In today’s digital culture, mobile phones have become a need. Mobile use will continue to expand tremendously in the upcoming years as network speeds and coverage continually increase. Additionally, even if having a sound strategy is crucial, selecting mobile marketing software can help them expand their organization. The year’s end is rapidly approaching. Additionally, everyone is eager to discuss the upcoming year’s hottest marketing trends. However, the marketing trend of “mobile” is too wide. You can do much with mobile app marketing to promote your company and increase leads and sales. It merits more than just a quick commendation. This revolutionary force is deserving of attention.
According to Mary Meeker’s Internet Trends 2017 research, people use their mobile devices for 3.1 hours daily on average. Marketers can find data-driven trends like e-commerce, shoppable social media posts, and mobile games that can help them design their mobile marketing strategy. They can therefore have a successful mobile marketing strategy despite the difficulties presented by rising ad costs and the digital divide.
The toolset of digital marketers must include mobile techniques. Smartphones enable marketers to contact audiences even while on the go because over 95% of the world’s population uses mobile devices. Marketers may provide consumers with various digital experiences, including e-commerce, live video content, and gaming. Because of this, 69 percent of marketing companies claimed that their digital strategy included utilizing mobile channels (Salesforce, 2021). Furthermore, web and mobile analytics were used by 71% of marketing businesses in 2021, up 14% from 2020. (Salesforce, 2021). Hence, the leading mobile app marketing trends are as follows:
M-commerce Is the New Standard
People’s purchasing habits have changed significantly due to the COVID-19 outbreak. People are gravitating toward using mobile shopping apps instead of visiting actual locations to make purchases due to travel restrictions. Therefore, it should be no surprise that e-commerce, also known as mobile commerce, is expected to grow by 68 percent this year. Furthermore, this expansion is anticipated to continue along with the pandemic of COVID-19, which seems to have no end in sight. Businesses will need to rely more on mobile marketing strategies as more people shop online.
We have already witnessed how m-commerce has dominated e-commerce in recent years. Smartphone users make the majority of retail website visits (71%) and orders (56%) in the US (Statista, 2020). Marketers should prioritize developing mobile-friendly marketing efforts both then and now. Mobile users’ flawless shopping experiences are a top priority. It will be essential to raising an organization’s e-commerce earnings.
Increase in Spending and Use of Mobile Video Content
According to a recent study, 52.5% of customers worldwide have increased their video streaming since the COVID-19 pandemic started (Adjust, 2021). Long streaming periods are also related to this frequency (Adjust, 2021). According to research, millennials watch 94.2 minutes of video during each streaming session (Adjust, 2021). At the same time, Gen Z and Boomers watch videos for 87.6 minutes and 65 minutes daily, respectively (Adjust, 2021). The growth of mobile streaming provides greater chances for video advertising for marketers. To reach audiences of different ages, they can use video commercials. Nowadays, even elder generations watch more than an hour’s worth of video in a single sitting. Businesses can use this fact to raise their visibility and brand recognition.
Given its widespread use, it makes sense that experts believe video will dominate e-commerce in the future. More than 70% of the money spent on video content in the United States last year went toward mobile video advertising. That proportion will increase to over 85% in 2025. Increased spending on and consumption of mobile video content this year is undoubtedly a trend to keep an eye on.
Growth of voice search
Key voice search data illustrate the growing importance of voice search optimization to marketing strategy. This is especially true given that COVID-19-era safety and health concerns increased consumers’ interest in hands-free technologies. According to one survey, consumers are interested in employing speech technology to avoid contamination or pathogens. According to another study, 72.9% of people ask voice assistants about symptoms of illnesses. In contrast, 45.9% of people use them to learn about medical issues (Voicebot.ai, 2020).
71% of customers already favored using speech technology over typing to conduct online searches before the COVID-19 pandemic (PWC, 2018). The majority (86%) claim that they will either use voice assistants more frequently or in the same amount in the future (PWC, 2018). These results show that voice search optimization gives mobile advertisers a competitive edge.
Shopping using augmented reality.
IKEA is one of the first businesses to use augmented reality to give its consumers a more customized and interesting experience. Customers can view how a piece of furniture would look in their own homes with apps like IKEA Foundation AR and IKEA Place. This creates a memorable and enjoyable experience for the customer and guarantees that they will receive the precise size, color, and other details that will make them delighted with their purchase.
This is the strength of augmented reality: It allows customers to experience a product in the convenience of their homes. We can anticipate more companies adopting augmented reality for mobile marketing in 2022 due to its many advantages.
Integration of Mobile Apps to Improve In-Store Experience
A recent poll showed that two-thirds of consumers combine online and offline shopping throughout the holiday season by using retailers’ mobile apps. 48 percent of respondents from around the world said they anticipate doing at least three-quarters of their holiday shopping online, and another 47 percent said they anticipate doing at least that much using their cellphones. The retailer’s app is used by 64% of customers in the US (Airship, 2021).
Retailers will be able to kill two birds with one stone by integrating mobile apps. They will be able to promote both their physical and online stores, in other words. The second most common digital activity consumers engage in while shopping in-store is visiting a retailer’s website (Airship, 2021). Customers are also more likely to return to physical businesses if mobile experiences are included, as this makes shopping memorable for them.
