If marketers want to get a larger piece of the mobile marketing pie, it’s important to stay on top of the most current mobile marketing trends and patterns in behavior. Here are seven mobile marketing trends to consider in shaping your mobile marketing strategy for the rest of 2016 and beyond.
1. Your audience is using mobile more than anything else
This is where they spend their time, according to Facebook, Forrester Research, and Google who all note that smartphones never leave users’ sides and are checked up to 200 times per day per user for messages, email, research and information across social media and email platforms as well as Internet browsers and search engines. No other device gets this much attention on a daily basis. Younger demographics spend the most time on their smartphones than older segments.
2. Mobile users want mobile versions of websites and mobile apps
In spending so much time on their smartphones, users want to use apps and websites that were made to work on mobile devices rather than struggle to use desktop versions of websites. Engagement will grow with the ability to tap into research, information, communication and e-commerce when it’s made to work on the smaller screen, providing for ease of use, the least amount of steps, and convenience to get each task done quickly and securely. These mobile users will not wait around either for a website or app to work; instead, after a few seconds, they will leave and find someone who can deliver what they want.
3. Mobile consumers and businesses want to make and receive payments through their mobile devices
The idea of taking care of payments and receiving money on the go has become a very popular preference for consumers and businesses. With this preference has come more transaction solutions in the form of digital wallets to store payment information and reduce the need to carry any forms of payment; peer-to-peer payment systems to handle quick transactions; and the ability to tap and pay with a mobile device in a retail environment. To speed payments and attract more customers, it will be important to offer this capability and emphasize it in your marketing messages.
4. More emails are being handled through mobile phones than ever before
With people pressed for time, email has often become relegated to those moments where there is free time, such as on a daily commute, time before an appointment, or, most frequently, on what should be non-work hours. Being able to quickly accomplish the need to catch-up and clean out email, technology is offering more ways to simplify this process as well as capitalize on the captive attention of email users to enhance the email marketing experience.
5. Mobile search is becoming more important than desktop search
It makes sense to think mobile search is growing in preference to desktop searches, considering the time now spent on smartphones. Mobile search is being used more to find new businesses for products and services, particularly on a localized basis. More consumers and businesses are also using voice-prompted mobile search like Siri on iOS to conduct their searches.
6. mCommerce may replace eCommerce
With more tasks being handled on the fly, more consumers are relying on their smartphones to get their shopping done, including gifts, daily needs, clothing, trips and more. In the next few years, mCommerce could be responsible for at least half of online commerce. To leverage this opportunity, companies will need to connect their retail locations for the local search trend while making checkout easier based on the phone speed.
7. Wearables and IoT may integrate with mobile
In looking to keep traction going for these markets, there may be more attempts to achieve tighter integration with smartphones through apps that link wearables or IoT devices together. This may help to increase adoption of wearables, as more consumers will see the value rather than pass them off as accessories. Marketers will need to craft messaging about how mobile and these devices will integrate for greater security, value, and features that enhance the overall experience of mobile and these devices.
With this trend information, marketers will need to determine how to transform their customers’ experiences on mobile to help them find the information they want as well as determine how to maximize their audience to leverage the inherent opportunities to get in front of so many more people than any other channel. More needs to be done to integrate the mobile strategy into the overall business strategy, focusing on people as well as their searching and buying process. In order to attract and retain customers on their mobile screens, you may have to directly ask them what they want so you can better deliver.