The following is a guest contributed post from Ran Avrahamy of AppsFlyer.
The mobile audiences of 2015 are not robots – in fact, they demand more control over what they interact with than ever before. In order to be prepared for the consumers of tomorrow, you need to have a mobile marketing plan ready for what the future holds. Never fear – we’ve used our expertise to bring you the top marketing trends to look out for in 2015.
Here are the top mobile marketing trends to help you gain the most meaningful responses from your audience:
Know who wants control, who wants ads, and who doesn’t care
The most important trend to watch is viewing mobile customers’ wants, needs, and demands as integral to the planning process. How can you market effectively if you don’t know how your users consume? AdVids surveyed mobile users and broke customers down into 4 categories, with each category making up approximately ¼ of the total audience:
- Marketing immune: People who find no benefits from mobile marketing.
- Easygoing: Those who are ambivalent about advertising but don’t positively impact sales.
- Control freaks: People who want control over what they receive and will as a result respond to mobile marketing efforts.
- Connected marketing lovers: Those who are both interested in the benefits of marketing and do not need to be in control of what they receive.
According to this data, you have the possibility to impact almost ¼ of your audience, with the option of reaching out to almost half if you give them the control they crave.
So, give users control to improve engagement and response
Users today want to retain their autonomy to respond to advertisements and do not respond positively to marketing efforts that are forced upon them. As AdVid’s study reports, 95% of respondents surveyed said they are annoyed to receive messages from senders they haven’t given permission to.
So, simply ask for users’ permission and then don’t abuse it. One way to gain the permission of users is to create incentives that will motivate users to help them help you. Mobile programs that reward customers for being open to ads, communications, and more on their devices are more likely to receive engagement. One example of this is free streaming music sites, who offer the option for customers to receive free unlimited music in exchange for ads or limited skips in the stream. Think about how you can reward users who are open to your marketing efforts.
Micro-targeting: Understand your users better than ever
You have the technology to understand what your users want, so why guess? Customize your mobile marketing to your users helps you find and target your audience. Don’t waste resources creating or sharing marketing that doesn’t speak to your users. Personalize the experience so the users receive native ads as well as the option to choose their advertisements, how they receive them, and when.
The result? They can get the best experience possible and you get the best responses.
Start thinking of how your users digest information
It’s important to use multiple channels to advertise because today’s consumers frequently switch between mediums. However, to not hurt your brand image, it’s of equal importance to keep brand messaging consistent across all channels.
Also, as users connect on more and more devices, your content needs to be responsive to different screen sizes and resolutions. In addition to being responsive size, you need to respond to how users digest information on mobile. Bite-size chunks that draw the user in and put the choice in their hands about whether to engage with long-form content is successful in assessing
Build integrated digital experiences
Consumer brands like Red Bull, Coca Cola, and Domino’s have successfully implemented integrated marketing experiences – and they have reaped the benefits. Remember that your users’ consumer experience is not isolated – as they take in multiple types of media, your marketing strategies need to cater to each. One of the most successful examples of this is app creation that is aligned with brands, brings undeniable value to your customers, and contributes to your overall marketing campaign at the same time. You can also use analytics from app installation to see where possible sub-target audiences are directed towards your brand and harness this knowledge to give you a greater look at your overall marketing response.
Clearly, 2015 has a lot in store for mobile marketers, but the good news is that it’s easy to be on top of the trends. As long as you are willing to think in new directions and grab hold of the future trends, the sky is the limit for your mobile marketing campaigns.