Marketers should benefit from customers using their mobile devices when shopping in-store by bringing them with them. When developing their marketing efforts, businesses should consider the most prevalent digital activities consumers engage in when purchasing, in addition to app statistics that cannot be disregarded.
Mobile streaming is becoming more popular.
The utilization of streaming services has increased to an all-time high. Mobile streaming use and frequency have greatly increased due to competition and customer desire for entertainment. The proportion of customers who claim to utilize streaming on their smartphones frequently is consequently continuously in the double-digit range. China, Turkey, and Korea had the greatest percentages of smartphone users, with 93.8 percent, 91.9 percent, and 86.2 percent, respectively (Adjust, 2021). Although mobile streaming has long been a favorite, the pandemic also helped this mobile marketing fad gain popularity.
Even before the epidemic, there was a 16% rise in the hours spent watching video streaming services. Most Asian countries saw a rise in the number of time people spend using video streaming apps. One noteworthy exception is China, where usage of the platforms mentioned earlier fell while usage of short-form streaming applications like Kwai and Tiktok increased dramatically (AppAnnie, 2022). However, as a result of lockdowns connected to the pandemic, demand for video streaming apps increased. In response to demand, streaming services increased viewership by releasing exclusive material.
The market for video streaming is anticipated to grow to $223.98 billion by 2028, indicating that the industry’s recent expansion will continue. From 2021 to 2028, it will expand at a CAGR of 21%. 2021 Grand View Research. Advertising chances to reach new audiences and have meaningful interactions with them are presented by the anticipated increase in streaming usage over the following few years.
Social networking that focuses on video
The introduction of short video-making app as a new video platform is one of the major trends in mobile marketing for 2022. Over one billion people utilized the video-focused social networking service every month in 2021, a spectacular 75 percent growth yearly. Users spend the same time on the platform each month—19.6 hours—as they did on Facebook (AppAnnie, 2022).
Advertisers and rivals are taking notice of Tiktok’s quick rise to prominence. As seen by the hashtag #TikTokMadeMeBuyIt, which has received more than seven billion views, several products have achieved viral success on the platform. Retailers and companies devote a significant portion of their marketing efforts to Tiktok content. Even Instagram has launched a comparable function called Reel that enables users to publish little video clips.
Content Created by Users
Consumers now support brands that are relatable and honest. They have become more critical and can detect when a brand is trying to influence them because the information is so easily available. Given that six out of ten individuals feel neutral about or do not trust sponsored advertisements, branded content is just insufficient to convert them. In contrast, 22 percent of respondents say they have a neutral opinion of paid influencers, while 39 percent do not trust them (Tint, 2022).
Mobile Gaming
People used smartphone games to escape reality when given orders to stay at home during the outbreak. As a result, consumer spending on mobile gaming increased. Consumer spending on mobile games reached $116.01 billion in 2021, up to $15.49 billion in 2020. (AppAnnie, 2021). By 2024, it is expected that revenue from mobile gaming will have increased to $116.4 billion.
Video games are often played for relaxation and enjoyment. With action games like PUBG receiving 4.01 billion downloads, puzzle games 3.78 billion downloads, and simulation games 3.15 billion downloads, it is no surprise that hyper-casual or instantly playable games were the top genres by downloads in 2021. (AppAnnie, 2021). People started playing mobile social games because they were looking for ways to connect with others. According to consumer expenditure, Lords Mobile features a person-versus-person gaming mode and is one of the most popular games this year (AppAnnie, 2021). Additionally, Among Us!, a betrayal/Mafia game that supports four to 15 people online or over WiFi, is one of the top games with many female monthly active players.
Beacons
When the technologies first appeared around 2014, beacons and geofencing generated much attention. Beacons have been dubbed “the next big thing” by Americans. Wired listed all the applications for this technology but questioned whether it would ever gain popularity. They are, in theory, a great way to promote to consumers who use mobile devices. However, the numbers paint a different picture. Only 6% of customers, according to Walker Sands, have allowed beacons to connect with them via mobile devices.
The user must download an app for each brand that uses beacon technology, another drawback of beacons. Getting in front of customers is easy with push notifications. But how do you get people to download an app if you don’t already have their interest and loyalty? Walker Sands also looked into that, so it’s amusing that you should ask.
They discovered that customers would be willing to let their favorite brands track them and deliver push notifications for more convenience and benefits.
Conclusion
Mobile devices have altered the marketing landscape. Thanks to technological advancements, consumers and marketers now benefit from a dynamic mobile experience that meets practically all of their needs, from entertainment to shopping to information seeking. The in-store shopping experience is brought online by augmented reality, smartphone apps, and shoppable links. Our need to unwind and share experiences with others is catered for by streaming services, short-form video platforms, and mobile social games. However, voice and visual search make finding information even more practical on a mobile phone.
Marketing professionals will get a competitive edge when they launch campaigns by staying up to date on mobile marketing software trends and industry statistics. For information on the future of mobile marketing, it would not hurt to look at the most recent statistics. They may then base their marketing tactics on data and market trends.
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