The proliferation of mobile devices continues to contribute to an increasing amount of users being on the internet. 71% of the total digital minutes come from mobile phones in the US. The average time browsing on a smartphone per month is 87 hours in the US, compared to 34 hours on a desktop.
Boston Consulting Group research shows that for marketing leaders, mobile is already driving and influencing more than 40% of their revenue- in industries that have depended much more on sales than marketing to generate the revenue. Mobile speeds up the purchase time, particularly in more complex transactions, and a positive mobile user experience increases repurchase rates.
Here are 5 mobile marketing trends to keep in mind while developing your campaigns, and as you begin to plan for 2020.
- Best Digital Experience: Today’s consumers are looking for the best digital experiences, and B2B buyers are no exception. B2B buyers are tech-savvy and multitasking across multiple screens on their mobile devices. In the times when they are no longer tethered to a desk, the B2B buyer is productive and on the mobile device at all times.
- AI and Machine Learning: Now that companies see how this technology can work with a consumer audience, there is a growing acceptance that these tools could help with B2B marketing as well. For instance, analytics in artificial intelligence enables us to understand the audience and help us gauge results from our B2B marketing efforts. And machine learning providing deep customer insights and helping accelerate a customer’s decision-making process. Also, with the mushrooming of chatbots for websites and social media channels, as well as meta bots for customer interaction and analysis to address the trend mentioned above toward data-driven marketing, AI and Machine Learning show no sign of slowing down.
- Content personalization: Content personalization is an effective marketing strategy that can help build a trusted relationship. According to Gartner, the mobile phone market share is likely to grow from 12% in 2020 to 43% in 2022. With the right mobile platform, marketers can go well beyond a personalized website experience to deliver timely, relevant communication with mobile campaigns that reach your subscribers wherever they are with tailored messages and promotions.
- Virtual Reality: B2B organizations sell a variety of products, solutions, and services, all of which change and evolve. And with technology transforming every industry, the way B2B organizations engage with their customers in providing them with alternative and more innovative ways to reach their audience through their products, solutions, and services has also changed. With an ability to overlay and simulate interactive designs and computerized models onto the real-life environment, augmented reality opens up a whole set of opportunities such as product or service placements, brand awareness, streamlining conferences and events through VR.
- Video Content Marketing: Video marketing is trending, and its market size has grown globally to $34 billion this year. Experts predict that it will increase to $52 billion by 2023. Many already claim that this technology fetches them faster and more significant ROI. It’s essential to consider making video a part of mobile marketing, even if it seems intimidating or costly. Video is a great way to break down difficult concepts, help your customers learn more about your business more effectively, and create content that can be re-purposed for other formats and mediums as well.
With mobile devices being ubiquitous and users spending hours on their phones every day, it’s no surprise that business leaders would want to reach out to them. Most companies have already started to work from a “mobile perspective and usage” in mind. As more and more platforms are being designed from a mobile interface in mind, the B2B world has also accepted this technology initiative creating a mobile-first world.