The dynamic mobile-oriented market sphere requires innovative marketing strategies that will focus on current customer needs.
FREMONT, CA: Mobile marketing is aimed at influencing the audience via mobile devices such as tablets, smartphones, and others. Until a few years, mobile marketing was seen as a complementary platform as the marketers were prioritizing desktop audience. However, at present, the audience base has predominantly shifted from desktop-based to mobile-based devices, which has led the marketers to restructure their marketing strategies accordingly. Thus, marketers need to focus on strategies that aim to target mobile users. On average, the time spent by the users on their smartphones is 2 hours and 34 minutes while it’s 1 hour and 19 minutes for the tablet users. Mobile users install two apps a month and regularly use 9.1 apps on an average. 33.3 percent of mobile users use their devices along with television. These interesting stats depict the current user behaviors. Here are some of the mobile marketing strategies widely used in today's market.
Hyperlocal Mobile Marketing
Hyperlocal marketing focuses on targeting people by focusing the marketing and advertising efforts to a particular geographic location. Instead of spending money on huge marketing campaigns, hyperlocal marketing allows a marketer to focus on a block or a street. According to a study, 78 percent of local mobile searches end with offline sales from retailers. Thus, hyperlocal marketing can be highly useful in some specific scenarios. If a person wishes to buy a book, he will probably search for bookstores on a mobile device. There are many such examples that offer immense potential for the hyperlocal marketing strategy to excel.
Augmented Reality (AR)
Marketers can use AR to target their audiences by enabling the customers to superimpose the real world with a marketing filter that augments digital assets onto real-world images. The superimposition can be carried out via mobile devices such as a smartphone. The camera identifies the target and augments digital assets onto the image. The layering effect allows the users to simultaneously interact with the real as well as the augmented world.
Augmented reality can be used for varying mobile marketing purposes. Marker-based AR or image recognition uses a smartphone camera along with some visual marker that reads a specific image or a QR code and produces a layer of augmented reality. Markerless augmented reality augments onto a device based on location or speed. It's especially useful for scenarios such as sizing furniture for a house in IKEA. Projection-based augmented realities do not require screens or headsets. They work by projecting artificial light onto the real surface. Projection-based AR is usually done on a large scale, such as in case of an event or a conference. Superimposition-based augmented reality replaces the original image partially or completely by an augmented filter.
Vertical Video and Animations
According to a study, square video accounts for 30-35 percent more video views with 80-100 percent growth in engagement as compared to landscape video (16:9). Major platforms such as Facebook and Instagram news feed uses vertical videos to generate engagement. Despite the above stats, most of the videos and animations are designed for a horizontal format. The reason is that we are used to watching videos in the landscape view on cinema screens, TV, and computers. However, marketers can generate significant engagement by using apps that are specially designed to produce vertical animations and videos.
Targeting Bing and Yahoo users
Usually, marketers spend all their marketing efforts entirely on Google as it engages a major share (almost 95 percent) of mobile users, despite having a fraction of customer engagement, search engines like Bing account for 30 percent of the search market share. Moreover, it accounts for 5 billion monthly searches. On top of it, 54 percent of the Bing users are over 45 years old, while one-third of its users have a household income of over $100,000. Thus, ignoring such a wealthy part of the demographic is not a good idea for marketers.
Thus, marketers must consider restructuring strategies and processes while being updated with the current as well as emerging trends. Current investment in terms of money, as well as efforts into marketing strategies, will enable the marketers to reap revenue benefits as well as loyal customers.
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