The statement that the “future is mobile” is already outdated as the present already is mobile. Mobile devices account for approximately half of global website traffic. Consumers will spend more time with their mobile devices than they do watching TV.
What Mobile Marketing in 2022 Will Look Like
As a result of the global pandemic, people now spend even more time on their smartphones and digital devices. Therefore, there is a bigger, wider audience to capture.
However, since more and more customers and marketers are flocking to mobile channels, these channels are becoming even more saturated as time goes by. Competition is harder.
Not to worry – we’ve created a list of evolving trends in mobile marketing to help you leverage them for your company and stay ahead of the competition.
10 Key Mobile Marketing Trends You Should Know
- More Mobile Commerce
Not surprisingly, with the increase of mobile use, the scale of mobile commerce has grown exponentially. According to Forbes, mobile commerce is expected to grow 68% by 2022 as more people shop on their phones.
As consumers are becoming increasingly comfortable shopping online, having a mobile first marketing approach is the most effective way to capture new visitors.
Optimising your website for mobile is no longer optional. Use responsive web design to make sure your website works just as well in mobile and desktop browsers. Optimise your website for mobile by:
- Ensuring your website loading speed is optimal – If your site takes more than five seconds to load you might be losing business.
- Ensuring your website adapts to multiple screen sizes.
- Testing your site’s performance with Google’s Mobile Friendly Test tool.
- Mobile Ad Spending Rising
In 2020, mobile advertising spending reached an all-time high of 223 billion U.S. dollars worldwide. This figure marks an increase of over 17 percent from the previous year.
With smartphone use at a record high, companies are devoting larger amounts of their budget to mobile advertising. In 2020, U.S. marketers spent 120 billion U.S. dollars on mobile promotion. Up from around 99 billion the previous year.
- Customer Experience Marketing
The growth of online content has given consumers more power. You have to offer them something more than just information. 73 percent of people say that customer experience is an important factor in their buying decisions.
Customer experience marketing is all about creating a personalised customer experience.
Provide fantastic customer experiences by…
- Using personalised messaging- address customers by their name
- Understanding your audience
- Recognising and rewarding loyalty
- Listening to feedback
- Training employees to be customer facing.
With more and more companies making it a priority to transform their customer experience, any company not doing so will be left in the dust.
Companies offering a great customer experience can command premiums of up to 25% on their products.
- Video Content Writing
Not so many years ago, video marketing was considering a rather expensive way of advertising. However, fast-forward to 2020 and you have 92 percent of marketing stating the video is a significant part of their marketing activities.
Why is this?
A video lasting a couple of minutes will reach a wider reach than a text of similar content.
Experts say that in 2022 videos will account for 82 percent of internet traffic.
Why is Video Content so Successful?
The reason is quite obvious – it’s more entertaining, engaging and easier to consume.
The choice is simple. Videos are here to stay. So why not consider including videos in your mobile marketing campaign?
- Mobile Apps are the New Storefront
The pandemic has led to many retailers adapting and evolving their e-commerce approaches in many ways. This has arguably brought mobile commerce solutions to the forefront, specifically their app-based strategies.
As competition accelerates, retailers should consider placing their app front-and-centre as the main entry point for omnichannel commerce.
- Social Commerce
Brands that engage in social commerce use social media platforms as vehicles to sell their products and services. 1 in 4 shoppers made a purchase via social media in the past year.
Social Commerce Opportunities:
- Reach consumers in the places that matter
- Create frictionless shopping experiences
- Take advantage of the e-commerce boom.
Social media continues to adapt to evolve to changing consumer trends. Social commerce has flourished under app-based platforms such as Instagram and Snapchat, and newer entrants such as TikTok.
- Conversational Chatbots
The pandemic has completely transformed how consumers interact with brands. With the emerging trend of chatbots, more industries are integrating them to deliver continuous customer engagement.
Chatbots are transforming the ways businesses connect with current and prospective customers. They are helpful in turning anonymous traffic into prospects by identifying potential leads, initiating their interest for the products and cultivating the customer and brand relationship.
- 95% of people believe a chatbot will benefit customer service
- 68% like chatbots because they get quick answers
- 64% like the 24-hour service with chatbots.
- Location-Targeted Mobile Ads
Location-based marketing uses location data provided by customers to send timely and relevant advertisements. This form of marketing has shown to generate better campaign engagement and drive valuable insights into customer behaviour.
Location-based marketing is rapidly increasing in popularity. This is due to its proven efficiency and impact.
A 2019 report by Factual revealed that almost 9 in 10 marketers believe that location-based marketing has increased their sales, enhanced their customer base, and boosted their customer engagement.
- More Payment Options and the Rapid Adoption of Mobile Payment
Money has become less physical and more digital. Nowadays, more so than ever, customers want convenience. This has resulted in the rapid adoption of mobile payments.
According to LearnBonds, the global mobile payment market size will set a record of $6.7 trillion by 2023.
Consumer payment options are changing rapidly, courtesy of revolutionary apps, payment services and financial technology. Payment digitisation offers a secure, fast and convenient way to pay for just about anything.
Modern Payment Options
- Apple Wallet
- Buy now, pay later- Klarna, Clearpay etc.
- Google Pay
- QR codes
- Mobile Banking.
- 5G Networks
5G promises to be one of the most important mobile marketing trends in the coming years. As of January 2020, commercial 5G networks have been deployed in 34 countries. 5G technology promises more bandwidth, allowing for 4k streaming video.
It’s expected that hundreds of thousands of companies are likely to deploy private 5G over the next decade.
What does this mean for brands?
5G enables brands to provide richer experiences with a shorter load time. Many phones in today’s market are already 5G ready. If (or when) the majority of customers get on 5G, their good brand experience standards will increase.
Therefore, marketers need improve their service when it comes to creating digital customer experiences.
For more advice and ways to help improve your marketing strategy, contact us here at Floodmaker today.