“The majority of internet usage will be done via a mobile device and for most people the mobile web will be their primary, if not their only, way of experiencing the internet.”
- Peter Rojas, co-founder, GizmodoRojas's words ring true today more than ever, as the sleek supercomputer in our pocket increasingly become the lens in which we interpret and interact with the world.
From marketing automation technology that creates workflows through personalized emails, to increased app development that merge the physical and digital through augmented reality – it’s been an exciting year for marketers.
However, there are a few mobile marketing trends that are best left in 2016:
- - Pokemon GO: In summer 2016, the AR app was all the rage and was hailed as a revolution in local marketing, but since then, 4 out of 5 Pokemon GO users have quit. Although there are still 5 million daily active users.
- - QR codes: it wasn't long ago that QR codes were used in SMS and email marketing so a cashier could scan a coupon or discount on your phone. However, scanning glitches and an extremely low ROI spelled its demise.
- - Separation of customer service and social media: There is nothing unprofessional about meeting your customers where they are. Social media platforms like Facebook allow you to quickly respond to questions and complaints either publicly or privately. This way you can engage with your audience in a timely manner and take active measures in containing negative comments.
The acceleration of new technologies being introduced can be dizzying and hard to understand what will become a cornerstone of mobile marketing and what is simply a fad.
Let’s take a look at the 5 most noteworthy mobile marketing trends of 2017 that are sure to be making an impact for years to come:
1. Mobile Marketing Automation
Sending the right message, to the right person, at the right time – that’s marketing automation.
Mobile marketing automation allows for quick and easy compiling of contact information and segments email lists based on a variety of variables such as job title and industry to ensure each engagement offers value.
27% of companies rate say they are at marketing automation maturity level “New” according to LeadMD's “The 2016 Marketing Maturity Benchmark Report”, with adaption growing at an astronomical rate.
The market for automation software as a whole is set to reach $15.3 billion by 2019 at an average growth rate of 19.7%.
2. Augmented Reality
Augmented reality glasses are still years away, but this hasn’t stopped Facebook and Apple from warring over who will be first to dominate the new tech market.
Facebook’s grand vision for AR is to create a platform that developers can use to build and distribute their own augmented reality experiences. On Facebook, developers can overlay info using facial recognition or virtual objects using a smartphone’s camera. The opportunities for AR to “augment” marketing are endless, with Nike, Star Wars and NASA already taking advantage of Facebook’s platform.
The social network’s capabilities, however, is has stiff competition with what Apple unveiled in June. The ARKit will allow developers to create AR apps when iOS 11 is released in September. This is will signal the "Magic Leapening" for AR from a toy to a tool with real-world applicability like virtually rendering furniture in a living room.
3. Big Data, Big Insights
Big data is what propels mobile marketing -- It’s the reward for the effort put into formulating any marketing strategy. Data provides key insights into user behaviour, so even if the strategy is not yielding the desired KPIs, the statistics compiled will allow for optimization by identying friction in your sales funnel.
The data is analyzed in HubSpot, a marketing cloud or Google Analytics then segment according to the appropriate device, channel, and time of day to contact a lead.
Although desktops are used by the most people for the longest time throughout the day, it’s mobile that amasses the most browsing time overall. According to comScore’s Global Digital Future in Focus study, desktop computers dominate online usage in the daytime (10 a.m. to 5 p.m.) and mobile devices dominate during primetime (8 p.m. to 12 a.m.).
4. Location-Based Marketing
One of the most powerful aspects of mobile for marketers is the ability for personalized, targeted and timed touchpoints.
Last year, beacon messages generated a whopping $44 billion worth of retail sales in the U.S. alone.
Steven Rosenblatt, President of FourSquare, predicts that location-based marketing will grow in 2017 through the rise of location intelligence companies and brands shifting towards location-based marketing to communicate with prospects/leads on a granular scale.
5. More than half of ALL email opens are on mobile
54% of emails are now opened on mobile devices, followed by webmail at 30% and desktop trailing last at 16%, according to a report by Litmus.
While there is a misconception that email has become obsolete, it could not be further from the truth. Emails are central in most marketing campaigns as the amount of email users is expected to reach over 2.8 billion worldwide by the end of 2018, according to Radicati Group.
Now that you know what mobile marketing trends are a sign of things to come, impliment these strategies and optimize how you engage with prospects and leads on mobile so you can get ahead -- before the competition does.