Mobile Marketing

Definition of Mobile Marketing

Mobile marketing is defined as an attempt to reach out to potential customers on a mobile device such as a smartphone or a tablet, usually as a component of a multi-channel campaign.

Some mobile marketing is similar to advertising delivered over other electronic channels such as text, graphic and voice messages. SMS messaging is currently the most common delivery channel for mobile marketing. Search engine marketing is the second-most common channel, followed by display-based campaigns.

A new world with an increasingly connected consumer

According to studies & research, as of 2012, there are 17.5 million active internet users in Malaysia. Out of this pool of users 92% of these users send and receive email actively. This represents an enormous opportunity for companies to reach out to an audience of diverse affluence and backgrounds with their products & solutions.


Mobile marketing is unique because it has the innate ability to provide customers with promotions or marketing material that is personalized based on the user’s profile. This is typically done through analysis of an organization’s Customer Relationship Management (CRM) systems against products or solutions offered by a brand to define a suitable demographic to target.

Location Based Services

Modern mobile devices are typically equipped with a GPS, or rely on a digital network to communicate. This allows advertisers with access to that information to identify the user’s approximate whereabouts and use that to promote goods & services that is relevant to the user within their vicinity.

QR Codes & 2D Barcodes

QR codes & 2D Barcodes allow a customer to visit a web page address by scanning a 2D image with their phone’s camera, instead of manually entering a URL. This method has proven effective when coordinating scenarios where mobile users physically experience a call to action and are tempted to find out more


Reach, Engagements, Conversion

What is used to measure the success of Mobile Marketing?

If your organization intends to start marketing to clients and reach out to them while they are carrying their mobile devices, it is important to understand some key metrics that you will encounter throughout your engagement process such as Reach, Clickthrough rates, Bounce rates, Conversion rates and of course Return on Investment in order to have a better picture of the performance of your Mobile Marketing activities.


Reach for mobile advertisements are defined by the number of people who can potentially view your advertisement on their mobile device. Depending on the nature of your advertisement, this number will be segmented by medium, device or application.

Clickthrough Rate (CTR)

Typically, when we talk about mobile marketing, a clickthrough rate refers to the likelihood of a user clicking on your mobile marketing initiative. This is generally used as a benchmark by advertising agencies to gauge how well an advertisement or a campaign is received by the audience.

Conversion Rate (CVR)

The conversion rate basically tells you what percentage of the people clicking through an AD ended up completing an action or a goal that the advertiser desired. This could be anything from a purchase made through a mobile device, a registration for a newsletter or even a request for more information.

Return on Investment (ROI)

When brands embark on mobile marketing, there is always a cost involved together with a goal to be achieved. Return on investment in layman’s tries to quantify how much value is obtained for every ringgit spent.

In its simplest form, imagine an advertisement targeting Shell’s patrons to remind them to fill up and enjoy a 5% fuel rebate whenever they go near a Shell station.

If the cost of the campaign was RM 10,000.00 and the sales generated by the campaign was RM 50,000.00, this means that for every RM 1 spent, the brand earned RM 5 back.


Start tracking and improve your mobile marketing results

As Google Analytics Partners, we are able to assist in planning & setting up the environment to track and measure your website’s marketing activities and relating it back to actual business results.

Getting basic insights from your online existing team is useful, but when combined with the information from your brand’s online marketing activities, they offer a clearer picture of how well your business is doing.

Let us help you identify how you can improve your Return on Investment (ROI) and accelerate your business.

Speak to one of our Consultants
+603 5033 2500

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