Mobile Marketing – Seven Tips To Get You Started From The Mobile Marketing Conference

By Beatrice Whelan, Social Media and Content Specialist at Sage

Photo taken from Michelle O'Keeffe presentation at the Mobile Marketing Conference

I attended the Mobile Marketing Conference held by the Digital Marketing Institute on 16th August and the quality of the speakers was excellent. I really enjoyed the conference and my two personal favourites were Michelle O’Keeffe from Yappy Mobile Advertising and Julian Douglas of Here are some tips and ideas for mobile marketing which I picked up at the conference.

1. Make Mobile Part Of Your Digital Strategy
Mobile penetration in Ireland is at 107%. Yes, there are more SIM cards in Ireland than people. We Irish love our mobile phones. Some people have two phones, one for work and one for personal use. In any case, given this rate of penetration it seems obvious that mobile should be part of every business’s digital marketing strategy.

2. SMS Is A Good Option
As Eric Daly from Plus Mobile pointed out, Smartphone penetration in Ireland is at 43% but you can still market to people that don’t have a smartphone by using SMS marketing. 97% of recipients will read an SMS ad within 15 minutes of receiving it and those that are going to respond will do so within 60 minutes. The average response rate is 10%-15% which is very good when compared to email and direct marketing response rates.

3. Collect Mobile Data
If you want to target customers using SMS then you need to ensure that you collect their mobile number and keep them in some type of spread-sheet or customer database and if possible segment your database by age, sex, location, type of phone etc., for potential future campaigns you may want to carry out. Update your customer data collection forms (online and offline) to include a mobile number field. Also ensure that you ask for permission to contact them electronically and an opt out must be included in every SMS message you send. Don’t send more than two texts per week during peak season and four per month off peak or you will just annoy your customers.

The Mobile Marketing Conference on the 16th August 2012. Photo courtesy of the Digital Marketing Institute

The Mobile Marketing Conference on the 16th August 2012. Photo courtesy of the Digital Marketing Institute

4. An App Is Not For Everyone
Most businesses don’t have a mobile version of their website so the likelihood of every business getting a mobile app is not realistic. Also not every business or brand is suited to an app. Perhaps there is nothing about your brand or product offering that translates well into an app. As Julian Douglas pointed out, a good app should be addictive and become a tool that people rely on and keep coming back for more. People only regularly use ten apps that they have installed on their smartphone so yours needs to be really good to encourage regular use.

If you decide that now is not the time to develop a mobile app for your business you can still take advantage of apps by advertising your business in someone else’s app. Why not pick an app that has a lot of active users in Ireland and consider advertising in their app. Alternatively your brand could sponsor an app owned by another business in the same way that the Cinema Guide Ireland App is sponsored by Warner Brothers
If you do create an app for your business, consider using SMS marketing to market the app to your customers that have a smartphone (see point two above).

5. You Don’t Need A Mobile Website To Do Mobile Marketing
Gasp! Yes if you don’t have a mobile website, there are other options available to you such as SMS, Search Marketing (Google AdWords) with a click to call /click to view a video or Facebook page/ click to view a map, instead of a click to your website.

You could also create a mobile optimised landing page for that particular ad instead of converting your whole site to mobile. Obviously every business should be planning to have a mobile optimised site in the long term but in the short term these options mean you can start mobile marketing before you have a full mobile site.

6. Make Mobile Part of Your Search Advertising
Gavin Duff from Amplify Search Marketing Solutions pointed out that brands are now investing up to 15%-20% of their search budget in Mobile – these are CPC ads that are shown on mobile devices. Mobile search peaks during the morning commute and during the evening, so you can reach consumers who you may not have otherwise if you use mobile specific search ads. People tend to browse their phones at home in the evening so if you are scheduling your ads then the evening is a good time. People are also more likely to click on mobile ads in the evening. Make sure you include a click to call in your mobile ads but if you do make sure there is someone there to answer the phone!

7. Don’t Forget Tablets
A great tip from Gavin Duff was that tablet conversion rates are higher than mobile but the cost per click is lower than on desktop search. So set up a separate campaign targeting tablets and track this separately.


Sage has a mobile app for Sage 50 Accounts called Sage 50 Mobile. Find out more about Sage 50 Mobile and view our video here.

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  • Brilliant post on mobile marketing conference. Such a good stuff you have here.Use mobile marketing to market your event a few hours before any major sale. Doing so reminds the clients that there is something interesting going on.Thanks for sharing

  • Some great tips here Beatrice, Having worked in that world for a long time I definitely agree that SMS is the most under-rated technology for mobile marketing yet the most ubquitous, some pointers though – You get what you pay for – the cheapest per message rates are generally on offer with the understanding that delivery rates will be low or that they will be routed around mobile operator gateways. Cheaper option generally mean lower quality – Work with the providers that have direct operator connections for the best reliable services. There are a huge number of resellers in each market, you could well end up paying a premium for the same service you could get directly. – Personal experience would put SMS response rates of 2% – 3% in the more realistic range for a good result – There is massive reach with SMS but legislation and regulation is such that it is easy to have your targets opt out if you are not targetted enough with the messaging. On mobile PPC the one bit of advice i would give is that there is a massive opportunity for PPC outside of Google. the range of PPC networks on mobile is huge and each offers a mind boggling array of targetting criteria. Best option is to use many in parallel and optimise your campaigns to those that work best!