Mobile Marketing vs. Online Marketing: Which Is Best?

07 Nov

As most brand managers and marketers can attest, the right kind of marketing solution can revolutionize your brand's digital communications. However, when you're operating on a limited marketing budget, you don't have any room for error.

The marketing tool needs to work, and it needs to work fast.

In recent years, mobile marketing has become one of the most popular digital marketing solutions purpose-built for results-driven enterprises, small businesses, nonprofits, and organizations. In most cases, it only takes a few minutes to start texting your prospects and customers.

However, online marketing programs – social media, paid advertising, display, email – continue to dominate. In fact, social media is utilized by more than 90% of B2C organizations worldwide.

Mobile Marketing vs. Online Marketing: Which Is Best?

As an industry-leading business text message marketing provider, we might be a little biased when we say that mobile marketing is the most effective marketing solutions. However, there are plenty of opportunities for online marketing too.

We'll discuss the unique pros and cons of each. Additionally, we'll show you how to combine mobile and online marketing to create a marketing powerhouse.

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Pros of Mobile Marketing

As you know, the cost of paid advertising programs is increasing year-over-year. Unfortunately, these kinds of paid campaigns are yielding fewer and fewer results. As such, many businesses and organizations have turned to mobile marketing as a cost-effective digital marketing solution. In fact, many are seeing a massive reduction in marketing costs as well as a higher return on investment.

Additionally, mobile marketing is direct. There are no special hoops that prospects and customers need to jump through in order to receive your important marketing messages. In seconds, you can build and deploy exclusive promotions, reminders, and notifications directly to your target audience.

Finally, mobile marketing is one of the most reliable marketing solutions. Did you know that most text messages are opened within the first few minutes of receipt? You'll never have to worry about bypassing an email spam filter. For many consumers, texting is actually a preferred communications channel!

Cons of Mobile Marketing

  • Most consumers respond negatively to unwanted texts. As a permission-based activity, you need to get recipients to opt-in before sending texts.
  • Many consumers have become increasingly wary of fraudulent text messages. In recent years, scammers have begun to turn towards text messaging.

Pros of Online Marketing

For many years, online marketing has been the go-to marketing tactic for brand managers, marketers, and business owners alike.

There are plenty of great examples of wildly successful online marketing campaigns out there. Additionally, it's relatively easy to get started. In just a few minutes, you can create a new social media account, spin up a few graphics, and insert messaging. Moreover, the effectiveness of most online marketing campaigns can be measured. Finally, with more consumers browsing and shopping online than ever before, prospects and customers can be reached in just a few clicks!

Cons of Online Marketing

  • Unfortunately, the digital marketplace is extremely saturated. You'll be competing with hundreds (or thousands) of your competitors.
  • Sometimes, online marketing platforms are unreliable. You'll always deal with difficult algorithms to reach your target audience.
  • Because these types of marketing messages have become commonplace, many prospects and customers will choose to ignore them.

Combining Mobile and Online Marketing

Rather than picking one or the other, we recommend combining mobile and online marketing to maximize the digital effectiveness of your enterprise, business, or nonprofit. Many of our customers follow this approach with dazzling effect.

Fidelis Freight uses a combination of email, social media, and text message to recruit new prospects and combat turnover. The company started by building a mobile subscriber list, including contractors who had either previously worked with Fidelis Freight or had expressed interest in potentially doing so in the future. Before long, Fidelis Freight amassed a ton of new applicants.

"Even I was surprised at the high engagement rate test messaging delivered! Almost no opt-outs, lots of follow-up, and very positive impact on recruitment." - Haley Lanigan, Recruiting Manager

Read More: Fidelis Freight Ramps Up Recruiting With Text Communications

Kickstart Your Text Marketing Adventure With EZ Texting

Getting started with EZ Texting only takes a few minutes of your time.

To get started, we recommend creating a free trial account. After you've created an account, take a few minutes to familiarize yourself with our easy-to-use dashboard. If you have any additional questions or concerns, our textperts are always available to help orient you towards text marketing success.

From there, we recommend downloading our 2019 Mobile Usage Report. Inside, you'll find some of the most up-to-date texting statistics, including:

  • 90% of our recipients respond to texts within 30 minutes of waking up
  • Over 50% of recipients check their phones 5x per hour
  • Of all the texting apps available, recipients are more likely to use the native app

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Photo: Getty Images/mangpor_2004

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