Three Mobile Marketing Trends That Are Dominating 2016
Mobile usage today is far more than just a trend. It’s a fundamental shift in how we interact with the Internet, and it’s happening so quickly, there’s no time for sitting still or thumb-twiddling. As a business owner, you simply can’t afford to wait and see how things play out; it would be a death sentence to your customer loyalty.
If companies pay attention and adapt to a highly personalized Internet delivery method like this one, their customers will continue to love them, buy from them, and be brand advocates. But if not?
With each passing year, the return on investment of the marketing methods they do use is going to plummet, and they’ll lose business to their competitors who are adapting, but in much higher exponential numbers than we’re seeing now.
Since the mobile revolution began around 2000, significant changes and improvements have been made every single year, and 2016 will be no different.
Here are three trends you can expect to see this year on a mobile marketing front.
Mobile Video: More Pervasive and Turning Vertical
Mobile video is already a big deal. Users love portable entertainment that doesn’t require the bulkiness of a TV screen, and mobile advertisers are catching on. Mobile video marketing grew significantly in 2015, and will only continue to become more pervasive this year, putting the industry on track to reach $13 billion by 2020. Take Audi and AT&T, for example. Large players in the ad space are experimenting with vertically-displayed video, since, by default, that’s how we hold our mobile devices. The real clincher is, since they’ve started doing this, they’ve noticed an 80% increase in the number of ads watched to completion.
Apps: Practical Lifestyle Fit Over Novelty
When apps were first developed, there was a sense of novelty about them. They were cool, new things that let you use your phone in ways that you’d never imagined a phone could be used.
But now that apps are so pervasive, and every company has one, that novelty is wearing off. Fast. In fact, you could say it’s already gone.
And though most companies want to expand their apps’ capacities for more novelty, they’re limited on how much their customers can actually use their apps in day-to-day moments outside of Wi-Fi zones, due to data limits and overage charges phone companies impose.
So instead of downloading one app to use for to-do lists, one for calendar scheduling, one for checking the weather, and one for planning your driving routes, users are going to opt for the one app that offers all of those things.
This approach fits a company’s desire to do more with their apps and therefore be a greater part of their customer’s lives while also fitting the customer need to not use so much data across so many apps.
In 2016, the functionality of apps will shift in this direction in a very real and tangible way, and the companies that take advantage of this trend before their competitors will have a distinct advantage.
Location-Based Marketing: Push Notifications Gaining Even More Ground
From a marketing and revenue-driving standpoint, this is something that smart marketers are already taking advantage of.
But the data behind exactly how well these geo-targeting push campaigns work is so impossible to ignore, that it’s undeniable we’ll see more of it in 2016. When 84% of millennials are already acting on something, you know you can’t ignore it.
Take this example: it’s the weekend, you’re visiting a friend’s city, walking downtown, and your favorite travel app sends you a notification about all the great lunch deals going on in the area.You check your phone and see the small restaurant across the street, though tiny, has a 4.5-star rating and is offering a buy-one-get-one 50% off on all lunch plates. The photos of the food look delicious, and you are getting hungry. So who gets your lunch dollars? That tiny restaurant you otherwise wouldn’t have noticed.
Notice the huge opportunity for both the small restaurant to use the large app’s reach, and for the large app to increase revenues. This type of push notification via location-based marketing is a win-win strategy all around.
As a business owner, advertising hardware like Apple’s iBeacon could help you create a more interactive experience with people walking through your neighborhood—making your marketing efforts both easier to execute and more meaningful.
Think about how often social media geo-tagging happens every single day on social media. If your business has any aspect of location built into it, 2016 is the year to start taking advantage of location-based push notifications if you haven’t already.
By: Ian Blair
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