If you are a marketer in the UK – or anywhere else for that matter – and want to know what the latest mobile marketing trends are, look across the pond to your brethren in the United States.
The US is the biggest economy in the world – and it is not by chance. They also have the world’s leading marketing ideas and have done for a century or so. Needless to say, the advancements in technology is also US-led.
Let’s take a look at some of the successful marketing trends of 2014 and determine what is next in store for UK marketers.
Mobile marketing first
With the rapid growth of mobile advertising, online marketers in the US are recognising the value of structuring their marketing campaign to meets the needs of mobile users ahead of every other target audience.
According to Business Insider, the spend on mobile advertising in the US last year enjoyed a growth of 49.7% outstripping traditional marketing strategies such as TV, print and radio. Mobile’s closest rival was social media with an 18% growth. The stats speak for themselves.
The focus for marketers is to engage customers with content and the mobile platform presents a perfect opportunity for companies to interactively connect with prospects.
With handheld devices giving users easy access to video, social media accounts, video games and online questionnaires, etc, interactive advertising is a fast growing industry and in the US, spend is tipped to hit around US$77m by 2016. Expect interactive to gain pace this year.
We seemed to wait an eternity for NFC technology to go live on mobile handsets and now it is here there is hardly anywhere we can use the function. That will surely change in 2015.
ApplePay went live on the most recent iPhones in October and a whole host of other tech companies have produced NFC-ready phones. Now store owners have the ability to streamline the purchase path, marketers should be jumping all over this like a bouncy castle.
US search engine giant, Google is predicted to ramp up its technology to make “connected platforms” even more efficient. As consumers and marketers keep an eye on the progress of wearable tech the seamless connectivity between devices will be a valuable cog in the wheel of life.
The interaction between devices however poses marketers with several problems – not in the least, which device should host your advert if it is available on all devices.
The key to multi-screen viewing is user experience. But what happens when consumers are interacting with wrist watches and other wearable tech devices? Devices may connect seamlessly, but will your marketing campaign?
The answer to the last query is voice marketing. Whereas marketers are turning towards mobile first strategies, the introduction of smaller devices with 2-inch screens or no screens at all only leave you with the option of voice messaging.
And the latest mobile technologies allow marketers to connect with customers via voicemail services. Facebook recently boarded the voice recognition train with the acquisition of Wit.ai, a start-up company that has developed a platform that allows social networks to provide users with speech recognition services.
Mobile marketing is the fastest growing industry ever and the influx of mobile technologies is increasing the pace. We are already seeing new ideas move on to better ideas, and the most successful campaigns it would seem are coming out of the United States.