As mobile technologies continuously evolve so too do the marketing efforts behind them. These are three of the top mobile marketing trends set to take hold in 2016:
1. Mobile budgets will increase
The marketing tides are changing and placing more importance on social media, mobile marketing and analytics, B2B marketing agencies will adjust their budgets accordingly. A recent survey from Duke University's Fuqua School of Business showed both B2C and B2B marketing entities will increase marketing spend by 160 percent over the next three years, despite difficulties in demonstrating ROI (1).
2. Apps will continue to advance
Companies will strive to make mobile apps more sustainable, encouraging customers to incorporate the features into their lifestyles instead of trading an app out for the next big thing. These apps will increase brand loyalty by displaying value through features such as location-based services and reward programs for users. On the B2B forefront, developers will build mobile apps to be easily integrated into trade shows and special events while simultaneously creating a platform customers will want to use regularly throughout their work day.
3. Marketers will create micro moments
Mobile will increasingly reflect other efforts within agencies' integrated marketing campaigns. Just as content and email marketing have focused on personalization in recent years, mobile advertising will see increased targeting capabilities. Marketers will utilize location services and marketing in the moment to put the right message in the hands of their customers at the right time (2).