Much like everyday life, marketing is increasingly going mobile-first. Is your marketing strategy shifting in that direction, as well? Mobile is changing from being a small afterthought in the marketing equation to being a deciding factor in a customers’ purchase journey.
A recently released report from HookLogic has three predictions for how mobile will not only come first, but also continue to evolve over the next few years:
- Mobile Dominates Desktop:
“Early trends become concrete wins, and mobile reigns as the clear winner.” Earlier in the year, we got the official word handed down from Google that mobile search has outstripped desktop inquiries. If that's not a clear enough indication of the massive sea change, then nothing is.
- Mobile as No. 1 Influence of Purchase:
“We’re almost there already. The impact of mobile media then naturally cannot be overstated.” Everybody is on the go. When someone sees a product while out in the wild, they're now able to do their research right there — edging closer to the purchase, without ever needing to go home and access a computer.
- Native as the Future of Mobile Advertising:
“The ways consumers interact with mobile and the physical limitations facilitate the adoption of this format.” While banner ads and their ilk are fine, when screen real estate is limited, consumers are more likely to respond negatively to anything that usurps utility — put the customer ahead of the sale, using the intersection of content and native advertising to serve, not force a sale.
We’re already starting to see that last one come about, with over-the-top platforms like Facebook’s Instant Articles, where real news content will be published in a mobile-only format, alongside native advertising.
How has the rapid growth of mobile affected your advertising strategy? Let us know in the comments section, below.