Mobile marketing is a multi-channel, digital marketing strategy aimed at reaching a target audience on their smartphones, tablets, and/or other mobile devices, via websites, email, SMS and MMS, social media, and apps. There are a variety of mobile marketing channels available, each with its own unique strengths and weaknesses.
flowchart TD
MM[Mobile Marketing] --> MW[Mobile Web]
MM --> APP[Mobile Apps]
MM --> SMS[SMS Marketing]
MM --> MMS[MMS Marketing]
MM --> MAD[Mobile Advertising]
MM --> SOC[Social Media on Mobile]
MM --> QR[QR Codes]
Figure 1: Mobile Marketing Channels
Learning Objectives
By the end of this chapter, you will be able to:
- Describe the main mobile marketing channels: mobile ads, SMS, MMS, apps, mobile web, and QR codes.
- Compare a mobile app with a mobile website as a marketing platform.
- Explain permission, frequency, and relevance as rules for push and SMS campaigns.
- Name the metrics used to judge a mobile campaign.
1. Mobile Advertising
Mobile advertising is a form of advertising that is delivered to mobile devices, such as smartphones and tablets. Mobile advertising can take many forms, including banner ads, text ads, and video ads.
2. SMS Marketing
SMS marketing is a form of marketing that uses text messages to send marketing messages to customers. SMS marketing is a great way to reach a large audience quickly and easily.
3. MMS Marketing
MMS marketing is a form of marketing that uses multimedia messages to send marketing messages to customers. MMS messages can include photos, videos, and audio.
4. Mobile Apps
A mobile app is software installed on a smartphone or tablet. For marketing, apps can send push notifications, store loyalty points, enable one-tap reordering, and keep customers inside a branded experience. Apps cost more to build and maintain than a mobile website, so they suit businesses with repeat purchases (food delivery, banking, fashion). Many Nepal brands use apps for orders and offers while still relying on Facebook and SMS to reach users who have not installed the app.
5. Comparing the Channels
| Channel | Reach | Cost to run | Interactivity | Best use |
|---|---|---|---|---|
| Mobile ads | Very wide (social, search, video) | Pay per click or view | Medium | Finding new customers |
| SMS | Almost every phone, no data needed | Low per message | Low (text only) | Order updates, OTPs, short offers |
| MMS | Phones with MMS support | Higher than SMS | Medium (image/video) | Visual offers where data is weak |
| Mobile website | Anyone with a browser | One build, works for all devices | Medium | First visit, search traffic, one-off buys |
| App + push | Only people who installed the app | Highest (build, update, two stores) | High | Repeat buyers, loyalty, reorders |
| QR codes | People physically present | Very low | Medium | Linking print, packaging, and shops |
A useful rule: mobile web and ads find customers; apps and push keep them. Very few people install an app for a shop they have never bought from.
6. Mobile Website or App? A Worked Example
A momo chain with eight outlets in Kathmandu Valley wants more online orders.
- Start with a fast mobile website with the menu, outlet map, and a checkout that accepts eSewa, Khalti, Fonepay QR, and cash on delivery. Every Facebook ad and Google Maps listing links here.
- Measure repeat orders. If many customers order weekly, an app becomes worth its cost: saved addresses, one-tap reorder, and loyalty points.
- Use push notifications carefully: “Your usual order, 10% off before 1 pm” sent to lunch regulars converts better than daily generic offers, which lead people to mute or uninstall the app.
- Keep SMS for transactions: order confirmed, rider on the way. Customers read these because they expect them.
7. Rules for Push and SMS Campaigns
- Permission: send promotions only to people who opted in, and give an easy way to stop them. Nepal’s Privacy Act, 2075 (2018) limits how personal data such as phone numbers may be collected and used.
- Frequency: too many messages cause opt-outs and uninstalls; a weekly cap is a common starting point.
- Relevance: use purchase history and location (for example, the nearest outlet) instead of sending everyone the same text.
- Timing: send when people can act, such as before lunch for food or on payday for fashion, and avoid late nights.
8. Measuring Mobile Campaigns
| Metric | What it tells you |
|---|---|
| Click-through rate (CTR) | Share of people who tapped the ad or message |
| Cost per install (CPI) | What it cost to get one app installation |
| Conversion rate | Share of visitors or users who bought |
| Retention (day 7, day 30) | Share of installers still using the app later |
| Opt-out / uninstall rate | Whether messages are annoying customers |
Mobile Marketing in Nepal
With the high penetration of smartphones in Nepal, mobile marketing is a powerful tool for businesses to reach their target audience. Some of the most popular mobile marketing channels in Nepal include:
- SMS Marketing: SMS marketing is a widely used marketing channel in Nepal. Businesses use SMS to send promotional messages, to provide customer support, and to conduct surveys.
- Mobile Apps: Mobile apps are a great way for businesses to connect with their customers and to provide them with a unique and engaging experience. Many businesses in Nepal have their own mobile apps, which they use to offer a variety of features, such as loyalty programs, coupons, and games.
- Mobile Advertising: Mobile advertising is a growing trend in Nepal. Businesses are using mobile advertising to reach a wider audience and to drive traffic to their websites. Mobile ads can be displayed in a variety of formats, including banner ads, text ads, and video ads.
- QR Codes: QR codes are becoming increasingly popular in Nepal. Businesses are using QR codes to provide customers with more information about their products and services, and to offer discounts and special offers.
Benefits and limitations in Nepal
| Benefits | Limitations |
|---|---|
| Most adults carry a smartphone, often their only internet device | Data speeds and costs vary, especially outside cities |
| SMS reaches people even without mobile data | Many users have low-storage phones and resist installing more apps |
| Wallet and Fonepay QR payments make mobile checkout simple | Spam fatigue: unwanted promotional SMS reduce trust in every sender |
| Location lets offers match the nearest outlet | Customers worry about how their number and location data are used |
Summary
Mobile marketing reaches customers on the device they carry everywhere. Ads and the mobile web attract new customers; apps, push notifications, and loyalty features keep repeat buyers; SMS carries transactional messages that people trust. Campaigns work when they are permission-based, relevant, and well timed, and they should be judged with metrics such as CTR, cost per install, conversion, and retention.
Key Takeaways
- Mobile web and ads acquire customers; apps and push retain them.
- An app is worth its cost only when customers buy repeatedly.
- SMS is best for transactions and short, opted-in offers.
- Permission, frequency, relevance, and timing decide whether messages help or annoy.
- Measure retention and opt-outs, not just clicks.
Discussion Questions
- Should a new clothing shop in Pokhara build an app or a mobile website first? Justify your answer.
- Why do push notifications lose effectiveness when they are sent too often?
- How can a restaurant use QR codes on its tables and packaging?
Exam-Style Questions
Short answer
- What is mobile marketing? List four mobile marketing channels.
- Differentiate between SMS marketing and push notifications.
- Why is permission important in mobile marketing?
Long answer
- Compare a mobile app and a mobile website as marketing tools, with examples from Nepal.
- Explain the main mobile marketing channels and how a Nepali business can measure the success of a mobile campaign.
