November is right around the corner, and many marketers are planning their mobile marketing strategy for 2017. Mobile is a constant changing landscape, mobile trends that proved successful a few months ago, are no longer relevant leaving marketers to always be on the lookout for the most cutting edge mobile marketing trends.
Aligning your mobile marketing strategy with your mobile development strategy is critical. Partnering with a custom mobile app development partner who understands mobile marketing trends and the latest mobile development trends is an important component for launching a successful mobile marketing campaign for 2017 and beyond.
We are passionate about keeping up with the latest custom software and mobile development trends, so naturally we had to research the top 2017 mobile marketing predictions. We drank lots of coffee, did lots of research and talked with mobile marketing professionals in the Milwaukee and Chicago area to uncover the top 7 mobile marketing predications for 2017.
Here are the top 7 mobile marketing predictions for 2017:
The Mobility of Wearable Tech
By the end of 2016, one in four people will own a wearable tech device, and by 2020, the typical U.S. consumer will have eight, according to Warren Kay, the Austin, Texas-based vice president of advertising at Under Armour Connected Fitness, who moderated the “Year of the Connected Consumer” panel at Advertising Week XII in New York on Sept. 29.
What does that mean for marketers planning their mobile marketing strategy for 2017? That they need to be prepared to produce and distribute mobile content to fit the format, the channel, the time and the place for their current and target mobile customers.
Over the next decade, wearable tech will help marketers in a variety of industries collect data and connect with their customers. Marketers can never have too much data and the more you know about your audience the better you can market to them in other mobile channels they’re using.
Cross-Device Mobile Marketing
The average digital consumer owns 4 connected devices in 2016, this number is expected to increase as more people embrace wearable tech.
As marketers, your marketing strategy will need to incorporate a mobile-first approach and ensure your digital platforms optimize a consistent mobile strategy across multiple platforms. In a cross-device marketing strategy, the marketer needs to recognize the same consumer, and have the ability to track the actions the consumer takes. This requires the ability to track cross-device communication and will need alignment with your IT partner to ensure proper integration, analytics, and optimization.
Live Mobile Video/Feed Streaming
Leading social media platforms; Facebook, Periscope, Twitter and YouTube Live all incorporate live streaming features, because they know consumers love videos. In fact, in 2015 In 2015, the number of digital video viewers in the United States surpassed 200 million. Marketers are paying attention; online video spending in the US is anticipated to surpass 9.14 billion.
Videos are a great way for your business to attract customer interest. Businesses of all sizes can seize the opportunities to increase customer engagement through live mobile streaming sites like Facebook. Online video accounts for nearly 50% of all mobile traffic. Utilize live streaming for customer support, open Q&A forms, and to announce major news or updates. The ability to connect and engage with your customers in real-time, will give your marketing strategy the competitive edge.
Mobile Messaging Apps
Chances are you have multiple mobile messaging apps installed on your phone; Facebook Messenger, WhatsApp, Snapchat, and many more. All of these mobile apps have changed the way consumers communicate and continue to increase in the marketplace. According to eMarketer, mobile messaging apps were used by over 1.4 billion people worldwide in 2015—a 32% jump from the year before. Many marketers are aware these messaging mobile apps do not offer ads, at least, not yet, however, these platforms provide an optimal space to talk to your customers directly on a platform they prefer to interact on. Facebook Messenger is creating this space for marketers and mobile developers to build their own bots on the platform, opening doors for customer engagement, ecommerce, and customer support. Additionally, mobile messenger apps provide marketers the ability to promote sales in real-time! Marketers can send out messages to select groups and demographics about product launches, special offers, and much more. Through geolocation data, marketers can reach people in certain geographic areas, such as near a store or shopping mall.
Native Mobile Advertising
Content is king, and this trend will likely continue well past 2017. Producing great content aligning with a solid digital marketing strategy appears to be a guaranteed success. However, often the digital marketing strategy does not yield the desired results. Often the digital strategy does not implement native mobile advertising. Native mobile advertising is creating mobile ads that look and feel like the content that surrounds them and helps bypass ad blockers on a variety of mobile and social platforms. Having a solid understanding and strategy execution for native mobile advertising provides marketers the true ability to connect with their target audience.
Consumers are less patient than ever before, so the challenge for marketers is identifying ways to get their brand message in front of audiences without feeling intrusive or like you’re selling something. Create native mobile ads that will allow costumers to engage and start conversations about your brand versus trying to push mobile ads that are irrelevant to your target audience.
Growth of The Internet of Things
The Internet of Things, or IoT is everywhere and will continue to increase in demand. According to Gartner, the Internet of Things is predicted to grow in 2020 to over 20.8 billion IoT things in the market. These are everyday objects we will continue to incorporate in our daily lives. For digital marketing, this means tailoring mobile marketing strategies to become more mobile specific and highly targeted. Marketers will need to understand how the IoT connects everyday products and be able to predict solutions to future customer problems. A great example of a brand utilizing Internet of Things marketing is a campaign by Johnnie Walker Blue Label. The company added a printed sensor tag that allows consumers to tap the tags with NFC-enabled smartphones to switch messaging from pre-purchase incentives to post-purchase cocktail recipes providing an interactive and customized marketing approach to all their consumers.
Mobile Predictive Analytics and Data
Digital marketing and big data go hand-in-hand. Predicative analytics have been utilized for a number of years to help marketers think one step ahead and gain a competitive edge. This trend will continue into 2017. In fact, 86% of marketing executives have indicated they have seen a positive return on investment in marketing technology and predictive analytics. Marketing will continue to advance and focus on predictive analysis, intelligence, and data analytics. Utilizing Predictive intelligence significantly increases leads from marketing-qualified leads to sales-qualified leads by providing marketers the ability to leverage insights by researching buyers’ digital footprints. Radius’ 2016 B2B Demand Generation Benchmark Study survey uncovered that B2B marketers that applied predictive analytics to demand generation met their objectives 55% of the time, compared to 30% for those not using predictive analytics. This not only provides an increase in conversion, but helps marketers improve targeting and personalize messages to customers. To gain the competitive edge in 2017, marketers need to embrace and understand the ability data has to provide a sharper focused marketing strategy to target customers at the right time and location.
Marketers are always searching for the next cutting edge trend to push them ahead of the competition. With mobile app development and technology growing and changing at rapid speed, it is important to stay ahead of the game, but this changing technology landscape can be challenging to keep up with. At Xorbix, we believe it is never too early to start thinking about your mobile marketing strategy. Whether you have questions on the latest mobile app development trends or want to discuss future technology possibilities for your company, we would love to talk with you. Let us know your thoughts and predictions for mobile marketing in 2017.