Mobile Marketing refers to any marketing strategy and campaign that is run through mobile devices. Mobile users receive advertisements on their mobile devices in the form of SMS, MMS, email, notifications, social media posts, applications, web applications, websites, pop-ups, calls, etc. Mobile marketing makes use of mobile phones and tablets to deliver advertisements. Mobile marketing campaigns are planned and run based on the data mined from several mobile users, such as their browsing history, social media likes, etc.
Top Mobile Marketing and Mobile Ad trends in B2B and B2C
Here are some of the latest mobile marketing and mobile ad trends being witnessed in the B2B and B2C segment:
Conversational Chatbots -> the pop-ups that emerge asking if you need help whenever you visit a new website. Conversational Chatbots are based on AI algorithms. They gather customer data and deliver solutions according to customer queries. In addition to that, Conversational Chatbots also recommend customers products that they might like based on their interaction.
User-Generated Content, The Rise of Influencers
Several brands make use of user-generated content to drive impactful marketing campaigns. User-generated content can be texts, images, audio or videos displaying and elaborating on the products through personal experience. Customers are more likely to trust influencer created content than brand created content.
Social Commerce and Shoppable Ads
Customers have been receiving online advertisements for products and brands for a long time. The usual routine involves a customer seeing an ad on social media and deciding to check out the product on the brand’s website. Often, in this switching from one tab to another, the customer loses interest. But with the introduction of shoppable ads, customers can shop directly from a social media post or page without any switching.
Location-Targeted Mobile Ads
Location targeted mobile ads are the advertisements displayed on your mobile device when you enter a specific location. Location targeted ads have been used for advertising local brands and start-ups defined to operate in a specified region. Location targeted ads effectively cut through the marketing noise and deliver amazing results to boost local marketing efforts.
Augmented Reality (AR) for advertisement is a recent trend used by many emerging brands and start-ups. Examples of the use of Augmented Reality in advertising are several. Each brand has its unique marketing strategy, which is driven by Augmented Reality. Augmented Reality can enhance not only the virtual shopping experience but also the in-store shopping experience.
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A few innovators who are changing the game for mobile marketing and mobile advertising
Glossier, an American beauty brand, turned their social media followers into brand ambassadors to drive advertisement. The user-generated content of the social media followers was used as advertisement copies. Product pictures and videos were posted by the brand ambassadors and this was found to be engaging to new customers.
Moschino, a luxury fashion house based in Italy, developed a video game-inspired fashion line. The famous video game The Sims was the lucky video game to get featured. Clothes that resembled the ones worn in the video game and many more were launched in collaboration with The Sims. This collaboration was called ‘Moschino X The Sims Capsule Collection’.
DataGrid, a Japanese start-up, developed AI-based models to showcase clothing lines. This start-up developed an AI-based application that continuously created human-looking non-existent models that were very appealing to the general audience. Generative Advertising Network (GAN) was used to implement this campaign.
The Danish Lego Group used Augmented Reality (AR) in a London store to enhance the virtual shopping experience of the customers. On taking a look, the store was empty besides for a Snapchat code. On scanning the code, the users were able to see all the store supplies through Snapchat. Customers could even buy and pay through Snapchat by using the ‘shop now‘ feature.
Conscious Minds designed an excellent mobile advertisement strategy to spread awareness about digital addiction and mental health. A documentary titled ‘Social Animals’ was released on Instagram, which was the first step in their advertisement strategy. Next, Conscious Minds set up vending machines all over Los Angeles and San Francisco that sold a range of products related to social media.
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