4 Mobile Marketing Strategies that would actually work in 2017

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”.

Mobile is primary digital device for all demography segments

Source: BCG Center

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

Mobile vs Social Media in 2016

Source: WARC Asial Survey, 2015

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.

Facebook India Audience Data 2015-16

Facebook India Audience Data 2015-16

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

Mobile Content vs Mobile Advertising - Trends 2016

Source: WARC-MMA Survey Report, 2015

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).

Also Read : Reasons Why Mobile Native Advertising Beats Desktop 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.

Digital Trends : 14% CMOs anticipate mobile spends to rise upto 50%

The Interactive Advertising Bureau’s (IAB) recently released “Marketer Perceptions of Mobile Advertising” report, which surveyed more than 200 marketers, found that more than three-quarters of marketers believe that programmatic mobile is important, or at least somewhat important.

Surprisingly, only 27 percent of the marketers surveyed had actually purchased mobile ads programmatically.

The good news for the programmatic industry, and for marketers as a whole, is that the technical hurdles that once prevented programmatic targeting on mobile are now largely a thing of the past.

A variety of solutions have emerged to solve mobile’s cookie problem: client log-in, app SDKs (Software Development Kits), and mobile Web behavioural data to name a few. Tie a shiny bow around all of that with geo-location, and we’ve begun to master mobile.

Here are some of the key digital trends from the report:

  • Marketers expect that their spending on mobile advertising will increase over the next two years: 14% anticipate it will rise by more than 50% while 57% expect it to rise by less than 50%. 
  • About one-third of mobile advertising spend is substitution from other channels, with print media hit hardest (58%), followed by PC digital and TV. 
  • Marketers in our 2014 survey show a high level of satisfaction with the results of their mobile marketing activities. The majority is either satisfied (50%) or fairly satisfied (37%) while a further 8% completely satisfied.
  • Marketers show a strong interest in mobile programmatic, as 41% agree that it will help them reach target audiences. However, relatively few are actually buying mobile inventory programmatically today: 18% via private exchanges and 17% via open exchanges. 
  • Marketer uneasiness over potential data privacy issues is pronounced. 37% of respondents in 2014 cited privacy as a very important issue compared to 22% in 2013.

Ranking for Mobile Advertising Inventory

  • Mobile websites continue to take a central role in mobile advertising, with 22% of respondents ranking these as the most important type of inventory for their mobile campaigns.
  • Sixteen percent of respondents prioritised mobile search as most important for their mobile campaigns.
  • Mobile optimised social media campaign is gaining its popularity slowly and steadily, with 14% audience placed their bets on it.
  • Mobile rich media is losing its popularity due to diversity in type and size of devices in the market.

Here is a short summary presentation of the 2015 IAB Mobile Advertising Report:

Digital Case Study : 5 best mobile campaigns of 2012

Awards in the media fraternity is always an area of concern for me due to their authenticity & quality of entries making it to the top which further opens a brand new Pandora box of questions for all enthusiasts.

What’s the credibility of the entries?
Is the shortlisting process transparent enough? Ideally I Would love to have this process democratic in nature. Most of these campaigns are followed by who’s who of the advertising world be it Account Planners, Brand Managers, Marketing Managers, Copywriters, Business owners, start ups, digital enthusiasts etc.

But there are few forums that genuinely brings the quality on top, EMMA for instance is one platform which has brought impressive content as a whole.

The entries tend to be skewed towards the UK and Western Europe. The distinguishing feature of these awards is the focus on campaign effectiveness. That means
the final winning entries have won because they actually delivered ROI metric for their clients, not just because the creative looked fancy from outside.

This year’s final entries opens up your mind as a digital marketeer purely because of the way they have tried to engage with the customer.

And the winners are..

1. Most Effective Mobile Campaigns for Direct Response

Winner : Unilever/Rabarba for Cornetto ‘My Loooove’ 2012 Summer Campaign

Summary : Moving away from their annual tactical campaign “Buy 1 Get 1 Free”, brand asked Consumers who bought promotional ‘Cornetto in Love’ and ‘Cornetto
Disc’ packs could text in a code printed on the packaging to receive 120 minutes of free airtime. When they did so, they received an automated call back
asking them to express their love for the brand by shouting “My Loooove!” for as long as they could, replicating the theme of the brand’s summer TV campaign.
The best efforts won a Cornetto teddy bear.

Results: In addition to increased sales, the campaign generated 1.4m participations in the first two months, including 300,000 IVR responses.

Watch the video.

2. Most Effective Mobile Sites

Winner: Pizza Hut/bemoko for Pizza Hut delivery mobile site

Summary: In order to build greater reach into their campaigns, Pizza Hut opted for a mobile site, rather than an app. The site integrates with Pizza Hut’s back-office systems, and renders to all devices, but with a user experience tailored to each device. The mobile site offers all the functionality of the desktop site. A User Console enables Pizza Hut to add and remove offers and new products.

Results: By the end of the first week after going live, the site accounted for 10 per cent of all online orders, with orders on mobile increasing by 60 per cent over the next two weeks.

Read complete case study here.

