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5 Mobile Marketing Trends

MOBILE TRENDS

Mobile continues to be a key focus for marketers. Digital marketing research expert eMarketer predicts that by 2020, mobile advertising will overtake the amount spent on television advertising. Mobile is here to stay and as such, dedicated mobile marketing budgets are now needed for brands to compete in the ever-evolving mobile space. Here are five current trends in the world of mobile marketing.

  • Mobile is Smart Money – According to the website, www.searchengineland.com, nearly 60 percent of Google’s ad revenue is from mobile. Forecasting analyst for eMarketer, Monica Peart also noted, “Google’s dominance in search, especially mobile search, is largely coming from the growing tendency of consumers to turn to their smartphones to look up everything from the details of a product to directions. Google and mobile search as a whole will continue to benefit from this behavioral shift.” Research shows that the business category with the highest percentage of mobile search volume is Food & Beverage. This is followed by the Restaurant industry, Health, Sports, News, Lifestyle and Retail.
  • Mobile Responds to the Micro-Moments – Mobile’s ability to assist with real-world interactions and transactions will come to the forefront soon. Location based services in retail will provide consumers with enhanced shopping experiences. Another development is shopper marketing. 80 percent of millennials now use their phones as part of the purchasing process in store. This is a great opportunity for marketers to affect real world purchases, like couponing.
  • Mobile Embraces Loyalty – With over two billion apps worldwide, mobile is the perfect tool to reward brand interactions. Smart brands realize that loyalty is far more than collecting loyalty points, but is also beneficial for post- sale engagement and advocacy. Furthermore, brands with multi-channels are able to communicate and capture transaction information directly through receipt processing. This enables industries such as apparel and consumer packaged goods to create innovative loyalty programs.
  • Mobile Video Continues to Soar – Video content continues to dominate across mobile devices. Research shows that 70 percent of You Tube video views are via mobile devices. According to experts, ad spending on mobile video has surpassed desktop and in five years, video will make up 75 percent of mobile traffic. Forward thinking businesses are expected to grow their mobile budgets by 30 percent and customers can expect to see innovation in live, embedded and pre-roll videos.
  • Messenger Apps Popularity Increases – Messenger apps are evolving into full-fledged marketing and commerce platforms. We live in a time where communication paradigms are constantly shifting. It requires us as marketers to rethink how we serve and sell and for consumers to rethink their habits and routines. The rise of messaging is undeniable and unavoidable. Mobile technology is fundamentally changing how brands interact with consumers and to remain successful and ahead of the curve, businesses, small and large, need to embrace the change. 

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Adam Koncy

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