Emerging Trends in Mobile Marketing Every Marketer Should Know!
Marketing Professor Andreas Kaplan defines mobile marketing as “any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device”.
Simply put, mobile marketing can be defined as “the use of the mobile medium as a means of marketing communication”.
Mobile marketing has strengthened the world of digital marketing in the recent years. The ease of measuring results and its marketing effectiveness have made marketers know its prevailing importance. Following are some vital stats about mobile marketing that every marketer should make a note of:
The market for mobile marketing is on the rise. The following are the latest stats for marketers:
- Almost 900 million population in India use mobile phones, out of which 250 million access internet through mobile as estimated till February, 2016
- 80% users access internet through smartphones
- According to eMarketer estimate, over one-third of consumers worldwide or over 2.56 billion people will be using smartphones by 2018
- Recently, CNET’s study revealed that mobile internet traffic reached 60% whereas that of desktop has declined to 40%.
Image Source: Flurry.com
Mobile marketing is thus, opening various doors for the digital media industry and is expected to outgrow other digital ad platforms in the near future.
Trends in Mobile Marketing
Marketers and Advertisers are slowly realizing the power of mobile marketing in achieving customer satisfaction. The following should be kept in mind while implementing mobile marketing for your business:
- App-based marketing:Mobile advertising which involves the usage of mobile apps. 80% of mobile engagement is seen via apps so there isn’t any need to specially create an app. Services like Google AdMob and Facebook ads allow advertisers to create mobile ads that would appear within third-party mobile apps.
- In-game mobile marketing:In-game mobile marketing is basically the mobile ads that you see within your mobile games. These in-game adsmight appear as banner pop-ups, full-page image ads or even video ads that appear between loading screens.
- QR codes:There are specific QR codes which have to be scanned by the users who are then redirected to a specific webpage that the QR code is attached to.
- Location-based marketing:There are specific location-based mobile ads which appear on your mobile device based upon your location. This happens when an advertiser wants their mobile ads to appear when their users are within a 1-mile radius.
- Mobile search ads:These refer to the simple Google ads that are featured or built for mobile. They also come with extra add-on extensions like click-to-call or maps.
- Mobile image ads:Image-based ads intended to appear on mobile devices are what come under mobile image ads.
- SMS: SMS marketing refers to promotional or text offers through an SMS that goes to the user’s phone number. However, it is slowly making its way out of the market.
Future of Mobile Marketing
Image Source: energyworx
While we believe that mobile marketing holds a rather promising future which would result in better customer engagement and return on investment, the key to achieving a successful mobile marketing strategy remains in your industry, target audience and finances.
We’re looking at a “mobile-first” mentality to take over in the coming year.
Tell us which mobile marketing strategy do you think will gain momentum in 2017?