Business

8 Proven Ways to Leverage Mobile Technology in Marketing

Published

6 years ago

September 23, 2020

Matthew Wiles

With a range of diverse applications available today, people stay glued to their smartphones.

From social media to games, work, productivity, and communication, the options are endless.

Regardless of what you need, chances are there’s an app for it.

Leverage the power of mobile apps for advertising your products and services. It’s a brilliant investment since your target audience spends lots of time on smartphones. Make your brand available on mobile apps and websites.

Mobile devices support real-time connection to a global audience. Your followers can interact with your brand.

Consider these tips to help you leverage the popularity of mobile devices. Use the ideas to improve your marketing strategy and grow your brand image.

How to Get the Best Out of Mobile Technology for Your Business

1. Geo-oriented Mobile Advertising

Mobile advertising targeting a particular location is an excellent way to reach potential customers.

When smartphones enter a location, they advertise your business on websites and apps the user visits.

It is a perfect method for promoting local businesses. Local events and marketing campaigns can enjoy this approach.

Geo-oriented mobile advertising helps you share brand information to people in a particular location. Inform them of business openings, new products, and updates.

Create content to get attention in the region.

Mobile devices display your ads on websites and apps people use in the target location. When people read the advert, you can communicate with them even after they leave the territory.

Use an effective mobile advertising campaign to promote your brand in a target location.

2. Get a Mobile App

Brand image is a vital part of successful businesses. Your business must compete on relevant market platforms to succeed.

Businesses use mobile apps to extend their services to their target audience.

Develop a mobile app to exploit the influence of smartphones. You could build a productivity app to complement the products and services you offer.

Use push-notifications from your app to the customer’s phone to share new deals, offers, and news.

3. Adjust Your Display for Small Screens

You should adjust your website or online shop for smaller mobile screens. If your website doesn’t load fast or fit the screen, its authority and SEO ranking will drop.

Search engines offer reliable websites to its users. Without a mobile-friendly site, you get poor search engine rankings.

Your business can enjoy this regardless of your interest in mobile marketing. Try to optimize the layout of your website for mobile devices. Be consistent with brand image, from your domain name to the layout proper.

4. Write shorter blog posts

If you run a blog, you must create engaging content for mobile users. While long-form articles are good for rankings, bounce rates and user engagement affect your website’s quality.

You should produce simple articles with lots of images. Infographics make interesting reads and smartphone users can access useful information without unrelated text.

5. Create Brand Stickers and Emojis

Brand stickers and emojis are excellent ways of selling your brand to smartphone users. Produce designs with your business name and logo.

Smartphone users download sticker packs for apps such as WhatsApp, iMessage, and Messenger. Colourful brand stickers and emojis are popular among smartphone users.

Using these tools can help your business gain attention.

6. Use Social Media

Today, people use social media platforms such as Twitter, Instagram, and Facebook on their mobile phones. Use these popular social media sites to promote your brand.

It is an excellent choice for marketing on a small budget. Make sure your content supports mobile viewing.

If you want to post a video on your Facebook page, make sure you use the right format. Adding subtitles to the video helps viewers understand your message.

In addition, people who don’t enable sound still get the gist.

Post to social networks regularly with engaging and thought-provoking content. Your posts should encourage your followers to explore your brand.

7. Use SMS Notifications

SMS notification is the most effective way to send your message to customers. Users will open and react to text messages.

Try not to bombard your clients with information. Mobile users can unsubscribe or block further messages if you abuse the opportunity.

Draft your messages with intent, remove irrelevant text, and make your message direct. Limit messages to important updates on products and services.

Give subscribers rewards to make sure they stay loyal to your brand. Rewards help you connect with your audience on a personal level.

For instance, add discounts on products or services for new customers. Offer them discount codes on your app or online store. It’s a small price compared to what you gain from keeping your customer base.

Another crucial point is to find your main customers and understand their needs. A majority of these users share location, interests, or traits. Adjust the language and tone in your messages and updates to connect with them.

Personalized messages go a long way in making customers satisfied. Create scheduled messages carrying the subscriber’s name for an engaging personality. Make sure you read up on the latest sms trends before starting your campaign.

8. Use Email Advertising

Email is another popular marketing platform. The number of email users is on the rise, particularly with easy access on mobile devices. Users can check their emails with a swipe on their mobile phones.

Using email marketing helps you reach your customers. Users are open to reading emails and follow up on your CTA’s. When drafting marketing emails, keep mobile device users in mind.

Email is a prime hunting ground for new leads, don’t miss out!

Optimize the contents of your email for mobile devices and test your CTA buttons. You don’t want users unsubscribing because they can’t read the text or load images.

In addition, poor optimization could put your emails in the customer’s spam folder.

Key Takeaway

Mobile technology offers businesses a competitive edge in today’s market. Smartphones are becoming the go-to choice for people to access content and view marketing materials.

You’ll appreciate the influence of mobile devices on user engagement through these marketing options.

