Written by Yello

5 Mobile Marketing Trends


Mobile continues to be a key focus for all marketers. In fact, eMarketer predicts mobile advertising to overtake the spend on television by 2020. This is staggering when you think of TV’s dominance in the advertising space. There should be no question that mobile is here to stay. At Yello’s Digital Marketing Conference, keynote speaker, Gabriel Parra from Google, spent much of his presentation talking about the rise of mobile. Dedicated mobile marketing budgets are needed for brands to compete in the ever-evolving mobile space.

Mobile is smart money

Nearly 60% of Google’s ad revenue is from mobile. The website, www.searchengineland.com reported,

“Google’s dominance in search, especially mobile search, is largely coming from the growing tendency of consumers to turn to their smartphones to look up everything from the details of a product to directions,” said eMarketer forecasting analyst Monica Peart. “Google and mobile search as a whole will continue to benefit from this behavioral shift.”


Mobile connects the real world

Mobile’s ability to assist with real-world interactions and transactions will come to the forefront soon. Location based services in retail will provide consumers with enhanced shopping experiences. Another development is in shopper marketing. Eighty percent of millennials use their phones as part of the purchasing process in store. This is a great opportunity for marketers to effect real world purchases, like couponing.


Mobile embraces loyalty

With over 2 billion apps worldwide, mobile is the perfect tool to reward brand interactions. Smart brands realize that loyalty is far more than collecting loyalty points, but also for post- sale engagement and advocacy. Furthermore, brands with multi-channels are able to communicate and capture transaction information directly through receipt processing. This enables industries such as apparel and consumer packaged goods to create innovative loyalty programs.

Mobile video continues to soar

Video has dominated social media. Consumers prefer digestible video content over text. In 2015, Facebook’s video views skyrocketed with 500 million people watching videos daily. Forward thinking businesses are expected to grow their mobile budgets by 30 percent in 2017. Expect to see innovation in live, embedded and pre-roll videos.


Messenger apps popularity increases

Messenger apps are evolving into full-fledged marketing and commerce platforms. We live in a time where communication paradigms are constantly shifting. It requires us as marketers to rethink how we serve and sell and consumers rethink their habits and routines. The rise of messaging is undeniable and unavoidable.

Mobile technology is fundamentally changing how brands interact with consumers.

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