Panic, Hysteria, and Fomo. These are all feelings that come to mind when you see those horrible words, “no service” or “unable to connect to Wi-Fi. The fear of being off the grid is far too real. The consumer mobile relationship is more intense and dependent than ever making mobile marketing a key to a marketer’s marketing strategy. 80% of mobile searches on the Internet are done on a smartphone, while 89% of time spent on mobile is through mobile apps. This means that when looking creating ones marketing strategy it’s vital to understand last year’s mobile marketing trends in order to create the best marketing strategy for 2017.
What 2016 Had to Offer
In 2016 we saw our expected trends of 2016 come into fruition including mobile wallets, location-based services, messaging platforms individualization within apps, interactive engagement in push notifications and real-time omni-channel experiences. In 2016, we clearly saw the current popularity status of the smartphone. While PC/laptop holds 91% of internet surfing, smartphones are used 80% of the time as the choice of searching the internet. The new technologies are emerging right before our eyes. Here, we see people starting to surf the web via smart watches 9% of the time and 34% of the time people are surfing via smart tv's. We are clearly living in an exciting time of technology.
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However, there were others predicted trends such as investing more in post downloads and ad blocking, which did not gain as much traction as we anticipated.
A Closer Look-What Really Happened in 2016?
In 2016, marketer’s underutilized interactive engagement in push notifications. In our latest study, The Digital Customer Engagement Index, we analyzed the top ecommerce brands in the UK across three channels including mobile. As expected, almost all companies (92%) have an app and 84% of them have at least two apps. Which is why we were surprised to discover that only 24% of Android apps asked permission to send push notifications and only 17% actually sent one or an in-app message. Now more than ever, it is essential to make sure you have a strong mobile marketing strategy. As for individualization within the apps only 2% of brands actually offered a level of personalization in their apps. This indicated that there is definitely room for improvement when looking to 2017’s mobile marketing trends.
The Sudden Mobile Marketing Trends of 2016
In 2016 there were even some mobile marketing trends that came out of left field. One of the prime examples was the steep increase in video content. According to YouTube, they report that every year mobile video consumption increases 100% from year to year. In addition, 65% of U.S. marketers plan to increase their mobile ad budgets in order to account for video. Although the hottest digital trend to emerge from 2016 that was completely unexpected was Pokémon Go. This was arguably “the” mobile marketing trend of 2016. Pokémon go embodies the cutting edge marketing trend that is augmented reality, engaging customers to the extent where PokeStops attract customers, and more. In 2016, we saw this innovative reincarnation from a classic that was able to redefine the parameters in which we visualize mobile marketing today. According to SimilarWeb, Pokémon Go has more downloads on Androids than Tinder and Twitter in the United States. What will 2017 have in store for us that will be able to top that?
5 Mobile Marketing Trends to Watch Out For in 2017
This upcoming year we can expect to see many mobile specific marketing trends. Our expectations are high and we are anxiously awaiting the development of these exciting trends to unfold right before our eyes.
1. Chatbots, a digital trend for 2017, are a medium in which brands can communicate and engage their customers. But why is this a mobile trend? Considering Facebook sent an announcement last summer stating that downloading Facebook Messenger was going to be mandatory. As of November 2016, Facebook's vice president declared that 33,000 developers had written 34,000 chatbots for Messenger and these chatbots are starting to show improved user experiences on Messenger. These automated may seem crude today says technology strategist Michael Wolf but they are shaping the outcome of one of the internet's largest battlegrounds.
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2. Seamless Experience: in 2017, we can expect marketing strategies to be as seamless as ever between platforms. This means that the gaps between using mobile vs. web for example will become smaller and smaller. The goal is to give the customer the easiest experience across all channels. Companies including Apple and Google have already made major strides to achieve this seamless experience. Apple has expanded mobile features such as Siri and Apple Pay to a customer’s desktop to make ones experience is continuous and pain free as possible.
3. Location-based: We can expect to see location services to be used for things like based push notifications. Utilizing data and customer information in order to increase engagement and outreach for 2017. What are the key indicators that we have progressed and will continue to progress in 2017? Three main factors:
- By 2017, the wireless penetration will reach a third of the world’s population
- 80% of all social media will coincide with mobile
- Mobile ecommerce will continue to rise and as a result companies are using geo-fences to serve nearby customers. Apple has already invented iBeacon a Bluetooth powered location system.
4. Machine learning: used to comprehend customer product preferences using past purchase history then based on this the next time customer enters the store they will receive a relevant push notification. In order to have a hyper personalize the customer journey. According to an article in TechCrunch, if your company isn't using machine learning to detect anomalies, recommend products or predict churn, you will start doing it soon.
5. Mobile only social media: Since 80% of time spent on social media is through the mobile channel marketers may want to make this their focus for 2017. Mobile only social is growing in popularity including apps like Periscope and the almighty Snapchat. Additionally, a growing emphasis on differentiating content in between platforms. Continue to connect and engage with your customers by posting content in the moment and staying up to date.
Mobile marketing trends of 2017 will include everything from new and exciting technologies to focus on providing seamless yet different experiences across the various channels. We are here to lend a helping hand in order to help navigate your marketing strategy for 2017. Our customer engagement platform can assist you in capitalizing on this year’s trends for the best mobile solution with everything from push notifications, app marketing, and sms marketing. Let us help you create a marketing strategy that engages customers like no other. Visit our website or sign up to keep on receiving our Digital Marketing News:
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