17 Sep · 3 min read
With continuously more busy lives, users spend most of their downtime on their mobile phones. People can do almost anything using this pocket companion, from ordering food & groceries to checking bank accounts, paying rent, or even trading on the stock market. As we see in the transition from web traffic to mobile traffic, we can see how the trend is now evolving to application traffic from mobile web. Mobile marketing is growing more rapidly and is here to stay, and here are the reasons why?
If you have ever had the opportunity to measure an advertising campaign, then you know that most impressions come from users on mobile devices. These factors drive marketers to rethink their mobile-first approach and slowly shift to a mobile-only marketing strategy for specific products. This shift means it is easier than ever before to get users to download an app immediately after seeing an advert online. Since they are already on their device, it is a mobile marketing goal to see immediate downloads.
The downside of this is that the once exclusive mobile marketing space is becoming increasingly saturated, and competition in the app world is at only rising. This is why now more than ever, it is crucial to be at the forefront of innovation at all times while using unique and creative mobile marketing techniques alongside any new technology tools that arise.
Targeting users on their phones allows businesses the opportunity to use data they never had access to previously. Examples are which places and locations a user has visited and which applications they have downloaded in the past. Also, with the rise of AI and proximity marketing, data is making highly targeted ads more potent.
Which is how we can now better understand and predict user behavior and intents, given how constant mobile interactions are, compared to the time spent on a desktop.
For instance, if you sell baked goods locally, you can target users who have recently searched for doughnut shops nearby, just as they are craving one on the go. Getting in ahead of users only as their intent changes is an absolute game-changer, and mobile marketing is the best way to achieve this currently.
One more thing to consider is wearable technology such as watches. Not only can users now pay using their watches, but they can also track their heart rate, activity, and even things like posture and their water intake. Tracking data through wearables is all stored in their mobile devices. The wealth of decision-making data that applications and adverts can now use was unimaginable only a few years ago. Of course, we are not talking about spying on users, as this data is given away with consent from the users. We are referring to harnessing and understanding the information that each user is giving away to mobile applications and web applications.
The speed at which algorithms are learning is becoming faster every day. The development of algorithms means that learning phases for digital adverts will more likely become shorter as time goes on. The time it takes to speed up ad spend and conversions will decline. Digital marketing is bound to become more profitable, more competitive over time, and wearables, AI technology, and intent marketing will play more significant roles in this change.
The digital advertising game is changing rapidly with newly discovered and exciting ways to gather data using mobile phones. Unique opportunities to raise return on ad spend and reach particular and highly relevant target audiences pop up every day. It is up to us as marketers to stay ahead of the game and to be able to understand our customers better and drive more conversions and build better businesses.