We, humans, have a tendency to predict future uncertainties and a desire to analyze patterns and contemplate the unknown. When we talk about future of mobile marketing industry, the scenario looks more certain. We can analyze from past marketing fads and current techniques a clearer picture of what mobile marketing would look like.
Let us look at some insights into what the future may hold for mobile marketers:
- MORE EFFECTIVE TARGETING OF CONSUMERS:
Marketers are placing value on SMS automation which uses artificial intelligence system to automate the facilitation of buying and selling adverts to target a hyper-acute audience. One of the most effective and specific forms of acquiring targeted mobile consumers. For now, artificial intelligence system is still in their infancy and there is still time for it to match the superior cognition of human decision-making process. SMS Marketing is available to a wider audience at lower costs.
- DEPLOYMENT OF BOTS REPLACING HUMAN INTERACTION
Bots is a series of algorithms forming an application that can be programmed to perform automated tasks on request. With the success of Apple’s Siri and Microsoft’s Cortana there has been a rise in integrated bots offering customer service and tasks that were previously delegated to humans. These conversational user interfaces systems grow as they learn, and are connected to the internet 24/7 so in future, these web bots could potentially be able to let one know when the items they want are on sale, remind them of the events they are planning to attend without having to even lift a finger.
3.THE PROLIFERATION OF ARTIFICIAL INTELLIGENCE IN AUTOMATED DECISION MAKING
With advancement in AI there are various fields that are governed by artificial intelligence algorithms that we wouldn’t even know. For example the autocorrect feature on our phone traces the patterns of spellings, learns from our previous errors and refines our prediction process based on the user input combined with nifty machine learning algorithm.
A recent survey conducted revealed that we spend over 5 hours on mobile devices each day. This tells us that there is a vast and engaged mobile audience out there which can be tapped. So, let’s look at things that can be done to keep up with the growing mobile marketing in 2018.
- VOICE SEARCH
40% of adults use voice search once a day. Google previously reported that 20% of mobile queries were voice searches. And by this point we’ve all heard of Amazon Alexa and Google Home is perfect examples of how far voice search has come and how fast it’s growing.
- FAST LOADING WEBSITES
Website holds a key content regarding the brand and its products and there should not be any delay in loading the website as this can turn the audience away. Developing a quick and easy user experience is one of the simplest but most important elements of successful mobile marketing. DoubleClick’s research states that 53% of mobile site visits are abandoned if pages take over 3 seconds to load.
- MOBILE ADVERTISING
It’s a great way to reach a growing and hyper-engaged audience — Facebook Messenger has over 1.3 billion active users, and with LinkedIn Sponsored Content, you can tap into their audience of over 500 million professionals.
Few experts from the industries share their views on the tends that can be noticed in mobile marketing in coming years:
In the next several years, mobile technology will continue to enhance at a ferocious rate. It will become a truly integrated part of one’s marketing mix, versus seen as a separate mobile strategy said Lisa Kalfus (VP marketing, Wente Vineyards)
The most innovative marketers understand that the future of search and discovery is visual, not keywords. Visual technology is changing the way we communicate, with advances in artificial intelligence and machine learning- Meredith Guerriero (Head of US partnerships, Pinterest)
“SMS price increase will actually benefit brands as volumes will become less and your message will get more attention.
SMS has become more powerful now” added Vikram Raichura
Every brand's desire is to achieve higher revenue and faster growth. For making a campaign successful and earn value, it is important to target right person with right message by the right channel at right time. This approach is followed by HELO MARKETING CLOUD. Helo Campaign is created with the intention to make life easier for marketers and to engage them with their customers. Helo Campaign is leveraging the power of all its best platforms combined with Analytics, Artificial Intelligence & Machine Learning to deliver high engagement conversations between brands and its consumers. It ensures and delivers the lowest cost of consumers acquisition compared to any other channel for its brands. It has helped marketers deal with its biggest challenge of Customer Acquisition and Retention in the most optimized way.