PM Blog

5 mobile marketing trends that will dominate in 2016

1. Instagram ads

Instagram ads rolled out to the public recently, so I think we will see a huge percentage of brands jumping on this. The fact that you can use Facebook’s targeting makes this a home run. As more agencies explain the benefit of Instagram marketing, I think we will see more brands give it a try. Several companies that I have spoken to initially said, “Why would we want to be on a photo sharing app?” The reach is massive, everyone is on Instagram and the only way to create a post that allows the user to engage is through a paid ad. The fact that you can’t put a link in an Instagram post has frustrated marketers since the platform launched. Well, now you can, and if you want that ability you have to pay to play. Creative advertising content on Instagram will dominate the first half of 2016.

2. Mobile video ads

Mobile video advertising is growing quickly. As eyeballs shift away from the TV screen to the smartphone, advertising dollars are quickly following. The ability to not only capture a user’s attention with a video, but also to redirect them to a website or an app plays a key role in the growth of the mobile video format. The mobile video market is expected to reach over $13 billion by 2020 and has already grown rapidly in 2015. The first half of next year will see this continued growth.

3. Mobile payments

Mobile payments will gain a larger adoption among consumers in 2016. According to a report from Forrester, mobile-based payments in the U.S. are expected to reach $142 billion in volume in 2019. Brands and apps will integrate mobile payment features to appeal to the growing base of mobile-first consumers.

4. Less mobile optimization, more apps

Companies are now seeing the true value in offering a dedicated app, as compared to their websites simply being optimized for mobile devices. Apps are not only visually pleasing, but also prove to be much more functional and accessible for users. In 2016, it will become a “must” for companies to have an app available so that their consumers can access their products or services instantly. There also has been a substantial growth in app indexing, which is basically SEO for your app on Google and in the app store for smart devices. This will also push brands to make a dedicated app, as they will be able to be found very easily by their target market.

5. Mobile marketing via text message

Trumpia has led the way in mobile marketing with record-setting goals in text message marketing. They have the largest list of enterprise accounts focusing on internal communications. They smart target and connect with local accounts and followers by sending out picture messages and content based on loyalty awards, event promotion and surveys. This allows for engagement that truly is organic and sharable by all standards of brand awareness.

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