Since 2010, the best practice for mobile marketers has been to interact with clients primarily through social media. Things have changed. Here are six of the best trends in mobile marketing for 2014:
Location targeting has been around for quite some time now, but only recently has it been elevated to new capabilities. Location targeting has become much safer, commonplace, and convenient in the last year. And it’s getting better. As consumers continue to depend upon mobile devices that can find local products and services – when and where they need it – custom ads have been developed for these exact moments. Their activities are then recorded by marketers, so that the relevant information can be examined and tracked to appeal to consumers’ buying habits and movement patterns.
Programmatic buying is basically the buying and selling of the consumer’s potential ad space. When a consumer sees an ad in the course of app use, in most cases that space has been won by the highest bidder. This service is getting new traction in the mobile marketing world: advertisers are able to summon historical intent side-by-side with profile data and behavioral data in real time. Forecasters expect programmatic buying to become the most common way to advertise to mobile users in 2015.
With the inauguration of Google Glass and Samsung Gear, mobile designers are blurring the lines where fashion meets technology. This giant leap forward has begun to provide businesses with new frontiers to claim in the territory of wearable tech. As many tech consumers have begun to embrace this new technology, marketers in turn have embraced their technological capabilities. Ideally, the seamless interactions inherent in these devices will allow advertisers to provide unique experiences for consumers.
The ever-popular messaging apps like Snapchat and WhatsApp continue to garner a larger user base. Clearly, an increasing number of people prefer to use these apps to communicate rather than text messaging or calling each other. Apps of this nature allow for a multimedia user experience in real time, which appeals to a new generation of mobile users. Mobile marketers are preparing for the influx of new users upon these platforms, designing revolutionary messaging strategies for the future of text-based communication.
It’s not just about PayPal anymore. Since everyone has to have a smartphone today, we are beginning to see an increase in the usage of mobile wallets. The mobile phone has become the new way to pay instead of using cash or a credit card. The demand for advertising in this space is bound to increase based on user demand alone.
Mobile video viewing has become very common due to faster wireless networks, improved technology, and an increase in data plans. Ads for this medium are likely to follow suit in the next year. Evidenced by both Vine and Instagram’s incorporation of video, as well as the aforementioned commonality of mobile video, it’s pretty safe to assume that this space will be a veritable gold mine for mobile marketers.
Within the past six months, the business of mobile marketing has undergone a revolution. The increase in mobile usage, cutting-edge tech, and the expanding consumer knowledge of mobile utility has broadened the ways in which marketers reach mobile users. It’s time to prepare for the wave of the future in mobile marketing.