Google Search On Apple iPad2There can be little doubt that mobile is the driver of modern day marketing. It is the fasting growing trend ever and with over 2bn users projected for 2015, the phenomena shows no sign of slowing.

The range of statistics involving the growth of mobile marketing are too great to ignore. The most recent report, a projection of global ad spend in 2015 issued by ZenithOptimedia, predicts a further 15% growth over the next two years.

If you’re not already targeting smartphone users, you are probably missing out on the chance to attract customers.

As we move into a world of All Things Internet, online advertising accounts for 24% of global spend. With smartphone technology, apps and social media networks at the disposal of marketers, mobile marketing has the potential to be the dominant platform for advertisers.

How to capitalise on mobile marketing

Mobile marketing needs a little more savvy than traditional desktop marketing. First of all, you need to think about the type of device your audience will be using. That means creating an advertising campaign for a 4-inch screen.

Advertisers have been slow to move into the mobile marketing arena, but this year saw a flurry of campaigns specifically designed to have an impact on a handheld audience demonstrated how far the technology has matured over the last couple of years.

Some of the tactics used improved interactivity, enhanced targeted audiences and took advantage of native experiences. Social media networks still lead the way in terms of reaching your audience, but marketers should be considering how to make the most of mobile technology.

Mobile wallets

NFC technology may be raw, but the potential for consumers to make secure payments using their mobile phones is used. With the rise of data security hackers breaching retailer accounts, apps like Apple Pay that enable users to make secure payments won’t take long to catch on.

Some top-name brands are already taking advantage of mobile wallets. Both Starbucks and Burger King have promoted bar codes to geo-targeted audiences. The tokens allow users to buy a coffee and a bite to eat by swiping their mobile screen with a barcode reader. This is the future of retail shopping.

Geo-targeting

Targeting mobile users in your locality with real-time ads is potentially the greatest weapon in your arsenal. Info share sites such as Facebook and FourSquare allow you to identify customers on your radar and send them a promotional offer.

Traditional advertising relied on a customer coming into your store to browse around before you could actively engage with them. Geo-targeting enables you to extend further afield and invite prospects in the vicinity in to your store using message alerts that offer special gifts, discounts or early access.

Interactive features

Internet services have made it easier for brands to interact with consumers before, during and after the buying process. Savvy marketers catering to handheld devices can take advantage of this functionality to attract new customers and improve customer service.

Nissan recently pitched a mobile ad featuring hotspots that viewers were able to tap and access additional information. The ad totalled a 93% engagement rate and helped to raise product awareness.

Now that smartphone technology is becoming more advanced, marketers have more options to reach a wider audience than ever before. And given we are still in the infancy of developments, the potential for marketers to improve advertising campaigns and increase numbers across the board is very exciting.

Mobile marketing is a revolution. If you don’t get on the train soon, you will get left behind by your competitors.