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5 Mobile Marketing Trends You Can't Afford to Miss

Wesley Cherisien
Wesley Cherisien

Optimizing your marketing strategy will give you an edge in reaching your target customers.

With over 80% of people using a mobile device to search the internet, optimizing your business for mobile search and customer acquisition has never been more important.

In 2019 alone, mobile search advertising spending eclipsed $28 billion, a number that accounts for approximately 72% of all digital ad spend.

Many of us remember the 2015 "Mobilegeddon" occurrence, which became known as the Google mandate that mobile-responsiveness be a component of rank factoring regarding search results, most companies that scrambled to create a mobile-friendly site are still doing mobile wrong.

Screen resolution and design ratios considered, there is still a significant opportunity to improve mobile marketing consider the chunk of advertising dollars spent in this area.

As we move through 2020, here are a few areas of your mobile marketing strategy to consider enhancing.

Bolster security

With e-commerce fraud attacks increasing year-over-year, consumer apprehension toward mobile purchases remains a real issue that businesses face. Just in 2017, Experian reported that e-commerce fraud grew nearly twice as fast as e-commerce sales. With these facts in mind, companies must consider customer safety and improve mobile cybersecurity if they want to keep and improve consumer trust. Every business that processes customer data or online transactions should have the following measures in place.

Secure Sockets Layer encryption (also known as SSL)

SSL helps your site maintain a high level of privacy by encrypting the data transmitted across your pages. Websites with SSL encryption make it nearly impossible for hackers to intercept data by ensuring an authentication process to confirm that devices that are communicating with one another are who they claim to be. By verifying this information, you can ensure that your customer data is secure before reaching the intended recipient. Obtaining a valid SSL certificate is not difficult; there are hosting sites that offer free SSL encryption, which gives businesses needed security without added costs.

Multifactor authentication

Multifactor authentication requires two or more independent credentials to create a layer of defense and make it more challenging for unauthorized individuals to gain access to a target such as a digital device, database or network. An example of this is requiring customers to provide a password and an additional credential, such as a one-time code that your website's authentication server sends to the customer's email address or phone. The customer can then only gain access to the website's data by providing both of these credentials.

Fraud detection tools (card verification value, fraud scoring, and address verification)

Several companies offer patented fraud prevention technology to improve both user experience and security. Installing data tools that combine business intelligence tools, machine learning and web-based investigations to track counterfeit payments, as well as account fraud, can help secure customer transactions. By implementing a fraud detection tool, you can reduce chargebacks, mobile fraud manually reviewed orders, and ultimately increase sales.   

Consider ad blockers

Seventy percent of people dislike mobile ads. This presents a problem considering marketers and advertisers are now spending over half of their budget on mobile advertising.

It is estimated that a total of 380 million mobile devices are using ad-blocking technology to prevent advertisers from sharing their message. While the benefits of mobile advertising are clear, the advancement of ad-block technology on mobile devices is creating a challenging arena for advertisers.

To combat the effects of this trend, aim to improve advertorial quality and audience targeting. Doing this will ensure that the right people see your advertisement. In our consultancy, we've begun reaching out to our customer base to survey on the most significant challenges their businesses are facing. We then create ads with content providing solutions to those problems, ensuring that the material offers insight and value to the viewer. The right message, to the right audience, at the right time, is the key to higher click-through rates (CTRs) on your ads and stronger conversions.

Be sure to listen to your audience. Embrace comments and feedback for improvement to provide valuable content in your advertorial, which will help gain consumer trust towards your brand.

Leverage video

Mobile users are engaging with video content daily and businesses are taking notice. 81 percent of marketers are optimizing social videos for viewership on mobile devices. Cisco forecasts that in 2021, over 75% of mobile data traffic will come from videos. Want to leverage the power of video for your mobile users? Here are a few principles to remember when creating video content:

Provide value while keeping call to actions in mind.

73 percent of consumers affirm that the social media presence of a brand has been influential when making a purchasing decision. At the same time, 84% of consumers claim to have purchased a product or service after watching a video. Capturing the perfect balance of engagement by integrating entertaining, informative and persuasive content can give you the sales boost you need and improve top-line revenue.

Add subtitles.

Did you know that 85% of Facebook videos are watched on mute? Adding captions to your videos may be one of the most effortless enhancements you make to your mobile marketing strategy. As most people who are watching videos on their phone are on the go, ensuring that you provide features that enhance the user experience for your audience using mobile devices is very important.

Keep videos concise and engaging.

Capturing viewership and visitor attention has never been easy and with more distractions due to mobile devices, this has become even more challenging.

In 2016, Facebook analyzed its users’ video consumption data and discovered that 45% of people who stay tuned in to a video for the first three seconds would continue watching for at least 30 seconds.

Think of your video as a pitch to potential investors or a live presentation intended to close a sale; it must be interesting enough to garner attention, yet concise enough to inform while keeping your viewers engaged thoroughly.

Develop apps

Let’s be very clear when considering this strategy: Businesses shouldn't run out to build a mobile application unless there is a distinct opportunity to provide more value and enhance the overall customer experience.

Companies that tend to perform well with mobile apps include consulting firms, restaurants, health, and fitness organizations, along with SaaS companies. Businesses that integrate mobile applications into their marketing strategy understand that using this channel gives them the opportunity to:

  • Increase top-line revenue
  • Improve ease-of-use for the customer
  • Increase consumer loyalty and engagement toward the brand

In 2020, gross revenue across the mobile app industry will exceed $189 billion.

While many consumers still prefer to make purchases in-store and on websites, 25% of companies report that a mobile application is currently a channel they are using to generate sales.

Embrace augmented reality

The global market for augmented reality will grow by nearly $77 billion from 2020 to 2024.

Unlike virtual reality, which is a simulated experience of the real world, AR is the scientific phenomenon of superimposing digitally generated images into the user's view of the real world, producing a composite view.

Large retailers such as Lowe's have looked to leverage the technology by allowing customers to see what Lowe's products would look like in their homes by using their consumer app. By simply clicking the option to "view in your space," consumers can see grills, patio furniture and large plants as they would appear in their living space.

Warby Parker, a company that sells prescription eyeglasses, is also getting in on the fun by combining AR with face mapping to allow customers to try on virtual glasses from the convenience of their mobile devices.

Will the addition of a mobile application add more value to your consumers and help your company generate more sales? That question should be answered before you decide to develop your own app, but the numbers have proven that the right companies that are integrating this element into their marketing strategy are generating more revenue as a result.

Given the evolution of advertising platforms and consumers highly favoring mobile usage, optimizing your marketing strategy will give you an edge in reaching your target customers. Consider increasing security, fine-tuning your marketing message, and integrating engaging videos and innovative tools like mobile apps and leveraging augmented reality are a few ways to stay ahead of the marketing trends in mobile.

Image Credit: mangpor 2004 / Shutterstock
Wesley Cherisien
Wesley Cherisien Member
Wes Cherisien is a career expert who is passionate about talent development and career advancement. He has been featured in HR Magazine, Experteer Magazine, Career Builder and TinyPulse.