Mobile marketing
What is mobile marketing?
Mobile marketing is everything aimed at people on a phone or tablet: search and social ads seen on small screens, messages, app notifications, location-based offers. In practice it is no longer a separate discipline but the default assumption, since most Bulgarian traffic arrives on a phone held in one hand.
What changes on a phone
- Attention is short. A post or an ad gets a second or two in a scrolling feed, so the message has to work without sound and without the caption, in vertical video or a picture that reads at a small size.
- The next step must be one tap. Calling, sending a message, opening the map or paying with a digital wallet beat a form with ten fields.
- Place matters. A phone knows roughly where it is, so ads can reach people near a shop, and search shows nearby businesses first. See location targeting.
- The page after the click decides. An ad seen on a phone leads to a page opened on a phone; if that page is slow or awkward, the click is paid for and lost. See mobile optimisation.
Example
A car service in Burgas advertises on Google with ads that lead to the contact form on its website. On phones, which bring 80% of the clicks, the form turns 1.5% of visitors into enquiries, so at €0.40 a click each enquiry costs about €27.
The service adds a call button to its ads on mobile and puts “Call” and “Directions” at the top of the page. Now 6% of mobile clicks end in a call or a route to the garage, and with call tracking the calls can be counted. Each contact costs under €7, a quarter of what it did, and the form stays for those who prefer to write.
Why it matters for a business
Mobile marketing is no longer a separate channel; it is the condition most marketing now works under, since most visits to Bulgarian sites come from phones. A campaign planned and approved on a large office screen can fail on the screen where it is actually seen.
The practical rule is to review every ad, post and landing page on a phone first, over mobile data, and to read results by device. The same campaign often has a very different cost per enquiry on phones and on computers, and a budget split by that difference spends better than one split evenly.
What to ask
- What share of our ad clicks and of our enquiries comes from phones, and what does an enquiry cost on each device?
- Can someone who sees our ad on a phone call, write or buy with one or two taps?
- Do we review ads and landing pages on a phone before they go live?
- Are phone calls from ads and from the website counted, or invisible in the reports?
Most visits come from a phone, so in our digital marketing work ads and the pages they lead to are checked on a phone first.