There is no denying that marketing continues to evolve at a very swift pace, with new marketing trends completely replacing the old and outdated ones. The same holds true for mobile marketing trends, which are sure to revolutionize the landscape of mobile marketing.
Keep reading to learn about mobile marketing trends in 2020 so you can stay ahead of the curve and consider to implement to outpace your competition.
Perpetual Increase in Popularity of Mobile Audio Marketing
Marketers occasionally fail to notice the audio opportunities, which tablets and smartphones offer because these devices provide visual opportunities galore for brands. This is a grave error that marketers make since listening to quality content which is a prime behavior of mobile audiences (this content can run the gamut from Headspace meditations to Spotify Playlists).
One particular area that is tremendously thriving is podcasting. More than half of the American population says that they are listening to podcasts in 2020, and most of these individuals are also saying that they engage when they are outside their homes (for example, while they are in their car).
The 2019 survey provided us with the results of how podcasts have emerged as an important form of audio content, that is becoming more and more popular worldwide among digital natives and young generations.
Since podcasts are an easy channel for delivering appealing audio advertisements to a broad audience base, they are especially critical to brands. This capability, coupled with the content type’s rising popularity, is precisely why the advertising spends on podcasts is all set to swiftly increase (experts have projected that it will cross the $860 million thresholds in 2020!)
New Smart Tactics will be Pivotal to Prevent Advertisement Fraud
For marketers in 2020, fraud prevention continues to be a serious challenge. Tactics for fraud prevention will be at the core of the conversation over the next year as smartphones' adoption rates increase worldwide, and fraud becomes greatly incentivized. Particularly, we will observe more focus on click and impression and how the link between these two is important to combat advertisement fraud.
An individual can only click on an advertisement if they been served the said advertisement and have seen it. This might sound like basic common sense, but more often than not, real users do not make these clicks. This is why the Mobile Measurement Company Adjust created Click Validation ( new standard of mobile fraud prevention), which entails that advertisement channels send impressions with an identifier (unique), which will also be attached to any resultant clicks before the click claim being sent over. This drastically increases the fraudsters’ workload up to the point where it is no longer financially viable for them.
And although fraudsters are always developing new exploits, this does not mean that the underlying systems fluctuate. It becomes easier to apply solutions if you know the limitations of these systems and that new advertisement fraud methods can only come into play within the confines of these parameters.
Currently, the two most prevalent methods of advertisement fraud are Click Spam and Click Injection. There is a strong likelihood that in 2020, we will continue to see these methods used against unprotected applications. This makes measures such as Click Validation (as mentioned above) even more necessary, as it significantly increases the fraudsters’ workload who seek to pilfer advertisers’ and brands’ advertisement budgets.
Convergence of Marketing and Product to Recreate the App Experience
This year, 2020 will see companies take firm action to break the barriers down between marketing and product. This will help to solve the problem of how to build and maintain an application business that is sustainable.
While the main objective of advertisement campaigns is to fill up the marketing funnel, they also provide insights and important data you can and should use to make sure that the app experience delivers 100 percent on its promise.
The information which marketing derives from these advertisement campaigns (like various features that users like) can go a long way in shaping product strategy. Well equipped with insights and data from how users engage with the campaigns, the product can design an app experience that will not only prompt regular use but will also drive familiarity that enhances brand trust and recognition.
Constant Increase of Native Advertising
Native advertising is another mobile marketing trend that will continue its rise in 2020 (and beyond). Native advertisements usually appear as branded or sponsored articles, recommendations, and blog posts and continue to prove to be very effectual, as people perceive them to be non-intrusive and very useful as well.
According to IHS study, when mobile advertising grows in a swift pace, native advertising is booming to drive $53 billion revenue, about two-thirds of total mobile ads revenue for the marketers in 2020.
Native advertising, also called content marketing, helps to bolster consumer trust by providing added value to customers who are searching for particular information, while not becoming a hindrance in their overall mobile experience. Native advertisements generally do not encourage viewers to make a decision to buy right then and there. As a result, by bringing them back to the marketing funnel’s consideration stage, potential customers are provided another chance to become even more acquainted with the brand. These consumers are then quicker to convert later on when marketers target them an advertisement comprising a more direct CTA (call to action).
Targeted Local Marketing
Mobile marketing experts predict that by next year, mobile advertisement spending (location-targeted) will cross $32 billion. In addition, just like Google, platforms have been offering mobile preferred advertisements. This is as good as mobile Search Engine Optimization, and you should not lump it up with other advertising platforms or channels. However, if you couple this with location targeting, you get a very effective tool to reach out to your target demographics.
Several mobile marketers are of the same opinion. This is why, when it comes to your Search Engine Optimization and advertisement placement, you have to be locally mindful. This is particularly true if you have one or more physical locations in the country. Furthermore, according to SEO trends, going local is not just a feasible option but a necessity in the current market.
Bottom Line
Mobile marketing adapts and evolves with changing times and has limitless potential. Every newly invented technology impacts the marketing realm in some way or the other, and this gives birth to new mobile marketing trends.
Having an approach that is “mobile-first” in your marketing strategy is crucial if you want your organization to stay ahead of the competition. You should also stay abreast of current and upcoming future mobile marketing trends so that you do not lag behind in your marketing efforts.
