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Mobile Marketing Predictions for 2016
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Mobile Marketing Predictions for 2016

Tesla Motors founder Elon Musk recently compared turning off your smartphone to “phantom limb” syndrome. Even when we’re not using our phones, we still feel like they’re always a part of us.

As humans literally become more one with technology in terms of physical sensation, an ever-increasing focus on the implications of mobile marketing drive brand strategy. Research firm Gartner predicts by 2017, mobile engagement behaviour will cause mobile commerce revenue to comprise half of digital commerce revenue. Brands who capitalise on today’s top mobile marketing predictions now have an advantage as mobile continues to dominate purchases.

Mobile Marketing Prediction #1: Videos Go Vertical

Apps like Periscope and Meerkat are leading the charge to motivate brands to rethink their video creation strategies and shoot more videos to fit the vertical format, which fits the way people naturally want to hold their phones. Snapchat has an advertising model that requires vertical video creation, with predictions of 16 million viewers a day for its sponsored selfie filters, called Lenses.

Even YouTube is playing vertical videos in full screen now, giving creatives more options when shooting videos. As top social networks embrace vertical, video creators are starting their processes with a vertical point-of-view.

What your brand should do:

Adweek recommends seriously considering shooting vertical videos for ads that concentrate on one object or focus on close-ups of people. When strategising your concept, think about what channel you want to use the ad for, and make sure to shoot a vertical concept to save on production time and money so you don’t have to re-shoot later.

Longer-form videos will start going vertical, as well, predicts Mashable. From on-the-go digital training offered by your company, to conference presentations that are repurposed for hour-long webinars, consider vertical for projects beyond the typical 30-second clip.

Mobile Marketing Prediction #2: Mobile Users Expect Stand-Alone Apps

TechCrunch reported in 2015, mobile app usage increased 58 percent, with every app category posting year-over-year growth. Personalisation, news and magazine, and productivity apps saw the most significant growth, categories brands should take note of when creating their own apps.

People are increasingly conducting work and personal business away from their desktops, using apps for email and office work on phones and tablets. Instead of heading to a website to dig around and search for what they need on their phones, the one-click access an app provides is desirable to mobile users.

What your brand should do:

Mashable says in 2016, more companies will place greater emphasis on creating dedicated apps rather than focusing on optimising their websites for mobile. Research from Forrester reinforces this trend, saying consumers will dominantly use apps to get the services and content they desire.

Because app indexing gives consumers another way to find your brand, think about what kind of app could provide a service to your customers in terms of productivity, news or personalisation. Aim to help with your app, not sell, to cause consumers to affiliate positive sentiment with your brand while increasing exposure of your business to new customers.

Mobile Marketing Prediction #3: The Exponential Rise of the Second Screen

The more tech people have access to, the more likely they are to use multiple devices at once. During television shows and movies, viewers are Googling the actors, fact-checking the plot lines, and texting their friends about the latest Game of Thrones character who was just killed off.

A report published by Google in 2015 espoused second screens’ increase in popularity, even during commercials. Nielsen research shows 84 percent of smartphone and tablet owners use their mobile devices while they watch, and some pay more attention to what’s displayed in their hands than what’s on the screen.

What your brand should do:

Even brands that can’t afford multimillion dollar television ad campaigns can still get in on the power of the second screen action. By paying attention to big events on television, such as sporting events, awards shows or popular program debuts, brands can create marketing campaigns based on branded hashtags that tie in to what people are watching.

For companies who are able to have an advertising presence on the big TV screen, make tying in a digital strategy a priority in the ad. Whether it’s driving viewers to a custom website or offering a limited-time offer, digital aspects to a broadcast ad provide trackability to better measure return on investment and optimise future ads.

Want to improve your mobile marketing strategy in 2016? Frank Digital can help. Get in touch with us here.

This article has been tagged in: Mobile marketing, Video

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