With the close of 2014 looming over head, the time has come to look at the projected marketing trends for 2015.Mobile plays a significant role in everyday tasks, with more than 50% of content being consumed from mobile by those ages 16-24. Although mobile use is directly correlated to demographics and generational shifts, it is important that companies realize digital consumption is going mobile, and digital marketing is not far behind.
Most analysts agree that mobile-first marketing is the marketing trend to follow and take part in. Brands will have to put more thought into how they want to leverage their mobile technology over the first quarter in order to create an experience that serves customer’s needs. John McGee from Business Weekly says, “Mobile marketing should be a part of your overall marketing plan, along with email, direct mail, and other advertising. Track the results you get from each channel and see which one is working. There’s no silver bullet—you need to do a little bit of everything. And remember it doesn’t matter what you want to do—it’s what your customers like.” These words are wise words to remember; as it is projected that mobile marketing will grow at least by 50% in 2015.
While mobile may seem like an easy transition, other factors must be considered when creating a mobile marketing platform. With the increase in Wi-Fi, better smart phones, and faster cellular data, customers expect instant gratification. It is found that 30% of mobile shoppers abandon transactions that aren’t optimized for mobile and 57% abandon sites that take more than three seconds to load. Websites need to be built with responsive designs in order to accommodate the mobile customer, as such, content formats need to be adjusted accordingly. If there is one message to take away about mobile marketing, it’s to focus on the audience rather than the mobile device because most audiences will come from multiple devices.
No need to discriminate against one of the other…target the consumer and growth will follow.