global mobile users has surpassed the number of desktop users. This trend is expected to continue even further in the future. Throughout the past 5 years, there has been an increase in smartphone adoption; the share of mobile users with a smartphone has increased  from 74.4% to 84.3%. This is a great opportunity for businesses to incorporate this tool in their customer journey planning.

Apple adopted the strategy of mobile marketing back in 2014 with the introduction of Apple Pay. Consumers were able to pay with just a tap of their phone or touch ID. They took advantage of the continuously growing trend of online shopping and the power of “now”. 

Mobile marketing involves creating customer value on mobile devices such as smartphones, tablets, etc. Businesses need to incorporate this in their customer journey in order to stay relevant in the future. There are many ways to do this, however, using an omni-channel rather than a multi-channel is the best option. Omni-channel offers a seamless shopping experience across multiple devices and touch-points. An example is McDonald’s Monopoly promotional campaign. They cooperated with the ever so popular board game “Monopoly” and it was a huge success across the world. Consumers were able to play monopoly as soon as they received their meal by scanning a code on the food’s packaging. 

What do you think? Will mobile marketing continue to grow or are there any other digital marketing strategies on the rise that are more effective?