Terms like “the Year of Mobile” and “mobile-first” have become easy jokes for speakers at digital marketing conferences – and for good reason. 2015 was the year mobile searches forever surpassed desktop queries, but what's in store for 2016?
Momentology surveyed 50 marketing experts from brands, agencies and mobile firms to get their takes on what lies ahead for mobile marketing in the coming year.
First and foremost, these experts say marketers will use mobile to create better, more personalized user experiences in 2016 and to cement customer loyalty.
In addition, they anticipate more location-based efforts to coincide with a continued rise in local search.
Marketing pros also think we’ll see much more augmented and virtual reality in mobile marketing, as well as video, including livestreams, 360-degree videos and shoppable videos.
Other technology to look out for in mobile marketing in 2016: mobile wallets, virtual personal assistants and even push notifications.
Ad blocking will continue to be a big buzzword in 2016 and marketers will have to incorporate app indexing to ensure apps are discoverable via organic search.
Below are our thoughts. For further insight into mobile marketing in 2016, click here for full piece.
Mike Puffer, Senior Director of Mobile Solutions and Strategy, HelloWorld
The intersection and integration of mobile experiences, promotions and loyalty will continue to take hold as the focal point for many brand strategies. The investment in seamless mobile-first experiences that reward customers for their engagement, repeat purchases and advocacy will capture a larger and larger slice of 2016 marketing budgets.
Brands like Walmart, Starbucks, Taco Bell, Delta and Macy’s have built long-term loyalty app strategies and are betting big knowing that the utility of mobile, the engagement of promotions, and the relationships created through loyalty programs can unlock the significant incremental revenue and enhanced guest experiences brands are reaching for.
These mobile loyalty strategies will take precedence as the central nervous system for the generation and unification of consumer data and will offer brands the ability to create journey-driven communication strategies and cross-channel consumer engagement.
Brands will ramp up their org/team restructuring initiatives to better weave mobile into the core of their businesses as opposed to relying on small mobile-focused experts acting in siloed departments.
IoT will continue to weave its way into marketing strategies made up of an advancing ecosystem of inter-connected mobile technologies like beacons, mobile wallets and apps. Brands will get aggressive in their innovation within this ecosystem to support more seamless location and contextually aware experiences that will enable more convenience and utility for consumers. Think about the ability to place an order on your mobile phone, pay for it, drive to the location, have the store realize you have arrived and alert a store associate to deliver your order to your vehicle.
Brands will look to develop more mobile-first employee rewards programs that will deliver bite-size training content, boost employee engagement and reward employees for their successful behaviors with digital incentives.
Not for a lack of importance, but rather due to many industry legal changes and technology advances, SMS messaging strategies will be refocused on utility, transactional and loyalty communications, while push notifications will take a stronger hold in the promotional mobile messaging channel.