The mobile channel is quickly becoming the most important channel of the entire digital marketing mix. If you're not already mobile-ready, start planning now!
In less than a decade, mobile has grown from a tiny fraction of the world's total web traffic to now accounting for over half of the entire web, and there's no sign of things slowing down. According to a recent study by Think With Google, around 40% of online transactions are done using mobile.
In 2022, the global market for mobile commerce is projected to exceed $1 trillion annually. In short, the number of people making a purchase using their smartphone is growing, and its usage continues to skyrocket, forcing marketers to adapt to new trends.
Growth of Mobile Commerce
Mobile marketing is changing and evolving at an extraordinary pace, so the next generation of marketers needs to keep up. According to a survey by Pew Research, 85% of adults in the United States use a smartphone, and this number is expected to grow further in 2022.
Today, many people are now turning to mobile devices for shopping purposes as it has become easier for them to find the items they want online or in-store. Likewise, shopping through mobile apps is also growing rapidly, which is likely to continue in 2022. This provides a lot of opportunities for businesses focusing on mobile commerce.
Location-Based Marketing
Smartphones are becoming increasingly essential to life and commerce. And while there are plenty of ways to leverage location-based mobile marketing, one of the most exciting things about this space is how marketers use it to target audiences with highly relevant, personal messages—in real-time.
Mobile geo-targeting delivers highly relevant messages to consumers as they walk past your store or venue. It is a remarkably effective way to cut through the marketing noise and deliver perfectly timed offers to meet your customers' needs. As per forecasts, the combined mobile ad spending related to targeted advertising in the US is forecasted to surpass $32 billion by the end of 2023.
Conversational Chatbots
Chatbots are a great tool to use if you're looking for a way to reach mobile customers without investing a lot of money. Many companies out there will provide you with the software to build your own bot. What's great about them is that chatbots can be used in many different ways; they don't require you to invest a lot of time or money. And with so many different options available with them, it's easy to see why they've become so popular.
Chatbots can be used to drive engagement, increase conversions, provide customer service, and understand different other metrics. And it's not just the big brands using this bot – it has now become a common tool for small businesses too.
Growth of Native Advertising
Mobile advertising is a very effective way of promoting products. Companies and advertisers have found that it is more cost-effective than traditional advertising, with which comes the influence and growth of native advertising. It is a form of advertising where the ad blends in with the content on the page rather than being the sole focus.
While traditional display ads are still around, companies are looking to build a relationship with users through content, giving them a reason to keep coming back to the website and engaging with the brand. This trend is likely to continue to grow in 2022. As per a report by ION, about 75.9% of all online display advertising will be mobile, and 63.2% will be native.
Interactive Mobile Advertising
Users get bored very easily with ads they want to be entertained. If your ads aren't entertaining, they will quickly tune them out. Besides, a study by Magnaglobal suggests that Interactive video ads get 47% more engagement than non-interactive, and users are more likely to remember them.
When we talk about interactive advertising on mobile, we're talking about ads that include an interactive element. This could be anything from a simple question on the screen that the user can answer with a simple tap of the finger (like how long the user can watch the ad before deciding whether or not to watch it) to a full-blown mobile app that has its own unique mechanics and logic. Hence, you should use every trick in the book to get the user to interact with your mobile ad, such as asking questions, telling stories, making offers, and including an interactive element in your ads.
Wrapping Up on 2022 Mobile Marketing Trends
That’s it! The five mobile marketing trends above are the biggest to look out for in 2022. Focus on creating a great mobile marketing strategy and be a market leader!