So, you’ve heard of eCommerce, right? We search the web for products and services that we want, maybe we see advertisements for certain items on social media or other websites. Eventually, we end up on a specific company’s website (or online store) and make a purchase. Now, there’s a difference for marketers between where this process happens: laptop, or a phone? Majority of people are now purchasing products on the latter.
We’re seeing more of what has been dubbed “m-commerce.” This type of display for businesses as well as search and purchase for consumers changes the landscape for digital marketing into mobile marketing.
What is included in Mobile Marketing?
You could be wondering what exactly makes it into the category of mobile marketing. Strategies you’ll likely be familiar with include using influencers on social media platforms and YouTube, and shoppable advertisements. An important aspect of mobile marketing to think about as well is the content, context, and automation.
Social Media Influencer Marketing
What’s the best way to get your brand out there is a staple question in marketing. Therefore, companies want to shift their budgets to using influencers in this effort because of the large audiences available. Instagram is one of the top platforms for influencers. But, there’s been a change in the way influencers and companies measure the impact of a campaign. This is because Instagram has decided to hide the number of likes on a post. This means there’s a rise in measuring success through click rates, views, comments, or coupon uses. There’s also a heightened awareness of authenticity in this type of marketing, which hiding the number of likes leans toward. We’re seeing a massive surge in TikTok use both for consumers and influencers. A lot can be done on social media platforms to get a brand out there, but special attention to the target audience and the best platforms to use is necessary.
This is also a good time to talk about videos on social platforms and YouTube. YouTube is actually the second largest search engine behind Google, so it should be valued just as high as ranking in the SERPs on Google. When one thinks about applications such as Facebook or TikTok, once you’re watching one video, there’s an endless stream of them with ample opportunity for advertisements with or without an influencer involved.
This type of marketing is where the m-commerce really shines. Typically, a consumer might scroll their feed and see an advertisement and engage with the brand. In order to purchase, they have to go outside of the app they’re on to the company’s website or another software. These new types of advertisements enable users to purchase products within the advertisement itself, or within the social media platform. One might even see these on nontraditional platforms, from mobile video games and more. There’s audio opportunities too on media such as podcasts. We’re bound to see this be improved so that the consumer has a holistic experience of discovery to purchase, and give the company and marketing team a larger view of how well the advertisement is performing.
Content, Context, and Automation
As always, the content you’re putting on your advertisements is key to grabbing the attention of a mobile user, who’s typically moving pretty quickly. But, it’s also crucial that the correct content is being delivered to the correct person at the right time. Consumers want personal messaging when they’re ready for it. Using tools such as geotags, types of cookies, and more, allows the right content to get to the right audience when they’re warm.
For marketers, the automation behind these advertisements and mobile marketing strategies is vital to providing data that allows for insights and improvements. And, because there is and will continue to be a massive haul for automation, there will be a lot more information that can be gathered. There’s also opportunities to enhance the actual technology behind the mobile marketing, in terms of machine learning to create more complex campaigns and ad fraud and bot prevention.
Benefits of Mobile Marketing
Going with mobile marketing has a few advantages that are worth mentioning. It’s a type of direct marketing, meaning that it’s more likely that someone will see the ads since their phone is always nearby. Plus, consumers can communicate with a seller instantly and the path to purchase is streamlined. Payments can be made right on their phones and sometimes through the ad platform. There’s also a chance of your ad, let’s say on social media, of going viral. It could be for good or bad reasons, but as the saying goes, there’s no such thing as bad publicity, right? You can also create your own niche on mobile, especially because this type of marketing is still relatively new to marketing companies and departments. That means that if you get started right away with mobile marketing, you’ll be ahead of the curve.
We very well could see the shift toward mobile marketing overtake the eCommerce atmosphere in the next year, as right now it’s not far behind purchases made on PCs. If you feel new to mobile marketing, or digital marketing in general, feel free to reach out to us and we’re happy to help. We also offer Free Marketing Audits for those of you who are doing what they can, but want to know how exactly it’s working out.