Since 2007, my measurable marketing agency, Anvil, has been claiming the ‘Year of Mobile’ is upon us. While we may have been a bit ambitious in our timing, mobile is now integrated into the marketing mix. By the end of the year, 75 percent of online content consumption will be via mobile device. With such deep global penetration of mobile devices, brands cannot afford to ignore its potential as a marketing vehicle. As I originally outlined in a 2012 article, Mobilizing Your Marketing is now table stakes, but there are a host of new trends that are redefining mobile marketing. I’ve outlined ten trends in mobile that your brand must consider when implementing or refining a mobile-friendly marketing program.
(OMNI/Cross-channel approach. Mobile-first vs. mobile-friendly. 36% of Americans now simultaneously connected via multiple devices (i.e. smartphones, tablets, AND computers)
According to the Salesforce Marketing Cloud State of Marketing report, 86 percent of respondents say it’s important to create a cohesive customer journey and mobile apps were identified as most effective technology to enable that more cohesive journey.
Voice search & Google Accelerated Mobile Pages (AMP); Businesses that have used AMP see an improvement of up to 90% in CTR. More than 20% of searches on Android devices are voice searches. Site speed is increasingly important. Mobile pop-ups are a big no-no now, thanks go Google. Chartbeat released a report this week that quantifies the benefits of faster mobile page-load times, and specifically of publisher usage of Google AMP and Facebook Instant Articles (FIA). Users spend 35 percent more time with AMP content than mobile web pages. sites that load more quickly receive almost 50 percent more “engagement actions” than slow-loading sites. There is roughly a 10 percent decrease in conversion rate for every additional second it takes a site to load.
Location-based Marketing (LBM)
Last year, beacon messages generated $44 billion worth of retail sales in the US alone. Nearly 80% of social media interactions now occur on mobile devices. Websites, local (business) listings, reviews and promotions via Google My Business, Yelp and others. Consumers will have more control over what data is shared and how they are marketed to at a local level. Beyond beacons, tactics like geo-fencing, in-store Wi-Fi, radio frequency identification (RFID) and cross-channel attribution can help retailers put together a 360-degree view of the consumer journey, and in turn, make adjustments to provide the best experience.
Brands are expected to spend more than $20 billion on mobile-programmatic this year. eMarketer reported that video ad spending for mobile will cross $6 billion in 2017. Mobile video programmatic marketing will account for 28% of total spend by 2019. According to eMarketer, not only is 2017 likely to mark the first time that total digital ad spend surpasses TV (with an anticipated allocation of 38.4% of total ad spend for the year ), but mobile ad spend is also likely to experience a 31.9% increase from 2016, landing somewhere in the range of $32 billion. Expected to make up 63% of mobile display ad spend by 2020, native ads represent a fundamental turning point in the evolution of user acquisition.
(AR/VR/360); according to Forbes, augmented reality technology will be a $5.7 billion industry by 2021. By 2021. AR it is expected to be a $5.7 billion industry. From Coca-Cola and Ocean Spray cranberries to Volvo test drives, to the home-decor selection at Lowe’s, it is quite evident that virtual reality is slowly but surely entering into the active conscious of today’s digital age retailers.
Redefining how we watch TV/movies/video (Mobile video ad-spend is projected to exceed $6 billion by the end of 2017. Video is the most popular form of online content, according to HubSpot. Additionally, 92 percent of mobile video consumers share videos with others.
Snapchat, WhatsApp, Facebook Messenger, Line, and Apple Messenger. Mobile-only apps are largely communication-based. The rise of in-app chatbots from the likes of 1-800-Flowers, Uber and Dominos validates further investment in the sector, particularly for customer service.
Research, purchase, delivery, cross-channel; Mobile e-commerce grew a stunning 45 percent year-over-year in the fourth quarter of 2016. Mobile e-commerce growth outpaced that of desktop e-commerce in the last quarter of 2016, growing 45 percent year-over-year, reports comScore. In all, mobile purchases in the fourth quarter of 2016 contributed $22.7 billion to online sales.
AI, IoT, big data; It’s expected that there will be more than 75 billion connected devices by 2020. DMA recently reported that up to 70% of companies are not collecting user content data from social media. ToneTip, Nielsen Ratings, ComScore are all expanding how personal behavior is monitored.
The mobile app revenue is predicted to reach $77 billion in 2017. It is expected that there will be 197 billion mobile app downloads in 2017. Research shows that only 6% of people use an app after 30 days of installing it. Meanwhile, five out of 10 apps are used only 10 times, Adobe’s research finds. In 2016, app launches grew 24 percent year-over-year, but app installs only grew six percent, according to the 2016 Adobe Digital Insights Mobile Benchmark Report. New trend: Android Instant Apps. An instant app is one that works without installation.
Regardless of your marketing objectives, target audiences, budgets, and available resources, there are at least ten emerging trends to consider when developing a mobile marketing strategy. Ensure you’ve factored in each of the above mobile factors into your mix to ensure your marketing efforts are exponentially more impactful moving forward.
Kent Lewis is President & Founder of Anvil Media, Inc., a digital marketing agency specializing in search engine, social media and mobile marketing for clients worldwide. Based in Portland, Anvil was founded in 2000 and services over 50 clients. For more information, visit www.anvilmediainc.com.