Today, it is no longer enough to simply be on board with mobile advertising. You must also look ahead to the future and evaluate what is coming to ensure that your brand is prepared to connect with the upcoming trends. Operating any business in the current competitive landscape is challenging enough on its own. For a business just trying to launch, the challenges increase significantly. Understanding the upcoming marketing trends and being ahead of the game can also put you ahead of the competition. Below are just a few of the upcoming trends that will shape the future of mobile advertising.
Behavioral Targeting
We all know that understanding consumer behavior is vital to the success of any marketing campaign. Yet, behavior becomes even more important when viewed through the lens of mobile marketing. With this mobile advertising strategy, the goal is to focus on both the intent and the context of the user’s behavior. This could include social media favorites, likes, and check-ins. Spotify is just one example of the way in which mobile advertising is already moving in the direction of behavioral targeting. The introduction of a new feature for brands, Playlist Targeting, gives brands the ability to leverage first-party data to track consumers across devices and utilize targeting based on user music tastes and activity.
Relevance
All users, regardless of whether they are searching on a desktop, laptop, smartphone, or tablet can quickly become annoyed when they perform a search for a service or product and irrelevant ads pop up as part of the search returns. That level of annoyance tends to rise when the search is performed on a mobile device. When a consumer is searching on a mobile device, there is an even greater chance that he or she is interested in making a purchase in that moment. Relevance is currently considered one of the most powerful elements in mobile advertising. If your brand is not already focused on providing the most highly relevant mobile search ads possible, you could very well find yourself falling behind the competition.
Brands that doubt the importance of relevance in the future of mobile advertising need look no further than Google’s latest mobile friendly search engine algorithm updates. Google certainly is not the only search engine in existence, but they are the gold standard. As most savvy marketers know, if you’re not on Google, you’re invisible. Google has made it increasingly clear that they are not concerned with just words, but with the meaning behind those words. With the introduction of Hummingbird, Google began what was a significant change to their relevance algorithm. As a result, even if a user does not phrase their search well, Google can still interpret the meaning behind that search. Such updates place even more pressure on brands to ensure their marketing efforts are viewed as relevant by Google. This is particularly true in light of an increasingly mobile consumer base.
What can you do to ensure that your website and marketing are viewed as relevant?
Begin by ensuring that it is clear what your content and website are actually about. Craft your content in such a way that it can be used by your target consumer base. Finally, make sure your website is constructed in a logical manner so that Google can easily understand your content. Remember that Google has recently placed even more emphasis on the importance of mobile friendly websites. This is a trend that will continue well into the future, so if your brand is not already on top of this one, it is time to begin analyzing and tweaking your website.
Interaction
Interaction is the name of the game moving forward with mobile advertising. By involving the user in the advertisement, you will encourage better recall of the product or service being advertised. Interactivity could take place through a variety of different formats, including a game format. The goal here is to get the consumer thinking and focused on your product or service while actively participating in the advertisement. Providing rich-media display advertisements can be an excellent way to immerse your customer in an experience that is both engaging and entertaining.
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