By Daniel Emery

Technology is constantly evolving, and mobile marketing tools are no different.

The benefits of mobile marketing are without question, but this method is in a state of flux.

While mobile apps – apart from messaging apps – are losing popularity, location-based targeting is getting bigger.

The speed of page loads and engagement is defining how successful brands become – since customers want instant gratification.

Marketers must leverage the advantage of emerging technologies to cater to the ever-increasing demands of the consumer.

Technology is transforming how we use mobile for marketing. Here’s how…

On the app?

Last year saw mobile app launches grow by 24%, but installs went up only 6%, according to the Adobe Digital Insights report.

The research also found that half of the apps used are accessed only 10 times.

Even in this tech-savvy age, it seems users prefer to stick to what they know, and will not embrace a new app without good reason.

Marketers should respond to this by considering not only how to build an app audience, but how to improve customer engagement and retain that audience.

Brands will see that having a small captive audience creates more leads than building a large but unresponsive market.

Messaging rules

WhatsApp, Snapchat and Facebook Messenger dominate, with millions of active users.

Brands such as Uber and Dominos have reacted by launching in-app chatbots. And using messaging apps as part of a digital marketing strategy, as a very effective part of brand engagement, is set to increase.

Messaging is no longer for personal use. Brands must create inner circles to achieve personal connections.

Location location location

Location based mobile marketing is hot.

A whole new world of opportunities has been opened up for brands to know and engage with customers based on where they are.

In-store beacons and one-click ordering based on location are upcoming. There’s also the chance to personalise and enhance the consumer experience.

Speed is king

Instant gratification seekers and low attention spans. That is the market in this modern age.

Waiting around for a page to load does nothing to enhance customer experience. In fact, for every second a customer waits beyond three seconds, conversion rates go down 20%.


Accelerate ahead

The need for speed means Google’s Accelerated Mobile Pages are increasing in popularity. But AMPs are not advanced, can be inflexible and not currently suited to ecommerce.

Mobile marketers need to explore the option of more tech-savvy AMPs as part of their digital marketing strategy. And fast.

AR experience

Brands are building a unique presence with augmented reality technology. AR applications are being built by Snapchat, Apple and Microsoft, to create a disruptive and exciting experience.

Augmented reality apps will penetrate mobile and give rise to interactive platforms.

The shift from mobile to AR platforms will be similar to the shift from desktop to mobile. Augmented reality in marketing is growing in importance.

Pop-ups be gone

Consumers are looking for a seamless user experience.

Marketers need to move away from pop-up ads which are making content difficult to read and access. Otherwise, pop-ups should be made less intrusive to website visibility. It’s the only way to counteract ad-blocking technology.

Video stars

Video content has reach and engagement levels much higher than any other type of content. Research claims 92% of mobile video consumers share videos with others.

Applying videos to mobile, like social media live videos, is going to change the face of mobile marketing.

So jump on the video bandwagon, or you’re missing an important journey.

Have a voice

Around 20% of searches in Google’s mobile app and on Android devices are voice-based. Voice search will become an important mobile strategy and marketers must design content for voice-friendly architectures.

Take a profile

Successful mobile marketing relies on getting to know the customer better. Customer profiling to learn likes and dislikes, as well as the tech tools and communication channels used provides a solid foundation for any marketing strategy.

Cross-device identity resolution is a very real dilemma which needs to be addressed.

But marketers who can gather and match data across various technologies have the potential to change the face of customer engagement.


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