Everything is changing, updating or new trends in the digital world. Mobile marketing is one of the areas most affected by this wind of change. We guess that mobile marketing is one of the topics that we warn the most in our blog. Although we think we sometimes go further in the warnings, when we see that many well-known brands act by ignoring or forgetting the mobile, we continue the warnings. We all know how important mobile marketing is. In our world where social networks are followed by almost 90% of mobile devices, the rate of mobile devices is at least 50% in subjects such as e-mails, shopping, media consumption. In short, mobile marketing is really important and following the innovations and adapting to the trends will take you one step ahead of your competitors. Let's examine the trends that will come to the fore in mobile marketing in 2018.
1- Mobile Special Websites
Until now, the widespread mobile website had not been designed responsive to existing websites. However, mobile experience and computer experience are not the same. On the other hand, it was possible to watch / read much more information on the computer, and the websites were designed accordingly. On mobile devices, this situation was a bit more tiring on the part of the user. In the new era, we will see the creation of mobile-specific websites rather than being responsive to existing websites.
2- Live Videos
According to the study done by Cisco, it is estimated that video will constitute 78% of the world's mobile data traffic until 2019 and live broadcasts will be the fastest developing sub-category of mobile videos. Facebook, on the other hand, announced that users spend 3 times more time to watch live broadcasts than other videos. We see that live broadcasts are increasing rapidly in Instagram, YouTube and Twitter. One of the most important mobile trends of 2018 will be live videos. In 2018, we will witness that live broadcasts will be used extensively in large campaigns.
All of us have encountered AR technologies on smartphones somehow up to now. To date, AR technology has demonstrated what it can accomplish with images that create a "real" feeling through various applications. On the other hand, the release of ARKit and ARCore platforms helped the technology to level up. Although it has only been viewed as an innovation to date, AR will become one of the mainstream media tools to add value to users in retail, travel and media environments in 2018 and will become an indispensable part of mobile marketing.
4- Native Ads
As you know very well, marketing has become a matter of personalized relationship day by day, and consumer responses to stereotyped or billboard ads are rapidly decreasing. Consumers want to see and hear advertising content - more importantly, they realize brands in this way - instead of trying for traditional. This, of course, pushes us marketers to different searches. One of the important results of these quests is native ads. According to the research conducted by BusinessInsider, it is predicted that by 2021, native ads will constitute 74% of the total advertising revenues in the USA, and the observations we have made recently indicate that native advertising investments have started to increase. Native ads will be one of the most prominent advertising models of mobile marketing since 2018, especially since advertising on mobile devices is more difficult than computers due to physical conditions.
5- Internet of Things (IoT)
Smart speakers and virtual assistants have become home-to-day features in 2017, thanks to affordable options from Google and Amazon. Make sure what you see right now is just the beginning. According to the research published by Gartner in 2018, from home products to kitchen appliances, including application-controlled lighting and heating systems; It is predicted that sales of hundreds of IoT products, which will make our lives easier, from remote control dog feeders, will explode. Again, according to the same research, IoT technology will take place in 95% of new product designs by 2020. For mobile marketers, thanks to IoT technologies, interacting with consumers will be an important option as of the next year as an unmissable opportunity.
6- Artificial Intelligence (AI)
Although AI is already integrated into the most known and preferred applications; estimates predict that artificial intelligence will be a much more common element in health technology, engineering and customer service next year. The AI used by virtual assistants such as Siri and Alexa will become more advanced and more “smart”. The integration of artificial intelligence for mobile devices, chatbots and automated processes will mean a more comprehensive understanding of consumers, higher degrees of accuracy and lower personnel costs. Consumers will now be waiting for instant responses and personalization based on past behavior when interacting with virtual assistants.
7- Faster Loading
One of the simplest and most effective cases that has been highlighted in the past period was that users would get bored during their mobile experience and request pages that load quickly without clicking the "leave the site" or "leave the application" button. As you know very well, delays in loading pages cause users to lose interest. According to a study published in Doubleclick, 53% of users state that if the page takes longer than 3 seconds to load, they have left the site or application. In short, as we mentioned in the first article, providing special experiences for mobile devices and being able to present these experiences “fast” will be one of the issues that you should focus on the most next year.
