Scott Gerber | Mashable | Dec 23, 2015
There’s no doubt that mobile marketing is the future; 2015 proved to be the tipping point. But as both brands and technology continue to evolve, what form will that messaging take?
I asked 14 startup founders from Young Entrepreneur Council (YEC) to predict which mobile marketing methods — whether they be unconventional or traditional — will dominate the first half of the new year so other business owners can understand where to focus their energy. Their best answers are below.
1. Instagram ads
Instagram ads rolled out to the public recently, so I think we will see a huge percentage of brands jumping on this. The fact that you can use Facebook’s targeting makes this a home run. As more agencies explain the benefit of Instagram marketing, I think we will see more brands give it a try. Several companies that I have spoken to initially said, “Why would we want to be on a photo sharing app?”
The reach is massive, everyone is on Instagram and the only way to create a post that allows the user to engage is through a paid ad. The fact that you can’t put a link in an Instagram post has frustrated marketers since the platform launched. Well, now you can, and if you want that ability you have to pay to play. Creative advertising content on Instagram will dominate the first half of 2016.
— Jonathan Long, Market Domination Media
2. Mobile video ads
Mobile video advertising is growing quickly. As eyeballs shift away from the TV screen to the smartphone, advertising dollars are quickly following. The ability to not only capture a user’s attention with a video, but also to redirect them to a website or an app plays a key role in the growth of the mobile video format. The mobile video market is expected to reach over $13 billion by 2020 and has already grown rapidly in 2015. The first half of next year will see this continued growth.
— Dan Sapozhnikov, AdGate Media LLC
3. Mobile payments
Mobile payments will gain a larger adoption among consumers in 2016. According to a report from Forrester, mobile-based payments in the U.S. are expected to reach $142 billion in volume in 2019. Brands and apps will integrate mobile payment features to appeal to the growing base of mobile-first consumers.
— Shalyn Dever, Chatter Buzz
4. Native advertising
Native advertising will dominate mobile marketing in 2016. Native will rebuild trust between consumers and advertisers and yield high impact results for marketers. Mobile native ads draw double the CTR of display ads, and in many cases, bypass ad blockers to reach the right audience in context. Seventy-three percent of U.S. media buyers are now investing in native. By 2018, spending on native will reach $21 billion.
— Stephen Gill, Tiller
5. Proactive personalized information and ads
Four of the largest players in the mobile space (Google, Bing, Apple and Facebook) have all been investing an enormous amount of time and resources into powering “virtual assistant” type technology. Google created Google Now, Bing has Cortana, Apple has Siri and Facebook is testing M. The goal of all of these companies is to become the best personal assistant you’ve ever had and in large part to provide personalized information and ads proactively before a user even makes a request. This represents a fundamental shift in the way we think about mobile marketing.
— Kevin Getch, Webfor
6. The end of one-size-fits-all content designing
Too many people talk about how to make a digital experience “mobile friendly” or how they have a “mobile first” design. For me the realization that is looming, is that you simply require multiple experiences based on how people are interacting with your content. The idea of a one-size-fits-all model for designing content is completely broken. People ingest content on mobile in an entirely different way. As brands start to think about the user experience (the good ones in 2016, the bad ones in 2020 right before they go out of business), they will realize that they need to customize content (and I don’t just mean resizing a menu) for each device. That’s the only way they’ll delight the user in the right way.
— Simon Berg, Ceros
7. Less mobile optimization, more apps
Companies are now seeing the true value in offering a dedicated app, as compared to their websites simply being optimized for mobile devices. Apps are not only visually pleasing, but also prove to be much more functional and accessible for users. In 2016, it will become a “must” for companies to have an app available so that their consumers can access their products or services instantly. There also has been a substantial growth in app indexing, which is basically SEO for your app on Google and in the app store for smart devices. This will also push brands to make a dedicated app, as they will be able to be found very easily by their target market.
— Miles Jennings, Recruiter.com
For the remaining trends, read the full article on Mashable.com.