While 2016 approaches its end, it’s time for mobile marketers to review this year mobile marketing performance and delve into mobile marketing trends for 2017.
During 2016, smartphone devices proved to be the top platform for sales. A recent report from Astound Commerce highlighted that mobile commerce sales grew up to 40% this year.
In this scenario, mobile apps held a leading role, delivering up to 54% of all mobile transactions, as showed by last Criteo report
These figures confirm what we previously found by analysing user data in Netmera portfolio: during the first months of 2016, mobile accounted for between 45-61% of online retailers revenue, the app portion of this total revenue being very high too, between 30-40%.
Moreover, Netmera infographic showed that Push Notifications are the key factor to boost conversion rates and mobile engagement, especially when they are the result of advanced segmentation and targeting strategies based on deep personalization.
All this data leave no doubt: here are the top mobile marketing trends for 2017.
Mobile Marketing Trends for 2017
1) Mobile Apps will keep rising and the share of mobile commerce sales on mobile applications will continue to increase
If you have the chance to do so, build an app for your product/service. Data clearly show that the time mobile users spend browsing mobile apps and the number of transactions they finalise via mobile applications are increasing more and more.Don’t forget that during 2016 Google introduced the Apps search tool, too.
Why are mobile apps so popular? Because they highly improve the UX on mobile screens, making it easier for users to understand what’s your business about and to take the actions you want them to take, in a few words…to increase your conversion rates. However, if building an app is an option you can’t consider at the moment, make sure to optimise your website for mobile as much as you can!
2) Personalisation will become even more important
Focus on personalizing your users experience of your product/service. Give users what they need, be there for them at the right time with the right answer for their searches. Use Push Notifications within your app (or Web Push Notifications within your mobile website) in order to build a relationship with your customers, but make sure to deeply understand your users first, through appropriate analytics, segmentation and targeting tools.
3) 2017 is the year of Proximity Marketing based on the use of Beacon devices
Location based marketing is an advanced type of personalisation. It enables you to deliver your message just to the people who are near a certain area, therefore increasing the chance they will convert into customers. There are many ways to target users according to their location. Among the location based marketing strategies though, the one using Beacons devices is proving crucial to help retailers drive foot traffic to their stores, increase conversion rates and sales volume. Learn more by reading this article.
4) Video content will confirm to be a powerful tool to drive conversion
According to comScore, video content increases the chance that website visitors will buy a product on an online retail by 64 %. Moreover, visitors who view videos stay on the site an average of 2 minutes longer than those who don’t watch videos. For 2017, make sure to include a video content strategy into your mobile marketing plan.
5) Visuals will reign
Not just videos, but images and emojis will be massively used. All these elements help you grab (and keep) your users attention. During 2017, focus on making your mobile marketing strategy more and more visual!