Posted on by Skyline Marketing Solutions

New data protection laws are due to come into force in May 2018 and will change how you do business and how you manage your customer data and you need to prepare. Marketing and communication have moved along rapidly in the last 20 years, but unfortunately, the data protection act which protects us and our customers right to privacy hasn’t moved with it, until now.

The General Data Protection Regulation (or GDPR) will apply to everyone processing personal data and will have implications for all aspects of your mobile marketing, including SMS.

The following is an overview of nine common reasons to use mobile marketing in your business

  1. You Have a Young Target Market

In truth, people of all ages are increasingly moving toward more mobile activity. However, young digital-native segments are especially attached to mobile devices. These people have never known what is it like to function without regular access to the Internet, apps and digital technology.

The follow data from a Pew Research study in January 2018 illustrates how dependent young consumers are on mobile, and smartphones in particular.

U.S. Mobile Device Ownership by Age2. You Aren’t Getting Much Response to Online Advertising

If your digital advertising campaigns on Google, Facebook, and other platforms aren’t seeing a good return on investment, you may need to target mobile users. Fortunately, you can segment campaigns to target people on particular types of devices.

Google now also allows cross-device retargeting campaigns, which means you can deliver ads specifically to people that have already engaged with your brand on another type of device. Try mobile-specific campaigns and see if your results improve.

3. You Can’t Find the Right Promotional Strategies

Maybe your problem is just a general lack of success with current promotional strategies. This problem is common in companies mired in traditional methods that don’t play as well with particular target markets.

If you aren’t getting leverage from current strategies, try new media alternatives via mobile. Do some A/B testing to see which tactics and messages work, and amplify your investment in those with a high return.

4. You Operate a Local Business

Remarkably, 40 percent of mobile activity is driven by users with local intent. Thus, if you are a small business or a local chain store, your audience wants quick and convenient access to your company on their phones. If you don’t provide it, a competitor wins.

The majority of all search activity now occurs on mobile devices. In these cases, people want information on local providers at their fingertips. Local search engine optimization strategies improve your chances of appearing prominently in searches. You can also lure spontaneous shoppers and last-minute buyers with well-timed SMS marketing campaigns.

Online Searches with a Mobile DeviceSource: Hitwise

5, You Offer Time-Sensitive Promotions

If you do a lot of deals, discounts and other time-sensitive promotions, mobile marketing presents a lot of capabilities for you. Mobile ad campaigns, social media, and SMS marketing are a few of the common examples.

Local restaurants, for instance, often present opt-in subscribers with well-timed daily or weekly food promotions to attract people as they ponder meal options. Entertainment brands leverage SMS to prompt customers to consider fun activities for the evening.

6. You have a Tight Marketing Budget

In general, digital marketing offers a lot of benefits for small businesses with tight marketing budgets. However, mobile, in particular, has several affordable options.

Email marketing delivers the highest ROI across all digital platforms, and the majority of emails are now consumed on a mobile device. Thus, mobile-optimized email campaigns are sensible and efficient. Mobile ad campaigns, and organic and paid social media marketing are economical as well. Affordability is one of the great SMS marketing benefits for small businesses too; you can send periodic updates and announcements as part of a subscription for well under $100 per month in many cases.

Devices Used to Read Emails

7. You Aren’t Doing Well with Search Engine Optimization

If you are frustrated that you aren’t seeing the organic search traffic you think you should, a lack of mobile-friendliness could be the problem. Google began a pattern of amplifying emphasis on mobile-friendly sites with its famous April 21, 2015 “Mobilegeddon” algorithm update in.

Initially, companies created multiple versions of their websites to accommodate desktop and mobile users. Soon, responsive designs that adapt to the user’s screen took over. Now, mobile-first responsive designs put an even greater priority on a website that delivers a best-in-class mobile experience. In addition to a better user experience, more mobile-friendliness could cause a significant boost in your search performance.

8. You are Losing Out to the Competition

The data is clear and overwhelming that companies recognize the compelling benefits of mobile marketing. Seventy-one percent of marketers recently told Salesforce that mobile marketing was central to their business success.

Given that your audience is actively on mobile, if you don’t develop a strong presence, your competitors are left to reap the traffic and conversions that you could generate.

9. You must always provide an opt-out

Under PECR (Privacy and Electronic Communications Regulations) Law, you must include an opt-out function in your SMS campaigns to give customers the option to stop receiving communication from you if they wish to.

There’s lots of information and resources on both ICO website if you need help preparing for GDPR. When it comes to your SMS data, we’ve been closely following up with the Data IQ in collating the most useful news and updates here on our blog.


These are nine of the most important GDPR data aspects to use mobile marketing in your small business. Given the enormity of the opportunity and the dependence of the marketplace on smartphones and tablets, building a strong mobile presence is something your company must do to compete.

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