What are the trends that will shape mobile marketing in 2018? 2017 demonstrated us that technology and usage of smartphones will only continue developing and increasing. It is important to stay a few steps ahead of the industry and for this reason TAB has put together 4 mobile marketing trends which are not only going to evolve in 2018, but have already started.
Micro – Influencer Marketing
The power of influencers on social media continues to grow together with their earning power. According to Forbes, an account of an influencer with over 1M followers can earn up to $50K for a single sponsored post. However, as soon as an influencer “overreaches” 100,000 followers, the engagements on their accounts are flattening. Those influencers become more of celebrities which are less relatable and responsive. This directly affects the engagement and interaction. The emerging trend is in micro-influencers, with fewer subscribers than over 1M, but higher engagement and conversions in the promotions (The Startup). Trust and close relationship with the audience plays a big role in the purchasing decisions for people who choose to follow them. Another advantage of micro-influencer marketing is not only the higher engagement but lower prices with higher cost-efficiency.
AR technology adoption began to grow and often was perceived as a toy as it had very niche utility. Slowly but surely it is starting to shift from the perceived definitions (VR/AR Association). Augmented Reality clothing apps, cosmetics advises through Facebook Messenger and such are becoming more and more available to the consumers. Not only it resonates with most of agile marketing trends, but it helps with a personalization in marketing. According to Forbes, 96% of marketers agree that personalization advances customer relationships which is directly reflected in results from their personalization campaigns. 2018 is going to be all about giving the sense of uniqueness and high relevance to the customers with the help of AR tech.
Next-Generation Data Management
How great would it be to use technology to create a customer intelligent platform that will enable marketers to make real-time decisions in terms of which ads to serve and which products to promote to a specific individual? 2018 is promising to be the year of companies starting to apply machine learning to synthesize data across CRM, behavior, social and location to build more precise customer identities.
Voice as a Primary User Interface
2018 will be all about a voice-activated marketing. Voice powered systems will be combined with traditional web-based apps, providing a seamless customer and marketing experience using voice and handheld apps on mobile. The exponential growth of Amazon’s Alexa users, chatbots, digital assistants and smart speakers is already demonstrating that consumers are embracing voice-based interactions. Voice-driven experiences carry a lot of potential to provide new experiences and value.