According to Statista, in 2019, the worldwide mobile internet penetration was well over 63%. This figure stood at around 48% in the year 2014. Mobile marketing is gaining ground, and yet, it’s becoming as disruptive as ever. With the emergence of trends like native social commerce and 5G technology and the rise of platforms like TikTok, marketers need to stay watchful and tread carefully.
Let’s take a peek into the current dynamics of mobile marketing, and understand how to squeeze the most out of every dollar invested.
The popularity of new social video platforms like TikTok, marketers cannot rely on a few erstwhile popular social media channels. Another short video platform, Quibi, is set to launch in April.
The breaking of the social media monopoly could give rise to more such channels and platforms that marketers might have to dabble with. With more online platforms, it gets harder to gain consumer attention.
The smart consumers of today expect brand interactions to be highly informed and personalized.
So, be it location-based targeting, customized SMS marketing, social advertising, in-app advertising, or push notifications, marketers need to take a holistic view of their target customers’ behavioral preferences and create integrated mobile campaigns.
Marketers should look at investing in artificial intelligence platforms that can automate mobile marketing campaigns besides creating scalable attribution models.
Native Social Commerce
Consumers find it convenient to buy while sharing a social update or engaging with friends on social media.
According to a study by Avionos, 55% of consumers have purchased through a social platform like Facebook, Instagram, or Pinterest. Social media apps make it easy for modern consumers to access information from anywhere.
Instagram recently introduced e-commerce features like shoppable posts and video ads to enable users to shop within the application.
Apps like Pinterest, Snapchat, and TikTok aren’t far behind in experimenting with social commerce features. Facebook messenger is another way for businesses to converse with customers, solve queries, and take orders.
More social media platforms may introduce e-commerce features to lure users into staying on and engaging for longer.
Marketers need to start looking at social media as a touch-point to generate sales for the business. It is also a natural after-step of building trust with the consumers.
A study by eMarketer reveals that the average mobile user spends 90% of her time within apps versus the mobile browser. Chief marketing officers should look at aligning the mobile ad spend towards in-app advertising as compared with browser-based ads.
In-app ads are also preferred because they ensure better safety against mobile ad fraud. It’s because each app goes through stringent screening from Google and Apple before it goes live in the respective app stores. Try considering rewarded video ads and interactive playable ones as these formats come across more engaging as opposed to being intrusive.
Since this trend is still new, a good strategy to optimize campaign results is to experiment with different in-app ad formats.
The Advent of 5G
As a CMO, have you felt the need to provide superior brand experiences through 4k streaming video, virtual reality, and augmented reality? Thanks to 5G technology’s higher bandwidth, mobile users will be able to access richer, more immersive content.
Marketers who make the first move in creating such content, for mobile users, are likely to get the first-mover advantage. 5G paves the way for marketers to launch AR shopping. Insights from Google show that 61% of the users said they would prefer to shop stores that offer AR.
By offering magical content, improved brand experiences, and faster customer service, 5G is giving marketing leaders a chance to build stronger customer relationships — are you are part of the bandwagon?
Mobile-Centric Content Marketing
While content remains a crucial driver for businesses looking to build lasting impact, there is a need for companies to personalize content experiences across devices and platforms. Intelligent marketers will be looking at creating a mobile-first content strategy — here are some key aspects to keep in mind:
a. Optimizing Content Formats
Make sure your websites, blogs, newsletters, and other properties are optimized for mobile usage.
b. Create an App
Most mobile users are akin to using mobile apps. And besides, an app works as a constant reminder about your business. It helps collect email addresses and sends out push notifications to trigger new purchases. Don't forget to optimize your app for app store searches.
c. Voice Search Optimization
According to ComScore, by 2020, 50% of all searches will be voice searches. Most voice searches are in a conversational tone and local in nature. To fulfill a user’s intent behind voice queries, marketers need to look at localizing the content,
c. Embrace the Right Content Formats
While video content is going strong, AR and VR are likely to become a source of audience attention and competitive advantage.
Think mobile content, and there is an automatic shift in the strategy — it’s the need of the hour, so what are you waiting for?
Over to You
Shift to mobile is a generational change, and it’s here to stay. In times when most people prefer the convenience of smartphones over laptops and televisions, it becomes inevitable for businesses to recognize this change. But with quick advancements in technology, marketers must be aware of every new trend. Because before you know, your prospective customer would have changed many social platforms, content formats, and sellers.