Mobile is growing at a considerable rate – consumers now spend more time on their mobile apps than they do on desktop computers or even laptops.
Smartphones have seen such a rise in popularity that more than 2 billion people are expected to be using them by 2016, representing a quarter of the global population. This will only continue to rise with 2.56 billion people – or a third of the world’s population – owning one in 2018.
With those figures in mind, it is no wonder that marketing strategies are increasingly focused on mobile. Which is no surprise when marketing needs to be current and relevant, following where potential customers go.
At a basic level this means ensuring your website is optimized for mobile and you are active and findable online and across social media channels. However, consumers no longer even need to visit your website when they can download a brand’s app directly to their mobile phone – so this is also important to bear in mind. Alongside this, Smart Text marketing is perfect for quick one-on-one SMS communication – check out email to SMS solutions here to find out how it could help your company.
There is an app for everything, which means as well as surfing the web, consumers can book tickets and make payments, all at the touch of button, wherever they are, at any time of day. Potential customers are there to be targeted 24/7 as they look at their mobiles on-the-go – whether that is on the train to work, during lunch breaks or before they go to bed.
So what is the future for mobile marketing?
Advances in technology and interaction create the need for new tactics and strategies that will keep brands strong and customers loyal. Users spent 21% more time in apps last year than they did the year before and that is only set to increase. Therefore it is expected that as apps continue to fight for attention, the way they are used and engaged with is going to change.
There is also expected to be a change in the way they are advertised, as research shows ad networks are more likely to ensure users return to download and use the app than organic users. There will be a push to produce more ads, both externally and within apps, to guide the user towards buying more once they have committed to the app.
Location targeting is set to increase too, sending time sensitive offers to people based on their location – a local restaurant will promote a free of bottle of wine with every meal, just as you are deciding where to go for dinner, for example.
We are also likely to see new forms of marketing on mobile, as developers come up with innovative ways to market products and services.
Amongst the predictions, what is certain is that brands need to get on board with mobile marketing now, as it is only going to become more important in the coming years. The majority of consumers now expect a certain level of service on mobile and if they don’t get that, it could result in them going elsewhere.
