Mobile marketing is exploding–consumers are increasingly ditching their desktop behemoths for lightweight, powerful smartphones and mobile devices. And they are using those devices to shop and spend. According to the Monetate’s Q1 2013 Ecommerce Quarterly report, mobile visits to retailers nearly doubled in one year.
Forrester Research reported that advertising spending on mobile platforms will balloon to $15 billion in 2013. This is directly related to the growth of smart phones and mobile devices. At the same time, mobile advertising only captures 10% of advertising dollars. To grab more advertising spend, mobile marketers may need to come up with creative solutions rather than duplicating existing advertising models.
Mobile + Social + Local
These three long-term trends are beginning to coalesce more than ever before. While several companies targeting local ad dollars such as EveryBlock have folded, and AOL’s Patch continues to struggle to find its niche, local remains fertile ground. The rise of social media has been well documented, as Facebook surpassed 1 billion users in the blink of an eye. Mobile marketing continues to grow as consumers move from a desktop computing environment to computing on the go.
Augmented reality still feels like a passing fad. Nonetheless, the technology and applications are becoming more solid every month. Google Glass is an outlier, yet is a good example of the possibilities of augmented reality. As the applications become more grounded, marketers will find where they can use the technology to help deliver their brand message.
According to Google, consumers would rather call a business than log-on to their website when they are researching a product on their mobile device. This makes sense to anyone that has tried to navigate a complicated website on a tiny mobile screen. It is often much easier to call. Click-to-call functionality is much easier to use for consumers.
Google also reports that when the marketers added the click-to-call feature in their Ad Words advertisements, they experienced an increase of 63 percent in the ratio of click-throughs. With that level of success, expect to see more click-to-call screens when you research products and services on mobile devices.
Better Mobile Email Marketing
Digital marketing firm Knotice reported that mobile drives 36 percent of total e-mail opens. This is important because e-mail is one of the major activities that mobile users do on their devices. Smart marketers are optimizing their e-mails to make sure that they appear properly on mobile platforms. Optimizing e-mail for mobile will continue to be a major focus for aggressive marketing firms in the months to come.
Through the balance of 2013 these trends will continue to develop: Optimized mobile e-mail; more click-to-call opportunities; the continuing development of augmented reality; rapid blending of local, social and mobile marketing; and, the rapid growth of mobile advertising. It is tough to keep up, but forward-thinking marketers will stay on top of these mobile trends to flourish in the future.