As we enter 2018, it’s undeniable that mobile marketing is more important than ever. We are now living in a world where more than 70% of minutes spent online are spent on mobile devices and the dominance of these devices is only set to grow still further. There has rarely been a time when it’s been so important for business leaders to have their finger on the pulse of mobile communications.
And so, without further delay, here are some of the top trends in mobile marketing you should be aware of in 2018.
Consumers Spend More Time on Mobile Devices
Mobile devices now account for the majority of time most users spend online, with a worldwide average of 69% of minutes spent on mobile platforms. In total, mobile devices also account for three-fifths of total internet usage, with consumers overwhelmingly turning to their mobile devices during micro-moments.
Buyers are also more and more frequently beginning their search using mobile devices. Nearly half of all consumers use their smartphone or tablet to search before making a purchase. ComScore [1] also notes that mobile devices have a higher rate of conversion from search to purchase for local businesses, with 78% of mobile searches leading to a sale.
Google is Still Firmly in the Lead
Google reports that half of all search queries now come from mobile devices. The search giant is behind the vast majority of paid search clicks in the US, accounting for 95%, with almost 62% of those coming from mobile devices.
The search giant has come out firmly against mobile popups, with websites that use popups or which are otherwise not optimised for mobile potentially falling in the search rankings. This is in line with consumer opinion; over half of consumers surveyed by SocPub [1] say that they would not recommend a business with a poorly-designed mobile site. A strong mobile development team should be a priority for businesses in 2018.
Mobile Video and Other Technologies
Mobile video is growing steadily, with the market expected to reach a staggering $13 billion in the next few years. The advent of 360 video technology and continual improvements in the mobile video experience mean that this is an area in which substantial growth is expected. Companies worldwide should be ready to up their mobile video game.
Augmented Reality is also on the rise, its growth spurred by the popularity of Pokemon Go and other similar AR games. As the technology develops and becomes ever more commonplace, Forbes predicts [3] that the industry will be worth $5.7 billion within the next three years.
Things are changing fast in the world of mobile marketing, and it can be difficult to stay on top and ensure that you have the right talent to meet the demands placed on a modern business. Why not let an experienced team of experts take on the task for you. Just contact Clifford Associates and see how we can help you with your digital resourcing needs today.
Sources:
https://www.comscore.com/Insights/Presentations-and-Whitepapers/2017/2017-US-Cross-Platform-Future-in-Focus?
https://www.socpub.com/articles/the-5-mobile-marketing-mistakes-infographic-14849
https://www.forbes.com/sites/kevinanderton/2016/11/14/augmented-reality-the-future-and-pokemon-go-infographic/#652eacb14e66
