2013 was an amazing year for mobile marketing… It’s now an established industry with billions of dollars behind it. There’s no doubt that mobile marketing is now having a massive impact on the world of marketing as a whole, and therefore is no longer regarded as an emerging market. People still seem to struggle with what mobile marketing really means, it’s more than ads within an app or a location based ad… However, I digress! In this article, we will have a look at a few of the upcoming mobile marketing trends to watch out for during 2014.
Given that the projected growth in mobile marketing during 2013 is some 75% over the previous year, mobile marketing now makes for a vital component with respect to digital marketing strategies.
It is projected the mobile marketing industry will grow 75% in 2014.
Wowza. Do I have your attention yet? This is a very real thing! Marketing people cannot ignore the power of mobile. If you’re just carving out your strategy today, that’s ok – at least you’re in the game. For those that haven’t formed a mobile strategy… Ask yourself why? It’s a big mobile party and you’re invited.
Bidding for Mobile Ads in Real Time
A trend which will formulate much of the mobile marketing landscape during 2014 will be the growth of mobile real-time bidding (RTB) technology. With Twitter’s purchase of the RTB technology expert MoPub in 2013 , there is a huge growth potential in this field for 2014.
RTB is currently popular with marketers who specialize in the desktop advertising medium. The technology is regarded as a tool which is capable of delivering much greater transparency to buyers than was previously available, and provides far higher value to publishers than otherwise they would have. Nevertheless, for mobile RTB, the technology has been adopted more aggressively than by desktop advertisers, which in turn means added capacity for scale.
Mobile Ad Networks
During 2014, it’s expected that there will be a much greater consolidation within the mobile ad network space, in part driven by RTB, and alternatively by a variety of other transparent buying techniques that are now freely available.
Likewise, there are more mobile publishing direct sales teams that have managed to reduce inventory overheads for ad networks which will equate to further consolidation of mobile ad networks.
Click to call
We’re seeing more and more of this with advertising, from Tapjoy to Twitter, everyone has a click to call feature. When a marketer knows that you are clicking on an ad on your phone, they get so super excited that a transaction will happen. It’s all about the conversion and those who decide to click to call are certainly well qualified.
Mobile Marketing and E-mail
E-mail is set to benefit the most from the growth of mobile. The shift away from being solely a desktop PC focused channel will come about due to the increasing numbers of brand messages that are being accessed from the growth of mobile technology, as well as the drop in PC sales in favor of mobile devices. Many of the more responsive marketers are taking measures in order to capitalize on this trend through the use of responsive e-mail marketing campaigns and ensuring that their messages do in fact display well on smaller screens.
Mobile Ad Formats
2014 will include a variety of different mobile ad format than before. Instagram’s in-stream ads are just one example of the new ad format introduced this year. Twitter’s expansion to real-time bidding, and Pinterest “promoted pins” are other form of ads that have been introduced this year. Ads from social networks like Twitter, Instagram, and Pinterest will scale for greater adoption and be a viable mobile marketing strategy for more brands in 2014.