With the pandemic termed the “The Great Accelerator” for the mobile advertising space turning it into extremely competitive, fast-paced, unpredictable, and forever evolving. As a business space, mobile marketing is dynamic in nature- one that requires marketers to stay on top of the latest and most relevant trends. With brands looking to accelerate their growth trajectory, there are five pivotal mobile marketing trends that marketing leaders should keep on their radar.
User acquisition will be a priority
With the mobile environment becoming increasingly competitive, it’s become all the more important for App marketers to plan user acquisition in advance. In the freemium-dominated app space, where the majority of apps are free to download and use, it is essential to increase app scale to also increase the roughly 5% minority of users who will contribute to your in-app purchase revenue, according to Appsflyer. That’s why user acquisition strategy plays a role of greater significance even before the app is developed. While it is becoming harder and harder to get organic users from app stores, install volume — particularly driven by non-organic installs, which are controlled by marketers and their budgets — is still useful in raising an app’s ranking. In short, a well-planned and executed user acquisition strategy will lead to increased revenue from your company’s offerings and is essential to success.
The rise of Mobile Commerce
Social commerce is slated to be a big mobile commerce trend in 2022 with a digital marketing strategy aimed at reaching a target audience on their smartphones, tablets, and/or mobile devices via websites, email, SMS and MMS, social media platforms, and apps. Eventually, mobile advertising budgets are expected to spread to these upcoming social commerce platforms in 2022. As per Statista, Mobile Commerce sales will account for more than 10% of the total retail sales by 2025 and the projected number is expected to increase owing to the technological advancements and growth of the mobile user base.
The evolution of influencer marketing in Mobile Commerce
Influencers are no longer a homogenous group of those with a humongous follower base. Their domain has expanded beyond content creation and now they are becoming a brand themselves. From merely covering new launches by brands to driving the marketing and affecting brand sales, Influencer marketing also got its due recognition as brands looked for affordable and niche options to reach out to GenZ and Millennials. Besides, there has been a boom in streaming media as well and today consumers want audio (podcasts) along with video content as well. Also, they engage and listen to influencers more and base their buying decisions on their recommendations. Hence, in 2022, brands will weave their campaigns keeping the influencers in mind and making influencer marketing an integral part of their marketing plans.
Entertainment is no longer restricted to cinemas today but has shifted to YouTube, Netflix, Amazon Prime, Disney+Hotstar, and other streaming platforms, which boomed in 2020 and have now become a habit for most people. Out of the $27 billion Indian Media & Entertainment industry, OTT has a market share of 7-9% and by 2030, this is expected to increase to 22%-25%. Another model of ad-supported video on demand (AVOD) is growing rapidly in India and other S.E.A markets. Mobile phones still continue to remain the primary source of OTT consumption by offering an even more significant benefit to the advertisers and streaming platforms as mobile users are the highly engaged and focused viewers. Campaign measurability, success, and optimization are all driven by data analytics in the case of app-based OTT which makes it a strong and inevitable choice for brand marketers.
Connected TV advertising
Streaming media has changed how people consume ‘entertainment’ and today we can access all OTT entertainment on our TV sets. Thus, ‘Smart TV’ is a part of every household and the rise of this has also seen a rise in Connected TV Advertising or CTV Advertising. With immersive watching experiences being almost the norm of the future, the spending on CTV advertising is only going up and is further going to grow. With connected smart TV sets expected to hit about 14 million by 2023, as per the FICCI EY report, the space for CTV advertising is slated to grow exponentially.
To sum up, come 2022 and the subsequent years, staying ahead of the competition will be even more important than before. With consumers getting what they want and becoming increasingly demanding, mobile marketers need to ensure that they don’t disappoint them.
While marketing trends come and go, the basics of success remain the same: understand the needs of your audience and communicate with them clearly and consistently. That’s why customer-focused content has always been the best way to establish solid relationships with your audience. It goes without saying that content marketing will continue to dominate the digital marketing landscape for some time to come. Most of these trends rely on content in some way. To have success in them you’ll need to have a solid base of quality content across all your marketing channels.
About MOCA Technology
MOCA is a global OEM aggregator and advertising innovator, focusing on the Asian market MOCA is collaborating with global top publishers for user acquisition, branding, and re-engagement advertising solutions. MOCA is dedicated to providing a cost-effective and customized solution for advertisers to maintain top-of-mind awareness within their target audience.