Mobile Trends

3 Mobile Marketing Trends Set to Ignite 2017

Australian agencies are wasting no time in weaving recent mobile marketing trends into their marketing campaigns for 2017. In an attempt to complement mobile usage with more engaging content, many brands want to know which areas of mobile they should be watching this year. With mobile purchasing, video content, and pre-roll taking center stage, it only seems fitting we anticipate these areas to ignite in 2017. For marketers who make the right moves in these areas at the right time, their ROI will ignite as well.

Mobile programmatic

In 2016, mobile marketing trends didn’t follow the course of consumer behaviours. Programmatic confused many last year, and marketers viewed it as something unnecessary but ‘nice to understand.’ Clarity and efficiency rules this year, so mobile programmatic is a must-have. What’s more, is surveys show in-app programmatic advertising will be a key driver of growth. Consumers have become more vocal at the types of ads they don’t mind viewing, meaning the demand for more dynamic and unique ads is on the rise. As programmatic pre-roll comes into focus, mobile marketers can expect the delivery of the right smartscreen content to the right audience at the right time. It may take multiple pieces working together, but mobile programmatic is more than a trend- its efficiency and ability to integrate data makes it the future of ad-buying. According to eMarketer Senior Analyst Catherine Boyle, 53% of mobile programmatic dollars will be spent outside of Facebook this year, a shift from 2016. In fact, this year, in-app ads will see massive strides fueled by the addition of programmatic advertising into more mobile strategies.

The problem brands face is in fact their tendency to adhere to web-centric campaign buying habits. Mobile web makes retargeting easier, but in-app advertising will open the door to a stack of opportunities that will engage consumers. Brands must avoid the traditional way of thinking in favor of machines doing the ad buying for them. New technology like location-based advertising and targeting methods also match cookie IDs to device IDs, making cross-channel programmatic buying easier and in-app buying more attractive.

Live video

It comes as little surprise that live video started out strong via social networks last year, but marketers should expect massive things from this format in 2017. Virtual reality piqued consumer curiosity, but live video sent social media users scrambling for more real-time content. Last year, we observed the success of pre-recorded video content, with higher engagement levels, conversion boosts, and stronger brand loyalty. But the added benefit of transitioning to a live medium adds immediacy to each interaction, one that can mean the difference between customers choosing to purchase via the online store, or returning to their initial mobile web search. This year, marketers should view this medium for its potential, and seek more ways to serve up live video into social audience profiles.

The value of ‘in the moment’ visual content rests in your customer’s ability to meaningfully engage with you in real-time. Video is quickly becoming the face of businesses in 2017, and the brands that view live video content as an instrumental will have a strong & engaging start to their year. Still at a loss of how to implement live video into your mobile strategy at a larger scale? These brands are already nailing it.

Mobile Payments

Mobile payments are certainly the future, but brands neglect to notice the vastness of this mobile marketing trend. As both iOS and Android market shares increased last year, both Apple Pay and Android Pay pulled more customers into retailers’ purchasing funnels. Mobile wallets have become essential in travel, entertainment, food & beverage, and banking industries, and consumers now depend on their mobile devices for access to everything from flight boarding passes to coffee receipts. Apple Pay’s entry into the Australian market reported a growth of one million new users per week, proof that mobile payments may adapt and shift depending on purchase size, but customers favor mobile-ready transactions.
The rise of digital assistants like Siri, Alexa, Cortana, and Google Now add an additional layer to mobile payments, and even allow users to make payments to individuals using the intelligent software. While we can’t consider 2016 the year for mobile payments, we can comfortably say retailers want to control mobile experiences, and payments fall under this mobile marketing trend. From splitting up the dinner bill to streamlined checkout processes on mobile sites, this mobile trend will command more attention in 2017, and be the cause of more mobile traffic in the following year. Mobile wallet options and loyalty programs can capture consumers, and draw far more revenue from mobile payment services.

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