As per a report by Statista, there are 6.92 billion smartphone consumers worldwide. This number amounts to 86.11% of the global population and is estimated to grow exponentially in the coming years.
Most customers use their smartphones and mobile devices to access the internet, browse content, and interact with brands. As a result, mobile has emerged as a dominant channel for marketers to reach their audience.
While digital-first brands are already present, digital migrators are also developing marketing strategies to engage customers, create personalized experiences, and drive conversion rates via mobile marketing.
If you look at current market trends, you will find that there is mass adoption of mobile devices as the primary medium of browsing and searching. Logically, a need arises for mobile marketing strategies to engage with the modern customer. But before we explore strategies, let’s look at some consumer trends that have been affecting how marketing works.
Recent Trends in Mobile Marketing
According to statistics in May 2022, 58.26% of all global web traffic came from mobile devices. With such a large customer base into account, marketers have realized that the key to successful campaigns is the enhancement of customer relationships.
Thus, new trends in the mobile marketing industry focus intensely on automating processes and improving the customer experience. Let’s discuss some of these trends here.
Voice Search and Virtual Assistants
Voice search has existed for some time but blew up after the pandemic. Voice assistants like Siri, Alexa, etc., have increased the voice search craze. About 72% of shoppers in the United States use voice assistants to interact, and 90% use their smartphones.
This leads to the need for voice search SEO, including conversational language, featured snippets, long-tail keywords, etc. Experts expect the voice search trend to rise, so businesses should include this factor in their SEO strategies.
Short-Form Videos
Videos are quite popular as mobile marketing strategies. You can create fun and engaging videos for your company and share them as ads. Brands like Buzzfeed, Coca-Cola, Adidas, etc., are perfect examples of optimal video mobile marketing. YouTube shorts and reels are such short-form videos that enable marketers to explain the value proposition of their products in less than a minute. Moreover, you will get extensive brand recognition if your video goes viral on mobile platforms.
Short video formats (up to 60 seconds) are ideal for mobile consumption. Mix your message with exciting content and end the video with a CTA that appeals to your audience.
Social Media and Influencer Marketing
Most consumers now access social media platforms through their mobile phones. Statista states that a projected $130.5 billion in social media ad spending through mobile devices will be launched by 2027.
Platforms like Instagram, Facebook, TikTok, Twitter, etc., are ideal places to reach prospective customers. You must have noticed paid posts and sponsored content by such personalities on social media platforms. This trend has made brands more visible to their reach audience on a sustainable budget.
Mobile App Usage
Now, there’s an app for everything! Since app interfaces are more user-friendly than web pages, many consumers prefer to use apps for their regular needs. App marketing has emerged as a robust mobile marketing strategy.
You may also consider in-app mobile marketing which involves product or service promotions directly within mobile applications.
In-app advertisements, banners, or push notifications can be used to engage users while they interact with the app, aiming to enhance user experience and drive conversions.
It helps drive brand awareness, boost engagement, and maximize ROI. Organizations now search for app marketing professionals who can leverage the popularity of mobile apps to reach their target audience effectively.
Mobile Commerce
Mobile commerce gained popularity around 2020 and has been on an upward trend since then. Litslink states that mobile sales will reach around $3.56 billion by the end of 2022. Elements like shoppable links, media content, app optimization, and social media marketing have contributed directly to mobile commerce statistics.
Consumers now use Instagram to shop, Amazon to pay bills, and Spotify to buy music. Mobile commerce has also made it easy for consumers to get everything at their fingertips, including shopping, biometric security verifications, financial management, etc.
As a business, you can use push notifications and remarketing campaigns within mobile apps to achieve successful marketing at low costs.
User-Generated Content
User-generated content includes videos, testimonials, reviews, and social media challenges. Brands often develop viral challenges that consumers perform on TikTok and Instagram. The same goes for influencer reviews and product trials.
Most customers buy products after checking reviews; hence customer content is a prevalent trend in 2023. You can encourage consumers to post content about you through contests, prizes, and incentives to leverage this trend. Maybe more is needed; you can always use Debutify to highlight the reviews that best describe your product.
AI Chatbots
Customers are gradually shifting towards messaging platforms to get their queries resolved over phone calls and emails. The present generation would rather talk to a bot for purchase queries than have a long discussion on calls after a lengthy hold time.
That’s why AI chatbots have gained such popularity among mobile marketers. Businesses have added chatbots to their messaging platforms for higher productivity and better performance.
