It’s March and we’re well into the New Year now, and that means it’s filled with brand new strategies. In 2015, we witnessed a steady adoption of wearable technology, location-based deals and Google’s newest advertising schemes. As 2016 gets going, we’ll see new strategies and priorities emerge.
Understanding these, and getting yourself ahead of the curve will be paramount to a successful and effective mobile marketing strategy. Here are seven of the biggest ways your mobile marketing strategy can take 2016 by storm:
One: offer mobile coupons from in-store locationsMobile coupons are growing, and they won’t stop soon. In 2016 however, mobile marketers are urged to catch the “mobile coupon rise” before it passes by. In-store locations are quickly becoming the best mobile coupon distribution points, so shift your strategy towards a brick-and-mortar solution.
In 2015, text-based coupons witnessed a subtle decline in usage when prompted without a store visit first. That said, about 90% of consumers still state they have a positive disposition shift towards providers offering mobile-based loyalty offers.
Also, over a quarter of all mobile phone users redeemed a coupon through their phones in 2014. Lastly, consider that in a study by coupons.com, digital coupons users shopped 47% more than average, and which results in them spending 114% more.
The well-established love of mobile coupons will hold up the market’s bottom-line consumer purchases, but you might be missing out on extra cash-ins if you’re neglecting store-before-text buyers.
Two: make location the new cookieThe Internet is notorious for creating cookie-based marketing solutions, but cookies have been slowly leaving the industry’s priority list for a while. According to Google, approximately 85% of the world’s top 100 retailers are adopting beacon-based technology by 2016’s end to replace cookie-based data gathering initiatives.
In fact, 62% of shoppers said they like the idea of receiving deals or offers based on their location, and the majority are open to receiving alerts relevant to their whereabouts.
Consumers are learning to correspond to beacon-based marketing, too. This year, location-based services will have a huge effect on consumer marketing, granting marketers the ability to offer micro-targeted services.
Three: invest in social chat marketingBefore, social media pages, newsfeeds, store profiles and even web-based games were top-dog marketing platforms. Now, social chat is proving to be a formidable competitor.
WhatsApp and Facebook Messenger are expected to pass one billion users before 2016 ends. New popular platforms breed new marketing opportunities, and brands present on social chat will take advantage of consumer connection offers, reservation services and even purchasing options.
Four: prepare your mobile video advertsMobile video advertising, too, is growing. Consumers are moving away from televisions, prioritizing their smartphones for media consumption. In fact, 90% said they find video helpful in making shopping and buying decisions, and over 100 million internet users watch a video online every day. Video advertisements capture consumer attention, and they play a big role in mobile video format’s growth. By 2020, the mobile video market is expected to reach over $13 billion.
Five: do away with one-size-fits-all mobile contentIn 2015, big-name providers suggested making a “mobile-first” design. But what they failed to mention along with it is that in order to truly make mobile effective, it needs to be made relevant to each and every recipient, rather than a strategy that tries to fit every consumer’s needs beneath a big, wide, behavioral umbrella (see our previous blogs about “context-first” design). As 2016 kicks off, we’ll witness the end of such “one-size-fits-all” mobile content schemes.
As brands push forward with considering the user’s experience, they’ll understand the need for customizable content.
Consider the stat that over 79% of American consumers say they want a more personalized shopping experience, and over 60% say they specifically want more relevant offers based on what they want and are doing. Look into personalized advertisements, and beat the rush.
Six: hop into a mobile marketing automation platformMobile-intelligent users have become used to receiving valuable, personalized messaging, and they’ll continue expecting it. Every day, 30 billion mobile moments occur in the United States. Customer data and the opportunities to capture it is growing, and automated platforms will become the go-to solution to combine personalized content with mass texting platforms.
Mobile marketing automation gives marketers the chance to take action on collected data, creating highly customizable outreach methods for different consumer segments. Rather than sticking to a typical “big numbers” game, check out the latest automation platforms offered by intuitive providers.
Seven: pay attention to augmented reality productsJust a few years ago, it seemed impossible to scan in-store products and obtain a rich mobile experience. In 2016, we’ll witness the advent of such a world, and a building upon 2015, where we saw people being able to scan QR codes. This year, we’ll likely see a similar movement with bar codes. Personalized rewards programs, non-traditional shopping experiences and mobile gaming opportunities are right around the corner.
It’s important to stay on top of upcoming industry shifts. The mobile marketing world moves fast - really fast. As a provider, your dedication to the consumer needs to extend itself to offer innovative solutions.
ConclusionPredicting the direction of the future is not an exact science, and we’re not claiming to own a crystal ball. But the best way you can keep yourself from worrying about being bogged down by the details is by employing a strong automated marketing platform to work with. Automation is the present and the future, and can adapt with the changing times, no matter what lies ahead.
This article was written by a guest blogger:
Sophorn Chhay is an Inbound Marketing Specialist at Trumpia SMS & Mobile Marketing, tasked with organizing Inbound Marketing activities that includes buyer persona research, content creation, lead nurturing setup, and executing the Inbound strategy.