Mobile Marketing Trends Report 2015

‘Go Mobile’Trends for India in 2015SMEs and Enterprise

‘Go Mobile’- Trends in 2015

2015 Pulp Strategy | www.pulpstrategy.com 2

Mobilein EveryHand!The future of mobile is the future of online.It is how people access online content now.−David Murphy, Mobile Marketing Magazine

You might be wondering if this is true and we say yes it is! A report by eMarketer predicted that mobile usage worldwide will reach 25% in 2014. OVUM further substantiated that mobile phones should be an important part of your marketing plan with a report that predicts that 1 billion more people will connect to the web using mobile devices by the end of 2015. Here’s an infographic that depicts the penetration of mobile phones in the digital world.



Mobile in Every Hand!

GLOBAL DIGITAL SNAPSHOT

7.210BILLION

3.010BILLION

2.078BILLION

3.649BILLION

1.685BILLION

URBANISATION: 53% PENETRATION: 42% PENETRATION: 29% PENETRATION: 51% PENETRATION: 23%

A SNAPSHOT OF THE WORLD’S KEY DIGITAL SATISTICAL INDICATORS

WEARESOCIAL

WEARESOCIAL

WEARESOCIAL

WEARESOCIAL

WEARESOCIAL

Why Should You‘Go Mobile’?





Why Should You ‘Go Mobile’?

01

In India people spend almost

minutes on the mobile screen as compared to 96

minutes on TV & 95 minutes on laptop or PC.

162

02

30% of 5.2 billion mobile phone users were using

smartphones in 2013.

30%

03

Number of smartphone users have increased to

billion by 2014 year end.

1.76




04

Mobile web usage continues to rise rapidly from

of total web usage in 2013-14.

14%-25%

05

of the internet users own a smartphone.

80%

06

Mobile phone penetration will rise from

of the global population.

61.1%-69.4%



07

By the end of 2017, smartphone penetration

among mobile phone users will touch almost 50%

globally.

50%

08

Growth of mobile phone Internet users will maintain double-digit growth through 2016 as against

in 2014.

16.5%


If your plansdon’t include mobile,your plans arenot finished.

“

“

−Wendy Clark, Coca-Cola

The mobile advertising caught up even faster than marketers expected. This is due to increase in the sale of mobile

phones and tablets as well as merger of consumer behavior on PC and mobiles.

Mobile phones provide its user an assortment of vast information in the

form of videos, blogs, music and much more, which makes people turn to mobile screens for a quick bite of

information or entertainment.

With mobile marketing, marketers can reach a wider audience, while consumers can view the message at any time they

like. Having a mobile marketing strategy can therefore bring you three-fold benefit.



It’s time to re-imaginemarketing on mobile

Gaining instant brand recognition in any industry is difficult especially when you are running on tight marketing budget. Mobile marketing comes handy in such a situation. As a marketer, you can maximize your operating expenses by investing in strategies that will help you reach large number of target audience instantly. Sharing information about yourself with people on a regular basis gives your audience a fair chance to review the content shared that creates brand recognition and slowly inculcates trust in the hearts of consumers.A good blog and social media profile is a great way to develop a connection with your target audience.

01Better Brand Recognition


2015 Pulp Strategy | www.pulpstrategy.com

It’s Time to Re-imagine Marketing on Mobile

10

02Enhanced CustomerRetention



Getting new customers is easier than retaining them, particularly in the present competitive world we are living in. But an effective mobile marketing strategy can bolster your business by improving customer retention in a short span. According to the Godwin Group report, customers are 5 times more likely to respond to a mobile ad than print campaign. Creating clear, concise and effective messages can thus help you promote your brand effectively. Customers prefer brands that provide fair and quality information about their products and services and when you do that, customer retention becomes easy.


03Faster Way toConnect with Consumers



Since 80% users carry a mobile phone wherever they go, it extends the addressable market for mobile advertising across the globe. You can therefore optimize communication with your customers and streamline ad campaigns using mobile marketing strategies. These initiatives will also help you improve your customer response rates to marketing initiatives. The news source reports that 18% consumers notice mobile ads by brands that have quality, interactive messaging. A constant review and update of your mobile mar-keting strategy will not just help you improve your outreach plans but will also keep you ahead of your competitors.