3. Most Effective Mobile Campaigns through Mobile Coupons

Winner: McDonald’s/MobileBits for McDonald’s Euro 2012 Campaign

Summary: Sponsorship of the Euro 2012 football tournament, McDonald’s and its agency MobileBits used the SAMY4ME Mobile Mall app to offer McDonald’s vouchers and coupons. To redeem an offer, consumers simply had to click on the coupon within the app and show it to the McDonald’s cashier for redemption at the in-store POS

Samy-McDonalds-EURO2012 Video from MobileBits on Vimeo.

4. Most Effective Mobile Campaigns in Advertising

Winner: Nokia/YOC for Nokia Lumia 800 Mystery Ad.

Summary: Surfing the mobile web, the user is surprised by a sudden appearance of the Windows Phone interface on their iOS or Android device – a surreal experience. Nokia presents a well designed, well crafted rich media mobile ad demonstrating the features of its new Lumia 800. Clicking on the ad, the user is led to a landing page providing a very smooth, native-app-like user experience, allowing the user to look at a slide-show picture gallery presenting the new Nokia Lumia 800 features, get further information on the phone’s functions, browse through available accessories and even kick back and enjoy the embedded video. With the creative concept of delivering an interface of a completely different operating system to an iPhone or Android device, an unreal and surprising experience is guaranteed.

Results: with a CTR of 29.7 percent the impact of the campaign is way above average suggesting that it has a similarly high impact on awareness and image indicators.

5. Most Effective Mobile Campaigns for charity

Winner: Vodafone for the JustTextGiving

Summary: JustTextGiving was set up by Vodafone, the Vodafone Foundation and JustGiving, enabling anyone to donate by text to individual fundraisers – and Britain’s 184,000 charities via a unique textcode.

Results: more than 16,000 charities and over 40,000 individuals had signed up to JustTextGiving, raising more than £4m for their respective causes.

Digital Trends : Mobile destroyed TV prime time

Latest digital trends suggest that Mobile devices have literally disrupted the content consumption habits of audience which killed TV prime time.

It is no rocket science anymore that mobile (or mobile devices) have become the lifeline of billions of people on the planet and are here to stay.

Needless to say, the ad-world has sufficiently warmed up to this massive opportunity and the pace of growth in the mobile industry across the board is already crossing double digits comfortably.

A lot of people have started to believe that mobile can become the next prime time media option for the advertiser. However, in my opinion, it has already devastated the concept of prime time by virtue of being the only media that allows content access possible anytime & anywhere.

Globally, television audience is no longer living a uni dimensional life. With Facebook, Twitter & YouTube, television has become a Timeless social experience.

In Connected Life, a study of over 55,000 internet users worldwide, TNS found that almost half of people (48%) who watch TV in the evening simultaneously engage in other digital activities, such as using social media, checking their emails or shopping online.

While our love affair with television endures, TV sets alone are no longer enough to satisfy our appetite for content, driving the growth of online media and ‘screen-stacking’ as a result.

We’ve already passed that stage of time when mobile user numbers were part of “tea-time conversations”. Now this has entered a fresh era of serious monetary business discussions with complex analysis & customer targeting methodologies making the first 3-4 slides in every RFP presentation. The marketing boardroom discussions have transitioned from “should we do something in mobile” to “mobile first strategies“.

In India, all the large advertising spenders are constantly re-writing their digital briefs for their agencies to tap into the ever increasing smartphone audience. Most of the brands are looking at their mobile strategy in silos (or compartmentalized) whereas mobile has already touched a significant mass and has become mainstream media long ago.

Other than the usual suspects of dotcom brands like travel OTAs & eCommerce companies like Flipkart, Snapdeal & Amazon, not many players have been able to make a significant dent in the mobile space (check out the 2014 popular android apps in India )

Meaningful Mobile Content in Multiscreen World

According to an audience survey conducted by Exacttarget, there are some interesting data points that are hinting towards a need to serve meaningful content with seamless experience across all type of devices.

  • Easy access to content across devices and platforms is increasingly critical to consumers: More than nine out of ten consumers say that access to content however they want it is somewhat or very important; 59% say it’s very important. Similarly, 83% say a seamless experience across all devices is somewhat or very important.
  • Forty-one percent of consumers who don’t opt into text messages from brands say it’s because they don’t provide meaningful content.
  • Only 53% say they liked or followed a brand on social media from a mobile device in the past six months. Forty-six percent of consumers report that brands don’t provide meaningful content on social media.
  • 54% percent of respondents say that mobile websites don’t give enough content; 54% also say it’s easier to find information on mobile websites—so while mobile-optimised sites are more user-friendly, they’re currently insufficient.
  • With all these areas of improvement in mind, two-thirds of consumers (68%) say it is somewhat or very important that companies they interact with are seen as a technology leader.

Once you would go through the report, you would realize how the advertising world has complicated the idea of mobile marketing for any brand and I quote,

Marketers often think of mobile as an entire category of non-computer technology: smartphones, tablets, e-readers, and so on. Contrastingly, consumers tend to view mobile as a single device: their smartphones