Mobile marketing and mobile advertising are becoming more of a necessity for brands as consumers are relying on their smartphones now more than ever. In recent times, an increasing amount of people have been favoring mobile to make online purchases, so it makes sense that U.S. mobile ad spend will top nearly $42 billion in 2018, rising by a five-year compound annual growth rate (AGR) of 43% from 2013.
Although online consumers are more aware of the buying journey and the ways in which brands are marketing to them, they nonetheless understand that these brands need ad revenue to operate. In fact, 68% of internet users don’t mind seeing ads as long as they aren’t irritating or invasive. Therefore, for brands, mobile marketing strategies should be well thought out in order to be fully effective as irrelevant or intrusive ads are predominantly unsuccessful in garnering their audience’s attention.
Source: Smart Insights
But why is mobile so popular when it comes to online purchasing? Mobile phones are portable so a consumer can be anywhere and have access to online shopping as long as the internet is available to them. Mobile devices are also more personal than other digital outlets because users have an emotional attachment to them.
Other platforms, such as a TV or desktop, are mostly shared among all members in a household, making it extremely difficult for brands to address and advertise to targeted audiences. This means that advertising to a brand’s mobile customers will be more effective as it is easier to target their advertisements. So what can we expect from the future of mobile marketing?
1. There will be a rise in ad blocking:
2017 is expected to see a rise in the prevalence of ad blockers, banner blindness, and the general lack of interest among internet users in digital ads. In fact, 25% of smartphone users are now making use of ad blocking apps and browsers, and that number continues to rise 90% year-over-year.
But what does this mean for advertisers and their brands? Studies reveal that the average click through rate for display ads is 0.06% in the last year. With the amount of marketing spend being focused on online display and banner ads, it seems redundant, and in some cases, financially damaging to continue funding these types of advertisements. Furthermore, if these ads aren’t targeted properly, brands really have no chance of effectively reaching out to potential customers and generating those valuable clicks.
Instead of thinking of ad blocking as an obstacle in the buyer journey, marketers should think of it as a symptom of poor user experience. Users are actually taking a stance against the ways in which marketers are trying to advertise to them when they implement ad blocking. So considering different methods of advertising among brands is a must in order to ensure fully effective mobile marketing. As a result of all of this, in 2017, advertisers will focus on ads that complement content rather than block it, leveraging ad creative technology that supports engaging and polite formats.
2. Content and advertising are merging:
The line between content and advertising will continue to blur in 2017 as advertisers increasingly leverage branded content. In order to capture the attention of audiences, adding value to marketing content is a must. In other words, providing valuable, informative and interesting content, like blog-posts and case studies, (instead of merely spamming or advertising a product) will ultimately result in garnering more attention from potential customers. This means that consumers are gaining something valuable from the content a brand is providing, establishing trust among that brand’s prospects and existing customers.
It is also noteworthy that consumers expect mobile ads to relate to them. However, rather than promoting a product they recently purchased, advertisers should be intelligently considering their interests and their environment. For example, busy, on-the-go customers who grab their phones for a specific task are more likely to find even a short video disruptive and irritating. In order to be effective on mobile, it is best to steer clear of disruptive ads.
A brand’s marketing and advertising campaigns should also have flexible formatting in place. That way, they can be sure that regardless of device or platform, their audience will be able to have the same user experience across the board.
3. More shoppers are using mobile in-store:
83% of shoppers use their mobile while shopping in-store. In fact, frequent smartphone users spend almost 25% more money than standard shoppers . Brands can leverage this information when coming up with new and innovative ways to advertise to their customers while they are in-store. Finding methods of bringing a brand’s offline products to the online space will contribute to their customers having a unique brand experience.
70% of shoppers expect more personalized brand experiences . In addition, 52% of them are open to receiving pop-up offers on their mobile device, prompted once they enter a store . Since shoppers are willing to receive special offers and in-store competitions, etc. that are digitally interactive via mobile, brands are likely to increase their overall customer engagement if they implement this marketing strategy.
Mobile Engagement solutions are the perfect way to bring physical products to the online space, and they can greatly contribute to the increase in a brand’s customer engagement and the ultimate goal of reaching sales targets.
62% of shoppers want to be able to scan a product on their device to see product reviews and recommendations for other items they may like. A great way to do this is via image recognition and logo detection. For more information, why not read our recent blog-post to find out why marketers need image recognition technology?