In just one or two short years, smartphones have overtaken desktops as the primary way in which consumers all over the world access the web. Changing consumer habits coupled with advances such as 4G speeds and versatile, fast, and convenient mobile devices, mobile now acts as a key watershed for brands and digital marketers.
Unsurprisingly, a flurry of technologies has emerged in an effort to continuously provide users with optimal experiences alongside their changing needs and preferences. From virtual assistants, hyperlocal targeting to platform agnostic experiences, these emergent technologies will have implications for mobile app marketing efforts.
1. The Rise and Rise of Voice Search
While mobile is increasingly the way brands are engaging with their audiences, other interesting mobile compatible technologies are emerging and these could serve as efficacious app marketing platforms. Do you see where this is going: voice assistants?
In a recent keynote, Google CEO Sundar Pichai noted that '25% of Android searches [in the US] are voice searches.' Siri, Cortana, Mika and Alexa among others present the best combination of artificial intelligence, natural language processing, and speech recognition technology.
Voice search technology offers opportunities for brands and app marketers on two fronts: content marketing and integration of voice commands into mobile apps.
Few brands are yet to integrate speech in their application but there are several solid advantages to doing so. Speech integration would enable your app to stand out from the crowd of over 4 million apps that are competing for user’s attention. Mobile application developers are already on the cutting edge building dynamic apps with accurate speech recognition and levering natural language processing technology.
By virtue of major technology companies including Apple and Google perfecting their voice assistants, developers now have greater access to Application Programming Interfaces (API), which can be integrated into the apps they build. Developers can use any of the available voice recognition software libraries such as Kaldi, VoxSigma, OpenEars and the like to integrate voice search recognition technology into mobile apps.
2. Seamless Digital Experiences
Even though mobile is presently the device of choice for online users, there is a growing demand for platform agnostic experiences offered by mobile app development companies so that a user can navigate seamlessly across mobile devices and between multiple platforms. The implication for brands is the need to eliminate any gaps between mobile apps and websites.
Technologies such as Accelerated Mobile Pages have been initiated precisely for that purpose: to optimize users’ mobile experiences while enabling brands to monetize their mobile pages. Apple has also availed previously mobile-only features such as Apple Pay and Siri to the desktop. This ensures that what consumers do while on-the-go they can continue to once they seat at their computer.
For mobile app marketers, this calls for working with a good developer who will not only make your website mobile responsive but will also ensure that users can seamless navigate your mobile app irrespective of the device they are using.
3. Hyperlocal Mobile Advertising
A report by BIA/Kelsey shows that ad spends on location-based advertising will reach an estimated $18.2bn by 2019. The dominance of mobile has made local and indeed hyperlocal the new frontier for mobile marketers. Developments in AI technology continue to make it possible for marketers to super-target their audience down to their latitudinal and longitudinal location.
There is no denying the competitiveness of the mobile app market and this is why hyperlocal advertising makes a lot of sense. In their study, Tune found that brand recognition resulted in 100-1,000 times more app volume installs. In a crowd of over 4 million apps on both the App Store and the Android Store, gaining brand recognition requires strategic marketing that entails smart segmentation and targeting.
Hyperlocal geotargeting and retargeting technology will give marketers an edge in promoting their app to the right audience, at the right time and at the right place. Location-based technology also plays a key role in content marketing with the goal of app promotion. Hypertextual content encourages users to undertake crucial post-install events such as making purchases via the app or paying for upgrades.
Technology that facilitates localized marketing further offers an opportunity for delivering personalized content whenever your target consumer may be.
Lynn Baus, a Creative Director with Responsys argues that the decline in usage of check-in services such as Foursquare means that consumers now prefer that marketers deliver hyper contextual, personalized and relevant content right to their [mobile] device in real time. This trend opens up an even greater opportunity for mobile app marketers to deliver on-demand product information and alert-based ads to very specific consumer segments.
With millions of mobile apps fighting for consumers’ attention, it is no longer enough to develop a mobile app. Strategic marketing approaches that leverage emerging technologies are where the money is in terms of making your app a true source of revenue and measurable ROI.