The Future of Mobile Marketing: Top Strategies for Success in 2022

By Susan Linney

KEY TAKEAWAY

With the mobile advertising landscape in continuous flux, brands must adjust swiftly to changing consumer trends and respond at scale. This requires nimbleness when it comes to adopting new technologies, integrating new tools, and using data-driven insights to optimize campaigns in real time.

The World Advertising Research Center (WARC) predicts that by 2025, 73 percent of people around the globe will rely solely on their smartphones to access the internet. With this forecast in mind, it’s clear that brands and businesses should be incorporating as many mobile touchpoints as possible into their digital marketing strategies. But this is no simple task, as emerging technologies and recently implemented data privacy regulations are disrupting the already ever-evolving mobile landscape. What do marketers need to know to ensure their strategies will succeed in 2022 and beyond?

Automation Is Essential

With more digital channels available than ever before, marketers must be leveraging automation across all platforms to improve efficiency, minimize errors, and free up valuable time for strategy and creative planning. This is especially true for mobile advertising, which requires high volumes of data and continuous, real-time analysis that’s impossible for humans to handle manually at scale.

Savvy marketers know this and are utilizing automation strategies accordingly — a recent survey indicates that 96 percent implemented automation solutions in 2021, with 36 percent taking six months to a year to properly operationalize their marketing automation processes.

Automation can help manage the many channels mobile marketers use to engage audiences, from in-app messaging and push notifications to social media and SMS. In addition to improving efficiency by running campaigns across multiple channels, automation can help optimize campaigns while they are in flight by collecting and analyzing real-time data.
Segmentation strategies can also be improved by automation, which allows mobile marketers to effortlessly group users based on contextual data such as device type, demographics, and location (including proximity to physical stores). Engagements can be personalized on a very large scale, delivering unique and hyper-relevant experiences to thousands of users with ease.

M-Commerce Should Be Embraced

With smartphone users now accounting for 71% of retail website visits, brands must provide a seamless shopping experience for their mobile users. In addition to making online shopping incredibly convenient, m-commerce gives retailers the ability to reach customers wherever they are via SMS push notifications. It also amps up personalization by utilizing Wi-Fi and GPS technology to deliver content based on user location.

At the same time, m-commerce makes the buying experience easier than ever thanks to mobile payment methods such as Apple Pay and Google Pay, Visa Checkout, Zelle, and Paypal. Not to mention the fact that mobile is the ideal platform for omnichannel shopping, as most customers take their smartphones with them wherever they go. Retailers can offer free in-store Wi-Fi, for example, to encourage customers to use their mobile devices to access brand-specific info while they shop on foot.

M-commerce volume is predicted to hit $620.97 billion (or 42.9 percent of e-commerce) by 2024. Insider 

Shoppable Video Ads Are Highly Effective

While shoppable mobile video ads were proving their worth before the pandemic hit, they’ve become even more effective over the past two years as a means of engaging the endemic consumer. According to MarketingDive, 40 percent of marketers are now using them, compared to 25 percent in 2018.
 
Going one step further than traditional product videos, which rely on linked text in description boxes or pop-up windows to direct viewers to a selling page, shoppable ads feature embedded links that allow viewers to make purchases without leaving the video. This eliminates any incoherence between the mobile marketing and buying process, directing users to checkout while keeping them engaged on the platform they’re currently visiting.

41 percent of viewers add a product to their shopping cart after watching a shoppable video. UScreen

One of the big benefits of shoppable videos is that they simplify the customer journey by making content instantly purchasable, which not only increases conversion rates but also boosts customer engagement. This is especially valuable as more and more consumers embrace social shopping and rely on social media to inform their purchase decisions. What’s more, retailers can link their shoppable videos to e-commerce inventory data to ensure the most available and relevant products are displayed.

Flexibility & Agility Are Key

With the mobile advertising landscape in continuous flux, one of the only certainties is the need for flexible marketing strategies. To survive and thrive in the current endemic era, brands must be able to adjust swiftly to changing consumer trends and respond at scale. This requires nimbleness when it comes to adopting new technologies, integrating new tools, and using data-driven insights to optimize campaigns in real time.
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