Old digital trends and mastering channels are being overcome by the demand to create a brand experience across the digital world. Users expect to access and consume data across platforms, devices and apps to get the best answers from the brands; to know what’s next and where to focus, especially while shopping. Mobile marketing has changed from an alternative source for users to successful component for business.
This post covers some of the important areas of focus for mobile marketing in 2015. Let’s walkthrough them.
1. Power of location extends the power of mobile advertising campaign. This factor embraces marketers for big and small business decisions. It reaches to the consumers based on their need for a business or service.
The industries are defining the best practices on how location information is used that meet both the demands of the marketers and bring value to the consumer.
2. Understanding the critical differences between desktop and mobile advertising comparing their ROI help marketers in measuring mobile marketing; action rate is a good identifier for measuring mobile, and businesses and it will be able to boost the potential of mobile advertising.
3. Real time Bidding: Currently marketers buy mobile advertising in a site-specific, manual way; merchants will accept soon that manual purchasing requires a lot of attention and resources, it’s a slower approach. But as advertisers are getting more involved in mobile marketing, RTB (real time bidding), will replace manual marketing because RTB efficiently will begin with site-agnostic campaigns and also cutting out the human resource to deliver automated. In 2015, publishers and marketers will turn to mobile programmatic advertising.
4. Technology, One Step Ahead: Mobile has changed the buyer’s engagement through journey. Marketers have to evolve from responsive design, lead generation, branded apps, emails to using various mobile features to establish more strong and persistent relationships with its customers.
5. It’s not standalone: Advertisers, in 2015 will realize that the importance of “mobile marketing” cannot be measured standalone, as it’s a channel. It is essential for marketers to understand how interconnected customers today interact with brands across devices, across channels and in the physical world, it’s all a complicated business, which requires innovation in analytics.
6. What’s in there for Business to Business Marketing? In 2015, it’s essential for B2B marketers to think over their mobile strategy; as their targeted audience is shifting from browsing on their desktop to their mobile devices, it’s going to be essential that B2B content and lead forms to make effective for mobile with a smooth, continuous, uniform experience across all three screens (mobile, tablet, desktop). Now seeing mobile as an amazing experiment is over as an integrated marketing approach to conversion, engagement and communication across all platforms to drive business growth in future.
7. Reaching out to the mobile world: Mobile will make realize modern marketers realize that they need to extend to the people where they are. So rather than loosing energy and time in driving engagement and action on where they want it to take place, instead its time to embrace the reality that the need to go where customers are. The main points for mobile advertising growth in 2015 are not only the landing pages, mobile sites but also the proper phone website strategies, including multivariate testing plans and A\B.
8. The rules of engagement have being changed in this digital world. Marketers will start taking seriously the advantage of multichannel connectivity, multi-screening. Business people start getting over digital tunnel vision and start measuring and creating customer experiences both on and offline; advertisers will need to strive to understand the importance of their customer behaviour.
Several studies say that brands are still failing to deliver perfect mobile experiences to consumers. In 2015, brands are finally realizing that they can’t keep losing sales to competitor with bad mobile user experiences. This year marketers will look beyond the click and begin to incorporate calls into their search paid strategy. It is expected this year that B2B marketers will gain momentum in actively leveraging mobile to drive attention.