2016 was the year mobile web browsing surpassed desktop for the first time in history. It has become clear that humanity really enjoys the flexibility granted by modern technologies and 2017 has been unofficially called “the year of mobile”. The launch of Google AMP and mobile-first indexing became a real game changer for many business owners who were forced to finally embrace the fact the age of single-channel marketing is over.
However, according to the WARC MMA Report, only 44% of marketers in EMEA already recognized the need to focus on creating “seamless, user-friendly experiences on mobile”. Another half believes the impact of mobile is not so considerable and the revolution is yet to come. Most marketers are still very hesitant to employ mobile strategies due to various challenges they will surely face if they try.
What are those challenges?
- Clients are not ready. Despite the fact that modern consumers spend most of their online time on smartphones, when it comes to shopping they prefer desktops. AdRoll reportsthat low mobile conversion rates are the biggest challenge for 26% of all the surveyed marketers.
- Measurement is a problem. First of all, it is hard to understand which metrics are to be measured. Secondly, there are not enough data tracking tools that would help to do it.
- It is hard to create mobile-friendly content. 25% of marketers surveyed by WARC MMA admitted they were struggling to create content that would load quickly, be engaging and short at the same time.
- Customers are concerned about their security. While in 2017 there are numerous ways to protect your privacy even on mobile devices, most people are still reluctant to shop on their smartphones. However, the level of trust increased significantly since 2016.
- It is hard to integrate mobile into other marketing campaigns. Creating integrated campaigns has never been easy, and now with mobile getting into the game, it is even more complicated. This is the biggest challenge for 12% of marketers surveyed by AdRoll.
Good news is that despite the challenges, mobile advertising in social media is experiencing a rapid growth. Video advertising on Facebook, for example, is believed to be the hottest trend of this year: 68% of respondents surveyed by WARC MMA admitted it to be their focus for 2017. An interesting fact is that ever since Facebook introduced video ads, 84% of its ad revenue comes from mobile.
Some other trends are remarketing and the use of programmatic technologies. According to AdRoll, almost 70% of marketers plan to increase their mobile remarketing budgets in 2017. Serving personalized mobile ads is indeed a smart way to bring bounced customers back to your website or app. Moreover, new technologies that arise are expected to solve the problem of measurements. There’s a strong need nowadays for a cross-device data tracking system that would be precise and combine advantages of both deterministic and probabilistic models.
Apart from that, marketing leaders are piloting mobile tactics such as web push notifications or rich push notifications, experimenting with virtual reality, voice and image recognition, etc. Trends like marketing automation, location-based marketing, and mobile-only social platforms are believed to shape the future of not only mobile, but digital marketing industry in general.
To sum up, mobile marketing is still something most marketers fear or don’t understand. However, it should be one of the top priorities for businesses who want to effectively reach their customers and increase sales. Hopefully, future innovations will help marketers overcome challenges that deprive them of the possibility to fully enjoy mobile marketing today.