In 2015, individuals spent a normal of 2 hours for every day on mobile, or 33% of their aggregate web time. This number has been becoming quickly in the course of recent years, up from 20% in 2012. As anyone might expect, mobile usage is significantly higher among young people aged 16-24 (about 4 hours for every day). When you take a look at these trends, it’s reasonable that we’re developing toward a world where consumers spend the larger part of their web time on mobile. Young people will be the first age group to achieve this tipping point, with mobile usage crossing the 50% threshold in most significant markets by 2018.
Before, publicists tended to treat mobile as an afterthought. In today’s environment, this no longer makes sense. If you need to focus on your clients where they invest their time, mobile needs to be a core part of your marketing technique. Mobile is basic for each advertiser, however it’s particularly critical for brands that target young people. If you want to reach a youth audience, mobile will be your most essential marketing platform.
The figures are in – mobile has overtaken desktop. Individuals are looking at sites on devices of every single different shape and sizes, however the difference now is that individuals aren’t searching the same way. Never again are they opening their web browser to begin with, yet rather turning towards applications to consume content and communicate with digital services. It’s simple– if clients have an affinity with the brand, they have the application on their phone.
Also, this move to applications is changing how exchanges are done. Take managing an account, car parking, events, occasions, hotel booking – browsing on a cell phone is a far clunkier experience, even with responsive designs. If brands think about the clients they serve and if their services have any kind of transactional focus, it’s currently a need for them to take a look at how their browser based administrations can make the move to mobile application.
More than 50 percent of Google search inquiries worldwide were done utilizing mobile phones. In the United States, purchasers invests more time interfacing with their applications than they did sitting in front of the TV. About 80 percent of Facebook’s third quarter income originated from mobile ads. Google revealed its “MobileGeddon” ranking algorithm that penalized non-mobile optimized Web sites, making mobile first design an unquestionable requirement have for all.
This year is expected to be equally epic for mobile.
There will be 2 billion cell phone users worldwide one year from now. As per eMarketer, the worldwide mobile advertising business sector will represent more than 50 percent of all digital ad expenditure for the first time and cross more than a cool $100 billion in spend. U.S. mobile advertisement users alone are expected to cross $40 billion.
Here are the top 5 key trends that will take over 2016
Mobile video comes of age
As mobile video grows, so does mobile video advertising.
Google recently announced that it will incorporate video ads in search results, which will be a significant driver in making mobile video ads the de facto advertising standard on the medium.
This trend is reinforced by the fact that advertisers are anyway creating mobile-specific video ads of under-15 second duration to run on native social media apps such as Facebook, YouTube, Instagram, Vine and SnapChat.
Mobile video ad budgets still represent a fraction of total ad budgets – less than 2 percent in 2015 according to eMarketer – despite the large share of time spent on mobile (29 percent of total time spent in front of screens, according to venture capitalist Mary Meeker). Expect that to change rapidly and dramatically in 2016.
Expect publishers to also continue experimenting with different formats and lengths as well.
Vertical video is becoming a legitimate format, driven in large part by Snapchat and livestreaming apps such as Periscope and Meerkat.
Another big innovation is 360-degree videos, which Facebook has integrated into its newsfeed and provide users with a new level of immersiveness.
In fact, the key challenge for marketers and publishers in 2016 will be in developing common mobile video ad standards and preventing the profusion of different formats that are currently out there.
Planet of the apps
Google recently announced that its search algorithms had been modified to include app search results. Amit Singhal, the company’s senior vice president of search, announced in October that Google had indexed more than 100 billion deep links within apps.
Adding app search results will have a profound effect on usage and discovery for apps.
It used to be prohibitively expensive to launch and market an app. Search makes that function much, much easier – much as it did for Webpages, in general.
Expect brands to launch even more apps, and use their apps as the go-to channel to build both community and loyalty, to drive engagement and purchase, and provide consumer-related services.
Chat is the new social
For those who do not know how chat is going to evolve, one only has to look at WeChat in China.
What was once a simple messaging app has now become a full-fledged marketing, commerce and payment platform. Users are able to connect with brands, request and reserve services, and buy and pay for goods, all through the same app.
Both Facebook Messenger and WhatsApp are expected to cross more than 1 billion users in 2016. Although Facebook has been coy about opening up those services to brands for marketing opportunities, expect that to change in 2016.
Mobile couponing comes of age
A variety of the factors listed earlier should coalesce together to see mobile couponing start taking off in 2016.
According to HubSpot, 44 percent of consumers are interested in receiving coupons and deals on their mobile devices – all the more so if they were timely and relevant.
Increased use of location targeting and greater dependence on automation platforms will enable brands to do just that.
Further, retailers are either upgrading point-of-sale systems or creating alternative offerings such as receipt processing to enable mobile coupons and offers to be redeemed at or near the point-of-sale.
Mobile will continue to revolutionize shopper marketing promotions
Mobile continues to play an under-appreciated role as a bridge between offline and online, particularly when it comes to retail.
Brands are increasingly leveraging mobile in promotions, both in validating purchase through bridging solutions such as receipt processing and in providing incentives via digital content, electronic gift cards and prepaid credit cards.
In addition to driving sales, the data generated by these shopper marketing promotions can be used to better understand actual shopping purchase patterns and real-world user behavior.
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By Mark Pavelich President Ceo The Mark Consulting & Marketing