Mobile Marketing Trends 2015: What You Need To Know
Mobile marketing is a force no marketer can ignore, here are the mobile marketing trends for 2015,
1) Mobile responsiveness impacts upon Google ranking
Starting April 21st 2015, Google will be using “mobile-friendliness as a ranking signal.” This will have a significant impact on search results in a drive to ensure Google users get more relevant, high quality search results that are optimised for the device they are using. That puts the pressure on us all to ensure our website is mobile optimised. Googles information on friendly search results can be found here.
2) Security is key
The biggest breaches of security haven’t always been mobile in nature however the security risks of mobile devices cannot be ignored. The rise of mobile money has meant that there is now a large risk of security breaches, as seen by the latest Apply Pay fraud. Criminals in the US are using the Apple Pay system to buy high value goods with stolen credit card details. This is causing problems for banks, who are rushing to ensure better verification and controls are in place, however, two million Americans are already using the system Want to find out more? Apple Pay: The new scam. What is the lesson? Ensure your site or app is always secure.
3) It is no longer just about smartphones
Mobile is not a presence any marketer can choose to ignore. So far at MWC 2015, the manufacturers’ announcements have shown us that there is no longer an emphasis on just smartphones but consumer demands are looking for a range of products and accessories that allow a connected life style and mobile is at the core of this. A trend only technology manufacturer can jump on? Think again, Ikea has developed furniture that wireless charges smartphones. Ensure you put a connected, mobile lifestyle at the heart of your marketing materials. Find out more about MCW 2015 trends, every marketer needs to follow the trends of this game changing event.
4) Interaction comes from apps
Users are now more inclined to interact with apps than the mobile browser, which means when buying mobile ad space, in-app is the way to go. In-app ads will grow significantly in the next few years, as here, in the UK alone; apps downloaded are expected to rise to 15.5bm by 2018. Not using in app advertising or creating your own app if relevant? You might be missing out on a large amount of potential success. Need tips on ad spending on mobile? Find out five ad trends every marketer needs to know.
(Image can be found on Flickr)
5) Personalisation is key
Last and most definitely, not least, is the unprecedented rise of personalisation. Why the gravitation to apps? Users see the apps that they download as an extension of their personality and interests, from music, entertainment and gaming. Consumers are not getting excited about wearable technology as 37% of respondents for this survey “do not see the need for it”. Consumers are turning more and more to platforms that they feel a need for and personalisation plays a huge part in this. This can be seen by Facebook's move to split off the messenger function into a separate app, not only to speed up communications, but to allow users to customise their approach to social networking.
Personalisation is king on mobile platforms; the apps and content browsed through these devices are seen as an extension of personality so it is key to ensure an element of personalisation in your marketing mix.