There are more than 5 billion mobile users worldwide. This channel has become the easiest way to reach the consumer who passes, on average, almost 5 hours a day on his smartphone.
How to take advantage of this potential? Now is the perfect time to call on a mobile coder developer to launch or improve your own application.
Native advertising, chat bot, super app, m-commerce... To carry out your project, discover the 11 main trends that will make mobile marketing pass to a higher level in 2024!
1. Native advertisements are always at the top
Integrated with content marketing, native advertising helps to strengthen consumer confidence and affinities. How? By bringing them added value in the search for certain information, without hindering their mobile experience.
They generally appear in the form of sponsored articles, recommendations, or blog posts. These advertisements prove to be very effective because they are perceived as non-intrusive and useful for those who look at them. Moreover, more than 51% of mobile users discovered a brand or a product by doing a search on their mobile.
Native advertisements do not convert immediately, but they increase the notoriety of a business. Internet users conquered by an article or relevant content will tend to stay in the wake of the brand by thinking of the newsletter or the social networks of the latter.
Thus, when they are reliable with an advertisement containing a more direct call for action, they are more inclined to act!
2. Place on demand applications!
The boom in so-called “on-demand” applications is a real tendency to mobile marketing. What is this? These are applications that allow you to quickly order a product or service: food, VTC, film, clothes, etc. Among the best-known "apps", we can cite Deliveroo, Spotify, Netflix, or Shein.
These tools are fully part of instantaneity and ease, values that consumers are looking for in their daily lives.
If these applications have already existed for a few years, their boom is in full boom! In addition, they tend to become more and more personalized. The developers strive to make their algorithms smarter, and capable of segmentation so that they can be more precise in the content put forward with users.
According to a PWC study, the market for demanding on-demand services should reach $ 335 billion by 2025. Many companies will try to take part in the cake. And you?
3. The arrival of the Super Apps
A great application brings together several services: delivery, purchase, finance, entertainment, etc. For example, popular super apps are:
Uber: This will soon allow everyone to organize trips, in addition to reserving a VTC.
Facebook: In addition to being able to manage your profile on the social network, users can send private messages, manage professional pages, create advertisements, etc.
WeChat: Chinese messaging offers dozens of additional mini services, such as meal delivery, live, shopping online, travel booking, etc.
Revolut: the financial application that allows you to manage all your accounts in the same place, edit and send invoices, invest, discuss with other users ...
These applications become fashionable with millions of users. The reason? We need to save time, thanks to our smartphones, using as few applications as possible!
4. Tiktok's soaring
Regarding mobile marketing trends, TikTok is an undeniable winner. The video content application has been downloaded more than 3 billion times, it is currently the most downloaded application in the world.
We could consider that 60% of TikTok users will be under 25 years of age in 2024. This is the social network where to reach the consumers of tomorrow ... but also today, if you target Generation Z!
100% mobile, the platform diffuses an uninterrupted flow of videos. Between its popularity and the new features regularly developed to attract brands and content creators, Tiktok is on the way to becoming one of the most powerful mobile marketing channels in the world.
Among the flagship tools offered by the platform, to boost your mobile marketing, you will find:
- TikTok Duo: This feature allows users to post their videos next to yours. On their profile, the 2 videos appear side by side, giving additional visibility to your content. This option is ideal for organizing competitions and rewarding the duo with the most views, for example.
- TikTok Live: As its name suggests, this feature allows you to broadcast a live video. With an important scope, these contents offer you the opportunity to organize an online event, exchange live with your consumers, or demonstrate a product.
- TikTok Creator Market Place: If you are looking for influencers to energize your mobile marketing, this is the ideal place. This marketplace helps you identify users with a community similar to your customer profile. You can then contact them to offer them a partnership.
- TikTok Creative Center: you will find a video editor to improve your small clips, as well as a page listing trends on the platform. Useful for ensuring efficient campaigns and content that interests the community.
- TikTok ADS: As on other social networks, you can buy advertising space to boost the visibility of your brand. You have the possibility of precisely targeting users and monitoring the performance of your advertisements in real-time.
Good to know: the social network is suitable for consumer brands, which can generate authentic, fun, and entertaining content. It is less suitable for B2B companies.
5. Always more local mobile marketing!
Mobile marketing based on location uses different techniques to target users according to their location. The most common are Geo-Fencing, Geo-Conquesting, and Local Marketing. Each of these techniques uses different technologies to target users, including access to GPS and/or IP addresses. When a user is in a certain place, automatic messages and advertisements are triggered.
Geolocated mobile marketing aims to attract users' attention and transform them into customers. For example, if a user types the "leather sofa" request on his phone, his research will show him the furniture stores around him, that have leather sofas in stock.
Some applications can also send push notifications. Thus, when a consumer is next to a store that makes promotions, he receives an SMS, an MMS, or a notification on his phone to encourage him to go there.
Good to know: users must first accept to be geolocated and receive notifications. Respect for privacy is an important aspect of local mobile marketing.
If your activity is local, in 2024, launch geolocated campaigns on mobile to increase your sales!
6. M-commerce confirms its success
Mobile trade has been very successful for several years. When you know that 3 in 4 consumers claim to make purchases on their smartphone, it is normal to find it in mobile marketing trends! Especially since 90% of mobile users admit that the user experience could be improved ...
