Mobile is growing and growing rapidly. Given that there are now 1.91 billion people in the world with smartphones - and with that number predicted to reach 2 billion within the next year - it's never been more important to ensure that you're keeping your mobile marketing customers engaged.
But what exactly is customer engagement, and why do you need to be concerned about it? From a marketing standpoint, engagement involves establishing higher value customer relationships and deepening the relationship with your current customers. The ultimate goal of customer engagement is to encourage your customers to spend more time with your brand while establishing a stronger connection. In exchange, engaged customers tend to be spend more money and be more loyal.
Shoppers today are dramatically different than the consumers of yesterday. Not only do they want to interact with your brand, but they also want to do so on their own terms. This means that they want to choose where and when they interact with your brand. The good news is that this sets up an ideal situation for brands because it presents the perfect opportunity to get to know your customers. Yet, competition within mobile marketing is incredibly fierce. In order to capitalize on available opportunities, your brand must focus on innovative techniques.
Leveraging Interactive Ads
It's a well-known fact that video is big in mobile marketing. Mobile video now accounts for approximately 55% of all mobile data usage. In order to make the most of this opportunity, however, it's important to stand out from the crowd. Video's no longer enough. Among the latest growing trend for user acquisition in the mobile sector are interactive ads, which require the user to take some type of action. Compared to advertisements that the user views passively, interactive ads set the stage for far more meaningful feedback.
Near Field Communications (NFC) are certainly not new to the advertising sector, but they're now making a big splash when it comes to connecting with consumers while they are in retail shops. Timing is essential when it comes to marketing. With the use of beacon emitters and GPS tracking, brands are now able to take advantage of geo-targeted marketing to target customers when they're most likely to make a purchase. With the ability to identify a customer's location and then tap into that knowledge to deliver contextualized, relevant ads in real time, marketers are able to provide revolutionary personalization to their mobile promotions.
The Wearables Market
As the wearables market continues to grow, 9% of Internet users are now using their smartwatches to search the web. This has resulted in a rapidly shrinking screen space, thus leading to the need for brands to think more strategically about their marketing techniques.
In light of all of the above advances in mobile marketing, along with Google's recent mobile-friendly rules, it's never been more important for brands to think outside the box and devise more innovative ways for reaching their customer base and keeping them engaged.
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