As the popularity of the smartphone has grown exponentially over the past several years, businesses have supported the mobile revolution and begun connecting with the on-the-go consumer. Recent statistics reveal that global smartphone usage has outpaced personal computers. This trend is expected to continue, presenting an incredible opportunity for companies to use mobvertising (mobile advertising) and technology to engage customers through innovative means.

With so many methods of connecting to the consumer, it can be difficult to determine the best mobile media marketing strategy. One common dichotomy can be found between push and pull marketing. Each offers different benefits depending on entry barriers, target consumer, industry and budget.

Push Mobile Media Marketing
A push mobile marketing strategy involves pushing the product or information about a product to the customer. The goal is to inform the customer about the product at the point of purchase. This approach is typically an interactive experience in which the seller and buyer connect through some form of communication. For mobile marketing, this could be push notifications through mobile applications. App alerts can effectively inform consumers of new app updates, fresh features or notify them of promotions.

A study conducted in 2013 confirmed that marketers prefer utilizing in-app messages as a means to connect with the user. Mobile apps have become much more sophisticated, allowing marketers to use in-app messages to drive continued interaction with the customer. This strategy also allows marketers to test different app features and determine which option reverberates the strongest with consumers. One of the greatest benefits of this push mobile marketing strategy is that in-app messages can support feature-rich content such as images, links and additional copy.

Pull Mobile Media Marketing
A pull strategy encourages the consumer to seek information about a product — to entice the customer “to come to you.” Essentially, demand for a product has already been created through advertising, word-of-mouth or promotions, and the customer is seeking more information. Mobile media marketing examples include advertising on a mobile website or sending out a weekly email featuring new product releases. Another example is asking the customer to retrieve coupons or rewards by texting a keyword. This creates an interactive, fun and engaging experience for the consumer, which may generate additional business.

Successful pull mobile media marketing strategies create tools that consumers find useful. The tactic also uses the power of location to create more relevant messages. Delivering the perfect message at the perfect time while the consumer is in the perfect location is the Holy Grail of marketing. Pull mobile media marketing improves those chances through GPS functionality.

Push and pull mobile media marketing strategies each have their merits and should be implemented in different situations with different goals. While a number of factors determine which should be selected, both involve engaging mobile customers and maintaining their interest in the product.