In the last half decade we’ve seen significant and continuous growth in the use of smart phones and tablets on the market and it’s changed the way internet marketers approach their work.
Change will be a constant in the mobile marketing field for a long time to come and as technology improves mobile marketing will continue to innovate and grow. Of course, the best way to make the most of your mobile campaign is to plan for the future – so here are the trends currently dominating the mobile marketing arena.
Personalisation and iBeacon
One trend we’re seeing is towards personalised offers that provide consumers with the nudges that encourage them to take up a deal on or offline. One of the big emerging technologies in this area is the iBeacon, which could change the way we experience the online….offline.
The iBeacon is a simple technology that sends a Bluetooth signal to a mobile device in the form of a push notification when a phone with certain permissions comes into proximity. It may not seem incredibly innovative from the outset. That’s until you realise the potential power.
For example, iBeacons can alert a user to a special offer on their phone that may interest them when they walk by a certain isle in a store, or it can be used to welcome them via push notification when they enter a shop. Alternatively, it can send them a link to download an app that may result in them enjoying a specific in-store experience, or offers. There’s a myriad of ways that it can be utilised and these are just some of the examples.
Narrowcasting – Mobile Marketing Trends
Why cast out your net and spend time, money and effort trying to get people interested who would never have any. Narrowcasting solves this issue.
Narrowcasting gives companies the opportunity to target qualified leads based around these people’s shared experiences and interests. Companies can locate particular groups of people by looking through their previous interests and then can send those groups targeted messages via social media channels. Its content with context for the new pay as you go social media we’re seeing emerges.
As our attention spans get shorter, so will the content we consume. Digital agencies like Prototype are experimenting with this so expect to see shorter form content than ever before emerge – put it this way, if you thought a 6 second Vine was short, get ready for the 3 second Snapchat video that self-deletes within a day.
Mobile adverts are going to continue down the gamification route and brands are going to continue to make the most of people’s inclination to be competitive. Expect more mobile ads to carry an element of gamification within them.
Rich Media Messaging
One of the most irritating things in mobile marketing (any Android user will back me up here), is when you receive a message and it turns out the content within is only capable of use by iPad or iPhone.
Rich media messaging will solve this issue as people will only receive messages for their particular device, which is great news for user experience once quality calls to action are added. It will also allow marketers to deliver the right size, sort and style of video to an individual; very important as around half of all mobile traffic is video based. In addition, RMM also sends users information on the demographic of those receiving the message, allowing them to hone future campaigns.
So, as you can see the future of mobile marketing is pretty exciting and understanding what currently works and will work for the future allows marketers create more successful campaigns.