Over the past 10 years, mobile marketing has undergone a dramatic evolution, spurred by advances in technology and changes in consumer behavior. It now encompasses a wide range of activities, from traditional SMS marketing to more sophisticated techniques, such as location-based advertisements or in-app messaging marketing. To make the most of the new opportunities offered by mobile marketing, it’s important for businesses to understand their own capabilities, as well as the underlying trends.
1. The rise of mobile devices as the primary means of internet access is changing the way consumers interact with businesses
This shift in consumer behavior is forcing brands to adapt their marketing and sales strategies to meet audience needs. It might seem like a given in 2022. Yet many businesses still don’t have a website or mobile app. They are automatically at a disadvantage, as they miss out on potential customers who use their cell phones to make purchases. Brands need to ensure their website is responsive and easy to use on a smartphone screen.
In addition, consideration should be given to developing a mobile app to provide a more immersive experience for customers. It is also necessary to ensure that marketing and advertising campaigns are designed for mobile users. Finally, and this is a key element, a company that does not yet use a messaging application is missing out on one of the most effective channels for creating a connection with its customers.
2. The growth of the mobile internet opens up a new way to develop creative content for advertisements
As users increasingly rely on mobile devices to access the web, companies are following suit and promoting more on mobile platforms. Brands can no longer rely solely on desktop campaigns: they need to reach their audience where they are. This means they have to create ads optimized for small screens, which can be a challenge. But the payoff is worth the effort, because not only are mobile internet users growing, but they’re becoming more engaged, and screen time continues to rise.
The challenge is to create mobile-friendly content that is easy to read and navigate. As more and more people use their smartphones to go online, it’s important for brands to make sure their content is relevant. Here are some quick tips:
– Use short and concise sentences
– Make bulleted lists to make information easier to read
– Avoid large blocks of text
– Use images and videos sparingly
3. Rise in mobile shopping and mobile commerce
Today, everyone uses their smartphone or tablet to research products and services, find deals and promotions, and purchase items online. Brands are therefore spending more and more time and money on mobile commerce, deploying chatbots or messaging apps to promote their products.
Using a rich communication platform gives brands the ability to meet their customers’ needs in a simple and efficient way. For example, Viber enables businesses to meet customers at different stages of their marketing journey: from building awareness with advertising solutions, to driving conversions and sales, to supporting and building loyalty through conversations.
The increase in mobile shopping and mobile commerce is a great opportunity for growth. Customers now have the ability to shop anywhere, anytime. It is essential for companies to meet their expectations by offering a polished and efficient experience.
4. The rise of messaging apps as a way to reach consumers
Email marketing is very effective. In addition, messaging apps are extremely affordable: costs are often much lower than traditional marketing channels like print or TV ads. Finally, it is an easy-to-use tool. Any business can create and manage a messaging app campaign with some effort. If you’re looking for a way to reach more customers, it’s definitely worth considering social media and messaging apps.
Incorporating messaging apps into a communication campaign mix will allow the brand to communicate directly with its customers, send timely updates and announcements, provide customer service and launch promotional campaigns.
5. The rise of mobile advertising
Mobile marketing is becoming increasingly personalized, with the ability to target ads based on consumer interests and behavior. With mobile marketing, the messages sent to each consumer are relevant, interesting and engaging: all this increases the conversion rate. Brands are creating increasingly effective advertising campaigns that are more likely to result in happy repeat customers.
For example, Viber allows businesses to deliver personalized and highly targeted advertising messages, connect with existing target audiences, retain them and reach new ones.
The world of marketing is constantly changing. What worked yesterday may not work today, and what works today may not work tomorrow. It is therefore important to always be on the lookout for the latest trends, in order to stay one step ahead of competing brands. By analyzing the latest trends in their industry, brands ensure they are using the most effective strategies to reach their ideal audience.
Director of partnerships in the MENA zone at Rakuten Viber