Eight reasons why 2015 will be a huge year for mobile marketers
The average person checks their mobile as much as 221 times a day and spends roughly three hours and 16 minutes enjoying mobile content each day. With statistics like this it is clear that consumers are desperate for mobile content and this is a trend that is likely to continue to grow into the new year and beyond.
Mobile’s popularity among consumers and brands continues to rise rapidly. However, despite this increase in interest, so many brands are yet to fully capitalise on the evolving relationship. Here we investigate the innovations that are set to transform our everyday lives this year.
1. Wearable break out
Mobile has become a whole-body experience as wearable tech expanded to mass-market products. Smart watches, health monitors, pedometers, and activity trackers – they’re all part of the emerging landscape of wearable technology, which is set to change the way we exercise and communicate.
2. Mobile is the prime screen
This year saw the release of new smartphones like the iPhone 6 and the Samsung S5. With people now spending more time than ever reading content and watching videos on smartphones and tablets, mobile has become the prime screen for content consumption.
Furthermore, with the mass adoption of 4G and the introduction of 5G, it has been reported that around one billion people will use their mobile as their only form of internet access in 2015. Savvy marketers will clearly be those putting mobile at the forefront of their marketing mix.
3. Mobile disruption
Mobile technology is both rewiring consumer behaviour and enabling goods, services and processes never before possible. As more consumers become comfortable with mobile-supported payment systems like Apple Pay, companies will have to take a critical look at their business model through a new lens and determine how to evolve if they are to keep up with innovators and with customers’ changing habits.
4. Pre-targeting is the new real-time
Moving beyond targeting based on past behaviour and search history, 2015 will see the emergence of pre-targeting: predictive targeting using big data and little data to anticipate, infer and address consumer needs.
5. Solving the cross-platform challenge
Consumers continue to expect seamless experiences that mirror the way they consume media, switching between desktop, tablet and mobile devices throughout the day. Marketers able to crack the code on how to track, measure and target consumers across platforms will emerge as winners.
6. More brands break into the app space
The past couple of years have seen ominous articles predicting the decline of apps, yet apps continue to dominate the share of mobile consumption time. A Flurry report pointed out that 86% of time spent in apps versus just 14% of time spent on mobile web. Marketers who have resisted investing in a branded app will wise up and finally enter the app space to meet their waiting customers.
7. Geo-targeting and iBeacon technology
Marketers will increasingly use geo-targeting as a way to target consumers based on their geographical location. As features advance to real-time notifications, marketers with location tracking could dramatically change the relationship between brands and consumers. For example, more and more retailers are adopting iBeacons to engage customers with videos, coupons and other discounts in real time, depending on where they are in a store.
8. Increasing TV personalisation
With mobile programmatic the key driver for its success, the technology will reach a broadcast audience. Streaming services will clearly provide marketers with an attractive opportunity to reach consumers based on their characteristics rather than the content that they are viewing, allowing for smarter marketing decisions, greater personalisation and more engaging creatives.
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