Mobile devices are taking over by storm in numerous aspects of our daily lives and this continues to increase with the progression of technology year by year. Whether it be checking live train departures for getting to work, buying a new outfit on a clothing app or checking the latest local and global news. We rely more than ever on the ease of accessibility, whether we are using a mobile phone, tablet, watch or other mobile accessory.
As we continue to engage the wide spread of opportunities, which literally sit in the palm of our hands, there is an on-going capacity for marketers and brands to deliver more than ever before. So how do we make the most of mobile marketing? Here are three top tips for mobile marketing in 2017.
1) Predictive Analytics Power
The involvement of data and analytics within marketing has always been a big deal. We have the software and tools to collect, measure and analyse the appropriate data for our brands and campaigns. So what’s the next move for mobile analytics? To effectively drive organisation strategy alongside the most actionable techniques from data, which leads us to predictive analytics.
The method of predictive analytics is a system that consolidates analytics parallel to machine-learning technology. It is easy enough now to gather behavioural data from mobile site and mobile app users through software and analytic pages, therefore predictive analytic platforms can provide informed guesses to the next move a consumer will make. It could be the analysis of tracking a consumer's history on a social media channel or app and this presents the opportunity for the progression of predictive analytics.
This means that tools available now can analyse a person’s search history. Predictive analytics have the dimensions to determine individual user preferences from their trends, patterns, searches, which enables an app or webpage to deliver content of interest to them. The improvement of integration and systems now connects more fluidly to share data and deliver more analytical capabilities. It is important to keep an eye out for better improved tools which will enable companies to utilise predictive analysis and drive business, as and when they need/want to,
“Predictive Marketers are 2.9x more likely to report revenue growth at rates higher than the industry average. Also, they are 2.1x more likely to occupy a commanding leadership position in the product/service markets they serve. They are also 1.8x more likely to exceed consistently goals when measuring the value their marketing organisations contribute to the business.”
Analytics will continue to grow within mobile marketing and the use of predictive analytics will make its place as a tool for marketers to use in campaigns and strategies. The days of crawling through data to create campaigns will ease, as marketers will implement technology to automatically detect patterns of behaviour and routine. Watch out this year for marketing which delivers personalised content to a knowledgable scale.
2) The Comprehensive and Charming Chatbot
We’re all familiar with the voices of Apple’s Siri or Android’s Cortana, the lifelike chatbots that are at our beck and call, for weather requests, making shopping lists, setting our alarm clocks and much more. We also see chatbots in the form of pop up boxes on websites, typing to us to see if we need help, what we’re looking for and to process an order for us. For the consumer, it is an effortless tool they can choose to or not to use. For marketers, it gives the opportunity to provide incredible customer service. A chatbot can navigate users to the appropriate page, be used for Q&A’s, essentially making the consumer experience effortless.
Chatbots come mobile-optimised, one less worry for marketers! A Slack integrated chatbot (Slack is one of the world’s leading chat platforms and looks to make a global hit in 2017, there are many others available) goes beyond the basic customer service approach, the chatbot engages the user like a virtual personal assistant and invites a personable approach. A chatbot or (Slackbot) will greet the user, guide them through their online journey, for example: setting reminders or listing channels you may want to return to, as well other convenient processes to purpose assist your consumer experience, “The rise of the ‘zero user interface’, whereby people reduce their interactions with screens in favour of speaking directly to faceless machines, is set to redefine how brands communicate with consumers.”
The brilliance of chatbots is that they allow businesses to be available and reachable every minute of every day to thousands of users, as well as be used through familiar messaging apps, audio and video - all live. Take Domino’s chatbot as an example. The chatbot app is simple and speedy to use. Choose your pizza/sides etc, place the order. The chatbot will give you a visual and tell you when your food is being prepared, baked and delivered, hey presto! The engagement is active and straight to the user. No call, no fuss.
Now it’s time to step-up the marketing chatbot game. Chatbots aren’t a new idea, however, companies and brands have a gap to tap further into this technology and expand business ideas, as well as increase engagement. Just remember your chatbot needs to add value to your company and customer, not just demonstrate subjective purpose. The development is real and and happening, marketers need to understand the scale of the chatbot opportunity.
3) Pinpoint the Priority of Loyalty Using Mobile Optimisation
Mobile optimisation is an absolute essential for advertisers and marketers to be getting right. Yet, in the competitive landscape of mobile sites, consumers continue to pass through pages with poor functionality and navigation. Websites are responsive and can adjust to being used on a mobile device, so it is unnecessary for consumers to still find a business/company website which has underperforming mobile sites. Remember though - it’s not just the design, navigation and landing pages of your mobile sites that are effective, the creativity is just as important.
The reality is, consumers are more likely to stay on a mobile page for longer browsing, as well as create a higher CTR (click-through-rate) on a well-performing mobile site, “Google says 61% of users are unlikely to return to a mobile site they had trouble accessing and 40% visit a competitor’s site instead.” Consumers who have a smooth and straightforward experience using their mobile for browsing and accessing a mobile site will also be more likely to come back to the site. Not only does this mean a business has succeeded in retention of traffic, it also means a user is more likely to return to the site again - which creates brand loyalty.
Why is it critical for mobile movement right now? The shift from desktop to mobile is more prominent than ever, particularly with Google’s recently launched mobile-first indexing. Therefore, marketers need to make sure their campaigns content is optimised for the new search process. SERPs will put mobile content first and it is necessary for companies to have mobile optimised websites, as well as consider what content is reaching viewing, “91% of mobile users say that access to content is very important.” The increase for users and search engines for mobile first will certainly leave desktop and other devices behind.
The ever-evolving expansion of mobile use is witnessing changes everyday and 2017 will be one to watch. Marketers need to keep a heads up with the advancing progression of multiple mobile marketing aspects. As people roll over each morning to turn the alarm off on their phone, scroll through their feeds of news and quickly pay a bill, the daily reliability of our mobile will increase, as will the imminent changes of marketing mobile progression.