The end of the decade has been and gone and it was certainly one in which we witnessed a significant shift in terms of mobile marketing.
The widespread adoption of the smartphone has meant that both the mobile and wider digital industry have been transformed and changed the way in which consumers and brands interact.
When we consider how reliant we all are on using smartphones, incorporating a range of mobile channels into a strategy is an important consideration in an increasingly competitive landscape.
If you are looking to stay up to date with current trends and stay ahead of your competitors, we have compiled some of the most important mobile marketing trends to look out for and adopt in 2020 and beyond!
Increase in Personalisation
The demand and expectation of personalised marketing will continue to grow in 2020 and brands will need to ensure that their mobile marketing strategy acknowledges this. Fortunately, there are several channels that can be utilised to deliver a highly personalised mobile marketing experience.
While the personalisation capabilities of email marketing are well documented, the emergence of Rich Communication Services (RCS), is one of the most exciting developments within the industry for a long time.
The channel provides the functionality of a mobile application within an SMS and includes sophisticated chatbots to deliver an enhanced personalised experience.
The functionality of the Android ecosystem is included and is one that users are already familiar with, including the ability to pay via Google Pay. This is a truly exciting combination for brands as a highly personalised user experience combined with the ability to pay with a simple tap of the finger poses the opportunity to be highly lucrative for revenue generation.
The roll out of the channel has been relatively slow so far but more countries are expected to become RCS capable in 2020; this will be complemented with an increase in the number of devices that offer RCS functionality.
Chatbots will Become the Norm
Consumers are now spending more time on messaging apps like Facebook Messenger and WhatsApp. This means that chat apps should be a key focus for brands looking to take advantage of the increase in number of users of the channel.
For brands the real interest is that the channels are an ideal place to engage with an audience and provide quick answers, resolve problems or even assist in a company’s registration process and encourage customers along each stage of the conversion funnel.
If you have not considered using a chat bot as part of your mobile marketing strategy, then now is the time to start doing so in order to make sure that you don’t fall behind your competitors.
Video Will Still Engage
Video is still an incredibly powerful medium to engage users and can be used effectively across a variety of channels. This is certainly the case when it comes to mobile marketing where there are numerous opportunities for videos to be utilised.
More and more brands are including video in their online content to assist in increasing the amount of time spent on websites and incorporating videos into their advertising efforts to engage their target audience.
This is especially lucrative for small business owners as it helps to increase engagement, while ensuring that you are keeping an eye on your budget and keeping it under control.
5G Will Offer More Opportunities for Brands & Consumers
The new fifth generation of telecommunication systems will provide ubiquitous, ultra-fast bandwidth with low latency connectivity.
This will mean that the technology will be used across a range of applications and sectors and will transform the current landscape of mobile connectivity and mobile marketing. It is expected that it will be of interest to governments and vertical industries, such as automotive, financial services, healthcare providers and utility providers.
However, in 2020 it will still not enjoy widespread rollout and brands should take the time to analyse the current landscape and determine where there are opportunities to take advantage of in the future – it is expected that there will be as many as 1.2 billion connections by 2025.
The mobile experience will become more immersive and interactive for users, especially with Augmented Reality becoming more commonplace and eventually the norm. This will provide a plethora of opportunities for marketing and provide full user immersion and enhanced levels of engagement.
The SMS will Remain Powerful
Despite the advances in technology over the years since its inception, the SMS is still as powerful as ever and will continue to be for the foreseeable future. As mobile ownership continues to grow around the world, we can expect to see the number of people receiving marketing alerts and service information via SMS continue to grow.
The number of people receiving business-related SMS is expected to increase to 48.7 million in 2020, an increase of 23% compared to 2016. It is also worth remembering that consumers redeem coupons delivered by SMS around 10 times more than other types of coupons.