by: Finella Kristle Panlilio
Wednesday, February 17, 2016 |
There’s just no stopping the growth of mobile. The number of people in the world using smartphones is projected to reach two billion within the next year, from the already existing 1.91 billion users. Statistics alone show that consumers are increasingly turning to mobile devices for searches and shopping. Such is the rapid growth of mobile that it has never been more important for business organizations and brands to ensure that they’re keeping their mobile marketing customers engaged.
From a marketing point of view, customer engagement involves establishing valuable customer relationships and strengthening relationships with current customers. As customers spend more time with a brand, a stronger connection is established, which then paves the way for sales and customer loyalty.
Consumers have evolved in recent years, now choosing to interact with brands in their own terms. They decide when and where they want to interact with a brand. This presents the perfect opportunity for brands to get to know their customers. To stay competitive in mobile marketing and to capitalize on available opportunities, Social Media Today lists three innovative techniques brands must focus on:
1. Leveraging interactive ads
Video may be big in mobile marketing (it accounts for approximately 55% of all mobile data usage), but it’s no longer enough. Stand out from the crowd by using interactive ads, which is the latest growing trend for user acquisition. Interactive ads require the user to take some type of action, giving brands far more meaningful feedback compared to ads that users view passively.
2. Providing geo-based promotions
Albeit not new in advertising, near field communication (NFC) is now getting a lot of attention when it comes to connecting with consumers while they are in retail stores. In marketing, timing is essential. Beacon emitters and GPS tracking enable brands to take advantage of geo-targeted marketing to target customers when they’re most likely to make a purchase. The ability to identify a customer’s location and then use that knowledge to deliver contextualized and relevant ads in real time gives marketers the opportunity to provide revolutionary personalization to their mobile promotions.
3. Tapping into the wearables market
The wearables market continues to grow, with 9% of Internet users now using their smartwatches for web search. The result is a rapidly shrinking screen space, consequently making brands think more strategically about their marketing techniques.
With the above advances and Google’s recent mobile-friendly update in mind, brands should form more creative and innovative ways to reach their target market and keep customers engaged.