The beginning of January is a good time for a publication summarizing the last year, but also outlining the events and trends of the upcoming months. Although, the online marketing and conference community does not speak with one voice, we are largely able to highlight the dominant issues. As a marketing and research company, that collects and extensively uses information about users of mobile devices, we are very pleased with constant phenomena such as personalization, collection and use of data as well as creating new solutions for subsequent generations of smartphone users.
We could summarize the material by quoting a part of the Altimeter / Prophet State 2019 of Digital Marketing:
The main goals of digital marketing were: brand awareness (37%), customer acquisition (26%) and buyer satisfaction (20%). Acquiring relevant competences (55%) and measuring innovation (54%) were among the biggest challenges. The most desirable skills sought among new employees are: data analysis (41%) and technological knowledge (38%). In addition, 61% of marketers said that the best measures of success are customer loyalty and Customer Lifetime Value.
60% of respondents said their companies analyzed customer digital footfall and content customization rules. The study shows that the best-working digital marketing channels are websites (56%) and social media (69%).
Preparing the #MobileMarketing2020 material, we have identified 3 areas in which upcoming trends fit in. (I) Technology - new or improved tools, solutions that automate various processes; (II) strategy - selecting appropriate communication channels, crossing and complementing each other; and (III) communication - the use of current topics of high popularity, being present for a long time because of coverage and relevance, as well as microtrends, often appearing on a selected platform, whose lifetime does not exceed several weeks.
(1) Data. Location data. Information about customers: own, competitors' & potential ones. About their habits, preferences and behaviors. Data-driven marketing, i.e. promotional activities based on the collection, analysis and optimal use of data about the target group. Of course, experimenting, constantly implementing and improving strategies are still invaluable. Let's think about what effects we can achieve when we plan based on implemented actions vs. when are we able to take into account additional factors based on large data sets, effectively analyzed by algorithms? Our decision-making resources are becoming much larger, and the ability to change the context is flexible, dynamic and fluid. Time still plays an important role, but it is not an absolute obstacle between planning and implementation.
When we talk about large data sets that we want to use in marketing activities, we cannot forget about (2) automationIt is important in preparing mailing to our subscribers, creating content for the needs of social media as well as in implementing campaigns for mobile devices. The more that automation allows for better ad matching to the recipient and greater range, and thus higher efficiency. In addition, we have an insight into the effectiveness of each element of activities (from the selection of the target group and display sites up to prepared creations) and the possibility of introducing modifications of ongoing activities. Check the marketing solutions.
Talking about the automation, it is impossible not to mention the ever-expanding presence of (3) an artificial intelligence. The development of AI gives companies opportunities they have never had before: task automation, recruitment of the best talents and a more accurate understanding of clients. It enables the collection and aggregation of data on smartphone and tablet users and its effective use (e.g. in profiling groups of recipients of a given product or service.). It allows you to create tools that replace the tedious work of a person (e.g. determining the catchment area of a given location, investment potential or visitors’ analysis). It is constantly expanding our marketing horizons.
Without AI, we would not be able to effectively find the content we are interested in or conveniently use digital devices with (4) voice assistants. On a business perspective, this trend is worth considering for SEO. What does it mean? In 2017, it was estimated that in 2020 about 50% of queries will come from voice search. A person using Voice Assistant undoubtedly wants to find the answer to their questions as soon as possible. In this situation, the key seems to be content creation that will achieve SERP Position Zero in search results.
Effective voice communication with a smartphone is not everything we can count on if we are fans of technology and science fiction. It is impossible not to mention (5) augmented or virtual reality. It is not only about advanced entertainment provided by, for example, Oculus. We are talking about mobile apps that allow you to easily find a store or cafe in the immediate vicinity, visualize the interior furnishing of a room on the smartphone screen or use fun elements in real time during video recording. VR is also used in marketing. However, they seem to be slightly more spectacular, and the implementation of the technology itself is not carried out extensively.
Here you can find out more about VR implementations.
When it comes to the technology topic, the most important is data, their efficient collection, and processing. In terms of strategy, we cannot ignore (1) the use of multiple communication channels. On the macro scale, it is certainly connecting the offline and online worlds, on the micro-scale it is e.g. advertising to users of the selected apps category, people visiting certain locations or participating in selected events. It is also skillful in complementing activities within one platform with alternative activities. An example would be (2) supplementing outdoor digital advertising (DOOH) with advertising on mobile devices, such as this #FeelAustria campaign, which we implemented together with Screen Network. Since the beginning of November, data from mobile devices are also used in an art project using DOOH.
When talking about communication with the recipient, it is difficult to ignore (3) social media and their well-established position. Social media are a very important element of such trends as: (4) branding, (5) content marketing, (6) influencer marketing, (7) conversational marketing or (8) chatbots .
