Mobile Marketing's Deeper Layer: The Smartphone's Full Business Potential

Guest Post By Sophorn Chhay

Experts have had years to take advantage of mobile marketing’s benefits, and they’ve cracked the ice quite well. We’re only using a fraction of the mobile world’s full potential, and business providers are gauging the future to create outstanding platforms.

Business providers are in search of answers, and marketers are looking for direction. As the mobile marketing world grows, the consumer connection becomes more prevalent. Today, 65 percent of branded emails are opened via mobile. It's a great time for marketers to outreach to new mobile visitors or setup automated triggers to handle the email outreach.

Mobile spending, itself, has grown at three times the rate of desktop. Big numbers make big changes, and business gurus are only breaching the surface of smartphone marketing. Below, we discuss mobile’s bright future—for consumer and provider alike.

CMOs will Become Consumer Data Scientists

Smartphones, now, are a business’s best friend for data gathering. After 2016, CMOs will need to work overtime. They’re becoming data scientists, and they’re managing marketing expenditures to achieve high-reaching goals. In 2016, marketers are expected to have enough data to make incredible predictions. Real-time data is here, and it’s being gathered. Better customer experiences, smarter spending and dynamic customer relationships can’t be ignored, and CMOs are taking charge.

SMS will Spearhead Sales

Text message marketing is likely to lead sales efforts by 2017. In fact, companies applying SMS marketing are expected to experience a 40 percent growth rate this year. SMS marketing is already an effective marketing channel, but we’ve only begun taking advantage of it. New, automated services are rolling out, and business leaders are taking note. In 2014, SMS marketing raised $16.8 billion. Last year’s numbers are rolling in, and they’re dishing out a big reminder to mobile-enabled businesses.

Want more juicy information about SMS marketing? Check out this article.

Wearables will Enhance Everything

If the smartphone wasn’t powerful by itself, wearables will spike its importance. Wearables, while in a fragile market, are still incredibly popular. Advertisers are using the smartwatch’s infancy to boost consumer interaction, and they’re creating in-store offers based upon mobile  interaction.

Wearables, in upcoming years, are expected to connect with other smart-tech installations, too. In 2015, 34 percent of consumers used a smart TV to make Internet searches. Wearables are about to take off. The market is already primed, too, because tech-lovers are finding new, innovative ways to hook up their smartwatches to mobile. Wearables will, quite literally, enhance everything about mobile.

Mobile Video will be Preferred

As it stands, mobile video is an aspect of mobile marketing. After 2016, however, it’ll become a marketing powerhouse. We’ve only begun using mobile video to its full potential—but we’re learning. Mobile video advertising, in 2015, was the fastest growing format. Mobile video ad spend increased by 190 percent that year, and it’s expected to generate $4 billion by 2018. Many experts agree: Mobile video advertising will grow at least five times as quickly as desktop advertising from here on out.

Conversation will Drive Omnichannel Interaction

Omnichannel marketing is difficult to master. Buyers are using smartphones to click, swipe and search, but they’re also expecting conversations. People of all ages prefer phone calls, whether business-related or personal. While a lot of business providers are focused on driving mobile traffic, they’re starting to prioritize conversations. Business providers are skirting the edge of omnichannel marketing’s potential, but they’ve yet to make the jump. The barriers between mobile channels are weakening, and they’re opening a gap for a one-door-welcomes all business strategies. 

What's Next?

What do you think of what I've covered so far? Will you adopt mobile as your tool for marketing? Reach out over LinkedIn.  

Attention publishers: magazine apps to skyrocket in 2016

By Andrew Degenholtz

The first smartphones arrived on the scene nearly a decade ago. Since then—and some App Stores later—mobile devices have come a long way. Now, with larger screens and a boost in usage, it’s time publishers fasten their seat belts because news and magazine apps are finally taking off.

App, app and away

Yahoo’s app analytics firm Flurry, which tracks more than 2.1 billion mobile devices every month, reports global app usage increased by 58 percent last year. And the number of times a user opened an app, otherwise known as app sessions, jumped by 332 percent! More important, news and magazine apps counted as the fastest growing app category in the last 12 months, after personalization apps such as emoji keyboards and wallpaper apps.

Make room for phablet

According to Flurry’s findings, time spent on phablets (mobile phones with 5-6” screen size) grew by 33 percent from 2014 to 2015. In fact, almost 30 percent of all new mobile devices activated over the holiday season were phablets as well as 50 percent of all Android devices activated during that same period. In the past year, the amount of time users spent on small phones grew only 8 percent compared to a whopping 85 percent on medium-sized phones and another 81 percent on small tablets (with full-size tablets reaching a 26 percent increase). All of these numbers add up to one thing: consumers want their content on bigger screens.

Get onboard

As both consumer usage and the size of smartphone screens increase, so do the opportunities for publishers with news and magazine apps. To take advantage of 2016's mobile device trend, check in with Oplytic for CPD (Cost Per Download), promotional strategies, and the acquisition of new magazine subscribers on smartphones. Then sit back and prepare for lift-off.

5 ways to gain app applause in 2016

By Devin Sheridan

"You’re only as good as your last picture” is a Hollywood saying first said by silent screen and Depression-era film star Marie Dressler. Although the actress received an Oscar in 1931, she’s scarcely a household name. Why? Because her last picture came some time ago.

Today, the acting adage can be applied to apps. The success a marketer may have achieved for attracting new users is only as good as its last mobile app marketing campaign. To maintain and engage app users, marketers must access many tools and continuously tweak their tactics. As such, here are five strategic ways to stay ahead of the competition.

1) Take it from the top

Google Play and App Store Optimization starts with the name of your app, your app description and even your release notes. There’s a lot to cover about getting discovered in the app stores and attracting and impacting prospective users which we’ll elaborate on in future posts.

2) Zoom in

Track everything on your free media such as links from your website(s) and press coverage to identify where your best users are coming from. Once that’s determined, you can focus your efforts on the channels that offer the best ROI.

3) Be a crowd-pleaser

Engage and reengage your audience by promoting content within the app as well as emailing notifications to encourage app exploration. You can generate additional interaction by asking loyal users for ratings and soliciting feedback from dissatisfied users.

4) See the big picture

Content heavy apps are ready to take off thanks to smartphones with larger screens. According to Flurry, overall app usage grew by 58% in 2015 with News and Magazine apps showing a 135% increase and Lifestyle and Shopping apps rising by 81%.

5) Cut to the chase

To ensure your apps are installed on the millions of new tablets, smartphones and Apple iOS devices activated during the 2015 holiday season, a savvy analytical strategy is key—and Oplytic is ready when you are.