The Digital Marketer's Journal

Written by Hong Ngan Tran (s3961720)

What is mobile marketing and why is it important?

Mobile marketing is a form of engaging and reaching target audience through mobile devices using mobile advertising on apps, SMS and social media to connect with customers. By using mobile marketing, businesses can quickly communicate and interact with consumers in real-life and offer various promotions for them on online platforms. Emerging personalising targeting can help businesses to connect through mobile channels like SMS marketing, mobile apps and social media platforms. By using mobile marketing, businesses can lead to higher conversation rates and build stronger customer relationships. Mobile marketing can enhance customer experience through interactions to create high purchase intention for purchase. 

With campaigns utilising mobile marketing can help businesses to track the performance and make right decisions in adjusting the campaigns. Here is an example in 2025 that uses mobile marketing in an effective way. 

TikTok Shop dominates the mobile apps in shopping 

A significant example of Tiktok Shop, it provides an amazing experience through shoppable videos, live streaming shopping, store pages and integrated checkout all in one mobile app for customers. Tiktok has successfully transferred the mobile app into an e-commerce space where customers can see videos and shop directly through the app. Through Tiktok Shop, brands can connect directly with customers by giving video contents, images related to products that brands are selling for customers. 

With shoppable videos, brands like Kiehl’s, Pop Mart can embed the product listing into their videos which allow customers to purchase immediately without leaving the app to go to another website. Live shopping is a feature that allows brands to show their products in real-life and discuss with customers about these products’ benefits or guides which help brands to interact with customers online and give them exclusive deals. 

Image source: ChannelEngine

Finally, Tiktok Shop offers integrated checkout which assists customers in purchasing products without being redirected to another external website of the brands. With this special feature, customers can also purchase through advertisements on TikTok, it becomes more convenient for customers in the process of checkout. With the purpose to make shopping more easily for customers on mobile apps, TikTok has intelligently incorporated these unique features into the TikTok Shop to ensure customers will have the best time when doing online shopping.  

Using mobile marketing effectively can help businesses to grow the customer bases, increase more engagement through mobile apps and save costs than traditional advertising methods. Furthermore, businesses can target the location-based on the customer segments that they desired to target for specific products. 

Questions 

1. What do you think about mobile marketing? 
2. Do you think mobile marketing is important?
3. What makes mobile marketing stand out with other marketing strategies?