This trend will continue into 2015. Mobile marketing has gone from an alternative source of engaging with customers to a critical component of business success. Companies that understand what’s on the horizon can plan accordingly to ensure they’re leveraging this channel in the right ways to drive traffic and sales.
The following factors will help drive the continued success of mobile marketing in 2015:
1. Location.It pays to reach consumers based on their proximity in addition to their need for a business or service. Look for marketers to more fully embrace the power of location to extend the power of their mobile advertising campaigns.
This factor will drive business decisions for marketers big and small. The industry is working to understand and define the best practices for how location data is derived and used that meet both the demands of the marketers and bring value to the consumer.
2. Measurement.Marketers will adjust how they’re measuring mobile advertising, starting with understanding the major differences between mobile and desktop advertising ROI.
Click-through rates (CTR) are becoming less relevant when determining campaign success. The secondary action rate is a better indicator for measuring mobile, and businesses that get ahead of it will be able to maximize the potential of mobile advertising.
3. Programmatic.Toward the end of 2015, real-time bidding (RTB) will replace manual buying to dominate the mobile space. Most marketers currently buy mobile advertising in a manual, site-specific way because they are uncertain about how to effectively roll out programmatic buying. As advertisers get more involved in mobile marketing, they will understand that manual purchasing means a slower approach that requires a lot of attention and resources. With RTB, more marketers will see efficiencies and will begin cutting out the human element to deliver automated, site-agnostic campaigns.
Image courtesy of Stuart Miles, FreeDigitalPhotos.net
Greg Garrick is VP of Mobile Marketing at UpSnap.