The Evolution of Mobile Marketing

Just a couple of years ago, talking about mobile marketing was almost a utopia for many. Today, mobile devices are one of the most common ways users access the Internet , to the point that they've acquired their own unique personality and needs. Today, mobile marketing is an established reality that generates significant revenue. In fact, it's estimated that this year it will generate no less than $200 billion in the United States. 2015 is expected to be the year of mobile marketing. Its consolidation will become a reality, and forecasts indicate that it will evolve in various ways. We analyze some of the most important ones below. To begin with, the duality of Android and iOS users will continue to be resolved in favor of the latter. Although Android wins in number of users, the truth is that in conversion statistics, iOS triumphs by a landslide . Without a doubt, this is a factor to take into account for all those responsible for mobile marketing campaigns, as is the growing trend toward localization. More and more consumers are seeking to satisfy their needs in their immediate surroundings, and mobile marketing must be aware of this, especially given the need for personalization it entails. There is also a very important phenomenon to consider: the consolidation of the User-First concept . That is, the user must be the focus of online marketing campaigns, above their access channel. Mobile devices are already so established that it makes no sense to prioritize them. It's simply a matter of satisfying potential customers across all channels, whether online or offline, mobile or desktop. In any case, one of the key areas to work on in online marketing this year is creativity . In 2014, campaigns on this channel were actually quite poor in terms of creativity, so the most immediate challenge is to consider how to attract consumers with outstanding campaigns. Likewise, when creating campaigns, it is also important to keep in mind that programmatic buying will be increasingly important in mobile marketing. This trend has a major advantage: the ability to deliver advertising to consumers at the best time, at the best price, and on the most appropriate device. Finally, we can't forget an element that will be essential in mobile marketing campaigns in 2015: deep linking . Attracting a user to an app through a web link will be one of the established trends over the coming months. How are you planning your next mobile marketing campaign?