Five Mobile Marketing Tips for Challenger Brands

April 22, 2016 | blog | By Mike Sullivan


Mobile has officially trumped desktop. Google confirmed the tipping point in May 2015 by reporting that more Google searches take place on mobile devices than desktops. The same was true internationally as well, with nine other countries joining the U.S. in their tendency to search on mobile.

That’s good news for challenger brands who can compete head-to-head with the big dogs in the highly targeted digital world. The shift to mobile is only expected to get stronger with Cisco anticipating that mobile users will account for 69 percent of datatraffic in 2019 (up from 59 percent in 2014). Marketo reports that 60 percent of all time spend on social media in the U.S. occurs on mobile devices.

These trends underscore the importance of a sound mobile marketing strategy. Following are tips to keep your challenger brand from lagging behind.

Design responsively. Responsive design has prevailed as a best practice for websites.  With a responsive design, the website automatically adjusts so that it fits the screen of a smartphone, desktop computer, or tablet.

Deploy location-based content. Geo-fencing allows your challenger brand to deliver a timely and relevant message to a mobile user based on a specific geographic location. For example, when a user drives by your store, they could be sent an email or text message with an offer (provided they’ve opted in). Beacons are another option on a smaller scale, such as inside your store.

Consumers seem keen to the idea; 56 percent of those polled by Juniper research said they would like to receive location-based offers.

Offer video content. Online video now accounts for 50 percent of all web traffic with some arguing that the play button is one of the most compelling calls to action. It’s also said to improve the stickiness of your webpage by two minutes, increase click-through rates by 65 percent, and increase email open rate by 19 percent when the word “video” is listed in the subject line. See more from Hubspot.

Accept mobile payments. Whether it’s Apple Pay, Android Pay, Samsung Pay or Pay Pal, be ready for the buyer when the buyer is ready to buy.

Website Redesign Strategic Planner

Plan ahead to wearable technology. Wearables are the next big frontier for mobile technology, and it would serve your challenger brand well to stay ahead of the curve. Consider how your brand can adopt wearable technology in the future. Current examples are the Apple Watch and its competitors, activity and fitness trackers, or even Disney’s Magicband.

The biggest advantage to marketers is that mobile technology gives consumers access to your brand anytime, anywhere, and that means deeper engagement because they’re in the driver’s seat. Make sure your challenger brand is ready for the traffic.

Want more mobile marketing stats? See this list.


Mike Sullivan

President at LOOMIS, the country’s leading challenger brand advertising agency


We challenge underdog brands to think differently. We help them find their voice, and urge them to blaze new trails to make sure they stand out from the pack. Whether you need an agency of record or support on a project, we are here to help you win.