Mobile marketing is becoming ever more important, as the number of people in the world who utilise smartphones and tablets in order to purchase goods and plan their purchases is increasing rapidly. Even in an era in which Western people take for granted the ownership of mobile computing, there is still huge potential for growth in this niche, given that the Third World and developing economies are now getting on board with mobile in a big way.
This has contributed to the fact that it was recently acknowledged that there are now more mobile devices in the world than people. This statistic was predicted for quite some time, but according to GSMA Intelligence the human race has now traversed beyond this point.
With the vast number of mobile devices in circulation and the increasing prevalence of sophisticated networks to support this technology, it is hardly surprising that mobile commerce is also going through the roof. According to a report from Juniper Research, the mobile commerce marketplace will be worth $3.2 trillion by 2017.
Given the vast commercial market and potential that mobile commerce offers, keeping up with trends in this niche is incredibly important for all industries. Thus, staying ahead of the curve of what can be expected with regard to mobile marketing in the near future is incredibly important. So here are six critical trends which will define mobile marketing over the next twelve months.
Emerging Markets Growth
Emerging markets will continue to outperform more traditional marketplaces in terms of growth in both smartphone and mobile Internet penetration. In truth, there is little potential for growth in this area in the West, while, for example, Africa is rapidly coming online with mobile services, and this is expected to develop further still over the next twelve months. Marketers should bear in mind that targeting developing economies should at least play some part in their overall strategy.
Targeting Advertising to Become More Important
Most analysts believe that the future of e-commerce is in the mobile sphere, now commonly referred to as m-commerce. Initially, marketing in this area was aimed at encouraging people to download apps, but as m-commerce develops in the next twelve months, targeting users with specific product plans based on their preferences will become more important. Increasingly, delivering a contextually relevant experience will be critical to success.
Mainstream Brands and Native Ads
Native advertisements are currently considered somewhat niche, but this will change in the next year as conventional brands begin to adopt them on a large scale. In 2015, mainstream companies will begin to engage with the audiences in such a way that the mobile environment they deliver on their websites blends more seamlessly with mobile app and site experiences.
Smart Data Importance
One of the most interesting aspects of the rise of mobile commerce is that the way the market can be understood has changed rapidly. The traditional demographics which we associate with purchasing have not gone out of the window completely, but today new market segmentation occurs which must be taken into consideration by marketers.
Whereas traditional forms of purchasing still remain important to some degree, there is no doubt that the mobile has nonetheless become the keystone in the universe of the consumer. Mobile interactions are generating mammoth amounts of big data, and the potential to collect, collate and analyse this data in order to create meaningful user profiles is becoming increasingly feasible, and indeed important.
As this ability develops over the next twelve months, it will become increasingly possible for marketers to deliver relevant advertisements to genuinely absorbed consumers. Data will become a massive issue for businesses in the very near future, and the smarter the data is will increasingly decide the success of a particular business.
Moving Beyond Existing Mobile Marketing
As brands develop a sophisticated mobile marketing strategy, traditional methods of reaching consumers will become increasingly obsolete. Whereas techniques such as CRM and SMS on mobile were incredibly popular in the past, marketers will look to move beyond this technology in the next twelve months and into the future.
The next year will see digital marketers desiring and acquiring the ability to connect and communicate with a wide variety of customers through mobile via the purchase process and across multiple channels. And increasingly integrated, nuanced and sophisticated approaches will reap reward.
Multiple Formats and Historical Data
As mobile experiences become increasingly integrated, marketers will be more inclined to combine efforts across a wide range of marketing formats. It will also become increasingly possible to target consumers based on historical data, as usage patterns are recorded and more deeply understood. Interaction with advertisements will also become important, and even utilising such unusual methods as gaming will become commonplace. The digital marketing of the future will be multi-faceted and far more targeted than previous campaigns.
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