Today, mobile marketing determines the success or failure of companies in many respects. Especially in 2025, a well thought-out mobile strategy is indispensable because more and more users are accessing information and offers exclusively via mobile devices. Without a targeted approach on smartphones and tablets, companies not only lose valuable reach, but also risk falling behind the competition.
The relevance of a mobile strategy for market success
Many companies are now realising that conventional forms of advertising alone are no longer sufficient. Mobile marketing offers a wide range of opportunities to reach customers directly with personalised messages. It is not enough to simply make a website „mobile-friendly“. Rather, all touchpoints along the customer journey must be optimised and networked.
For example, companies are now using **location-based advertising** to target potential customers when they are near a shop or event. A fashion retailer could send discount codes via push message to users walking past shopping centres. Similarly, **SMS marketing campaigns** with personalised, time-limited offers are becoming increasingly important as they achieve high open rates and reach immediately responsive target groups.
Another example is the integration of **short explanatory videos** on mobile channels. These simplify complex products or services and thus promote the purchase decision - especially among younger target groups who respond to visual content.
Mobile marketing as a central element of customer loyalty
For a brand to be remembered in the long term, mobile marketing must go beyond pure sales. Loyalty programmes, exclusive mobile offers or interactive content decisively strengthen customer loyalty. Here are some practical implementations:
- A food retailer uses personalised push notifications to alert loyal customers to seasonal promotions or new recipes.
- Streaming platforms offer specially customised playlists and reminders via mobile apps to keep users engaged more often and for longer.
- Gyms rely on mobile challenges and rewards that can be accessed via the app to motivate members and strengthen the community.
BEST PRACTICE with one customer (name hidden due to NDA contract) The retail customer was able to increase its repurchase rate through the targeted use of mobile marketing. With the help of location-based offers and push notifications about current special promotions, customers became significantly more active in the shops.
Recommendations for effective mobile marketing
A strategic approach is recommended so that mobile marketing can realise its potential. The following measures will support you:
- Intensify target group analysis:** Understand exactly how and when your customers use their mobile devices. Benefit from data analyses to place relevant content.
- Integration of different channels:** Interlink social media, SMS, mobile websites and apps to create a holistic experience. A user who sees an advert on Instagram, for example, should be seamlessly guided to the purchase on the mobile website.
- Optimise the mobile user experience:** Ensure fast loading times, simple navigation and intuitive user guidance. Avoid any hurdles that slow down the purchase or interaction.
- Use personalisation:** Access current data to tailor content, offers and messages individually. For example, location-based push messages or personalised product recommendations can attract more attention.
BEST PRACTICE with one customer (name hidden due to NDA contract) A service provider integrated a mobile-first strategy and increased the app engagement rate by over 40 per cent within a very short time. Personalised content and smooth checkout processes were perceived as particularly crucial.
Mobile marketing - the key to competitive advantage today
In a world in which smartphones are the central medium for information and purchasing processes, mobile marketing is crucial to business success. Customers expect customised offers and quick solutions that are available at the touch of a finger, anytime and anywhere. Companies that fail to keep pace risk losing market share and visibility.
At the same time, mobile marketing offers numerous opportunities to engage in direct dialogue with the target group. Through creative campaigns, innovative technologies and continuous testing, brands can create real added value. iROI coaching helps you to implement these ideas in a targeted manner and successfully realise mobile projects.
BEST PRACTICE with one customer (name hidden due to NDA contract) In a campaign for a fashion retailer, personalised mobile marketing measures significantly increased the conversion rate. In addition to SMS campaigns, customised social media ads played a major role in reaching the younger target group.
My analysis
Today, mobile marketing is more than just an advertising tool. It is an integral part of successful corporate strategies. Those who sensibly combine the various mobile touchpoints offer customers appealing, personalised experiences - from initial contact to loyalty. This makes mobile marketing a decisive factor that significantly influences success or failure.
Further links from the text above:
Mobile Marketing Stats 2025 - Graphaize
The importance of mobile marketing for your company's success
5 Mobile Marketing Strategies & Tools for 2025 - GroundTruth
Mobile marketing strategies 2024: winning customers successfully
Mobile Marketing in 2025: Key Trends, Strategies & Best Practices
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