In 2015 we have seen mobile marketing to evolve rapidly with the proliferation of mobile commerce, rise of instant chat apps, mobile payment, etc. While many of these trends will continue in the months to come, we can see some new trends cropping up as well. Here we introduce 8 big mobile marketing trends that will rock 2016.
1. Mobile pay
With Apple Pay still waiting for larger acceptance across merchant terminals and Google Wallet still trying to integrate as many business as possible, in 2016 we can finally see the cloud over mobile payment to be cleared. More buyers and retailers in this year are likely to adapt to this new technology to make their transaction easier than ever.
Apple Pay is now integrated with Apple watch allowing greater ease and scope for using this sophisticated transaction technology. Already Samsung Pay offers most adoptable technology to go with any type of payment terminals. In spite of the irreversible growth of mobile payment, retailers will continue to be slow in adapting to this new technology.
2. Mobile marketing automation tools
New machine learning technologies, artificial intelligence and analytics are increasingly taking us to an environment where most mobile marketing actions can be taken care of by automation. From creating user persona based upon several factors to delivering personalized content to customized email marketing, in all aspects we can see machines playing a bigger role than ever, decreasing the need of manual intervention to a great extent.
Marketing automation tools and software can deliver useful insights on users to allow marketers find a suitable strategy. Automation tools will help boosting performance as less will be dependent on guess work and deviation of thoughts. Thanks to automation tools creating personalized content will be easier than ever.
3. Mobile social sites converting business
While mobile commerce is likely to stay and grow leaving behind all other forms of digital business, social sites and apps on mobile devices will play bigger role in driving business. Customers can make purchases directly from the social pages besides being influenced by reviews on social platforms.
As studies reveal, a whopping 60% of social media moments are spent on smart phones. Another study revealed that, social media buyer reviews are the biggest influence on purchasing decision of most online buyers. Taking the role of social media as an alley of mobile commerce now buy buttons can easily be integrated with social media resulting in driving sales and producing leads more easily.
4. Video ads
Mobile video advertising is steadily on rise and already grabbing much attention of advertisers traditionally bent towards TV ads. Mobile video market will reach $13 billion or more by the end of 2020. According to Cisco, 55% of mobile data traffic comes from video.
Google already decided to include video ads in search results. While small duration of video ads is already coming across social media, in 2016 we can see a rapid growth in this. While vertical video is the most popular format presently, experiments will continue in both duration and format. Just like TV ads we can see the coming of a common standard in this.
5. Mobile and responsive web being replaced by apps
Most businesses know how native apps offer a dedicated experience in complete contrast to mobile web. Dedicated apps allow far greater ease of access than any other means. Furthermore, creating a responsive or mobile website you can make yourself discoverable but at the same time risk of being lost and forgotten in the crowd of websites. Mobile websites never strike a durable relationship with the audience, while an app once installed help businesses stay connected with users.
In contrast to mobile websites and responsive websites apps are more engaging and accessible. Thanks to apps users can instantly access products and services of a company. In this year and beyond, mobile apps are going to be irreplaceable for majority of businesses including many small ones. The announcement of Google in considering mobile apps for search results is a big push towards a future that prefers more number of apps instead of mobile sites.
6. More focus on personalization and context
Thanks to latest location technologies and mobile sensors feeding diverse personal information, marketers can collect more individual data and can draw relevant insights. Based on these insights marketers now can address individual needs, preferences, interests, location, etc.
Thanks to these evolving technologies and tools allowing granular scope in seeing user situations, you can now have a better grasp over user contexts and can address users accordingly. More diverse contexts will keep evolving corresponding to various elements like personal information, time, location, etc. Context incorporated into marketing will help marketing become more target based. Moreover, with the rapid and widespread proliferation of the contextual and location based marketing will be more easier. This will make smaller businesses most happy as they can target their audience based in a small city.
7. Mobile chat apps will grow
Just see the rise and rule of Facebook Messenger. Facebook’s decision to come to Chat apps after seeing the huge growth story with big chat apps like WhatsApp and WeChat. Many believe these apps represent the future of social media. Already younger people prefer spending more time on these apps while elder generation still stick to their comfort zone in traditional social media. The rise and growth of instant chat apps will continue and be bigger in this year.
Instant messaging platform allows businesses and brands connecting customers, taking any purchase request and making users confirmed regarding the purchase. Facebook is very likely to allow business transaction with its Messenger app.
8. App contents are part of search results
Most reports indicate that more people prefer spending leisure time on smartphone than TV. Moreover, a vast majority of this smartphone time is spent on apps than web. Naturally, everyone has to take apps seriously and when Google announced considering app content in search results, we can see a clear shift of focus. Yes, this is just the beginning and soon we can see app contents are being treated, indexed and ranked side by side the web contents in Google and other search engines.