By Farhad Divecha
As consumers, we are in constant awe (and horror, occasionally) at the many smart and unique ways brands are able to reach us via our mobile phones. Our devices are constantly with us, making them an invaluable channel for brands to message us via social media or push notifications, as well as to track us and understand our personal likes, motivations, and behavior.
Mobile is the most significant area in many companies’ marketing strategies, and with mobile technology advancing exponentially we share five mobile marketing trends that will shape 2020.
A creative format renaissance with 5G
With cellular network technology continuously improving and deals with 5G network companies in the works, it’s looking ever more likely that mobile phone users will soon have access to speedier internet everywhere they go, including on public transportation. In other words, it’ll soon be all about the 5G!
With faster internet and load times, the opportunity for marketers to use higher quality creative formats becomes real. Creative used in mobile marketing campaigns can be of higher quality and resolution, with potentially more complex interactivity becoming accessible to all. With its launch and continuous improvement, cellular networks will be able to load videos of cinematic quality and length in a matter of seconds.
5G may be an exciting opportunity for mobile marketing, but it also poses a potential threat to users. With large amounts of user’s data being transferred at high speed, it is no wonder many are concerned about its advancement and use, believing 5G could contribute to more intrusive marketing and data collection from the companies that own those networks. Ultimately, marketers will have to take responsibility for their campaigns and allay consumer fears — if only because of laws like GDPR that demand it.
Full path to purchase using voice assistants
Adoption of voice technology is higher than some marketers are aware of. A recent survey by PwC revealed that only 10% of surveyed respondents were not familiar with voice-enabled products and devices. Of the 90% who were, the majority have used a voice assistant (72%). It’s high time marketers awoke to the possibility of users completing the entire purchase journey using only voice commands, and not just on Amazon.
Security measures will need to be implemented to avoid any fraudulent activity, and with customers on high alert after the misuse of data by certain social networks, brands need to be more transparent about how the process works. They also need to make it clear ,if and when voice searches are recorded.
Overall, customers are very responsive to the use of voice search, with the same PwC survey showing that 21% of voice assistant commands were through a TV remote.
DOOH advertising enhanced with augmented reality
Augmented reality (AR) may be a relatively novel concept, but it has the potential to accelerate past online, TV, and print advertising. A report from The Drum states that AR captures people’s attention for over 85 seconds on average and improves click through rate by 33%.
With such impressive numbers, more brands are likely to incorporate AR into their marketing strategy as it delivers the “wow” factor that other advertising formats can’t compete with.
AR has already been used in many successful marketing campaigns, and even as AR filters on certain social media platforms. Pepsi installed AR technology on a bus shelter in London, and made flying saucers, UFOs, and a tiger appear. The footage of Londoners’ reactions was then uploaded to YouTube and received over 8 million views and 36,000 likes.
There is even room for AR to be incorporated into the in-store checkout process. For example, customers who use AR filters could receive a discount code for promoting the brand. Brands could also expand on the Pepsi approach, perhaps using digital billboards instead of bus stops, which cover a larger area with experiences tailored to the location.
Building personal connections with Messenger Ads
Messenger Ads are popular, with 53% of respondents in a recent Facebook study stating they are more likely to shop with a business they can contact via a chat window. With demand for direct contact with sales or customer service, the need for a chat app function will become critical for all brands – particularly technology and consumer goods companies.
According to another Facebook-commissioned study, 64% of WhatsApp users agree that WhatsApp fostered a personal connection to a business. This personal connection is the ultimate aim of brand marketing. Messenger Ads are an easy way for small businesses to interact with customers on a personal level, by using tools to automate, sort, and quickly respond to messages.
Large-scale adoption of cross-channel AI solutions
Artificial Intelligence (AI) has already taken the marketing world by storm, with tools like automated bidding and chatbots, data filtering, audience targeting, and predictive behavior. Some of the largest companies use AI to encourage more purchases and improve the customer's buying journey. Sky has taken this one step further by creating its own model to suggest content based on the viewer’s mood.
My company, AccuraCast, has also recently built a new proprietary artificial intelligence-based marketing tool called Unyte AI. The tool allows marketers to manage campaign budgets, bid strategies and targeting, for multiple ad platforms (such as Google Ads and Facebook) in one place, the purpose being to unify marketing channels for smarter management and budget allocation.
2020 is only a few months away and there is so much potential for growth and innovation in the mobile marketing space. Marketers are becoming smarter in the way they work and the technology is following. These trends are only going to continue to grow in importance.
About Farhad Divecha
Farhad is the founder of multilingual digital marketing agency AccuraCast. Farhad believes technical know-how, data driven strategies and drive are instrumental in turning a mediocre marketing campaign into a success. His experience includes the successful launch of numerous online companies, management of an $80 million+ product line and winning a pie-eating contest.