8- Messaging Applications
Messaging applications will be an indispensable factor in the communication of brands in 2018 in order to create effective customer communication, send personalized ads and engage with the audience. Whether you find a chatbot or a real person in front of the customer, he feels valuable when you establish a personal communication. According to research by Facebook Messenger, when a brand offers direct messaging with its customers, 53% of its potential customers are looking at the idea of shopping with them. The fact that brands can use AI to effectively respond to instant questions and problems during personal conversations is a great opportunity in mobile marketing. While Messenger's Chatbot Extensions and WeChat's Mini Programs are still new apps, they reveal the benefits the format can provide by collaborating across apps.
3- augmented reality ar all of us have encountered ar technologies on smartphones somehow up to now. to date ar technology has demonstrated what it can accomplish withimages that create a real feeling through various applications. on the other hand the release of arkit and arcore platforms helped the technology to level up. although it has only been viewed as an innovation to date ar will become one of the mainstream media tools to add value to users in retail travel and media environments in 2018 and will become an indispensable part of mobile marketing. 4- native ads as you know very well marketing has become a matter of personalized relationship day by day and consumer responses to stereotyped or billboard ads are rapidly decreasing. consumers want to see and hear advertising content more importantly they realize brands in this way instead of trying fortraditional. this of course pushes us marketers to differentsearches. one of the importantresults of these quests is native ads. according to the researchconducted by businessinsider it is predicted that by 2021 nativeads will constitute 74% of thetotal advertising revenues in theusa and the observations we have made recently indicate that native advertisinginvestments have started toincrease. native ads will be one of the most prominent advertising models of mobile marketing since 2018 especially since advertising on mobile devices is more difficult than computers due to physical conditions. 5- internet of things iot smart speakers and virtual assistants have become home-to-day features in 2017 thanks to affordable options from google and amazon. make sure what you see right now is just the beginning. according to the research published by gartner in 2018 from home products to kitchen appliances including application-controlled lighting and heating systems; it is predicted that sales of hundreds of iot products which will make our lives easier from remote control dog feeders will explode. again according to the same research iot technology will take place in 95% of new product designs by 2020. for mobile marketers thanks to iot technologies interacting with consumers will be an important option as of the next year as an unmissable opportunity. 6- artificial intelligence ai although ai is already integrated into the most known and preferred applications; estimates predict that artificial intelligence will be a much more common element in health technologyengineering and customer service next year. the ai used by virtual assistants such as siri and alexa will become more advanced and more smart. the integration of artificial intelligence for mobile devices chatbots and automatedprocesses will mean a more comprehensive understanding of consumers higher degrees of accuracy and lower personnel costs. consumers will now be waiting for instant responses and personalization based on past behavior when interacting with virtual assistants. 7- faster loading one of the simplest and most effective cases that hasbeen highlighted in the past period was that users would get bored during their mobile experience and request pages that load quickly without clicking the leave the site or leave the application button. as you know very well delays in loading pages cause users to lose interest. according to a study published in doubleclick 53% of users state that if the page takes longer than 3 seconds to load they have left the site or application. in short as we mentioned in the first article providing special experiences for mobile devices and being able to present these experiences fast will be one of the issues that you should focus on the most next year. 8- messaging applications messaging applications will be an indispensable factor in thecommunication of brands in2018 in order to create effective customer communication send personalized ads and engagewith the audience. whether you find a chatbot or a real person in front of the customer he feels valuable when you establish a personal communication. according to research by facebook messenger when a brand offers direct messaging with its customers 53% of its potential customers are looking at the idea of shopping with them. the fact that brands can use ai to effectively respond to instant questions and problems during personal conversations is a great opportunity in mobile marketing. while messengers chatbot extensions and wechats mini programs are still new apps they reveal the benefits the format can provide by collaborating across apps.
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