Smartphones are becoming one of the most used devices to view information, and it’s not hard to see why. These small yet mighty processors provide everything we need for everyday life, whether you’re looking for a local takeout or need to call your loved ones. These hubs of communication have also opened up a world of apps, which provide entertainment, organizational tools, and a variety of ways to chat to others in personal and professional ways.
With all this information and communication capability under one roof, it’s no surprise; it’s now a top way to advertise products and services.
One of the main confusions with mobile marketing is it is often viewed as an isolated element within the marketing mix. However, this area should complement other strategies to give a consistent approach across all mediums.
The rise of smartphones
In comparison to other technological advancements, mobile phones or smartphones as we know them now have moved forward quickly in the past decade. What was once a device we merely telephoned with is now a diverse device that can handle numerous applications at once. What’s more, its integration with the online world has made it an integral part of everyday life for around 85% of Americans.
The advertising and marketing shift
With this advancement came a change in how businesses promote products and services. Previously websites were the big digital move for companies, but now mobile-first websites are a top priority. So when Google changed its algorithm to focus on mobile-friendly rankings, so did the need to revamp marketing strategies to keep up with the change. Basically, if you don’t have a mobile-friendly website in 2021, then you’re severely impeding your chances of being found on mobile searches.
Not only are company websites important, the way marketing has evolved for smartphones is also a key area to implement in strategy.
What is mobile marketing?
Mobile marketing covers a host of elements. It focuses on the user experience and creates a consistent brand message across all devices. Some top aspects to consider include:
- Landing pages
- Marketing SMS and MMS
Cross channel engagement
We’re not quite at the stage of a completely mobile-first world. So, cross-channel marketing methods are an ideal technique to harness the best results. Using a similar approach to traditional marketing is a great starting point. Identifying the audience, understanding buyer personas, and observing mobile habits are essential to promote to the right people.
The design of a website on mobile is vital to get it right. By looking at metrics and establishing KPIs, this makes it easier to identifying problem areas. Mobile metrics are also available on Google Analytics to delve deeper into the way people interact.
Mobile marketing trends
The way smartphones evolve pushes the way marketers need to develop strategies to promote products. Top trends are arising from this move. Check out some of the areas dominating current and future practices.
It comes as no surprise that your mobile knows your whereabouts. However, if apps want to do the same, they need permission. When an app is downloaded, a pop-up typically asks to allow access to your location when the app is in use. By doing this, it opens up a range of services that are available to you close to you. For example, you’d need to allow access if you wanted to use the Uber app.
However, some apps ask for this access, but it doesn’t appear to be of any use to them. In this case, they may share your data with third parties, which allows them access to your location. This can be used further for marketing. So you might see pop-ups of relevant offers or services relating to this location-based information.
Artificial Intelligence (AI)
Artificial intelligence is something already installed on a smartphone. You will already know some of them, including Alexa, Siri, Google Assistant, and Cortana. While this technology is still relatively new, it doesn’t stop marketers from researching and developing ways to use the information it collects.
In the future, we may see more adverts and suggested products and services via AI on a smartphone. In addition, search engines are also adapting algorithms to enhance voice search as this becomes a popular way to request information.
Social media is possibly one of the most significant reasons why smartphones have changed advertising methods across the board. We live in an age now where everything is shared and liked online, and it’s natural to want to get in front of this vast audience.
Marketers have become experts in delving into the data delivered from these platforms. For example, have you ever noticed specific adverts pop up after you’ve visited a location or searched for something on the Internet? These targeted adverts helped businesses ensure products and services hit the right audiences at the right time.
For example, Facebook is an ideal way to raise brand awareness, plus strategic growth should include Facebook influencer marketing. Influencers are big business, and many consumers say they have purchased something after seeing an influencer promote it. Influencers are also well versed in what works and doesn’t work for their audience. So if you’re keen to tap into this funnel, work with suitable individuals to make it work for your business.
Video is one of the most popular ways to consume content on smartphones. It’s not only watched on this device but filmed on it too! This marketing strategy will be seen more and more over the next decade as we move towards video-centric platforms.
Video is also hugely popular on social media, and influencers are vital in creating the buzz around products and services. Even simple elements such as Stories on Instagram are a great way to promote a brand. Research highlights around 58% of users say they are more interested in a brand or product after seeing it on Stories.
Wearable technology and smartphones
Wearable technology is everywhere. From fitness trackers to smartwatches and healthcare monitors, this technology is going from strength to strength. While it may seem that its just pairs with your smartphone, it also sends information to apps to improve marketing and targeting.
Who doesn’t love an Instagram filter! The concept of augmented reality is taking something real and modifying it. Many apps use this, including Snapchat, TikTok, and Instagram. These filters are ideal for raising brand awareness, including special filters for holidays and events.
Others companies use this technology to create direct revenue. For example, the infamous Pokémon Go game was an enormous hit with kids and adults alike. This game amassed an enormous following and a whopping $1.2 billion in revenue.
This technology is a massive part of many social media apps and is ideal for raising brand profiles.
What’s coming next for smartphone advertising?
Recently Google announced a significant change to how they use data. This change will remove third-party cookies on the Google Chrome browser. This was due to be launched in 2022, but a recent announcement has pushed this back to 2023.
What does this mean for businesses and marketers?
In recent years, privacy has come under scrutiny in the online world. This milestone change would help protect the privacy of consumers. However, for companies using targeted adverts and tracking methods, this means a challenging time ahead.
How do you target the right consumers when you can’t see the data you need? In reality, this is difficult but not impossible.
Google has also detailed ways to reach audiences without the need for third-party cookies. One proposal is Chrome’s Federal learning of Cohorts (FLoC). This technique groups people together with similar interests and uses on-device processing to ensure privacy.
Developing first-party relationships
The recent news has also strengthened the need for advertisers to focus on developing first-party relationships. These connections are vital for building a successful brand, and new search technology will make it more beneficial to connect on a deeper level.
The speed of information
Consumers have a short attention span online, and speed is of the essence when it comes to user experience. This will only prove a greater element while searching online in the future as technology advances. Smartphones provide hear and now information, so mobile-first websites need to be responsive and user journey-centric.
The future of smartphones
Smartphones are ever-evolving, and with the introduction of 5G in the not-so-distant future, data will be easier and faster to access. As a result, the humble landline is also becoming a dying breed. According to statistics, less than 40% of US adults have an operational landline at home. This means the smartphone soon become the ultimate way to communicate at every level.
Technology is changing the way businesses market to current and future customers. So to stay on top of the current trends and updates, businesses need to adapt. The fundamental approach to campaigns is to deliver the right message at the right time, but planning and innovation are required to achieve this.