Posted on December 29, 2015 by David Yovich
As the year comes to an end it’s inevitable that we are forced to look ahead to 2016. Whether it’s planning, forecasting, or budgeting our jobs are consistently dependent upon the ability to understand historical trends and use them to predict the future. As marketers, understanding how and where to effectively communicate our brand is no different and mobile marketing is soon to be more than just a buzzword.
From a historical perspective trends are easy to spot. On July 1st 1941 the first television commercial aired. But it took a few decades to develop into the standard format of today. In 1991 Tim Berners-Lee published the first website. The website announced his “World Wide Web” project and explained how to set up a web server and publish your own site. He went on to develop the first browser, which was named, the “WorldWideWeb”. That first published website changed everything. It took less then a decade to become mainstream and a viable option for advertising. As Internet advertising is evolving and television broadcasting as we know it is soon becoming obsolete, what’s next and how soon?
When we think of smartphones we think of them by today’s perspective. In actuality, the first “smart phone” was IBM’s “Simon Personal Communicator” released in 1991. Cellphones have come a long way in 25 years. But, just as the television decades before and the Internet in the 1990’s it takes time to alter how we communicate, listen, and hear information. IBM sold 50,000 units of Simon. But it’s doubtful those phones were checked before falling asleep, waking up, and lugged everywhere in between. Changing behavior takes time and statistically we’ve reached the tipping point.
In 2015 64% of Americans own smartphones, up from 58% in 2014. 7% of smartphone owners have no other form of Internet besides their phone. People spend 85% of their time while using smartphones on apps. The average person only uses 26.7 different apps per month and 70% of the total usage comes from the top 200 apps. 3.7 million people in the US played Candy Crush, Clash of Clans, and Game of War in 2015. 55 million matches are made in Words with Friends at any given moment. 84% of Moms and Millennials use smartphones to help shop while they’re in the store. (“Mobile In-Store Research” study of U.S. smartphone users Google and Shopper Marketing Council). It’s safe to say that mobile is here to stay.
A big mistake is to approach mobile marketing as a niche or separate strategy. Because of the shear dollar amount of a television ad spend; marketers are forced to implement campaigns into a holistic approach. That is not always the case with Internet marketing. For years, many companies have been able to segregate web from everything else. Unfortunately this has lead to the term “digital marketing” and has encompassed Web, then Social Media was thrown in, and now we are seeing Mobile Marketing absorbed. In 2016, some companies will begin to change that mindset and will reap the rewards.
Responsive Web Design: If you haven’t already implemented a responsive website, you’re already behind. A responsive web design works across all platforms from desktop, tablet and mobile. The code, url, and content stays the same. With the increase of online research across all market segments occurring on a mobile device this should be the number one priority of 2016. It’s the foundation for anything mobile marketing related.
YouTube: YouTube is the most used search engine behind Google. YouTube has 1 billion users between the age of 18-54 and that number climbs daily and half are on mobile devices.
In App Advertising: In-banner messaging is the small messaging that appears at the bottom of the app. A quick callout to lure, inform, and announce brand products and/or services. In other words it’s a form of native advertising within the app. They are less intrusive, more engaging & perform better than online banners at generating user actions.
Mobile pre-roll videos are the ads displayed before selected video content, between game levels, and other content across hundreds of mobile apps and websites. Unlike a commercial break during TV shows, a pre-roll video ad is just one spot, rather than a series of spots where the message gets lost when grouped together. It’s also a spot that closely matches the viewer’s demographic and geographic information, which is more likely to end in a conversion or some form of engagement with the consumer.
Beacon Technology: Shoppers love their apps especially moms and millennials. It’s more then just coupons, although many do, some use apps for list-making, recipes, or health conscious utilities. Now imagine you’re a brand that gained distribution in Wal-Mart, but not Target. How can you effectively market without spending money on people who don’t shop at Walmart? Simple, deliver full-page interactive engagements, in-store while consumers use their favorite shopping apps. Brand content is embedded within the flow of helpful relevant app utility, delivering brand engagement for an average of 90 seconds and resulting in consumers being 19x more likely to interact with brand.
Augmented Reality: Augmented Reality seems to be taken directly out of a 1970’s Sci-Fi film. A static image, such as a photograph is turned into interactive content. Imagine taking a guided tour of a museum at your own pace using image graphics on exhibit placards or installation instructions that come alive on your phone. The possibilities are endless.