Between the development of 4G in most countries of the world, that of smartphones and tablets more powerful, more powerful or more accessible, and catching up to speed V of the developing countries in terms of technical and technological infrastructures , the access to the web passes mainly through the mobile. Effective mobile communication requires a clear strategy and solutions specifically designed to reach the right person at the right time. You think you’re ready?
MOBILE ADVERTISING: A GROWING LEVER
With 101 billion dollars spent in 2016 in the world, mobile advertising is expanding rapidly: + 46% in one year. In many countries, especially developing countries, the mobile remains the main screen that users always have on them. Not surprisingly, advertisers are investing where their potential customers are! Massive investments are mainly made in North America (42%), Asia (31%) and Europe (17%).
MOBILE PURCHASING: A HABIT THAT IS GRADUALLY GAINING GROUND
At the same time, mobile purchases are being democratized. Brands have made a lot of effort on the payment process (Apple Pay for example) or in the user experience, and the global average of users buying a good or service from a mobile phone increases steadily to an average of 38 %.
Today, we even flirt with the 50% in some countries like China, India or South Korea where one out of every two people buys from his phone. An encouraging trend and a huge margin of progression for the big brands.
On the web, the uses evolve quickly and it is even more true on mobile. Everyone agrees that mobile will be the main driver of advertising growth and spending will accelerate.
A WELL-STRUCTURED MARKET
It must be said that the industry has learned from its past mistakes. While ad-blockers can provide hell to advertisers on desktop, only 0.3% of mobile users use an ad-blocking system. A real boulevard is therefore open in a bipolar model: Google on one side and Apple on the other. The two American giants set the standards in terms of navigation, user experience and growth opportunities. Android still dominates the market with 83% market share, up from 14% for iOS. The presence of Windows Phone and BlackBerry remains relatively anecdotal.
THE SOCIAL NETWORK
On mobile, they are the kings. Finally, it would be more accurate to say that there is an emperor and some lords who struggle to exist. 90% of mobile users viewed Facebook, followed, far behind, by Pinterest with 7% and Twitter with 4%. Facebook remains the real winner of the sector.
The numerous data collected by Facebook or Twitter offer the brands an important firepower: multiplicity of formats, advertising solutions, and explosion of native video. With a growth of 20% per year, video advertising on social networks is a way to create an engaging storytelling and to value a brand more or less directly with a receptive and open community.
Depending on your business model and your targets, other tools also offer real growth potential, with more and more advertisers opening up on Instagram (which remains a pure mobile player despite a limited desktop version) and Snapchat (a 100% mobile social network).
THE MOBILE SEARCH FORM
Although most of the time spent on a mobile device is devoted to applications, search always has an important part and Google remains a must (still more true on Android, of course). With increasingly precise AdWords campaigns driven by a compilation of many data (search history, consultation, geolocation) and the effectiveness of programmatic marketing, Google is a major player in mobile advertising. The adwords mobile is precise, fast and often more relevant than on desktop by the very nature of the mobile: a device that we always have on ourselves and that we can consult more than a hundred times a day.
E-MAILING STILL ALIVE
Mobile and e-mail is a long story that started with the first smartphones. Since, the consultation of emails is often the first reason to consult a mobile. E-mailing is one of the most powerful levers for generating and capturing leads. Whether it is a regular newsletter, a special offer, an invitation, a promotional discount or an incentive to use an application or a service, sending e-mail with a suitable design, a clearly defined message and a well-oriented strategy , is an effective channel for communicating well from a carefully worked database.
ADAPTIVE CONTENT AND ADAPTIVE ADVERTISING
Adapting a design to the format of the mobile or tablet is fine. We customize the design and layout and integrate the UX and UI dimensions. However, one can go much further in terms of personalization.
The content, first of all. According to the data stored and analyzed, you are able to know what your visitor is looking for, and able to offer him a content, a video or a landing-page adapted to his needs. The adaptive content makes it possible to personalize the experience experienced on an application or a website by making adjustments to capitalize on the profiles of your buyers-personas.
Finally, advertising. Depending on your targets, you can offer appropriate advertising on the content, but also on the form, creating different categories. Some of your prospects need to be reassured with more minimalist formats, when others want impacting or interactive formats. Showing the right ad, at the right time, to the right person and on the right device, then becomes a guarantee of success for your mobile ad campaign.
The use of the mobile evolves regularly, hence the interest of finding the right partners to accompany you in your strategy. In-house or external experts who can give you the keys to understand, build and develop mobile campaigns based on efficiency and relevance. In 2017, mobile ROI will be at the heart of your concerns.