Mobile Marketing

Rule of Three • May 2016

What you need to know

DOMINATION...Don’t use the word ‘trend’ to describe mobile usage. It just doesn’t cut it. Smartphones are drastically changing how the internet is used - and it’s happening fast. Brands can’t afford to sit back and wait and see. You’ve got to take action now or be left behind.

You’ve got to adapt. Offer your customers a personalised online communication method and their loyalty will be ensured. Fail to do this and your return on investment from other marketing channels will drop. Customers will switch to those brands that have adapted.

Mobile use is only going to increase. Start looking to the future right now.

Here’s what you can expect to see making waves in the mobile marketing sphere over the next 12 months.

WE PREDICT...

Vertical Displays

Mobile video is huge among consumers. They can watch on the go, without having to carry anything bulky around. And this fact has not escaped mobile marketers.

Video marketing via mobile grew significantly last year. It will only get bigger this year. Brands like Audi are already experimenting with vertical video displays. Think about it. How

do you hold your mobile phone most of the time? The usability of an interface should be taken into account in your content marketing strategy. Want people to watch your ads from

start to finish? Make sure you’re presenting them in an easy-to-consume way.

MOBILE APPSThink practically

The days of novelty apps are fading fast. All brands have them - and people are growing bored. Now, they want an app that gives them everything they require in one place.

Come up with an app that’s tailored to your customers’ lives. Functionality over form is key.

Location, location,

location

Geo-targeting push notifications is a must. It makes perfect sense to try and target people who are in your local area right now.

If you’ve got something people will be interested in, something they can act on then and there, send it out into the ether. You’ll be surprised at the take-up - and you’ll want to try it again and again.

Here’s how to create personalised, thoughtful content that stands out in an increasingly noisy marketing environment.

TALKING OF PUSH NOTIFICATIONS...

Personalise your push message.Consumers will be far more likely to

convert.

Separate your users by how they use your apps and their user profiles. This strategy will mean you can better target individuals, providing them with useful on-the-nose content

that they’re more likely to be looking for at any given moment. The end result? Happy and engaged customers, more likely to serve as brand advocates in the future.

1.

Get the timing right to take advantage of high click rates.

Run regular tests so you know when your target market will be around and online - and also when they’re most likely to be receptive to the message you’re sending out. The mobile

world changes in the blink of an eye and if you’re not testing your customers on a regular basis, you’ll watch them drift off to the competition.

11.

Entice people to engage with you using a strong call to action.

Words like ‘off’, ‘come’, ‘only’, ‘free’, ‘limited’, ‘discount’... these should all be included in your push messages if you want customers to take action. Persuasive language is essential when you’ve only got a few seconds to catch someone’s attention. Don’t think you’ve got

the necessary skills? Then you need to employ a copywriting agency.

111.

Want to try something different with your mobile

marketing? Read on...

THINK OUTSIDE THE

BOX...

EMOJIS...Popular brands are making good use of emojis in their ads, emails, push messages and social media posts.

So why aren’t you?

A recent Appboy report found that emoji usage in such communications grew by 775% year on year by March 2016.

Add character to your marketing efforts and grab mobile users’ attention immediately. Finding innovative ways like this to reach consumers will yield dividends as people spend more time on their smartphones.

Flip over to see the most popular emojis used by brands.

THE MOST POPULAR EMOJIS USED BY BRANDS & PEOPLE

As revealed by the Appboy survey…

Interesting, don’t you think, that there are differences in the most popular ones used by people and those used by brands?

Brands utilise those that are designed to grab attention.

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