They also provide scalability, data analytics, and lead capture capabilities with high accuracy. AI chatbots can also be engaging and personalized, making them very close to human conversations.
Personalization
Modern marketing strategies focus intensely on content personalization. Insights into consumer behavior, search patterns, location, interests, etc., lets businesses create personalized campaigns and messaging for consumers.
Personalized ad content has greater chances of leading to a conversion. It also sets your brand’s ad apart from the hundreds of other ads consumers see daily.
Apart from personalized ad content, you should consider proximity in your mobile marketing, or the use of location-based technologies, such as GPS, Bluetooth, or NFC (Near Field Communication), to deliver targeted advertising or content to mobile device users based on their physical proximity to a specific location or point of interest.
These trends are here to stay. Understanding and adapting to them will help brands develop marketing strategies that resonate with their audience. Such methods are sure to have a competitive advantage in the long run.
Now, let’s discuss mobile marketing strategies to enhance your conversion rates.
8 Marketing Strategies to Boost Conversion Rates
The right marketing strategy for you depends on your audience, business goals, and other similar factors. However, the following procedures have a universal success record. So, you should check them out.
Hyper-Personalization Through Customer Insights
Hyper-personalization strategies take you away from the one-size-fits-all concept. Based on customer insights, you can create marketing campaigns more relevant to your end customer’s pain points or interests.
Customer insights can be gathered from AI-powered tools integrated into your company's software. Data-driven insights give you the correct idea of what your customer wants and how you can convert them.
Hyper-personalization strategies combine data, analytics, AI, ML, and NLP to create or analyze human interactions and develop customer-centric marketing campaigns.
The Right CTA
Your call-to-action (CTA) must be unique and compelling but not pushy. Consumers are exposed to countless CTAs throughout their buying journey. Make sure yours stands out from the crowd.
There are two ways to approach this. Either be straightforward and give a clear CTA that directly targets their pain points, or write a creative and unique CTA that will compel your prospect to visit your landing page.
Influencer Advertising
Influencers are a great medium to increase brand awareness across social media platforms. Strategic partnerships with influencers who resonate with your demographics can help brands reach a vast audience of mobile users. The mutually beneficial relationship can work wonders for your business, making it a compelling marketing approach.
There should be a fine balance between the influencers' USP and the brand tone in the marketing campaign.
In-App Engagement
You can boost in-app engagement in the following ways:
- Efficient app onboarding flow
- The correct use of push notifications
- User-friendly content and prompts
- Engaging UI
- Personalized in-app messages
- Gamification of the in-app experience
- Email and social media marketing
- Omnichannel marketing strategy
Social Proof
Social proof is when consumers follow or get influenced by others’ behavior and copy their actions. For example, if you see your friends or favorite celebrities using a specific product, you would subconsciously be motivated to buy it.
Social proof can work wonders for mobile marketing. Target specific demographics and encourage customers to upload video testimonials and reviews to advertise your product. Debutify is instrumental in collecting and importing customer reviews. Marketers are leveraging it to convert customers into advocates.
Email Marketing
Email marketing is a good old way of boosting mobile conversions. You can create a dedicated email marketing strategy for your mobile app. Personalize content, develop a welcome template, guide customers through onboarding, and target them in several ways through email channels.
Simple Checkout Process
Complicated checkout processes often lead to cart abandonment. Ensure your mobile checkout process is easy and involves only a few steps. Use third-party integrations, offer multiple payment methods, and secure the purchase process for a better customer experience.
This will directly lead to conversions and positive reviews and build brand value over time.
A/B Testing
A/B testing helps you understand how even slight changes in your mobile app affect conversion rates. A case study of the E-commerce company WallMonkeys proved that A/B testing caused a 550% increase in conversion rates.
This is a good tool for customer acquisition as it observes the effect of new changes and boosts in-app engagement. With A/B testing, you can also analyze and improve business KPIs.
Mobile Marketing for the Future
Looking at the consumer trends and various mobile marketing strategies that brands are adopting, it is safe to assume that mobile would become the primary channel for many verticals.
To leverage the power of mobile marketing for high conversion rates, you should:
- Adopt automation technologies like voice search and chatbots
- Analyze and examine consumer behavior
- Utilize mobile, social media, and email marketing
- Optimize mobile usage for E-commerce
- Create personalized content for campaigns
- Include the right CTA
- Take measures to boost app downloads and engagement
For optimum customer engagement, brands in 2023 and onwards will not only need to concentrate on the ultimate customer experience but also a consistent customer experience across all channels.
Ricky Hayes