In other words: companies and brands still have a long way to take full advantage of m-commerce.
So how do you optimize your website for mobiles?
- Lightening the pages as much as possible for a quick display: 47% of mobile users want a page to take care of 2 seconds or less, and 40% will leave a site that does not appear after 3 seconds.
- Adopt the AMP format for your site. The latter will be better optimized for mobile users to create a pleasant experience.
- Simplify navigation: prefer a hamburger menu and offer filters so that Internet users quickly find the products they are looking for.
- Incorporating instant payment options: entering a credit card number on a smartphone is impractical. Mobile users expect to be able to pay in one click with PayPal, Apple Pay, or Google Pay, for example. Nevertheless, if some want to pay directly by bank card, offer them to save data for a future purchase.
- Delete pop-ups: nobody wants to spend time closing windows. In addition to spoiling the user experience, it gives a bad image of your business. Waller pop-up windows are often considered spam.
With an app, you simplify navigation and facilitate purchases. In addition, you can enjoy a fantastic marketing opportunity: push notifications! These messages will appear on the smartphones of users to offer them promotions, private sales, and additional products ... which improves customer retention.
7. Chatbots invade mobile
A chatbot is based on artificial intelligence to hold a conversation with the user. It facilitates rapid and transparent interactions between brands and customers on different digital channels such as websites, messaging tools, social networks ... and mobile applications!
Generally, mobile users have little time to conduct research. Especially since, on smartphones, it is not always easy to seek information.
Chatbots have already won over the hearts of Internet users: in 2022, 67 % of consumers interacted with a chatbot.
These conversational bots necessarily have a role to play in improving the user experience with your application. They can :
- Advisor to products or services;
- Answer questions before or after sales;
- Encourage purchase via promotions or vouchers;
- Encourage cross-sales;
- Recover abandoned shopping baskets;
- Send tutorials or content useful to the mobile user.
8. The ascent of the metaverse
The concept of Metaverse has been earning the chronicle for a few months now. The first to embark on the adventure is Mark Zuckerberg, the Facebook founder. Behind this fashionable term hides a digital world whose technology is shaped by virtual reality and augmented reality. You have to see this alternative universe as an extended digital lifestyle in which mobile applications can do well!
The meters offer users the possibility of meeting in one space to discuss, exchange, play, and buy ... To do this, they will need payment, shopping, messaging, games, etc. Companies in the field of video games, NFTs, and cryptocurrencies, but also banks, real estate agencies, clothing brands, or productivity tools, can take advantage of these decentralized worlds.
9. Wallet mobile as a new marketing channel
Customers want to pay for the products and services using the various payment platforms at their disposal. For example, when a consumer has Apple Pay, he expects to be able to use this service. Likewise for Google Pay or Paypal.
And that's not all! Mobile users also want to be able to easily find their loyalty cards, gift cards, tickets, and other tickets on their smartphones. One of the main trends in mobile marketing is the "mobile wallet".
As a reminder, the mobile portfolio is installed by default on smartphones: “Apple Wallet” on iPhones and “Google Pay” on Android phones. If the Wallet mobile is best known for containing consumer credit cards and allowing contactless mobile payments, it offers much more than a simple payment option.
Currently, there are 2.8 billion mobile portfolio users worldwide. Nothing suggests a slowdown in their use, on the contrary! The mobile portfolio market should grow 20% each year, between 2021 and 2027.
What are the opportunities offered by the Wallet mobile?
- A permanent presence on the phone: the loyalty card and reduction coupons of your company remain in the user's smartphone, which can encourage them to be reassured more easily.
- Dynamic content that you can control: you can easily update each card, offer reductions or easily transmit information.
- Access to notifications: a Wallet mobile application can also send notifications on the user locking screen, which allows you to remain in the minds of mobile users and possibly encourage them to action.
10. Always more augmented reality
Augmented reality is gaining momentum in mobile marketing! This technology offers high experimental value. You can integrate your products into the daily lives of your consumers. Beauty brands, for example, use it to allow their customers to try lipstick, a hairstyle, or a foundation.
Lately, IKEA has distinguished itself with a tool that allows users to delete furniture from a room from their home to replace them with brand products. The idea is to help potential buyers project themselves with their new interior decoration.
Adopting the RA may not be an obligation to stay in the lead on your market. However, if you work in e-commerce, design, tourism, fashion, or beauty, you should get started. It’s (still) a unique opportunity to stand out from competitors!
11. Mobile streaming
We talked about it in our 2024 marketing trends, but the live video is indeed back in 2024.
Online events are today present in each marketing strategy of brands. Webinars, live action, streaming ... so many possibilities that allow brands to reach even more potential customers by diversifying their content.
While the video continues to dominate the mobile content in 2024, Live is part of this continuity of showing rather than writing to tell a story.
Our tip for mobile marketing
2024 is the year of all opportunities with mobile marketing. Especially with the 5G which is now widely developed and which encourages mobile users to spend time on their smartphone! To capture their attention, you will therefore have to direct your strategy to trends seen in this article.
Have you been accompanied by a freelancer to ensure the success of your mobile strategy!