Hint: It’s most likely on your mobile phone
With over 6.2 billion smartphone users worldwide and more than half of all web traffic generated from mobile devices, it is vital for businesses to engage their audience through mobile marketing. Businesses can either use 1 or a mix of mobile marketing tools.
An example of a company which uses multiple mobile marketing tools is
Grab App
Grab uses its app as
- An advertising medium
- A platform for loyalty program
- An e-commerce platform
- A customer communication platform
Since people are spending an increasing duration of time on their mobile phones, the Grab app offers user with convenience, accessibility and ease of use.
Mobile Optimized Website
A mobile optimized website ensures that visitors that access the Grab’s website from mobile devices have an experience customized to their device.
This is crucial as:
- mobile devices have smaller screens as compared to laptops
- mobile devices might differ in compatibility
- users are typically on the go on their mobile devices
As the content is ready for mobile users regardless of the device, this makes it easier to engage them and create a stronger user experience.
GrabPay
GrabPay consists of cashless mobile payment methods that Grab users can use to pay for services on the Grab app.
Not only does GrabPay offer greater convenience for users, but it also allows payment flexibility with PayLater. Resulting in the conversion rate of an in-app mobile payment being six times more compared to being redirected to a mobile optimized website.
Location-based marketing
Grab targets users based on their location to recommend food establishments and its offers.
Being location-specific personalizes the recommendations and offers that are relevant to the user. This aims to grab the users’ attention and encourage sales conversion.
Together with the consumer habit of constantly being on mobile phones, location-based marketing enables Grab to reach users anywhere and anytime.
GrabRewards & offers
Grab offers digital coupons in a form of discounts and rebates through GrabRewards, which Grab users can redeem when paying for Grab services.
As these coupons are digital and can be used on mobile devices, redemptions are made faster and more convenient for users. Resulting in better user experience and higher mobile shopping transactions.
Insights on Digital Marketing 
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Hi! Overall I love the example that you gave about Grab. Maybe you could explain more about mobile marketing, why is it important for businesses to engage their audience through such marketing method and what pros or cons it has for businesses and customers. Would love to hear your thoughts, thank you.
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Hello Noelle, thank you for reading! Through high customer engagement, customers tend to buy more, promote more and demonstrate more loyalty towards Grab which results in sales growth. In addition, customers will have a more positive and enjoyable customer experience. However, with outlets for customers to voice out their complaints, it might result in too many non-constructive inputs and may Grab to react out of their strategic management to solve the issue.
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Hi Misha,
I like how you bring in actual brands to emphasise the things you learn in class. It makes the blog more interesting. I think you could explore more on the data about Grab conversion compared to other delivery services or customer satisfaction to the app itself. Also, I think exploring how these apps personalise themselves to the users to provide targeted services would be interesting. Overall, I love the blog.
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Hello, I’m glad you enjoyed my blog! This blog focuses mainly on the types of mobile marketing tools that Grab uses. I would want to add more information about how Grab is a great app which includes the personalisation aspect but unfortunately I’ve reached the word count limit. Nonetheless, thank you for your comment.
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