We have come a long way, from computers that took up a whole room to the laptop that we tote around in a bag, but by far, the handiest invention we have developed is the smartphone. Most people consider their mobiles to be their most prized possession and clearly, this position is well warranted. Paying bills, chatting with friends, buying groceries, booking public transport, making purchases…all of it is possible and above all, situated right in the palm of your hand. Anything that you could want or need can easily be obtained through your smartphone; this not only increases convenience for users but also benefits digital marketers as these phones also offer up a treasure trove of information.
According to Statista, there are over 2.7 billion smartphone users across the globe, and each user checks their phone on an average of 80 times a day, which amounts to an inordinate amount of valuable/relevant consumer data. Therefore, analysing this vast amount of data could provide invaluable insights into consumer behaviour and psychology, making it indispensable in the lives of marketers. Not only is this data expansive, it is also precise, which means that it has a higher ROI than traditional forms of data collection. Tracking this data and creating strategies based on it also becomes much easier; for example, automated marketing can discern if a customer left items in their cart, but did not make a purchase. These kinds of customers can also be drawn back through various methods such as follow up emails or related content that appears as creative update notifications or well-crafted emailers on their smartphones. User data can also be utilised to create personalised ads that target customers based on their preferences; Facebook’s Dynamic creative is one such type of programmed advertising that displays ads based on what the customer is looking for, thus increasing overall interest and conversion rates.
But, smartphones are not just a source of information, they are also touted to be a whole new era of advertising, with specifically designed campaigns that suit the mobile interface. Coca Cola’s “drinkable ads” featured an image on the app to show Coke Zero being poured from a bottle on their TVs into a glass on their mobiles! With mobile marketing, campaigns can also be optimised in mere seconds using AI and machine-based algorithms — this would mean real-time tracking of performance and optimized delivery of services. In fact, many ad tech companies are currently working on automating instantaneous machine learning (ML), so that the platform can adjust campaign spends, optimise programmatic bids and/or halt poorly performing initiatives based on analysis of the data collected from smartphone usage.
User engagement will also increase with the rise in augmented reality (AR) technology that puts products literally in the hands of consumers; this technology can be used by mobile advertisers to permit shoppers to test the placement of furniture in a room, try outfits or even sample makeup, all from the comfort of their homes.
Even though the “mobile-first” trend is growing rapidly among marketers and consumers, the possibility of a “mobile-only” mindset is not too far in the future. This means that people will slowly start the migration process of shifting from their desktops and laptops to only using their smartphones. Based on this trend, it is predicted that the global ad spend will reach $616 billion this year and that mobile ads alone will account for $165 billion. By 2021, experts expect a combination of location-based advertising and mobile preferred ads that will completely change the way marketers reach out to their customers. As the number of mobile users and overall usage continues to grow, it can be stated categorically that advertisers and marketers will soon make mobile marketing their prime focus, with the dynamic possibilities of this sphere just beginning to take shape.