Explore the possibilities listed above and choose what works best. Consider fresh ideas to use the influence of mobile devices to promote your brand.

SMB’s (small-to-medium-sized businesses) can use the popularity of mobile tech to aid growth.

Mobile technology is cheap and easy to use as a marketing approach.

It offers a direct communication line to your audience and measurable yardsticks for success.

Business

How Technology Drives Value Creation in Private Equity

Published

3 weeks ago

April 29, 2026

Matthew Wiles

How technology drives value creation in private equity is now one of the most actively debated topics among institutional investors and fund managers. A decade ago, technology was largely a cost center in PE-backed companies. Today it sits at the center of margin improvement, revenue growth, and exit multiple expansion. Firms that figured this out early are generating better returns with less reliance on financial engineering.

The shift happened for a practical reason. As interest rates rose and deal multiples compressed, financial leverage stopped doing the heavy lifting. Operational improvement became the primary value creation lever. Technology accelerated what was possible within the ownership period.

How Technology Drives Value Creation in Private Equity Operations

Operational improvement through technology produces the most measurable results. PE firms apply technology tools to reduce costs, increase throughput, and improve decision-making speed inside their companies.

Digital Process Automation in PE-Backed Companies

Manual processes in back-office and production functions carry real costs. They consume labor, generate errors, and slow down the information flow that management teams depend on. Automation tools eliminate these costs without requiring headcount reductions that disrupt company culture.

The most impactful automation deployments in PE-backed operations include:

Accounts payable and receivable automation that compresses billing cycles and reduces days sales outstanding
Production scheduling software that reduces downtime and improves throughput in manufacturing environments
Inventory management systems that cut carrying costs by aligning purchasing with real-time demand signals
Quality control automation that reduces defect rates and warranty claims in product-based businesses

ZCG Consulting (“ZCGC”) works with companies across industrials, manufacturing, packaging, and consumer products to identify and implement automation programs tied to specific financial outcomes. The approach connects technology investment to measurable margin improvement rather than treating automation as a general upgrade.

Data Infrastructure as a Value Creation Tool

Many PE-backed companies arrive under new ownership with fragmented data systems. Different departments use different tools. Reporting requires manual consolidation. Leadership makes decisions with incomplete information.

Fixing that infrastructure creates immediate value. Integrated data systems give management teams real-time visibility into revenue, cost, and operational performance. That visibility accelerates decisions and surfaces problems before they become material.

James Zenni, founder and CEO of ZCG with over 30 years of capital markets experience, has consistently emphasized that information quality drives investment performance. That view shapes how ZCG approaches technology investment across the companies in its portfolio.

Technology Drives Value Creation in Private Equity Through Revenue Growth

Cost reduction gets most of the attention in PE operational improvement, but technology also drives revenue growth. The mechanisms are different, and they compound differently over a hold period.

E-Commerce and Digital Customer Acquisition

Companies that sell primarily through traditional channels often leave significant revenue on the table. Adding e-commerce capabilities or investing in digital customer acquisition expands the addressable market without proportional cost increases.

PE firms that invest in digital revenue channels generate higher growth rates during the hold period. That growth rate difference translates directly into exit multiple expansion.

Revenue growth technology applications in PE-backed companies include:

E-commerce platform buildouts that open direct-to-consumer channels alongside existing wholesale relationships
Customer relationship management systems that improve retention and increase repeat purchase rates
Digital marketing infrastructure that lowers customer acquisition costs through better targeting and attribution
Pricing optimization tools that identify margin improvement opportunities without volume loss

Technology-Enabled Customer Experience Improvements

Customer retention is cheaper than customer acquisition. Technology investments in customer experience, service speed, and product quality consistency reduce churn. Lower churn produces more predictable revenue. More predictable revenue supports higher exit valuations.

ZCG deploys Haptiq Technologies and Solutions, its 300-plus-person technology division, to support digital transformation across its companies. The platform was founded 20 years ago and manages approximately $8 billion in AUM. It brings implementation resources that most individual companies cannot afford to build internally. That capability gives ZCG’s companies faster access to technology improvements at lower execution risk.

Building Technology Capability Within PE-Backed Companies

Technology investment during the hold period creates value in two ways. It improves financial performance during ownership. It also makes the business more attractive to the next buyer.

Strategic buyers and later-stage PE funds pay premium multiples for companies with modern technology infrastructure. A business with integrated systems, clean data, and digital revenue channels commands a better price. A comparable business running on legacy platforms does not.

The ZCG Team structures technology investment as part of the initial value creation plan for each company. Priorities get set at entry based on the gap between current capability and acquirer expectations.

This pre-sale positioning approach changes how technology investment gets funded and sequenced during the hold period. Projects that improve financial performance and exit readiness simultaneously get prioritized. Projects with long payback periods that do not improve the sale narrative get deferred.

How technology drives value creation in private equity is ultimately about execution discipline. The tools matter less than the clarity of the financial objective each technology investment must achieve.