Looking back, we'll likely remember 2014 as the year mobile marketing became a major part of most companies' digital marketing efforts. In 2014, mobile internet usage surpassed traditional (desktop) devices for the first time, making it a crucial vehicle for marketing messages in most industries.
But early indications are that 2015 will once again be a year of change: Phablets, phone-tablet hybrids like the iPhone 6+ and the Samsung Galaxy Note, are expected to outsell traditional tablets like the iPad in the coming year. Meanwhile, Apple introduced its Apple Pay model in late 2014, and experts predict a significant rise in mobile payments this year as a result. Then of course there's the wearables market, poised to finally become a major player in the industry. In other words it's time to adjust your mobile strategy this year. Here are four ways you can do that:
1) Engage, not Sell
As consumers increasingly spend time on their mobile devices, from monitoring their health to simply surfing the web, it's time for relationship marketing in the mobile age. Banner ads on related apps, urging consumers to visit your site or buy your products, are simply no longer enough. Instead, you should seek to build relationships with your mobile consumers, stressing the benefits of your brand through your own app as well as various advertising outlets and offering opportunities to connect.
2) Be Responsive
The increased variance in screen sizes, above all, increases the need for your website to be designed responsively. That means no more mobile version of your site. Instead, it should include code that automatically adjust the format to the devices used by your audience. Urgent calls for responsive design began early in 2014, when mobile internet usage first overtook that of desktops. With the emergence of phablets, designing your website responsively - and testing it on all devices - becomes all the more crucial.
3) Be Immersive
Increasingly, the mobile market is becoming a one-stop shop for consumers. Apple Pay removed yet another barrier, as consumers who had previously preferred to actually conduct transactions on their desktop devices can now do so conveniently from their phone. For your company, that development means offering more than just a piece of your marketing strategy on mobile; instead, make sure that consumers at every stage of the sales funnel can ultimately become customers without ever having to leave their mobile device.
4) Take Advantage of Consolidation
The last few years have been marked by users owning a multitude of internet-enabled devices, from desktop computers and laptops to smartphones and tablets. But 2015 should see that trend begin to reverse. Phablets offer the best of all worlds, combining the mobility and functionality of a smart phone with the large screen and processor of a tablet. Their projected sales numbers suggests that audiences are ready to move back to a single device for their internet needs; be sure your mobile marketing strategy accounts for that.
But don't forget about the wearables; it may be enough for now to simply monitor if smart watches will actually become as popular as expected, but having a plan in place in case they do is perfect if you want to be prepared well.
The new year and new technology means it's time to adjust your mobile strategy. Make sure you're keeping up with the latest trends as you start off the new year.