Mobile Marketing

Mobile marketing is a sub-discipline of marketing which focuses in particular on reaching users of mobile devices such as smartphones and tablets.

Mobile marketing activities focus on presenting information, content and, of course, advertising in an ideal way for mobile devices. This means that websites have to be structured differently so that they can be rendered on mobile devices, and instruments can be used that that do not exist at all in online marketing, such as QR codes.

Instruments of Mobile Marketing[edit]

A variety of instruments can be used in mobile marketing. Typical marketing methods are, for example, the following:

  • Mobile Website:

Mobile websites can be used by online shops to increase their turnover, and advertisers can place banner ads on mobile websites.

  • Mobile Apps:

Similar to websites, apps are suitable either for integrating advertising banners, or for increasing the awareness of the company. Apps can be used to implement services, a customer account or shopping solutions, for example.

  • M-commerce:

In the context of M-Commerce, either web-based web shops optimized for mobile devices or shopping apps are launched, which in contrast to non-optimized shops make it much easier for customers to purchase mobile.

Search engine optimization is used differently in connection with mobile marketing. Here, for example, aspects of local SEO are in the foreground.

  • Mobile Payment:

With mobile payment, at least one participant uses mobile technology. A typical example is near-field communication (NFC), with which you can even make cashless payments in the shop.

  • Mobile Banking:

Within the scope of mobile banking, users can access account and custody account data and carry out transactions (e. g. bank transfers) via their mobile phones.

  • Value-added services:

Value-added services can also be used for mobile marketing, for example to organise a competition by SMS.

  • Advertising SMS:

Advertising SMS is a difficult field, since the mobile phone owner must explicitly agree to the use of SMS as an advertising medium. However, if the advertiser has this permission, advertising SMS can receive a high level of attention.

  • Mobile coupons:

Mobile coupons can be used in sales promotions, e. g. for special offers on certain products. With the help of QR codes, mobile coupons can be redeemed in stationary shops.


In October 2013, there were 37.4 million smartphone users in Germany. As early as July 2015, 46 million smartphone users were registered.3]. Mobile marketing therefore has enormous potential. Advertisers can communicate directly with their target audience – you can enter a dialogue and interact, while classic advertising always is only in one direction: from the advertiser to the customer. There is no feedback.

Mobile marketing offers advertisers the opportunity to personalize adverts, therefore appealing to customers regardless of time and place, and encouraging engagement. Many smartphone users are constantly reachable, and they and hardly miss a notification on their device. Young target groups in particular can be addressed with mobile marketing.

Critical aspects[edit]

Mobile marketing campaigns in Germany are still in their infancy, as German consumers are still unaware of all possibilities their mobile device has to offer. Therefore, explanations and accompanying measures are always necessary. Another major problem of mobile marketing is the very high costs, which are offset by a relatively low success rate.

For example, users will generally not be satisfied if they pay for an app which is full of advertising. In addition, there is a one-sided dependence on mobile phone providers, particularly with regard to the processing of payments in the micropayment area.

Mobile Marketing operating systems[edit]

According to a study by Statista, the worldwide market share of mobile operating systems with mobile Internet access is divided into seven operating systems. In July 2014, Android had the highest market share of 53.51%, followed by iOS with 24.90%. Current forecasts predict that Android will have more than 80% market share by 2020, while iOS will have only 14% market share.


Android or Android OS is an operating system and an application platform in one, which is used on mobile devices such as smartphones and tablets. Android is an open source system from the Open Handset Alliance (OHA), founded by Google in 2007. Android is available as open source and can be implemented by the vendors of the devices themselves.[1] The members of the OHA undertake to manufacture only android compatible devices. Around 78% of all smartphones delivered in the fourth quarter of 2013 used Android as their operating system.[2] The current version is Android 6.0.1, also known as Marshmallow. A preview version is available for developers, called Android N (as of 25.04.2016).

General information about Android[edit]

Android was founded in 2003 by Andy Rubin in Pao Alto and acquired by Google in 2005. Initially, it was only known for offering software for mobile phones and location based services. Only with the merger of the members of the OHA and with Google’s support was the first Android operating system introduced in 2008. Since then, the number of smartphones with Android operating systems has grown steadily.

In addition to the operating system, Android also includes services such as the Android Market, which is the competitor to Apple's App Store, or the Google Maps navigation software, which uses the GPS connectivity and integrated motion sensors of Android mobile phones. The performance and functionality of an Android device depends on the manufacturers and their extensions.

Android Functions[edit]

Android is based on a Linux kernel, which is responsible for memory and process management, and uses different parts of the Java programming language - such as the class libraries and a Java-based virtual machine (Dalvik), which acts as a runtime environment.[3] Dalvik was developed by Dan Bornstein at Google and works like a register machine from theoretical computer science: natural numbers can be stored in each register. And on each register, certain arithmetic operations can be performed.

