There is no denying that in this day in age we are glued to our electronic devices, most particularly our smartphones. Consequently, smartphone and tablet devices are the channel for 51.3% of Internet use. In addition, Adage.com reports that 75 percent of content consumption will be mobile. The ways in which companies must market to customers is rapidly changing and the ways in which they engage must shift to cater to this. Here are the top ten mobile marketing trends we will see increase in 2017 and beyond.
- Retail Will Join Forces with E-Commerce to Create an Omni Channel
As opposed to thinking of themselves as competing entities, mobile and the physical store will create a seamless experience for customers. Customers will be able to come in store, find a product they like and then check availability of stock in store, product information and relevant offers through their phones. Relevant online content will also be used to drive traffic into brick and mortar locations.
- Virtual Reality
Finally, with the implementation of virtual reality we are seeing some of the “inventions of the future” we dreamed of as children coming to life. For example, Pokémon Go and its augmented reality created a phenomenon and bridged the gap between what is real and what is not. This can be used for marketing and to drive sales. Snapchat with its geo tags using location services show how brands can tap into that market and even give offers to those who are using their tag in store.
- Increased Video Content
Humans are visual creatures so it is no surprise social media is dominated by picture-sharing or video sharing platforms such as Instagram, Snapchat and YouTube. For example, many consumers would prefer a video tutorial on how to do a particular make-up look than to read an article detailing it. Small digestible bits of information are what is set to cater to our ever-decreasing attention spans.
- Investments in Influencer Advertising
Consumers, especially Millenials and Generation Z, are turned off by traditional run of the mill advertising. These generations crave personalization and authenticity. There will be an increase in advertising with influencers who have already created trust and repertoire with their audiences. They will create funny and engaging content featuring brands that will feel more like a friend talking about their favorite product and what it does for them.
- Smartphone: The World in the Palm of Your Hand
Have you ever lost your phone and felt like you had suddenly become disconnected from the world? With the ditching of landlines and the ability to do everything from call a ride, order dinner or buy stocks through one device, these have devices have become an extension of ourselves. This is only set to increase as technology increases.
- There’s an App for That
In the past couple years our lives have become one giant app store, one that is not planning to stop but continue to grow larger. According to Cnet, 85 percent of all mobile usage is done through apps. Many companies have held off on investing in apps. But, we will start to see it becoming more commonplace with Brands such as Urban Outfitters, amongst others, turning it into an interactive version of the brand.
- Mobile Money
Mobile money has already been realized with the Apple Pay app and the ever-popular online banking systems. Due to this, it will expand into loyalty cards, coupons and the possibility of automatically charging customers as they walk out of a store.
- Messaging Apps
Messaging Apps are commonplace around the world with What’s App and WeChat. The U.S. market has lagged, but the implementation of Facebook Messenger proved that an American messaging didn’t die along with AOL. This can be a useful marketing tool as companies can engage and live chat with users in real time.
- Fears of Fraud
The words “Data Breach” have been in the news frequently in the last couple years. 2016 was noted as one of the worst, affecting big names like Target and even the IRS. Consumers need to have increased awareness to keep their personal information safe, but customers trust companies to keep them protected as well. This will be increasingly important to ensure loyalty to brands.
- A Constantly Connected World
“Can you hear me now?” is on a way to being passé. The idea that you could never lose connectivity despite no matter your location could be in reach. The concept is called Wi-Fi-first and is a brainchild of ComCast. Your mobile devices would be run on both cellular coverage and local Wi-Fi, so when one is limited the other kicks in and vice versa.
Saying it is an exciting time for mobile technology is an understatement. The seamlessness between virtual and physical is set to become so great we won’t know where one ends and the other begins. Businesses will have a chance to innovate along with technology and engage with their customers more than ever before.