At the close of 2016, marketing teams and analysts across the globe tirelessly worked, crunched numbers, and studied charts and graphs to plan their mobile marketing strategies for 2017. Since the mobile marketing world is ever-changing, some of the strategies that worked so well just a couple of months prior might may now be outdated, so it is important to keep looking at the trends. One of the most important steps is to align the development of your mobile app with your mobile marketing strategy. Often times companies will hire mobile marketing companies to assist with this, as they will have their fingers on the pulse of the mobile landscape for the coming year. A mobile marketing company should be able to offer a wide variety of solutions for your business, according to your industry, audience, and location. They typically know the trends first, and if you want to be on top of your competitors, there's no better choice, than going with an expert.
“Having a mobile marketing strategy, with specific key performance indicators (KPI), can separate the apps that thrive and hit it big, and the those that tend to fall through the cracks,” said Matthias Lesch Founder and CEO of TAB, a mobile advertising company. “In Germany alone there are over 45 million smartphone users. A well-developed mobile strategy can ensure that you maximize your reach, while targeting the right demographic.”
Here are three mobile marketing trends to look at that may be a great fit for your 2017 mobile strategy:
#1: Live Video Streaming:
While live video streaming saw a surge in 2016, expect brands to fully embrace streaming platforms, including Facebook Live and Periscope in the coming year. These live videos can be used by companies to give customers a behind-the-scenes, live look into the company, and its employees, allowing them to humanize their brand. Expect brands to broadcast major press conferences and new product launches via live video streaming.
#2 Programmatic Advertising
While programmatic advertising is not new to the mobile marketing world, it is certainly growing, and shows no signs of stopping as we head into the new year. According to a 2016 survey, conducted by the ANA (Association of National Advertisers) and Forrester, 79 percent of respondents said that they have made programmatic buys in the past year. The personalized targeting and ability to measure your campaign results, make programmatic advertising an attractive option for brands.
#3: Mobile Messaging Apps:
You are likely to already have one or more mobile messaging apps installed on either your tablet or smartphone. These apps such as WhatsApp, Facebook Messenger, and Snapchat, just to name a few, have changed the way we communicate. According to eMarketer, in 2015, more than 1.4 billion people across the globe are already using one of these apps, representing a 32 percent increase, when compared to the previous year. Companies are beginning to use mobile messaging apps to interact with consumers, provide customer support, and more. This isn’t your typical ad space, but you will see this be embraced and integrated into new mobile marketing plans. As a marketer, you're always looking for new trends that can help your business grow and stay ahead of the competition. With the mobile usage growth, this can be a unique opportunity to engage current and attract new customers to your business.
The next big thing:
In many industries, people are constantly searching and analyzing data to find the latest and greatest trend in marketing that will help push their business ahead of their competitors. While these three trends may hit it big in 2017 and help your company burst through to the next level, it is important to keep in mind that your first step should be to develop a mobile marketing strategy that aligns with your strengths as a company, and then embrace the trends.