Mobile devices have infiltrated the lives of businesses and consumers of all ages. Literally, there are 10-year olds with tablets and iPods. Oh how the times have changed, and will continue to do so. We can expect to see a steady increase in online advertising, especially in regards to mobile marketing.
The International Data Corporation states that mobile devices sales will grow by 20% this year, and they are quickly becoming the most popular avenue for accessing the Internet. To coincide with that, some marketing strategists have already started to plan and implement their mobile marketing campaigns, which are specifically tailored to consumer dependence on smart phones and tablets.
Consumer behavior has become increasingly complex in terms of traditional shopping. During a regular trip to the local supermarket, consumers can use their mobile gadgets to look up additional information about:
• Particular products
• Promotional codes
• Store offers
• Weekly ads
• Product reviews
• Competitor prices
• And even recipes,
Even outdoor advertisements can trigger the impulse buyer effect in consumers. If an attractive or unique billboard happens to catch the eye and attention of a consumer, they can easily find out more details with just a few taps on a mobile screen. Some specific types of outdoor ads that are likely to stimulate mobile activity include:
• Purchasing tickets to an upcoming concert
• Registering for an event or tournament
• Calling a local company that offers a service needed
• Looking up directions to a particular destination
• Watching a movie trailer
If your small business has not altered its marketing and advertising efforts to focus heavily on the mobile aspect, then you are doomed to falling behind. You must adapt to changes in the market, especially in regards to consumer behavior. It’s basic economics – supply and demand. If they want it, give it to them. In turn, you will gain customers, preferably loyal and long-term ones. It’s a beautiful circle of business. If you are passionate about staying ahead of your competitors, consider the following trends in regards to mobile marketing.
The integration of social media, geo-targeting services and mobiles, or SoLoMo as this combination is called, is one of the most powerful global trends in terms of improving user experience. It provides personalized solutions to customers at any given time.
More than a third of email messages were opened using mobile devices in the first half of 2012, which is 20% more than the same period from the previous year. By the summer of 2013, this figure could increase to 50%, according to a study performed by Knot.
This concept, introduced in 2010 by Ethan Marcotte, refers to the ability of a domain to adapt to different resolutions and devices (smartphone, tablet, PC, laptop) without the need for website development of multiple versions. With Responsive Design, the website will automatically change.
In the near future, the tendency will be to integrate more game-specific elements into mobile applications and websites, thus making them more interactive. A few examples of gamification elements include countdowns, games, goals, rewards points, virtual goods, bonuses, and contest entries.
It is expected that the number of people who watch video content on tablets and phones will grow in 2013, and for good reason. We live in a world where you can find information more quickly from a video than from a written article or report.
Users of tablets and smartphones can access information stored in the cloud system from anywhere, at anytime. This allows them the freedom to view, edit, or download documents whenever they want – yet another reason why mobile use will increase at the expense of PCs and laptops.
Undoubtedly, mobile usage will continue to thrive, and an application optimized for these devices is vital for any company’s future. This is the only way that you can provide your customers and clients with permanent access to your products or services. Not to mention, they will get accurate information on-demand.
About the Author:
This guest post was provided by Kaity Nakagoshi, who works for Zelen Communications – a traditional and online advertising agency in Tampa, Florida. Kaity graduated from the University of South Florida, and considers herself a social media enthusiast, an avid college football fan, and a connoisseur of chips and salsa. Follow her on Twitter @KaityAtZelen.