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Top 5 Mobile Marketing Trends to Know

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Mobile marketing is one of the biggest trends that is transforming the digital marketing landscape in 2014. In fact, global mobile advertising spending will reach $18 billion in 2014, according to Gartner. Here are five of the most important mobile marketing trends that you as a marketer should be aware of and how to incorporate them into your digital marketing strategy.

1. Mobile Email Marketing

About 3 out of 4 Internet users in the US check their email from their mobile device, according to a survey by My.com. Email is still a popular and effective marketing tactic for many businesses to communicate with consumers. A recent report from Custora found that email marketing generated more than a 25 percent of retail purchases made on mobile phones in the first quarter of 2014.

Considering the growing adoption of mobile devices, marketers should make it a priority to optimize their email content for mobile. Mobile-optimized emails should have an attractive design and functionality that makes it easy for users to click on links. Having short email subject lines are also important. Make sure the first 4-5 words of the subject line clearly convey the message of the email and encourage the user to read it.

2. New Mobile Ad Formats

New formats of mobile ads are emerging as a result of the mobile-takeover. Brands are already replacing mobile banner ads with more creative and innovative rich media formats like videos. An effective mobile advertising strategy should be optimized for specific devices. For example, a traditional 30-second video ad that is usually viewed on a desktop will not be successful on a mobile device, as they are used to quickly share content. Instead, a 5-10 second video ad would be effective for a smartphone, and a 15-second video ad would work for a tablet, which is used for longer form video content. We are already seeing brands use the short-form video content on social media platforms like Vine and Instagram.

3. Mobile Website Design

Earlier this year, we wrote a blog post about Why Mobile Marketing May Be Key to Your Website’s Success in 2014. A couple of the key mobile marketing success factors we covered are still extremely important. A website with a simple and functional design will improve the user experience and engagement. Companies should analyze the current pages on their website to see which have the highest mobile bounce rate or exit percentage. This will help them improve the overall mobile user experience, ensure that their message is conveyed to a mobile audience, boost mobile sales, and improve the overall bottom line.

4. Local Search & Location-Based Mobile Ads

In today’s fast-paced world, mobile devices make it easy for consumers to find information on the go. A recent study by Google found that 88 percent of consumers use their smartphone to conduct local searches to find business hours, an address or directions to a local store, and product availability. The survey also looked at users’ interactions with location-based mobile pay-per-click (PPC) ads. Smartphone users said that the phone number and directions were important information to include in an ad. Four out of five consumers want search ads to be customized to their city, zip code or immediate surroundings, according to Google. Location-based ads can encourage mobile users to visit stores or make purchases.

A local strategy can help businesses adapt to a consumer’s constantly changing location. Optimize PPC ads for the consumer’s location by using location bid adjustments to modify bids for specific geographic areas. Adding local extensions – a phone number or “click to call” button within the ad – makes it easy for consumers to find the information they need right away. Finally, use radius bidding to reach and engage consumers near your store and build an attribution model for local searches.

5. SMS Marketing

Text messaging is everywhere today, so it should come as no surprise that companies are now using SMS practices as another marketing tactic to reach their target audience. Compared to email marketing, SMS can be up to eight times more effective at driving engagement, according to Mobile Commerce Daily. Retailers use SMS to expand their databases, retain loyal customers and boost sales. SMS marketing is an efficient and relevant technique to reach consumers, increase engagement, drive sales, and build brand loyalty and trust.

Winning Mobile Strategies for Business

Mobile marketing trends continue to evolve and drive digital marketing initiatives for all types of businesses. Contact our digital marketing experts to find out how we can help you create a winning mobile marketing and advertising strategy for your company.

Photo credit: Pixabay


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