Year 2015, was perhaps the most important year in the mobile marketing industry, an year when mobile devices officially ended the 2 decade long dominance by desktops.
People around the globe settled down to a new “mobile way of life”.
Data from BCG study calling out loud and clear, that mobile devices are the primary digital device of all age and demography segments.
Over 53% of tier 1,2 & 3 use mobile as their primary device.
Google also acknowledged this fact in one of their PR releases pertaining to mobile vs desktop searches. Google’s search chief Amit Singhal said for the first time, more Google searches were completed on mobile devices than desktop computers.
All of this point us (the advertisers and marketers) in one single direction. We can, no longer continue to ignore mobile as a key channel in the marketing mix. However, there are several challenges (especially for the small & medium advertisers) when it comes to using Mobile effectively as a marketing channel.
Here are few mobile marketing tactics which are most logical and almost hygiene to make your digital marketing work in 2016.
#1 Mobile Marketing is most Social than ever before
77% of the marketers (also identified as one of the 2016 digital marketing trend in my previous blog post) said that mobile is used most frequently with paid social media marketing.
This data is also in sync with the the below numbers shared by Facebook Audience Insights, which says 122 Mn out of 132 Mn people access Facebook through Mobile.
Clearly, this shows that your social strategy should go through a “Mobile First” prism in 2016. What that means really is when you design your social content or when you create your paid social marketing plan, do skew it more towards mobile audience.
#2 Mobile Marketing is more about native content and less about advertising
The current trend might be in favour (almost tilted) of paid social advertising as the key mobile tactic, but this will change soon and the trend is already visible. According to the WARC-MMA survey, mobile display advertising would lose its share by 2020 to Mobile Content (or native advertising).
Apple has already allowed ad blocker apps to run on its safari browser. Though iPhone’s overall market share is limited, but this would still cause significance dent in the overall mobile display pie.
#3 Give your website a “Mobile First” makeover
Regardless of the type or stage of the brand, having a unique mobile first experience is something which would become a de-facto standard from here-on.
More so after the Mobilegedden update by Google.
In order to take better decision on your mobile first approach, also read “Mobile Web vs Mobile App”
Responsive website might be thing of the past for many digital first brands in 2016 as they continue to chase and build deeper consumer experience using Mobile First Strategies.
#4 In-App would grow but Mobile Searches would remain the key performing channel
With the growing popularity of mobile apps, to which a lot of digital pundits would say it offers a superior user experience than conventional websites, start-ups tilted (almost shifted) their product and business models towards the app at the expense of desktop and mobile websites.
To add to this, many investors regarded the number of app downloads as one of the indicators of a start-up’s performance. Entrepreneurs and marketing heads rushed to blindly maximise their app downloads. Since then, tonnes of app marketing companies opened shop in Bangalore and Mumbai.
Soon, however, it was evident that they didn’t necessarily result in high growth.
Now, as apps lose their novelty and vanity both, and as smartphone users uninstall apps to clear up memory (uninstall rates are as high as 90% in some cases), these companies are revisiting their mobile web strategies.
The winner? Google, which retains its dominance of online ad spending.
Hence, digital brands should get a sharp focus on getting their mobile keywords strategy in 2016. Yes, there is a difference of “intent & location relevance” in the audience search list.