These trends will shape mobile marketing next year
Mobile marketing strategies span across several industries. Due to rapid changes in mobile technology and marketing approaches, marketers have to be on their toes to adapt the new trends that come their way and integrate the same in their promotional strategies.
What are some of the top trends that we can expect in the coming year? What new hardware will make headlines? Which technology is going to gain more prominence?
Based on the results of a recent marketing trends poll conducted by Smartinsights (which asked users to share their views on marketing techniques that will have maximum commercial impact in 2016), here is a list of five of the top marketing trends as they relate to mobile marketing. They're in the order they were voted on by Smart Insights readers.
1. Marketing Automation
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Mobile Browsing is So Popular You Can’t Afford to Ignore Your Mobile Visitors
The statistics don't lie – mobile browsing has quickly become more common than desktop browsing, and mobile visitors tend to show higher rates of engagement than desktop users. However, the window of engagement time is also shorter for mobile users, which means they stay on your site for less time and come back less frequently. While someone browsing a site on their laptop or desktop might leave a few tabs open and go idle, only to return later on to continue reading, this type of tabbed behavior is not as common amongst mobile visitors.
The average small business website gets about 20% of its traffic from mobile devices, but that number is continually growing and for some sites it is much higher. Thus, the best way to…
Marketers can better outreach their customers using location data
It's now commonplace for businesses to create mobile responsive websites and apps to offer similar functionality to a desktop website. But if your mobile experience are limited to features available on your desktop site you're missing out on the opportunity to deliver content in context. Customer location information can help businesses deliver a better and more relevant mobile experience and enable them to target the right audience for their services. In this article I'll look at some example for geo-targeting to provide more relevance.
Source: Subiz.com
Marketing campaigns follow a chosen strategy for targeting customers and the choice of location is important in determining the over-all success of the marketing campaign. As the location impacts demographics and buying behavior.
A woolen apparel retailer who makes hundreds of sales in a day in a…
App Store Optimization is a new field but highly important for anyone looking for App users
App store optimization is the emerging and dynamic practice of creating mobile app listings in the Google Play and Apple app stores for indexation, app visibility and conversion.
Because neither app store provides visibility to either their indexing or ranking algorithms, or store search data like daily volume, or volume by keyword/phrase - publishers, marketers and agencies have had to experiment and draw on experiences of others.
App store optimization is often compared to search engine optimization mostly because that’s what marketers know and it is a familiar reference.
But there are significant differences that we will explore that all lead to the same conclusions: app store search is different than web search.
If a mobile app publisher, marketer or agency is building an app listing targeting keywords and phrases that are reported to be relevant and high…
The UK has the highest percentage of e-commerce purchases via Smartphone in the EU
Smartphones have become a key component of how we browse the web, entertain ourselves and consume media content. 85% of 18-24-year-olds have Smartphone's, and the rate of uptake barely decreases with age; 84% of 25-34-year-olds have Smartphones and 81% of 35-44-year-olds do.
E-commerce from mobile devices is growing fast, and the UK is ahead of the curve. 32% of people surveyed in the UK had made a purchase on their Smartphone in the past month, the highest rate in the EU.
Digital marketers need to keep up with the rapid trend towards mobile, and it certainly moves fast. In just the past four years Smartphone use has rocketed by 43%. Use this infographic to see some of the latest stats regarding mobile use and uptake.
This infographic is courtesy of the…
Mobile payments are a huge opportunity for marketers. Here is why:
Mobile payments aren’t just a way to process credit and debit card payments; they can offer an inexpensive means to help you reach a wider customer base, and cultivate lasting relationships. Here are a few of the marketing advantages mobile transfers and communications can offer.
Mobile payments and promotions reach customers via the tools they use most often — cellphones and tablets.
When businesses send a letter via direct mail, or advertise in local media, there are a host of unknowns: Will the marketing piece reach the intended recipient? Will it be read? If it does get noticed, will it arrive when the customer wants to purchase what you’re promoting? Most importantly, will the prospect remember your business once he/she is ready to buy?
These variables can be a costly gamble, since they are virtually impossible to control. Mobile marketing campaigns, on the…
Know where your app user acquisition channels drive sign ups
After spending your hard-earned marketing dollars on ad campaigns for your apps, you may be disappointed with the low acquisition figure and this prompts many questions. Have your ad campaigns targeted the right audience? Did you have the wrong advertising priorities when choosing campaign partners, ad networks and tracking partners for your ad campaigns? All these and many more aspects play a crucial role in making your app acquisition drive successful. Lack of adequate measures may mean you are unable to determine which channels are effective. So, measuring the success of your campaigns is crucial for the future of sustaining your app to support your business. In this post I will offer some clues as where to begin and how to approach this measurement.
First of all, sustainability is more important than growth because only when through enough acquisition you can secure…
Five examples of how retailers and brands are using iBeacons for marketing campaigns
Apple iBeacon gives great opportunities to develop innovative marketing campaigns, particularly for retailers. Beacons are small wireless sensors to connect the online with offline worlds. Their main purpose for a retailer is to enhance the customer experience by offering a new form of proximity marketing which can link to boosting product sales. Apple explains the the approach this way:
"Your iOS device can alert mobile apps when you approach or leave a location with an iBeacon.iBeacon uses a Bluetooth low energy signal, which iOS devices detect. In addition to monitoring location, an app can estimate your proximity to an iBeacon (for example, a display or checkout counter in a retail store)".
Let's now look at five interesting examples of how brands are using Apple iBeacons to create an advantage and added value for their customers.
1. Famous Antwerp Museum uses beacons as…
How Moburst helped Mailwise gain visibility for their mobile app
For the past few years, the stock of mobile apps has been on the rise. As of May 2015, there are more than a million apps available in the leading app stores. To be precise, Google Play offers more than 1.5 million apps to its users, while iTunes follows closely behind with 1.4 million. Since the App Store was launched back in 2008, the number of apps has been rapidly growing, and it seems like that movement won't stop anytime soon. Thousands of apps are submitted for release each month - yet, for every successful app there are many others that fail to make a long-term impact, let alone find their way on the charts. How do apps get traffic and more importantly, downloads?
App Store Optimisation
Similarly to Google's SEO (Search Engine Optimisation), where websites optimise their sites to…
The Fails and Fixes of using SMS for marketing
As consumers are more on the move, shopping and researching using their mobile devices, getting their attention with SMS is a good option many marketers may be underusing. Yet...
Engagement rates for SMS/Text are 6-8x higher than emails and 90% of SMS texts are read within 3 minutes of receipt.
This infographic from West Interactive shows however that even though it's a good medium, there are dangers lurking since mobile users are highly aware of unsolicited texts and opt-out rates can be high. It recommends to ' Co-ordinate your messages across your channels, be aware of country specific legislation and test load times for a good UX.'
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