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With the ongoing proliferation of smartphones – there will be over 2 billion smartphone consumers by 2016 – mobile marketing has continued to evolve. As more and more people consume information on the go, it is essential for each company to have their websites, content, services and other communications optimized for mobile devices. They might even need to consider creating a user-friendly app. As mobile commerce becomes more popular than desktop e-commerce with the help of new technologies and software, it’s time to revisit 5 mobile marketing trends as they stand at the present time.
It is vital now for every brand to optimize their websites for mobile use, and potentially invest in creating an app. The combination of both helps companies gain a competitive advantage and target a larger number of end-users. Furthermore, this trend can now allow apps to act as landing pages for specific targeted offerings. This means that some brands are publishing several apps, each with one well-defined purpose related to one of the niche activities of the company. Think of Yahoo with their separate Weather, Sports and News Apps. Event apps are a good illustration of the possibilities as well.
Location-based services are becoming more accurate and reliable for smartphone and tablet users. A recent survey noted that 80 percent of mobile marketers utilize location in their mobile ad campaign targeting. With real-time location data, customers receive offers from stores, companies around them that correspond to their profile and actual position increasing their relevance and effectiveness.
Location-based services have also been a boon to mobile marketing automation. Mobile marketing automation builds user profiles based on social activities, and is aided by app utilization as marketers are able to communicate with customers through push notifications. These notifications can include special sale offers or anything else relevant to the customer and the purpose of the app.
The increased use of digital wallets and mobile payment apps such as Apple Pay, Android Pay or Samsung Pay are making their acceptance by businesses more important. Any way you can make paying for goods and services easier for clients and customers is something worth considering. Ensuring a simple and fast buying experience should be at the top of every marketer’s and customer service rep’s list.
Data from wearable technologies can offer elaborate and personalized customer behavior insights for marketing professionals. Personal information like mood, heart rate and sleep patterns can become accessible for all companies. This analysis can give marketers the tools and information needed to tailor digital experiences for consumers, increasing the effectiveness of offers by allowing better timing and specific content.
As you can see, technology is continuously shaping mobile marketing trends today, eroding former marketing strongholds while building entirely new ones from the ground up. The list of technologies used to personalize marketing can be exhausting but these trends are something every business needs to pay attention to.
We’d love to hear what you think about current mobile marketing trends. Which ones are you taking advantage of and implementing on? Which have you decided to pass on? Are there any that we missed? Please get in touch and let us know!
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