5 Mobile Marketing Trends You Can’t Ignore in 2015

I don’t have to tell you that we are living in a mobile-first world that continues to drive brands to explore new ways to engage consumers. This ever-changing mobile landscape requires marketers to determine the best ways to connect with their mobile consumers with interactions that will resonate across varying screen sizes.

I don’t have to tell you that we are living in a mobile-first world that continues to drive brands to explore new ways to engage consumers. This ever-changing mobile landscape requires marketers to determine the best ways to connect with their mobile consumers with interactions that will resonate across varying screen sizes. Below you will find a handful of trends that brands should consider as they continue to evolve their mobile strategies:

1. The ROI for Mobile Marketing and Advertising Is No Longer a Guessing Game
Every second of the day mobile devices create copious amounts of actionable data for marketers. This data include call detail records, Short Message Service (SMS) data, and geo-location data. The volume of mobile data and the speed at which it is created continues to increase as the global population increases, as mobile device penetration rates rise, and as the consumer usage rate for social media grows.

2. Mobile Videos—the Time Is Now
During the last few years, the use of videos for marketing purposes has been steadily growing. According to eMarketer, more than one-third of all U.S.-based mobile phone users—about 29 percent of the country’s population—are expected to watch video on their mobile devices. This gives advertisers an ideal way to get in front of their target audience.

The reality is that mobile video is growing and will continue to do so. Stats show that consumers will continue to access, share and interact with video on their smartphones and tablets. The time to start developing a mobile video strategy is now.

3. Make It Personal
Effective digital strategies take a cross-channel approach that integrates the various mobile channels, such as SMS, app, Web and social. The value comes behind the scenes, as brands can learn useful information from each mobile interaction. For example, customers reveal their operating system when they download an app or open their Web browser. Smart marketers collate such data points into one centralized customer profile—an ideal asset to maximize personalization for mobile.

4. Going All In on Mobile
The importance of mobile will grow in each and every aspect of business. People use mobile devices all day long and in various contexts, allowing marketers to target them in a longer stretch of time and during different phases of the day.

All agree that the popularity of mobile devices will only grow in 2015, driven by smartphones, tablets and wearable technology requiring marketers to consider how they target and approach their mobile initiatives.

5. Hyper-localized Targeting
The proliferation of mobile devices, primarily smartphones, has created a major opportunity for marketers to deliver contextual advertisements. These mobile-specific ads target the right people at the right time. For instance, through the combination of social data and location data, stores that shoppers are near and might be interested in can send out ads offering percentage discounts or other incentives. Delivered by shops to their shoppers in real time, these ads get consumers to walk through their doors. Hyper-localized advertising has been shown to increase customer engagement and conversion rates.

People everywhere are becoming more reliant on their mobile devices to provide them with instant access to product information, deals and the opportunity to purchase in an easy, straightforward manner. These trends should inspire brands to think about how they can evolve their marketing strategies to enhance their mobile consumer engagement in 2015.

Mobile’s Impact on the Consumer Path to Purchase

One in three ad dollars will go to digital advertising next year, meaning digital media spending will be almost equal to television spending. Digital strategies will help drive the U.S. advertising market to $172 billion in 2015, according to new research from Magna Global. This—in combination with mobile and social networking—will push digital to the forefront

One in three ad dollars will go to digital advertising next year, meaning digital media spending will be almost equal to television spending. Digital strategies will help drive the U.S. advertising market to $172 billion in 2015, according to new research from Magna Global. Additional research shows that digital advertising will overtake television advertising by 2017, due in large part to the growing popularity of online video, with sites like YouTube and Netflix. This—in combination with mobile and social networking—will push digital to the forefront.

A digital strategy is no longer a nice-to-have, but a must-have for retailers and brands. If you don’t believe that, then you need to take a hard look at the following data points:

  • Mobile devices lead to in-store purchases. 52 percent of U.S. shoppers have used a mobile device to research products while browsing in a store.
  • Tablets are the cornerstone of online shopping. Tablets are expected to bring in $76 billion in online sales, two times that of mobile devices.
  • Digital content and mobile devices go hand in hand. According to eMarketer, U.S. adults will spend 23 percent of their time consuming media on a mobile device this year.
  • Mobile advertising is at its tipping point. Ad spend is expected to hit $31.45 billion this year. By 2018, it will top $94 billion.

How Do You Get There From Here?
Effective digital strategies take a cross-channel approach that integrates the various mobile channels, such as SMS, app, Web and social.

Value comes behind the scenes, as brands can learn useful information from mobile interactions. For example, customers reveal their operating system when they download an app or open their Web browser. Smart marketers collate such data points into one centralized customer profile—an ideal asset to maximize personalization for mobile.

Companies just getting started with cross-channel mobile marketing should focus on small wins. True cross-channel takes time and iteration, so commit to integrating what makes sense in the short, medium and long terms instead of trying to do everything simultaneously. Below you will find some key areas to consider when building out a mobile strategy:

1. Tablets, Smartphones and Watches, Oh My!
It will be vital for brands to take different form factors into account as they roll out their mobile campaigns. Mobile campaigns can quickly be compromised if brands don’t think about the impact on visuals and the call to action across various screen sizes.

2. The Mobile Marketing Tipping Point
Mobile marketing is evolving as more than just a tactic and is being embraced as a core part of the marketing strategy. With the goals being relatively the same as traditional marketing, marketers will be able to attract, engage and retain new and existing customers. Marketers will be able to target their audiences through highly relevant content based on location, interests and interactions throughout the mobile lifecycle.

3. Deliver a Seamless Experience From Discovery to Purchase
Brands have to make a conscious effort to remove the silos across organizations to be successful at mobile marketing. The goal of marketers should be to collaborate across initiatives by taking in to account different screen sizes, channels, design and messages to deliver ONE consistent experience to consumers.

4. Connecting the Dots Across all of the Consumer Lifecycle
As digital becomes a more integral part of the marketing strategy it will be vitally important to understand how mobile campaigns are performing across the entire customer lifecycle—including mobile ads and messaging, QR Codes, mobile website, branded apps and social media. With these insights, marketers will be able to optimize their campaigns to better understand the triggers that lead consumers down the path-to-purchase.

People everywhere are becoming more reliant on mobile devices and mobile websites to provide them with instant access to product information, deals and the opportunity to purchase in an easy, straightforward manner. Brands have to make it easy for their customers to navigate mobile sites and quickly decide to purchase, regardless of what device they are on.