Every year, mobile devices are expanding their influence in digital marketing. Mobile marketing has become of the utmost importance to any brand. However, new mobile technologies also emerge. The first 5G networks are gaining momentum in the United States and several other nations. Ways of advertising via mobile devices are also improving.
Things that are happening in mobile marketing are now directly dependent on the actions of users. Browsing the web has become easier and spread through a variety of computers. Marketers need to consider the consumer’s entire experience from inspiration to the idea of the actual purchase.
Given these and several other considerations, this is how we forecast mobile marketing patterns for the coming year and beyond.
The basic principle of omni-channel marketing is to integrate all marketing platforms into one seamless experience for customers. To embody this concept, you need to have a good understanding of the path that a potential consumer takes in the digital space before making a purchase.
Today, there are plenty of open platforms for marketing activities. You can’t miss a single move the client takes in the transaction. Even one missing compound will break the entire chain and generate a negative experience.
Let’s take a look at how the eCommerce process could be. First, a person reads about the website from a desktop computer before making a purchase. Then on the way home from work, the user adds the product from his cell phone to the online store basket. Next, the consumer can purchase immediately after downloading the brand’s mobile app to register easily with the Apple ID or Facebook profile. This might not be the last stage of experiences, after all. After paying the check, the purchaser starts to communicate with the courier in the courier. The client will also receive a personal email containing new commercial offers or suggestions for him.
There are many benefits of a strategic omni-channel strategy. You are more likely to increase the conversion of your leads and lower your churn rate as well. But you need to consider the whole journey your customers are going through and make every move for them to be convenient and easy on every computer.
Social Exchange & M-Commerce
Mobile shopping rose in 2020 as a result of the COVID-19 pandemic. People tend to use their mobile devices to shop in a lock-down environment. Grocery shopping applications alone saw an unprecedented 200 percent rise from February to mid-March 2020. This pattern will continue next year at least until a coronavirus vaccine emerges.
Retailers and advertisers will also aim to exploit social media sales opportunities. Every year more and more brands participate in social exchange. It is also remarkable that social media sites have all the required marketing resources available to major brands and small businesses. And they could both meet their target audience.
Summing up, both m-commerce and social trade have seen good development during the pandemic. Mobile ad engagement is on the rise; people are looking for contact and spending more time on social media. In 2021, more attention should be paid to social media marketing and mobile shopping.
Increased Truth (AR)
Many people already know how AR operates because of the success of smartphone games like Pokemon Go. The new technology allows virtual objects to be viewed in real-world settings using a smartphone or tablet camera. Availability of AR is perhaps its biggest difference and advantage from virtual reality (VR) that needs special gadgets to function. Not so many people today, though, know how good AR blends into the marketing world.
Would you like it if a piece of furniture or new clothes or even a car appeared visually in your living room through the screen of your mobile device? Customers can shop online with AR wherever they are right now! Italian fashion company Gucci has launched an iOS app that allows consumers to try the shoes from their Ace range. Another example is the IKEA Place app, which lets you put virtual IKEA products in your real space. Also, Toyota’s immersive AR experience brings virtual vehicles next to your magazine table without even installing an app.
The beauty industry needs special consideration when it comes to this technology. AR has found the most popular application in this domain. At the moment, major brands are investing in start-ups that work on innovations that allow you to see how makeup, hairstyles, and jewelry would look at you. At the beginning of 2019, the luxury company L’Oréal acquired AR and the Artificial Intelligence (AI) entity ModiFace, which creates custom applications for brands such as Amazon, Sephora, Estée Lauder, and many others.
Sure, this technology doesn’t suit all marketing areas, but it works well when it does. Augmented reality and a mobile device camera to capture additional product and brand details are a consumer tool for the present and the near future. In addition, AR is raising people’s interaction rate tremendously. There is no question that this mobile marketing trend will continue to grow and increase its impact on the entire industry in the near future.
Latest Search & Payment System
The pace of everyday life and our demands for versatility is constantly rising. Mobile device searches for the “best right now have doubled in the last two years. Customer attitudes towards brands and the success of individual goods are shifting faster. After that, the search methods are also evolving. Today, customers are looking for local commercial information using voice and visual searches.
More and more people using voice check their shopping lists and make purchases. Keen SEO specialists have already optimized their web touchpoints for voice searching. Moreover, the rise of smart speakers is likely to expand the use of voice search not only in the US but worldwide. In the case of a vision quest, you can point your phone camera to any item around you that associates a web search. Such image recognition technologies as Google Lens are likely to inspire advertisers to invent new ways to set up mobile advertisement campaigns focused on visual search.
Mobile Marketing Trends 2021 and beyond
Besides, the introduction of digital wallets such as Apple Pay and Google Pay, as well as other payment methods, opens up full reach not only to customers but also to advertisers. Many more big brands can begin to set up their payment methods and currencies to keep consumers using different bonuses in their scheme. Social trading will continue to expand, and the integration of shopping baskets will offer an opportunity to purchase products directly via social networks.
The introduction of modern payment models generates many ways in which it would be reasonable to improve marketing campaigns to reach all of your potential customers.
Mobile Protection and Ad Fraud Prevention
The growing demand of citizens for digital privacy and the constant introduction of new legislation and restrictions will dramatically dictate how advertisers will collect and use data in 2021. Standards such as Apple Intelligent Tracking Prevention (ITP) would limit the data available and most certainly increase costs for high-quality third-party data and location-based ads. Also, the tightening of privacy laws could expand the use of contextual ads and enable businesses to use their first-person data.
Ad Fraud is by no means a new development, but it is also one of the greatest risks marketers face. Fraudsters are also creating improved ways of committing fraud schemes that are difficult to detect. Yeah, with all the new technologies out there, we are enhancing fraud reduction, but more automation of fraud detection and prevention would be among the top priorities for marketers. Again, as last year, 2021 will be about discovering the best algorithms to block fraudulent acts at all possible levels.
Brands need to be more intelligible on how processes operate. Many that have the right strategies and resources in their hands to deter fraud will be more effective in mobile marketing in 2021.
Tracking & Review based on AI
Hard to imagine a viable mobile marketing product in 2021 without high-level monitoring & analytics and automation of these two processes. Monitoring and Review of statistical data will greatly enhance marketing strategies. But should the monitoring and Review be further improved, and how?
We’re sure there’s always room for growth in both monitoring and analytics! For example, many popular mobile apps have their built-in browsers with their unique history and cookies. Connect to this particular detail the omni-channel element discussed above, and things are beginning to get more complicated. As a result, monitoring customer habits on all potential applications, browsers, and tablets and integrating all data into one big picture will be the key focus for all developers of marketing solutions in 2021. In this situation, the job is impossible to be carried out without artificial intelligence (AI) and process automation.
Analytical tools based on AI can process large quantities of data and predict further behavior based on past decisions and results. This solution helps you to automate the creation of each affiliate bid. Marketers may also improve their mobile advertising campaigns based on their customers’ current needs without manually dealing with a large amount of data.
Collaboration with the most innovative automated monitoring and analytics solutions will certainly remain a top priority for mobile marketers in 2021.