The future of mobile marketing will come into clearer focus during a year that’s likely to see budgets grow, major acquisitions and newer sub-channels reaching critical mass.
As 2018 gets underway, it’s shaping up to be a big year for mobile marketing, with budgets expected to grow, major mergers and IPOs in the works and the arrival of Harry Potter in our world via an augmented reality (AR) game.
Core challenges will remain, like the proliferation of sub-channels and the need to create more seamless mobile experiences, but marketers are more convinced than ever of mobile’s crucial role in activating adjacent channels. With all signs pointing to the growing prevalence of integrated connected experiences moving forward, savvy marketers will double down on digital assistants and AR to gain crucial experience in preparation for the future.
Influencers, social media, chatbots and messaging apps will all remain a focus as brands look to engage millennials and their younger cohorts, Gen Z. Connecting with the upcoming generation of digital natives promises to be a tough nut to crack, with early efforts pointing to two strategies with potential: choose-your-own-adventure storylines and being good corporate citizens.
Below, Mobile Marketer takes a look at six overarching trends that will impact mobile marketing in 2018 and some of the ways marketers are likely to respond:
When worlds collide
It’s widely agreed that seamlessly integrated offline and online experiences that are contextually relevant in real-time and provide meaningful value will become ubiquitous in the future. While this vision won’t become fully realized in 2018, significant advances will be made.
“Combining [visual search and image recognition] with AR and artificial intelligence will enable new experiences beyond words.”
VP and principal analyst, Forrester Research
A couple of clear-cut ways forward will be evident in the months ahead, including the broader adoption of Facebook’s offline conversions API, which was introduced in 2017 and provides insights into what influences online shoppers to shop in-store and vice versa. This will open up opportunities for better targeting, promotions and budget distribution, according to Lisa Cucinotta, VP of accounts at Adaptly, in emailed comments to Mobile Marketer.