Mobile marketing is showing no signs of slowing down. Research by eMarketer revealed that mobile ad spending will surpass $100 billion in 2016, where over 50% of ad expenditures will fall under digital marketing. The United States and China are said to be the top contributors to mobile ad spending next year, accounting for nearly 62% of the global mobile marketing spend.
But, just like any other industry, mobile marketing requires businesses to be updated with trends and changes in the market to ensure they are on top of the competition. Here are four foolproof mobile marketing trends you can include in your business model next year to ensure greater success in 2016:
Mobile manufacturers are now turning smartphones into payment terminals for many consumers. Apple has Apple Pay, Samsung has their Samsung Pay, and there are a myriad of mobile payment (mPayment) apps like Paypal as well. Most premium handsets are also built with near field communication (NFC) chipsets that works with many NFC-enabled terminals at most physical stores in the United States. It is expected that mobile commerce revenue will drive more than 50% of the overall digital commerce revenue by 2017. Surprisingly, the same research said that over $2 billion in online shopping will go through mobile digital assistants like Siri, Google Now, and Cortana. Thus, businesses must include mPayment systems to their payment options to acquire more consumers in the long run.
There are also some features and functions of smartphones that your business app can leverage, such as the fingerprint scanner. Considered a security tool, Apple has started implementing their propriety Touch ID on their handsets, including their new iPhone 6s and 6s Plus. Apart from unlocking the device, O2 mentioned that the Touch ID allows only the user (with registered fingerprint) to make purchases with Apple Pay. Samsung and other Android devices have started incorporating the same feature to their premium smartphones, while Google is rumored to be working on an iris scanning technology soon. But, apart from technological connection, brand-client relationship will be an important deciding factor for consumers to choose a product. They will want a brand that engages and understands their needs.
Engaging Mobile Experience
Smartphone usage has surpassed TV time where an average of 177 minutes is spent daily on a mobile device compared to the 168 minutes spent on watching television. Over the last several years, we have seen how mobile devices changed the way businesses interact and engage with their target markets. New forms of innovative solutions have provided brands with an efficient and interactive way to engage with their customers, here are some of the top strategies you should be aware of:
- Customers are smarter and in-control. No longer about brands blindly advertising to consumers, as customers are now more powerful than ever. Their ‘always-connected’ status and ability to find information in seconds puts them in control of their own experience, and this trend has forced marketers to rethink how they engage and connect with their customers.’
- Offer real-time benefits. To make the customer experience more interactive, offer innovative ways for them to interact with your brand via their mobile devices. Use geo-location technologies to send out relevant promotional offers to your target market in real-time as it happens.
- New age of ad-blocking. Technology has also armed consumers with ways to avoid marketers, which makes marketing more complex. For example, Apple’s iOS 9 comes with ad blockers which promises users faster browsing experience. But, what Apple cannot control are ads on apps, so perhaps your business may want to venture on that.
- 3 Vs (value, viewablity, and validation). In terms of online media, the three Vs are critical measurements of success, especially when dealing with video content. It will determine how powerful and effective your content, format, and platform are in generating leads and converting then into sales.
Internet of Things (iOT)
In a data report presented by the CMO Council, user adoption of wearable technologies is projected to increase by 28% in 2016. Technologies that are able to monitor people is highly in demand, especially since it provides health benefits to its user (tracking the heart rate, stress level and more). It also has the ability to access mobile data on its paired smartphone or browse information on the internet and even pay items at stores in a tap. All of these data are beneficial to marketers as they are given more accurate information about their selected target market’s daily habits online. This type of data is necessary for businesses when producing their marketing campaigns for ads, social media, website and more. It will give them a more effective way of targeting their markets through personalization and we expect iOT data to grow bigger over the year as wearables become a common consumer tech to mobile users worldwide.
Content remains KING
Overall, brand recognition is highly important to the company’s success. With the help of digital marketing, businesses are able to reach out to their target market faster and easier. But, marketing online is not that easy. You can start first through content marketing. Build effective content for mobile users. Take in consideration that people have a shorter attention span. In fact, we now have a shorter attention span than a goldfish, with an average of 8 seconds. How do you make compelling, engaging, and interesting content for smartphone users?
- Make it available on every mobile operating system and device
- Be short and concise with your content and less of a sales pitch
- Get more visuals (infographics, videos, images, etc) than texts
- Strong, intriguing headlines always get the best results
As mobile devices become one of the primary digital tools we utilise everyday (from home to work), mobile marketing will continue to be essential to every business. Keep updated with the latest trends in startup and enterprise tech here at the XtremePush Mobile Engagement blog.