25 Sep 2019

9 Mobile Marketing Trends You Can’t Ignore

As we become more and more reliant on using smartphones, mobile marketing becomes more critical for modern brands.

Certain trends have become obvious, and ignoring them puts a serious damper on our branding results. Here are mobile marketing trends that you absolutely have to pay attention to, and should consider implementing before we hit 2020.

1. Omnichannel Marketing

You have to keep in mind that not all mobile interactions start or end on your smartphone. Users are navigating from multiple devices. Their buying journey may start through voice search on a smart assistant and continue on a mobile device.

Browsing the web has become very fragmented and harder to monitor. There are no longer linear sales funnels any more because interactions have become faster and scattered across devices.

There are gaming platforms, smart TVs, and even smart home devices. We are living in an age where you can stream television through a smart fridge. Times are changing. Your marketing efforts need to reflect that.

Here’s a detailed omnichannel marketing guide and how to implement it in your overall marketing strategy:

omnichannel marketing

2. Visual Search

Ok, some of marketing trends really start resembling sci-fi movies. These days you can point your phone camera to any object around you to associate web search!

Google Lens is an image recognition technology developed by Google, designed to bring up relevant information related to objects it identifies using visual analysis based on a neural network.

visual search

If you haven’t got serious about visual marketing yet, this trend should have encouraged you to!

3. Ever Evolving Instagram Ads

Traditionally mobile-only, Instagram is growing by the day, and they have been getting into the advertising game for awhile as their user base increases. Some bigger brands have been getting on board with the platform and started marketing from there, but the crowd is still pretty thin.

Instagram is adding new and new advertising options every year. This year they are introducing ads inside their Explore section where users would go to discover new content and feeds:

ads in explore

That makes it a great place to start setting your own ads, with great returns. Of course that means you should be putting a good amount of focus on your overall Instagram marketing strategy. If you haven’t launched one, it is a good time to start.

4. Augmented Reality

Augmented reality (AR) works by overlaying virtual objects on top of a real-world environment (usually by using the camera on a smartphone).

If you experienced the hubbub of Pokemon Go, you witnessed augmented reality in action. Other examples include IKEA Place offering you to virtually “place” IKEA products in your room and Timberland building a virtual fitting room (known as magic mirror).

Augmented Reality

5. Video Ads

Video ads are a little bit controversial right now. The data still isn’t in on how effective they are, and different sources report wildly different success rates. But there is no denying that more brands are using them, including on mobile marketing.

Platforms like YouTube are especially reliant on the advertising form. You may want to consider jumping on the bandwagon and trying it for yourself.

6. Mobile Apps In Google Search Results

google apps in Google search

Google started blending their first-page search results to include mobile apps a couple of years ago. Where you would normally see ads or universal search results in the top spots, you could find Google Play and iTunes recommendations right on the first page.

These days Google is also showing the whole section filled with related Google Apps including average ratings and price. Advertisers are also welcome to advertise their official app right inside their sponsored listing.

Apps already make up a huge chunk of mobile usage these days. Even if you don’t have an app yet, it is worth making one just to take advantage of their popularity, and Google’s new promo guidelines.

7. Social Commerce

As mentioned, ecommerce is becoming increasingly omni-channel, i.e. unifying every sales channel to create a single commerce experience has recently become the only way to go.

It has also become highly cross-platform: Driving sales from Google only is no longer sustainable. These days of mobile apps and social media ads, you can monetize your social media presence and create multiple marketing channels.

With Facebook focusing more on “buy now” buttons, and platforms like Instagram and Pinterest really pushing the ecommerce side, we are now seeing a socialization of online consumerism.

The line between shopping cart and social media has been blurred, and it is time to take advantage of that. Not only can you begin to use social platforms for direct sales and lead building (which works great via mobile devices), but you can make your own site more social. The early, creative birds get the worms here.

8. New Payment Systems

Payment systems are seriously changing. Samsung has a payment platform that can be used almost anywhere, in spite of whether they are optimized for it or not.

Services like PayPal are being accepted from big names like Walmart. Smartphones have their own wallets, such as through Apple Pay. It is no longer an option to ignore these new ways to pay, because customers would rather go with a brand that offers the choice.

9. Customized Lifestyle Apps

What can we learn from products like the FitBit? That apps are no longer accessories, they are lifestyles.

People use mobile devices to reflect and enhance the way that they live, such as through fitness apps (FitBit, MyFitnessPal), financial assistance (Mint, Mint Bills), and even smart homes (iSmartAlarm). You can promote your services by creating a lifestyle based app of your own.

Have you noticed any hot mobile trends in marketing lately? Let us know in the comments!

Comments

  1. Libby July 18, 2016 at 6:24 AM

    Awesome post. I find video ads very interesting as well as lifestyle apps. I think that email marketing is still very relevant. With tools like mailchimp or GetResponse it’s quite easy to make it a part of a good marketing strategy that works in multi-device mobile marketing.

  2. Jeangam Kahmei October 3, 2019 at 1:44 AM

    Hey Ann,

    Incredible information. Marketing has drastically changed within few years. Everything has become digital and smarter every day.

    How crucial is to keep on updating ourselves with the latest technologies and implement it in our marketing strategy. Now it’s time to give mobile phones a priority
    While marketing or promoting.

    Thanks for your latest and important articles.

    Cheers,
    Jeangam Kahmei

  3. Sajan Kota October 3, 2019 at 5:19 AM

    Hi Ann,

    Thanks for sharing a compiling list. Visual search and Omnichannel Marketing are the two things in this list which i am planning to implement in my next mobile marketing plan. Augmented reality is something i would love to implement in my mobile marketing however i feel it can not be implemented in every industry.

  4. Adrina October 3, 2019 at 7:53 AM

    Hi,
    This is nice post for mobile marketing and having different type of article and thanks a lot for sharing

  5. Miles A. Carson October 13, 2019 at 2:57 AM

    Very informative and timely post on marketing. In recent era, we can’t ignore marketing on mobile devices. Thanks for sharing such a useful post.

  6. Siddhant Sharma October 16, 2019 at 8:57 AM

    Awesome post Ann. I am totally into AR and VR and currently are working on AR technology. We are developing a similar product like IKEA for a local barnd in India.

  7. Jennyslate October 18, 2019 at 2:13 AM

    Hi Ann,

    Your blog is as smart as your name. Amazing things to survive well in a highly competitive marketing world that you’re shared. It’s the most useful thing.

  8. George November 1, 2019 at 8:28 AM

    Hi Ann,
    Loving your writing, very informative. Mobile marketing is so important in this day and age. I just have to mention it’s importance in Chinese marketing — ever heard of WeChat? It’s got over a billion monthly users, and practically anybody with a phone in China uses it. For businesses trying to reach the Chinese audience, mobile marketing is more crucial than it is for any Western brand.

  9. Adrina March 5, 2020 at 5:43 AM

    Nice to see you here

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