2016 is almost upon us and that means it is time to look forward to a new year of mobile marketing trends – from SMS solutions and apps to mobile commerce and beyond.
“Mobile and tablet commerce will hit $142 billion in the U.S. and $92 billion in the European Union, representing 38 percent and 32 percent of online transactions, respectively” (Forrester Research).
Mobile commerce is booming and it is never too early to start developing your mobile marketing plan – especially if you have online sales. We’re in the home stretch of 2015, so it’s the time of year when many CMOs and Marketing Directors start looking into the mobile marketing trends for the new year. We’ve done some of the leg work for you already, and here’s a closer look at the mobile commerce side of the story…
Creative Mobile Marketing Content
Mobile marketing is predicted to be a huge part of digital marketing in 2016, according to Forbes. With the increased competition in the mobile marketing landscape, it’s important to set yourself apart from your competitors with unique mobile content. Make the most out of your campaigns by thinking beyond the user story or path you already know – engage with personalized stories and creative drivers.
Turn a SMS dialog campaign into a mystery as DoSomething.org did this year. Their partnership with 3M has supported the growth of the organization while creating a viral social good story. When the consumer feels good about your story, what you’re doing in the world, or how they are connected to it, it’s easier to engage on a mobile device and make a purchase (or donation).
Mobile Coupons Are King
A SMS coupon campaign continues to be a top way of offering incentives to your customers. While digital wallets are still finding their way in the world, mobile coupons are steadily growing in adoption. “By 2016, 44.5% of marketers are expected to use mobile coupons and 40% of U.S. smartphone users are predicted to redeem mobile coupons” (Marketing Science Institute). Investing into a well thought out SMS coupon campaign is not only on trend for 2016 but, a smart move in diversifying your mobile marketing mix.
Mobile Commerce Crosses Devices and Spaces
Mobile is predicted to influence spending in brick-and-mortar retailers by $1 trillion. Imagine the foot traffic your store could have by implementing a mobile marketing solution that tracks consumers. A prediction from Juniper Research is that mobile coupon usage will exceed 1 billion users by the year 2019. Even more interesting than the user adoption of mobile coupons is the purchasing path consumers take nowadays. It isn’t as simple as it once appeared to be.
The savviest companies are tracking the consumer journey from in-store to mobile to desktop – across all devices and spaces. Mobile commerce does not stand alone anymore, it is a cross-device and cross-space (physical /digital) experience. “Google finds that companies that use data gathered from tracking consumers across multiple devices experience 16 percent more search ad conversions” (Internet Retailer). These companies are building in-house digital marketing teams to track the purchase path and optimize marketing performance, thus developing a cross-device and cross-space journey map.
Takeaways on Mobile Commerce for 2016:
- Tell a great story in all of your mobile marketing
- Leverage mobile coupons in SMS and Mobile Web
- Follow the complete consumer journey to their purchase.