5 mobility trends marketers need to embrace
Successful marketers are known for staying ahead of the curve and the competition. According to an Entrepreneur survey, however, while the majority of marketers are aware that AI, voice and hyperlocal search are all major digital trends, they have no plans to adapt their marketing strategies in response.
Before marketers shrug off the need to embrace and incorporate new digital and mobility trends, they should take a walk down memory lane and remember what happened to Blockbuster and Borders: They waited too long to enter the digital realm and could never recover.
To avoid this same fate, it’s time to start embracing and embedding important mobility trends into your marketing strategy. Here’s a look at what you should be considering:
1. Go beyond a responsive website design
At this point, most businesses have responsive websites. However, just having a mobile site isn’t enough. Despite the high number of mobile searches, Smart Insights reports conversion rates remain low. This shows that marketers are still missing their “mobile moment.”
To boost conversion, marketers need to focus on making the mobile browsing experience as seamless and simple as possible: One-click shopping, autocomplete, faster load times and simple navigation all help to turn more browsers into customers.
2. When it comes to apps, focus on messaging
According to TechCrunch, users spend the majority of their time using only five apps on their smartphones. Since users tend to stick with a small number of mobile apps, getting a large following for yours is a challenge.
Though you don’t need to throw your mobile app out the window — continue to use it for that small but highly loyal following — make sure you’re also pivoting to messaging apps. Apps such as WhatsApp, Snapchat and Facebook Messenger are growing in popularity. These messaging apps now offer marketers a new channel to engage with customers.
3. Embrace intelligent voice
With intelligent assistants beginning to proliferate, customers are turning to voice as an easy, hands-free way to navigate search. Incorporating intelligent voice into your apps will not only improve the customer experience, but it may also become essential as search engine and user preference shifts toward intelligent voice navigation. To stay ahead, start developing content that’s optimized for voice searches.
4. Deliver augmented and virtual reality experiences
If you want to deliver truly memorable experiences to your customers, augmented or virtual reality offers the perfect channel. For example, if your company is a furniture retailer, your customers can take a virtual tour of a new kitchen design. If you’re in the hospitality industry, customers can experience the sensations of being on a tropical island. There are limitless opportunities to expand customer horizons and create memorable experiences that will build their loyalty.
5. Discover location-based marketing
Given that your customers usually have their mobile devices with them wherever they go, location-based technologies — such as in-store beacons — offer marketers insights into customers behavior and shopping habits and provide yet another channel for customers to engage with your brand. For example, location-based technology can allow shoppers to order out-of-stock items with one click. For retailers, the technology can let them know when shoppers with their mobile apps enter their stores, so store associates can offer personalized assistance to drive loyalty.
Mobile device use continues to grow. As of September 2017, mobile devices accounted for 52 percent of internet usage, according to StatCounter. Staying with the status quo won’t work for brands. Marketers must embrace new digital and mobility trends today if they want to be here tomorrow.