We have been predicting the year of mobile every year for almost 10 years. However, it has already passed! 2014: This year the use of mobiles overtook the traditional use of computers. In other words, a small revolution of the time that seems normal to us today…
Between the development of 4G in most countries of the world, more efficient, more powerful or more accessible smartphones and tablets, and technological and technological infrastructure catching up at higher speeds in developing countries, access to the web is primarily through mobile. From. However, communicating effectively on mobile requires a clear strategy and solution that is specifically designed to reach the right person at the right time. Do you think you are ready for this?
Mobile advertising: a growing lever
With $101 billion spent worldwide in 2016, mobile advertising is growing rapidly: +46% a year. In many countries, especially in developing countries, the mobile remains the primary screen that users always have with them. It’s no wonder that advertisers invest where their potential customers are! Large-scale investments are also made mainly in North America (42%), Asia (31%) and Europe (17%).
Mobile shopping: a habit that is slowly gaining momentum
Also, mobile buying, one of the new global trends in e-commerce, is becoming more democratic. Brands have put a lot of effort into payment processing (for example, Apple Pay) or user experience, and the global average of users buying a good or service from mobile continues to grow to an average of 38%.
Today, we even flirt with 50% in some countries like China, India or South Korea, where one in two mobile users shop with their phones. An encouraging trend and huge room for improvement for big brands.
On the web, usages are changing rapidly and this is even more true on mobile. Everyone agrees that mobile advertising will be the main driver of growth and spending will accelerate.
a well structured market
It must be said that the industry has learned from its past mistakes. While ad-blockers can drive advertisers to hell on desktop, only 0.3% of mobile users use an ad blocking system. So a real boulevard is open in the bipolar model: Google on one side and Apple on the other. The two US giants are setting great benchmarks in terms of navigation, user experience, and growth opportunities. Android still dominates the market with 83% market share compared to 14% for iOS. The presence of Windows Phone and Blackberry is still relatively important.
Governance without sharing social networks
On mobile, they are king. In the end, it would be more accurate to say that there is an emperor and some lords who are fighting for existence. 90% of mobile users consult Facebook, followed, far behind, by Pinterest with 7% and then Twitter at 4%. That’s why Facebook remains the real winner in this area.
The sheer amount of data collected by Facebook or Twitter gives brands significant firepower: multiple formats, advertising solutions, and the explosion of native video. With an increase of 20% per year, video advertising on social networks is a way to promote a brand in a more or less direct way with engaging storytelling and a receptive and open community.
Depending on your business model and your goals, other tools also offer real growth potential, with increased openness to advertisers on Instagram (which remains a pure mobile player despite the desktop version being limited in its functionality) and Snapchat ( 100% mobile social network) )
mobile search in size
Although most of the time spent on mobile is devoted to applications, there is still a significant portion of search and Google a must (of course even more true on Android). Google is a major player in mobile advertising, with more precise AdWords campaigns driven by the compilation of multiple data (search history, consultation, geolocation) and the effectiveness of programmatic marketing. Mobile AdWords by nature of mobile is accurate, faster and often more relevant than desktop: a tool you always have with you and which you can consult over a hundred times a day.
Email is still alive and well
Mobiles and e-mail have a long history that started with the first smartphone. Since then, checking e-mail is often the first reason to consult a mobile. However, e-mailing is one of the most powerful levers for generating and capturing leads. Whether it is a regular newsletter, a special offer, an invitation, a promotional discount or an incentive to use an app or service, sending an email with a customized design, a clearly defined message and a well An effective channel for oriented strategy, is to communicate well with a carefully designed database.
Adaptive Content and Adaptive Advertising
It’s good to adapt a design to a mobile or tablet format. We optimize design and layout and we integrate UX and UI dimensions. However, we can go a long way in terms of personalization.
Ingredients, first of all. Based on the data stored and analyzed, you can find out what your visitor is looking for, and be able to offer them content, a video or a landing page tailored to their needs. Adaptive content allows you to personalize the live experience on an application or website by making adjustments to capitalize on your buyer-persons profiles.
Finally, advertising. Depending on your goals, you can create different categories to offer advertising that is appropriate in terms of content, but also in form. Some of your prospects need to be convinced with more minimalist formats, while others want impressive or interactive formats. Showing the right ad, at the right time, to the right person and on the right device becomes a guarantee of the success of your mobile advertising campaign.
Mobile phone usage changes regularly, so your strategy is in the interest of finding the right partner to support you. “In-house” or outside experts who can provide you with the keys to understanding, creating and developing mobile campaigns that focus on efficiency and relevance. In 2017, mobile ROI will be more at the center of your concerns than ever before.