Mobile Marketing Strategy For Small Businesses

Mobile is quickly taking over the digital world. We’re spending less time sitting at our desktops and instead scrolling on phones or tablets. Because of this, every business owner needs to consider the strength of their mobile outreach. Honestly, you’re years behind competition if not consciously how to maximise your mobile marketing strategy.

However, there’s not one sole solution to winning on this platform. One common misconception though is that these campaigns require the development of an app. Apple and Android stores are full of branded apps that nobody uses.

We’re increasingly protective of what’s on our phones and unless it offers a specific value to us, we don’t want it. So what should you do? It’s simple; focus on offering value to the customer, not just promoting your brand.

The problem with these strategies is the focus on publicising a certain product or campaign without any value for customers. Industry leaders may claim that branded apps are dead, but they’re just doing it wrong.

Companies can use mobile marketing successfully through apps if they can create more value for their customers. Originally reported by Business2Community, we want to show you some examples where this has been accomplished.

Mobile Marketing Strategy Winners

L’OREAL Makeup Genius

This is a great example of an app that actually compliments the overall purchasing process for multiple goods. It offers a free and innovative service to simplify and inform customers.

L’OREAL Makeup Genius app takes away overwhelming choices in purchasing cosmetics. Using AR technology, it’s the first app of this kind to let consumers try on makeup without the hassle of actually going to the store and physically trying products on.

In-app purchases streamline the sales process and takes guesswork out of purchases. Because this app was first to market, the launch picked up a lot of worldwide PR attention. Even if customers aren’t current L’OREAL customers, the novelty of trying the app and consequential interest even generates more leads.

To date, over 10 million people have downloaded the app and tried on over 65 million different L’OREAL products. The scale of increased outreach would have been impossible without a mobile strategy.


If unable to offer a wow service, entertaining customers can be just as effective. Offering a product to enjoy while interfacing with your brand immortalises you in their mind and builds familiarity and appreciation.

Kevin Hart is one of the most successful comedians in the past few years and is striving to create his own entertainment empire. Through HartBeat Production, he created the KevMoji App.

Hart is known for his expressive and diverse faces. This app lets users send stickers of his face in lieu of standard emojis and stickers on iMessage and Facebook Messenger. Not only can fans enjoy their favourite actor or comedian with instant messenger, his brand has spread like wildfire.

On the first day of its launch, the KevMoji app topped the Apple paid app chart. Whilst this app is not the first celebrity face app, it’s hugely successful because it’s entertaining, larger than life, and ties in with Hart’s own brand.

Nike+ Run Club

If not innovative or entertaining, utility is your golden ticket to mobile success. Being useful is a fundamental benefit of smart or mobile technology, so an app that we find ourselves ‘needing’ and not just wanting is great.

Nike has traditionally been a leader in sports marketing and many believe that the brand really popularised jogging as a fitness activity with its campaigns in the 1970s and 80s. Nike does not sell its products, rather it promotes the benefits of its products.

The Nike+ Run Club app is a useful tool for runners to track their progress, map their route, and push themselves through Powersongs. The personalised training programs and social sharing options also motivate people to engage with the app regularly.

Nike’s move into mobile apps ties in with its offline marketing activities where people can find and join a physical Nike Running Club in their area. Nike’s 33.5 billion dollars in revenue in 2016 was the highest on record for the company and a testament to its success.

What Works For You?

Now we’ll be honest, apps should not be main focus for mobile strategy in small business. The reason we discussed the campaigns above is because of their underlying value. Offer innovation, entertainment or utility to your customer on a mobile platform and you’ve done the hard part.

Apps can take forever to build, and you might not see the ROI you’d like. Keep it simple, work out what engages your audience, and hit them on mobile.

Even an automated SMS campaign will give you amazing outreach, with new lead generating opportunities. And once past initial setup, it’ll run much cheaper than your traditional advertising. Mobile marketing strategy is the future, so get started on it now.

To find out how small businesses can succeed online, check out our other articles. Otherwise get in touch and we’ll set you on the right path.

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