A Videology study found that of millennial males, only one-third plan to pay for cable in 2017 and 53% have already stopped. Broadcast Television and Digital video viewing combined are leading the market when it comes to video viewing. Meanwhile, according to Deloitte, on average consumers check their phones 56 times each day and in 2014 it was 33 times- showing the steady increase over time. These numbers show how mobile devices are progressively replacing television as the most popular means of marketing to consumers.
The mobile market is everywhere right now and shows no sign of slowing down. Below are a few tips on how to best monetize these new behaviors:
Engaging through apps
Research is showing that interest in mobile apps appears to be fading. The term “app-fatigue” is often used to describe the user reaction to the overwhelming number of apps, many of which perform similar functions. According to this Adobe Insights Mobile Benchmark Report, app launches grew 24 percent but app installs only grew six percent. This perhaps demonstrates the redundancy of the products being released on the app market or more importantly, that users will usually just stay with what they have that works. If it works they don’t have any need to replace it.
The exception to the rule seems to be messaging apps which are growing in popularity. According to Business Insider, the popularity of messaging apps has eclipsed social media itself. The growing popularity of these applications proves that this is where users are spending their time and businesses are trying to use the messaging apps to target those consumers.
If you want to learn more about messenger app marketing, check out our previous blog post Create a conversion conversation with Facebook Messenger ads, all about the new Facebook messenger ads.
Despite the popularity of online shopping, 92% of commerce still occurs in brick and mortar stores. But that doesn’t mean you can’t market to the clear majority on their mobile devices. Location-based technology has a multitude of different potential functions. Some of the possibilities include setting up digitized parts of the store that customers can interact with on their mobile devices and the option to order out-of-stock items with one click.
Perhaps even more valuable than these features is the data that businesses can collect from learning how users are utilizing this technology when they are shopping. When customers are incentivized to buy because of a promotion, this information can help the business when setting up future promotional content.
There is a lot of attention on video right now and research providing a lot of interesting information about how it is being used on the internet. According to Hubspot, 1/3 of all online activity is spent watching video and 92% of mobile video consumers share videos with others.. Spending on video ads will be doubling every year through 2020 according to eMarketer as video is the most popular form of content on the internet. Further, mobile ad budgets will be increased by 65% for U.S. marketers
Whether it is a video ad promoting an event or live streaming video from the event itself, video is a great tool for generating engagement with potential customers. Thanks to the ease of access to personal cameras and social media that mobile devices are affording users, it is easier than ever for businesses, both big and small, to utilize it for their digital marketing strategy.