New trends in mobile marketing

With pockets stuffed with smartphones and tablets poking out of bags, consumers are engaging with brands in an ever-more mobile fashion. Although this can present some problems at first, the continued dominance of mobile devices is actually a perfect opportunity for companies hoping to expand their customer bases.

Of course, it does mean that brands will have to continue to develop their mobile marketing strategies, which means they will have to invest more time and energy into keeping up with trends in the field.

This can be a daunting task, so here are a few of the latest developments to consider when thinking about your mobile campaign.

King of the hill
Every day that passes, mobile sharks up a larger piece of the marketing pie. In fact a recent report from Juniper Research reveals that retailers will spend more than $55 billion on mobile marketing in 2015. Considering that the total for 2012 was just half of that – $28 billion – it is easy to see why planting a firm flag in the mobile battlefield is paramount.

Optimize
What the rapid growth of mobile marketing means is that it is essential for companies to optimize their sites and marketing initiatives to make sure they are reaching the highest number of customers in the way they want to be reached.

“If retailers truly want to maximize the mobile monetization opportunity, then optimization is critical,” said retail expert Windsor Holden, according to Mobile Payments Today. “Retailers that fail to respond to consumer demand will fall behind.”

Apple of my eye
Of course, the mobile field is wide. Savvy businesses will have to understand which devices to target if they want to have the biggest impact. According to a recent report from Vision Mobile, the answer is Apple, which is probably not a big surprise for people who have been keeping up with the latest developments.

According to the report, iOS, Apple’s proprietary mobile software, accounts for 37 percent of the user base and, more importantly, half of the app discovery among users. Companies have long known that they can’t ignore Apple’s gargantuan market share, but now there is undeniable research to prove it.

Android, Google’s offering, is not far behind. Between them, Apple and Google dominate the mobile landscape, which means it is essential that brands and developers train their sights on these two big names. According to Mobile Marketing Watch, developers that do not develop for Android or iOS generate, on average, less than half of the revenue of those that do.

How will the most recent mobile trends affect your marketing strategy?

Chelsea Segal

Chelsea Segal

Chelsea Segal is the CEO of Targetwise. TARGETWISE empowers agencies, brands + marketers with results-oriented solutions that grow, nurture + maintain a social ecosphere.

Neutralizing all digital channels, we accelerate performance by applying data driven optimizationin real-time across a superior blend of mobile, video,display and email inventory. Converting the right people at the right time, we drive brand solutions, while securing optimal impact, engagement + results.
Chelsea Segal