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Mobile Marketing Trends To Look Out For

With social media, it is no longer necessary to go through traditional media channels for people to market their product

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Indians spend an average of three hours a day on mobile apps. Combined with the growing smartphone user base that is expected to see a 50 percent increase in the next five years, the mobile marketing industry is set to take off in a big way. At the same time, the Internet has opened many new doors to entrepreneurs and small businesses, which are quickly starting to compete with the big brands. 

With social media, it is no longer necessary to go through traditional media channels for people to market their product. Brands that want to continue dominating the market need to be quick to embark on new mobile trends to continue capturing the attention of their target audience. 

Mobile is a very unique medium because every user can customize and control the way they consume content on their devices. It is also a very personal space that reflects user habits accurately. This customization also means they only access content they want to access, and when they do, they are paying full attention to it. For effective mobile marketing, brands need to tailor their content to the mobile user’s realm, not the other way round.

Prioritize micro-moments

87 per cent of Millennials have their smartphones with them day and night. From the moment they open their eyes to the time they turn off the lights at night, the mobile phone is with them. Every interaction on mobile between these waking hours is micro-moments – real data that tells brands so much about who their customers are, not who they say they are.

Having data about consumers and what they look for is really the key to the brand building. By understanding users’ daily routines, when and where they search for items, and what they look out for, brands can learn to anticipate customers’ micro-moments, pushing content and information when they need them. This creates a positive brand association, which builds brand loyalty. 

Alongside an understanding of psychological triggers that can win sales, marketers can sell a product to the customer before they even realize they want it. For example, understanding a consumer’s fashion sense and style can enable e-commerce platforms to push ads with styles that appeal to the individual. They can then offer a free gift or a “limited time” promo code, which will prompt the user to purchase on impulse – something customers may not have even considered before the ad was pushed to them.

AR and VR takes over

We’ve all heard about the possibilities of augmented reality (AR) and virtual reality (VR) can bring to the table. Sure, they may come across as being a little costly due to its infancy, but both AR and VR will take off in a big way in the near future, so brands should begin investing in these technologies – at least, start thinking about how they can take advantage of the possibilities these technologies offer.

Local mobile network Jio has already enabled 4G in the rural population and is continuing to expand its coverage. Combined with the lowering cost of mobile devices that are also getting more advanced, it won’t be too long before AR and VR take off beyond the big cities. Perhaps one way to look at the use of AR and VR on mobile is through gaming, as it continues to soar in popularity.

Tapping on the power of video

Alongside AR and VR, the video has taken centerstage when it comes to mobile. Reserved for the big screens in the past, the video has been adapted to mobile users in recent years. Just look at Facebook, where videos are fully comprehensible even without sound, due to the re-introduction of captions. Even global newsrooms like Al-Jazeera have come up with their own style for mobile video consumption, and we now have individuals like NasDaily, who have conquered social media with one-minute videos made for mobile.

Once shunned upon due to the cost and time that brands did not feel justified their ROI, there has been a clear shift today in the approach to video. Many of the shortlisted campaigns for this year’s SMARTIES Awards were video-driven campaigns that work in a mobile-first environment. Brands are beginning to see value in video, opening doors to a much bigger space for marketers to get creative and build their presence through storytelling.

Riding the wave, popular app Instagram launched IGTV two months ago to run more long-form, vertical videos and is now looking to once again shift the way people perceive mobile video. Indeed, the format of the video will continue to evolve with mobile as a priority, and brands need to embrace the changing landscape. Better connection speeds allow for more quality content and interactive elements, something that is unique to mobile video.

As mobile trends continue to pick up, marketers need to keep up with the latest information, understanding how these new introductions to the mobile space can bring value to brands. Education will be a key part of the mobile marketing sector, and associations like MMA through events like the MMA Forum will continue to connect like-minded individuals from across industries to share their knowledge. To conquer the future of mobile marketing in an impactful way, brands need to collaborate. Together, they may just bring India to the global stage.

Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house. Unless otherwise noted, the author is writing in his/her personal capacity. They are not intended and should not be thought to represent official ideas, attitudes, or policies of any agency or institution.

Moneka Khurana

The author is Country Head, Mobile Marketing Association(MMA) India

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