According to Smart Insights, about 80% of internet users own a smartphone and apps account for 89% of mobile media time, with the other 11% spent on websites. Due to the rapid changes in mobile technology and marketing approaches, digital marketers are now required to stay up-to-date with trends at all times and adopt them in the promotional strategies they create.
Based on a marketing trends poll conducted by Smart Insights, here are the top 6 mobile marketing tips that are a must follow this year:
1. Adopt Marketing automation
According to statistics listed down by Campaign Monitor, 56% of companies of companies use an email marketing provider and over 75% are likely to purchase marketing automation softwares for executing their campaigns.
The numbers only reinforce how marketing automation is slated to grow exponentially this year – irrespective of the industry the business is in.
Here are a few marketing automation advancements we’re set to observe and adopt this year:
- Highly evolved marketing automation softwares that will make it easier for digital marketers to manage their time and resources.
- Mobile friendly automation to carry out seamless mobile marketing campaigns.
- Personalised marketing automation with predictive analytics to determine the most valuable target market characteristics.
2. Create interactive content marketing strategies
According to Content Marketing Institute, 76% of digital marketers will be producing more content this year as compared to the previous ones. This only reinforces the fact that content marketing is going to continue trending and with technological advancements, make new waves in the mobile marketing industry.
The highlight of content marketing in 2016 will be the increased use of interactive content across various digital channels. The focus of this year’s marketing strategies would be to increase their brand’s engagement rate with the target audience.
One of the latest and most trending example of interactive technology getting introduced into the digital marketing industry are the 360° videos – rich media videos that will allow viewers to choose the angle they want to watch a video from. Social giants like Facebook are already promoting this interactive content format on their Newsfeed.
Another form of interactive content are the auto-play videos on social channels. Since a user is not required to press the play button to view the video, marketers see these as an opportunity to grab their attention and share in-depth industry information with them in a consumable manner.
A few things set to change with the introduction of interactive content in the digital industry, include:
- Immersive and engaging storytelling opportunities along with richer user experience using 360 degree videos across digital channels.
- Customer centric marketing strategies as interactive content is focused on grabbing the audience’s attention long enough to be able to convert them.
- Overhauling of e-commerce or online shopping experiences as live video streaming will offer real time perspective to shoppers about the products they are interested in.
3. Execute data driven marketing
With the increasing number of mobile users, Big Data has found its way into mobile marketing. Today, the focus of marketers is to create customer centric marketing strategies backed by concrete market and user data.
Businesses and brands are now using Big Data to better understand their customers, gain actionable insights into their online behavior, execute competitor analysis and analyze results to create comprehensive plans to enhance their marketing strategies.
For example, marketers can use the latest technological advancements to measure the time a visitor spends on their website, the section that gets the most attention, the call-to-actions that get engaged with the most, the various sources of traffic and a lot more. Some of the popular tools that actually make this possible include Kissmetrics and CrazyEgg.
In simpler words, Big Data is all set to fuel marketing campaigns this year. Marketers will be able to understand their target prospect’s behaviour, predict future trends and maximize their ROI.
4. Plan out location based marketing
With marketing automation, predictive analytics and the rise of data driven marketing campaigns, marketers today are designing location based marketing strategies around their businesses. It is the type of digital marketing strategy that makes use of a mobile device’s location to alert the user of a near-by business’s offerings.
Since marketing is becoming more and more personalized in nature, location based marketing will definitely see a rise this year.
View the complete infographic here.
Companies like Wigzo provide tools to enable push personalization for marketers to fuel their location based marketing strategies. This lets marketers experiment and create personalized interactive experiences for their target market, boost customer lifetime value and build a loyal community across digital channels.
For example, if you run a restaurant, you can create a location based marketing strategy that promotes the deal for the day via push notifications to customers in the vicinity. This lets them know what’s available to them, increases your conversions/sales and makes them look forward to more such notifications from you.
5. Introduce wearables into your strategy
Listed as one of the top digital marketing trends to catch up with this year, businesses will need to introduce wearables and the internet of things into their mobile marketing strategies. Technologies such as smart watches, smart cars, etc are turning taking personalization to an all new level.
According to PWC, the wearable technology future is all set for growth, and will need crafting distinct value propositions by marketers to achieve a competitive niche over existing alternate niche – smartphones.
Most health and lifestyle businesses have already introduced these technologies into their marketing strategies to keep their customers engaged for a longer duration. They have included activity, improvement or fitness trackers in their marketing strategy to understand the level of commitment a customer has with the brand, and how it can be further improved.
For example, if you have a product in the healthcare industry, you could use the wearable technologies to ask the customers to keep a track of their health and fitness, track their physical levels and keep them motivated enough to engage with your future propositions.
These technologies are set to enable marketers to provide further customized, real time and consistent services to their existing as well as prospect customers.
6. Make mobile payments possible
To fuel your mobile marketing campaigns further, back all the above strategies with mobile payments. According to a post on TechCrunch, about 80% of Apple Watch users make use of Apple Pay to make all possible purchases. The number only goes to say how mobile payments should become a part of your mobile marketing strategy.
Even the upcoming social giant, Pinterest announced ‘buyable pins’ in its app to allow its users to directly make purchases through the app. Users are not just finding this a lot more convenient than having to visit another website, but also more intuitive and natural in nature.
In simpler words, the current target market seeks ease of interaction and mobile payments are definitely a part of the same. Although security is one aspect that businesses will need to reassure their customers of before implementing it in their strategy.
A well defined strategy keeping in mind all the above tips, will help marketers bring their target audience to the conversion funnel faster.
What other mobile marketing tips have you heard, made use of or plan to incorporate in your marketing strategies this year?