Leverage These 3 Mobile Marketing Trends Right Now
As any marketer would tell you, mobile marketing has undergone a substantial transformation over the past few years. It has become a key medium for establishing a brand experience online. It is almost impossible to predict the future or plan a strategy that remains effective for the years to come. The moment you think you have finally implemented the best strategies, something will change requiring you to trash the existing strategy and update to a better one. And it is an ongoing cycle.
That being said, it is important to identify current trends and create actionable strategies based on them. These are some tactics that are necessary for any mobile marketing strategy to take measurable steps towards success. Marketers, therefore, are always looking into the future in order to predict the next big thing and understand what will be trending in the upcoming years.
Here are 3 trends that you need to consider incorporating into your strategy to boost your marketing efforts:
1) More than Just Being Responsive
Mobile continues to be a growing tactic in the world of marketing as advertising budgets shift in that direction. From smartphones and tablets to wearable devices, the evolution of mobile has significantly affected the world of digital marketing. The trends are changing so fast that the transition from web only strategies to mobile took place within a few years. Today, a web only digital strategy is not enough. Marketers must diversify and have both a responsive mobile website and a standalone app to reach out to their target audiences to improve engagement. This ensures that you can engage with your users or customers where they want to interact with you. The onus is on the marketer to personalize the experience. Personalization is usually achieved by creating relevant content and deals, bringing us to the next point.
2) Personalize Content and Exclusive Deals
When it comes to creating personalized experiences, your content is the most powerful weapon. Update your app with new and fresh content on regular basis to ensure that users don’t lose interest in it. Whether you’re in gaming or eCommerce, be sure that your UI includes compelling visuals and the content is relevant for your users. The more content you provide, the more they will engage. However, the content must be interesting and relevant to them.
In addition, create exclusive deals to have them engage with your app, especially in terms of monetization. The classic example, is Amazon which uses their app to drive engagement for sales conversions. They send promo codes to customers so they can finally purchase the items that have been on their wish list. That said, you can even add content that is not directly related to your product; but it must fit the general concept of what you have to offer.
The Starbucks app, for example, features a range of content including music, something that’s hardly related to Starbuck’s products. The company is offering such content as an added value service that is very much in keeping with their brand. As a result, they regularly check in with the app just to see what’s new. And this how Starbucks stays on their customers’ radar.
Almost every business is using mobile apps to help their customers stay updated on new deals and fresh arrivals. But the smarter ones are incentivizing app users with deals that are exclusively available for mobile purchases. This highly encourages users to check in regularly. Ali Express and other major eCommerce brands are already using such mobile app marketing services to their advantages.
3) Mobile Video is on Rise
With so much marketing noise, users are often left feeling confused. To deliver your message successfully, you need to stand out from the crowd. Over the last few years marketers have been using videos to show how their product and service works. It is therefore no surprise that the trend of ‘explainer videos’ and visual storytelling have been steadily growing. They are engaging, insightful, and most importantly perfect for nurturing engaged consumers.
What’s more interesting about videos is that most people are viewing them on mobile devices. According to YouTube statistics, half of its video views are on mobile devices. Video makes it easy for businesses to share information and it is much easier for viewers to understand and digest that information. It therefore makes a strong mobile traffic driver. As a result, businesses are producing awesome video content to attract, engage and interact with users.
The following are some best practices you need to keep in mind when creating mobile video:
- Make sure it is engaging, informative and share-worthy
- Keep it short
- The video must be available on various mobile platforms
- To ensure the video is compatible on all major mobile platforms, test it on multiple devices prior to releasing
- Ensure the audio quality; it must be good and clear on each device
A large number of businesses are capitalizing on mobile video platforms to advertise their brand and products via compelling visuals, making mobile video a popular content marketing format on various ad networks. It provides marketers with another way of telling their product’s story.The excellent viewership of mobile videos is what marketers are targeting to better reach their target audience.
To remain effective, the best strategy is to respond to your target audiences’ preferences and behaviors immediately. Following and understanding how they interact with you on their mobile a daily basis is essential for success. Becoming knowledgeable about your audience is the only way to identify and predict trends to improve your marketing efforts. Having an analytics solution that can measure interactions is pivotal to achieving these goals.
About the author:
Sean Casto is the founder and CEO of PreApps.com, a leading mobile marketing and discovery platform. Sean has been a guest speaker at industry conventions for Microsoft and Samsung and lectured at Universities such as Northeastern and Harvard. He has also appeared on and been mentioned by The Washington Post, USA Today, The Boston Globe, Boston News Network, and The Associated Press. Through his work and industry experience, Sean has acquired a deep understanding of the struggles developers face and a passion to serve the growing mobile app community and holds an advisory position for numerous start-ups.