If an input value is now recorded on one or more registers, the register machine runs through certain states that can be defined on the basis of a flowchart and reaches an end state - the result of the calculations. All processes of an Android smartphone run according to this abstract model. It has been specially developed for end devices that need to be modularly expandable.

All parts of the Android system, with the exception of the virtual machine and kernel memory, is on one level. Changes and additions with special services are therefore possible at any time, also and precisely because the software is open source. For the users of an Android phone, this also means that an Android system structure is not always obvious: Each mobile phone model that uses Android as its system can have a different user interface and different functions.

Significance of Android for Mobile Marketing[edit]

Since over 78% of all smartphones use Android as their operating system, mobile optimization and marketing for Android phones is particularly important. In order to optimize as efficiently as possible, knowledge of the system architecture is an advantage here. What possibilities does the system offer? How should content be encoded and designed so that Android users can find, read and distribute it? And since Google is the majority shareholder of Android, lots of search engine optimization criteria can be applied:

Websites, apps and widgets should be optimized on a mobile basis and should have short loading times, high usability or easy navigation. Apps on the Google Play Store or the former Android Market should also be optimized.


iOS is an operating system developed by Apple for mobile devices such as Iphone, Ipad, Ipad Mini and the Apple TV set-top box. The operating system is a proprietary software that is used exclusively on Apple devices, but also enables the iOS SDK to produce third-party apps for the Apple App Store. The latest version is called iOS 9.3.1, iOS SDK as programming interface or toolkit must be downloaded separately. Currently version 9.3.2 is in beta phase (status 25.04.2016).


Apple's iOS emerged from the prototypes for the Purple project. In 2005, an Apple smartphone with the appropriate software was to be designed by Apple. Various modules of Apple's operating system for computers and notebooks have been fundamentally changed to make them usable on mobile devices. The first version of iOS was called "Mac OS running on the iPhone" by Steve Jobs.[4] In the beginning there were special versions of iOS for different devices. However, these were later merged into an operating system and implemented on the devices as standard.

IOS Functions[edit]

IOS is based on the architecture of MAC OS and uses Unix code. Android also uses Unix as a major competitor in terms of operating systems for mobile devices, as Android is based on a Linux kernel written in Unix. The central element of iOS is the Springboard - the home screen. From there, you can start apps, manage system programs and retrieve a wide range of information. All apps in this operating system use the sandbox principle to ensure maximum security. Since iOS uses its own file system, the user cannot access the partition with the basic features (hardware control, security, system functions) of the system.[5] Only devices that have a jailbreak will allow unauthorized Apple access. The partition intended for the user contains a user directory as well as subfolders for apps, media and user settings. Each iOS comes with a host of apps and widgets that significantly extend the functionality of your iOS, including connectivity with other Apple devices.

Examples of this are:

  • Photos: management of images, graphics and videos
  • Music: Manage music, sounds and playlists from iTunes and iCloud
  • Siri: Voice control for the mobile device
  • Maps: Navigation and traffic information in real time
  • Facetime: Video telephony and VoIP
  • Safari: Mobile web browser to surf the Internet
  • Airdrop: share photos, video and contacts with other iOS users
  • Gamecenter: A social gaming center for apps and online games
  • AirPlay: App for transferring content to TV or Apple TV

IOS Significance for online marketing[edit]

Apple's operating system iOS is as important in mobile marketing as Android, as they are the most widely used operating systems for mobile devices. However, Apple is often criticized due to their focus on proprietary software and hardware, as this makes it difficult for third parties to develop apps for iOS.

However, with iOS 8, this should change fundamentally. In 2014, Apple announced that third-party technologies can now be implemented to present users with an ecosystem at the highest technological level. Meanwhile, it is also possible to connect to the music media library of iCloud (as of April 25,2016).

In addition to the integration of third-party apps, fundamental factors that are not insignificant for mobile devices also play a role in mobile optimization:

  • Mobile Websites
  • Responsive Designs
  • The mobile usability
  • the mobile user experience
  • short charging times
  • and App Store Optimization
  • These are the keywords that deserve attention in mobile marketing for iOS devices.


  1. Licenes. Accessed on 06/28/2014
  2. Android and iOS Continue to Dominate the Worldwide Smartphone Market with Android Shipments Just Shy of 800 Million in 2013, According to IDC. Accessed on 06/28/2014
  3. Android. Accessed on 06/28/2014
  4. Steve Jobs introduces the new IPhone in San Francisco 2007 Accessed on 06/28/2014
  5. Definition iOS Accessed on 06/28/2014

Web Links[edit]