5 Mobile Marketing Trends to Expect in 2016
After years of hearing that the age of mobile marketing was upon us, it finally is. Mobile has officially overtaken the desktop. More email is read on a mobile phone than on a computer. And mobile-first has become the design imperative.
And for good reason.
According to Inc. Magazine, over half of us use our phones in the bathroom. According to Morgan Stanley, 91 percent of us keep our phones within reach 24/7. And based on a global survey, people would rather lose their wallets than their mobile phones.
Naturally as marketers, we’re going to be where our audience is. And if the truth be told, we’re just getting warmed up.
Here are a few things you can expect to see in mobile marketing in 2016.
1. Marketers will get better at understanding how people really use their cell phones. Like many channels, this one started out with marketers imagining all the wonderful behaviors they would soon be able to influence. Now, as things mature, they will adapt their mobile marketing strategies to reflect how people actually use their phones, versus trying to foist particular mobile behaviors on them.
2. Marketers will begin to take greater advantage of all the information a cell phone can provide. Think about it. That device is always with people. And it has a gyroscope, and a GPS, and the ability to know how fast you’re moving, and what your heart rate is, and what music you’ve downloaded. Imagine how all that data can be used to create more personalized messages and experiences.
3. Marketers will tap into virtual reality more often. Headset prices have already come down dramatically, with decent, non-cardboard options available for as little as $20. A decrease in video production costs shouldn’t be too far behind, perhaps with marketing demand for them leading the way. Marketers will leverage virtual reality both for its novelty and for its ability to forge deeper impressions and emotional connections.
Nancy is the Chief Creative Officer at Wilde Agency. Her specialty is blending best-of-breed creative with decision science to prompt response. Along the way, she’s been named NEDMA Direct Marketer of the Year, Ad Club Top 100 Creative Influencer, OMI Top 40 Digital Marketing Strategist, and Andi Emerson Award recipient. Prior to Wilde Agency, Nancy held senior creative management positions with Hill Holliday, Mullen and Digitas.
Jeff O’Neill serves as Managing Director for Wilde Agency’s Digital practice. He finds himself immersed in strategies that differentiate brands in the digital arena and building meaningful digital consumer experiences. Jeff has served as an advisor of several digital start-ups and boutique agencies focusing on enhancing brands’ digital signatures. Jeff has served considerable stints at Havas, Mullen Lowe U.S. and DigitasLBi and has applied his digital acumen to clients including Acura, Amex, Bank of America, GM, Pepsi, Food Lion, Olympus and other industry leaders.