You have known it all along but still nothing prepares you for what is to come. Sounds a little dramatic, but that is the writing on the wall for the mobile marketing world. You have been reading blog posts and articles about the proliferating mobile marketing industry. From what you can read in the residual tea leaves of the digital marketing industry, it seems like we are still on the tip of the iceberg. Things are about to get more combative and competitive. If it were not so, why would brand names like Apple and Google equip themselves up to fight the mobile war? If these bigger names are doing it, you have to be ready as well!
Facts & Figures & Future of Mobile Marketing
To make my point, here are some stats for consideration. By 2020, our known internet devices like computers, smartphones and tablets will comprise only about 25% of the total number of internet devices! What it means is that we will see the drift towards devices like smart TVs, refrigerators and items using Internet of Things (IoT). Wearable devices like armbands are also slated to rule the internet world. While the interaction of people with devices like smart thermostats and the likes will be limited, they will still be quite dominant on the scene. You need to note how the number of non-keyboard devices will make the cut.
The rise of Voice Search in Mobile Marketing
With keyboards slowly moving out of the devices of tomorrow, the conventional search patterns for the mobile industry will change as well. If there are no keyboards on the devices that are more popularly used, how will people search? The answer is the rise of Voice Searches. Did you know that the number of voice searches conducted on Google during 2015 was double the amount in 2014? That clearly tells you the emerging picture! For the super-busy professionals multi-tasking furiously, it makes more sense to use voice commands rather than type. While watching the Apple ad for iPhone 6’s Siri, this reality hit home much closer.
Content Creation Process in Mobile Marketing
Now that the mobile marketing world is slated to change, will it not affect the content creation process? Sure, it will! Experts have pinned down five different ways in which content will be seen in the coming years:
Have you noticed how people are catching up on news through Facebook and Twitter and not necessarily through news sites? What Facebook is doing here is to curate the news items together for people to check up. They are also distributing content around platforms so that there are more eyeballs checking them out. To cut deeper, they have started something called Instant Articles. This helps them monetize and host content. By the actions of Facebook, you can clearly understand how content needs to be treated in the mobile world of the future.
Let me take you to another room in this fascinating world! The room of mobile apps. This is a topic that is debated enthusiastically across the online world and among digital marketers. I have written extensively about rising up to the challenge of using and optimizing mobile apps. Do you know that 44% of the time an average user spends on the digital marketing forum is through mobile apps? This survey includes time spend on desktops or laptops and mobile web usages. Even then you have this staggering amount of time spent on mobile apps! Do you still doubt the power of this medium in your way to digital marketing nirvana?
Mobile Marketing Challenges
The mobile app world is not without challenges. Only one-fourth of the apps downloaded by a user are used daily. What’s more, one-fourth of them are never used at all! This can spell doom for app makers and to dispel that, Google has launched app indexing. By this feature, content on the mobile apps will be indexed in search results. I had written about this feature some time back on this blog.
As a footnote, here’s a peek at another hurdle: the question of speed. 57% online shoppers dumb a site if the page does not come up within 3 seconds! For users in the age range of 18 to 24, 65% of them expect the site to be up by 2 seconds! This clearly tells you that you need to do something fast!