5 Mobile Marketing Trends That Are Shaping 2016
In 2015, we saw that the number of mobile users surpassed the desktop-only users – that set the tone for mobile advertising in the coming years.
ComScore reports that people spend at least 54% of their digital media time with mobile apps. Potential customers are literally working, exploring and buying through mobile. A huge amount of data is available to the marketers to learn the consumer behavior and start interacting with them in a meaningful manner.
The process of discovery and outreach has become far more relevant and personalized to provide customers with branded experiences that enhances their lives. Mobile marketing has changed the landscape of digital marketing.
Let’s take a look at five of those trends that are shaping 2016.
Augmented and Virtual Reality
A couple of years ago, it seemed a distant dream to scan real-life products and get a rich mobile experience in return. People no longer have to scan the QR codes for getting basic coupons – they can instead scan standard bar codes for personalized reward programs, mobile gaming and innovative shopping experiences. Heineken – a beer maker – created scan able beer bottles for its Legendary 7 campaign. It enabled people to scan the codes using an augmented reality app Blippar, to unlock a personalized content experience.
Then there is Google Cardboard that lets android and iPhone users too experience virtual reality in a relatively inexpensive way without the complicated and expensive VR headsets.
North Face has released an app, which when viewed with Google Cardboard, transports users to the iconic Yosemite National Park for a 360-degree, 3D climbing experience.
Marketers are catching on the technologies and that day isn’t far when we will be flooded with virtual reality experiences.
With the advances in technology, marketers are increasingly getting more personalized and targeted. Along with that, with every advancement, customers’ expected have kicked up a notch.
Using automation platforms such as Appboy’s Intelligent Delivery, marketers are determining the optimal time to interact with users, deliver push notifications, emails, and in-app messages in the peak engagement times.
Apparel brand, Urban Outfitters uses Intelligent Delivery to pinpoint the best time to message users, and sent customized, contextually relevant push notifications about a current “Home Sweet Sale” promotion, featuring deals on home items from the store.
Video Ads on Mobile
You might have seen them already. Google is incorporating video ads in search results, thereby making sponsored results more eye-catching and compelling. Facebook has opened up its in-feed, auto-play video spots to apps within its Audience Network, so users logged into Facebook can see those ads in other apps as well.
McDonald’s has demonstrated the possibilities beyond the 140-character copy limits when it announced its all-day breakfast menu using a variety of GIFs in tweets.
Videos are becoming more widespread especially in the under-15-second spot – which is long enough to convey the message and short enough to be retained in the user memory.
Wearable technology and Internet of Things
When the Apple Watch was launched, it drew plenty of notices—and spawned plenty of imitators.
In 2016 wearable devices are being increasingly common and becoming less expensive. With more customers using smartwatches, wearables and other so-called IoT (Internet of Things) devices, brands are able to accurately pinpoint customers’ locations and delivering highly targeted messaging.
Brands have an even greater opportunity to leverage smartwatch apps and wearable-optimized ads.
Mobile Search Enhancements
As you are aware, Google favors mobile responsive sites, and has included that as a factor in the search algorithms. The same updates are happening for apps as well.
Today, around 40% of Android searches yield app-indexed results and the numbers are growing by the day. Even Apple and Bing have joined the fray.
The selling point here is the deep linking.
For instance, when someone searches for ‘winter boots’ in the app search engine, instead of reaching app’s homepages, they are led to the specific page where the boots can be purchased. This feature is extremely beneficial for e-commerce apps looking for maximum downloads and increased revenue.
Given that mobile has already eclipsed desktop to become the primary screen for many people, marketing opportunities are rapidly evolving to keep up with this crucial change. These trends represent new opportunities to share messaging with customers, and more importantly, new ways to learn and understand their needs.: