Trajectory of Mobile Marketing

By Martech Outlook | Tuesday, August 20, 2019

Mobile MarketingMobile marketing is targeting deeper and personalized engagement, which is also the current user expectation.

FREMONT, CA: Marketers are increasingly stressing upon the importance of mobile marketing. Mobile is an evolving technology, with over 50 percent of mobile users owning a smartphone. As a result, most of the businesses are focusing on mobile applications with an expectation of an increased return on investment (ROI). But is mobile marketing in its golden phase? Let’s probe into it.

Future Mobile Marketing Trends

Deeper, personalized engagement is current user expectation across the verticals. Smartphone users have even more yearning for personalized contents. Some individuals are relying on their phone as their sole source of telecommunication and a way to connect to others via email and social media. They also use it as a source of information and entertainment. Thus the operating system and app developers are continuously striving to connect to the users at an interpersonal level.

Here are the latest trends in mobile marketing:

Push Notifications Triggering Events

Using a mobile app, marketers can learn more about their customers and provide relevant contents. Several apps facilitate push notification services targeting individual-specific events, such as user registration, app downloads, birthdays, subscription renewal, promotions, shopping cart abandonment, and others. Recommendation through push messaging enables the brands an easy way to stay connected with users without being invasive. Companies collecting a wealth of user data can use it to provide related content. For instance, Netflix sends push notifications whenever a user’s favorite show releases and alerts them about new films based on their search history.

Location-Based Audience Targeting

Location-based marketing enables marketers to align their audience’s physical to the digital world using contextually relevant content. Here are the major ways in which marketers can adopt location-based marketing strategies:

• Geotargeting

Geotargeting refers to the act of reaching an audience based on their IP address. It predates mobile and is in use since the early days of the internet. However, IP addresses aren’t accurate, which makes it difficult for marketers to target specific locations and demographics. As a result, they use it for broader locations, such as an entire state or city. For instance, webmasters leverage it for content localization that allows them to serve local content on the global domain. Delivery networks and copyright owners also restrict streams based on the geographical location.

• Geofences

Geofence defines a radial area around a location. As a user enters or leaves a geofence, a brand can trigger marketing messages through the user’s mobile device. It is especially useful for apps that are eyeing to direct foot traffic to brick-and-mortar stores.

Virtual Assistants

AI-driven virtual assistants are increasingly reducing the gap between humans and machines. The virtual assistants leverage natural language processing to enable accurate and intelligent responses to a user’s instructions, queries, or comments. Further, it will also require the marketers to restructure their keyword strategy as the keyword entered into an online search engine can differ from how a person might ask in person. For instance, a person is likely to type “restaurants near me.” With a virtual assistant, a person is more likely to ask, “Find a restaurant near me.” Thus, with proper strategies, brands can develop deeper connections with their audience.

Predictive Analytics

Artificial Intelligence (AI)-powered analytics are assisting marketers with insights into customer preferences and behaviors on a large scale. AI can help companies in targeting their audiences with highly personalized ads. Companies such as Facebook, Google, Amazon, and Linkedin are already using AI, machine learning (ML), predictive analytics, and big data to enhance the quality of their products. Algorithms produce ads that are more likely to engage a specific individual. Such ads are personalized based on past interactions, location, and demographics of the users. In the modern hyper-competitive app region, almost 1 in 4 people abandon apps after only one use. Thus marketers need to upgrade their ad strategy and provide a seamless user experience for higher customer engagements.

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