Where’s Mobile Marketing Headed in 2017?
As mobile phones have completely taken over everyone’s lives, marketing has found a way to take advantage of this technological innovation as well. The mobile ads you encounter while browsing your Facebook timelines and newsfeeds are just one of the many ways the marketing industry has embraced mobile marketing as a viable strategy to increase reach and exposure.
Mobile marketing encompasses multiple touchpoints and is thrown wide across various channels. Devices such as mobile phones and tablets provide marketers with an opportunity to reach their target audiences. More importantly, marketers can expand their reach through different channels like websites, email, social media, mobile applications, SMS, and MMS.
The year 2000 was the birth of SMS as a mobile advertising channel, but the first ever SMS was sent in in Finland back in 1992. Finland was also the site of the first mobile advertising activity. A Finnish reporter began creating and sending sponsor-backed news articles and headlines. Because it’s such a flexible channel in terms of time and location, marketers hailed SMS as the seventh mass media channel. Fast forward to today, people have become accustomed to receiving product or service promotions, deals, and details via SMS.
Since its inception, mobile marketing has rapidly changed the marketing landscape. The boom of smartphone adoption resulted in the growth of online advertising via websites and mobile apps. Today, the industry is still evolving, and as marketers, we need to keep ourselves up to date on the latest trends. Here are some of the most important mobile marketing trends in 2017:
Mobile Marketing Trends
If the internet introduced a new way of purchasing through e-commerce, then mobile marketing has facilitated M-Commerce. Based on the data collected by Website Builder, 4 out of 5 consumers use their smartphones to shop. Mobile commerce sales in the U.S. alone are already topping $83.93 billion.
Although it’s mostly B2C, B2B buyers are also exploring the idea of multiple purchase touchpoints such as mobile e-commerce applications. This is simply the natural progression of things since 56% of B2B buyers already use their mobile to read product or service reviews.
As a B2B marketer, processes like payment terms, shipment terms, and product details should all be accessible through your m-commerce application.
Mobile Marketing created additional space for ads, as media brands now allot about half of their digital marketing budgets to mobile. Moreover, mobile advertising now makes up 79% of Facebook’s business.
Because of increased competition, B2B marketers should now be mindful about how to better target their ads to the right customers. Certain platforms such as Facebook and Google have introduced different advertising features for engagement, lead generation, and conversion.
You’ve probably made that one last late night email check before going to bed on your phone. Nowadays, 69% of emails are read on a mobile phone.
As a marketer, you should make sure that your emails are optimized for mobile usage. There are a lot of tips to remember such as text size, button size fit for thumbs, and length. Be aware of what works best in your industry and keep A/B testing your missives.
Mobile Shopper Behavior and Brand Loyalty
With just a few taps, a customer can find his or her way to your online store. 93% of customers who have done the product or service research through their smartphone eventually complete the transaction in a physical store. Furthermore, if you have an app dedicated to your product or service, customers are 3x more likely to convert there than a mobile-ready website.
Due to this change, you must provide your customers with a rich mobile experience that goes beyond offering a mobile-optimized website. Include promos and discounts when B2B prospects buy through the application as a strategy to increase brand loyalty.
When you have a question in mind or simply have something to clarify, you probably pull out your mobile phone and go to a search engine, and you’re not alone.
In 2017, 60% of searches are done through mobile. This should already convince you to invest in search ads for B2B. Think about it. You could more than double your reach and exposure with search advertising. Now, who wouldn’t want that?
Mobile Loyalty Programs and Rewards
There’s nothing better than receiving rewards for simply being loyal to a certain brand. It’s nice to be appreciated for being yourself, and it further strengthens your relationship with that particular brand. With this in mind, it should come as no surprise to learn that 37% of marketers reward the loyalty efforts of their customers through mobile.
The pressure is now on businesses to establish loyalty and rewards programs to show their appreciation to their best customers, and it’s been working. Don’t get left behind by the customer loyalty trend. Make sure you’re rewarding your best customers. They deserve it, and they’ll reciprocate by spreading the good word about your brand.
It’s crystal clear that mobile marketing is going to continue expanding and evolving this year. As the industry matures, we can expect to see new trends and technologies emerge that can help maximize the utility of mobile as a marketing platform.
Check out PureB2B’s range of marketing solutions to see how you can take advantage of mobile marketing to grow your business!