By Sophorn Chhay
Big brands are innovating on the mobile platform, revealing a slew of new business approaches within the industry. Often, insight is everything. As smartphone technology grows, so do consumer solutions. Your company should take advantage of the mobile world’s unstoppable growth.
Understandably, the mobile world practically grows itself. For this reason, businesses are engaging users in new, unique ways. If you haven’t yet, you need to prioritize your mobile marketing strategy—and for a few good reasons.
1. Expanding App Potential
Sure, you’ve probably heard of the weight mobile apps carry in the mobile marketing world. Much of mobile marketing revolves around apps, and marketers are constantly scurrying to boost the smartphone user’s app experience.
In recent years, however, new smartphone technology has expanded app potential to new heights. The advent of the mobile portable camera, which is now better than standard point-and-shoot digital cameras, is changing the way marketers increase their brand’s scope.
For example, 3M intelligently created a connection between business providers needing in-office pictures and the smartphone’s crystal-clear camera lens. Capitalizing on the modern buyer’s familiarity with note storage apps, 3M innovated with analytical software, creating an instant point-and-shoot solution for a big consumer base.
2. Social Calls to Action
Mobile advertisements able to incorporate social networks are unrivaled. Rhythm NewMedia Inc. states mobile-rich ad networks increase the effectiveness of social calls to action by about 57 percent, and one company even experienced a 75 percent boost in engagement from their social platform’s banner ads on mobile.
Consumers are taking mobile’s social component seriously, and you should, too. Already, marketers are prioritizing social environments, creating “Facebook-centric” strategies for 2016. One reason powering the success of social mobile platforms is the reality surrounding mobile users, themselves. In general, mobile users are the industry’s most social group. Rhythm NewMedia Inc. found, in fact, that 67.7 percent of mobile users engaged Facebook at least once per day. Only 54 percent of Facebook’s non-mobile user-base uses the platform as much.
3. Contextual Ads
Mobile marketers can’t pack mobile advertisements with cookies. They can, however, increase a target advertisement’s accuracy with relevancy and contextual placement. It’s taken business providers a while to make this shift, but a lot of information has emerged to help marketers impact consumers with contextual ads.
More than ever, mobile advertisement is a winning avenue. Kontera, New York, for example, has taken advantage of the world’s newest contextual innovations, receiving five times their original click-through rate on mobile ads. The brand works with approximately 15,000 publishers, and its start-up only witnessed 3.5 percent of its page views as mobile-device-based page views. Within a single year, however, this number jumped to over 13 percent
4. Wearable Technology
Already, tech like Fitbit promises a new age of mobile marketing. Experts assert that wearables will be a $30 billion to $50 billion industry by the time 2018 rolls around. They also urge mobile marketers to hop into the newest trend.
Apple and Google might be dominating smartphone operating system install bases, but iOS and Android can’t dominate wearables forever. Likely, third-party apps will enhance the wearable world’s sense of purpose, opening the door to mobile marketers seeking a slice of the pie. More than 250 million consumers, already, have installed mobile operating systems capable of supporting wearable technology. By 2020, mobile batteries are expected to be 2.2 times as powerful, increasing the range of wearable technology.
5. Pre-Click Banner Engagement
Banner ads are old, but new animated banners are taking the mobile world by storm. Rich media isn’t just for social media anymore, and brands have found ways to increase click-through rates exponentially by driving pre-click banner platforms.
The mobile world has come a long way, and marketing providers have determined the consumer’s many wants and needs. Doubling down on mobile marketing, often, isn’t about being ahead of the curve. It’s about hitting the industry as soon as old barriers disappear. Mobile ad banners were one such banner, and they were driving consumers away. Now, innovative, interactive banners are here, and they’re engaging consumers before they ever click, maximizing impressions while highlighting new products and services in the retail industry.