Mobile Appsare Necessaryfor YourMarketingStrategy



It is estimated that by 2015, about 9 billion apps will be downloaded in India, more than 5 times the number of apps downloaded in 2012 (1.56 billion) at a CAGR of 75%. Also revenues from paid apps are estimated to exceed 15 billion in 2015, up from 9 billion in 2014. We expect this growth to be driven by the increased app usage on smartphones.

According to industry estimates, India is ranked 3rd in the number of apps downloads globally.

We expect that this trend will continue into 2015, and a bulk of the app downloads will be driven by the urban youth.


2015 Pulp Strategy | www.pulpstrategy.com

Mobile Apps are Necessary for Your Marketing Strategy

14

Source: InMobi: The state of mobile app downloads – Q3, 2014.

In terms of app usage, a study reveals that Indians on average spend

on their smartphones and one-third of this time is spent using apps.*

*Source: Performance shapes smartphone behavior, Ericsson Consumer Insights, July 2014.

More than half of the app users in India are aged between 18 and 24 years and a

further 29% between 25 and 35.

of these users reside in the top 4 metros.*

*Source: The Rise of India as an App Superpower, Vserv.mobi, March 28, 2013.

45%3 hrs & 18 mins

Burgeoning smartphone and mobile Internet usage, a growing developer community and the potential for regional/localized apps are likely to favor an app revolution in India.

India to be second largest smartphone market by 2016: eMarketer”, 22 December, 2014, Times of India.



Mobile gaming is leadingto demand for higher bandwidth on mobile devices As per industry estimates, only 2 out of 100 mobile subscribers in India are mobile gamers, significantly

lower than mobile gamer penetration in the US, Japan, South Korea, and the UK. This indicates

significant growth opportunity for mobile gaming industry in India which is projected to grow

from $130 million in 2013 to

*Source: Broadband in India: Realizing the Vision”, October 2014, Cisco.

$220 million by 2016.*


It’s pretty clear that number of mobile and smartphone users will increase by the day and an eMarketer report supports that as it reveals that mobile phone users will surpass 5 billion mark by 2017. Hence, reaching your consumers via mobile phones will not only be easy but also essential for your brand. Here are 7 reasons why you must capitalize on mobile app for your business:



02

An showcases everything about your business, products and services. It is

more like an union of a mini billboard, PR, advertising and a salesman into one

that your customer can access on his smartphone 24x7.

It is an extensionof your brand

01

Google and Apple’s app stores prefer apps with least speed requirements. This ensures that users will get an

instant and smooth experience from applications that will boost

engagement and positively affect your business. If your business does

not have a mobile optimized website, apps are the best way to reach your

customers.

A seamlessconsumer experience




03

A mobile app is like a blank billboard sign that you can use to promote your brand. You can make it stylish, formal, functional, shocking or informative to

establish a connect with your customers. An app, also increases exposure and engagement around your brand by

nearly 10 times.

Increase brandawareness &recognition

04

Since a lot of small and mid-size business houses still don’t have mobile

apps for their businesses, it will be a great opportunity for your business to head start the trend and be ahead of

the competition always.

Be unique, unlikeyour competitors


05

Studies reveal that more than 83% smartphone users begin their day by

checking their phones and using an app. This opens up doors to engage your

consumers in real-time, using location and complete profile information. Social

sharing functions further create a direct link between fans and their own networks opening up a wide spectrum of referral

marketing for your brand, creating customer loyalty via sincere connections.

Pace upengagementaround your brand

06

You can club all the various online platforms at a single place and give it to your

customers as an app. This can be your website, blog, Facebook, Twitter, Instagram,

YouTube, Vimeo, Podcast or some other digital platform. Your customer can use the

app to interact with you. This in turn increases the possibilities of customer

engagement manifold.

Your very owndigital space




07

Customer is the king for any business, and a mobile app can help you understand the route

your business is taking. Customers who frequently use a mobile app are also actively

involved in the process of feedback. The feedback, positive or negative, can help you

devise policies to strengthen your business. The app also enables your customers to get in

touch with you all the time with their queries. These queries can be answered in a shorter

turn-around time, making your customers feel even more special and cared for.

Instant & excellentcustomer support




YourBusinessneeds theHoly Trinityof MobilePlatforms!The platforms of relevance are three: Android, iOS, and Windows. Choose your app as per customer insights.





Your Business needs the Holy Trinity of Mobile Platforms!

Your enterprise needs a campaign tracker because it brings a team working together closer by providing ease of sharing information and automating processes. In today’s corporate environment, enterprise applications are complex, scalable, distributed, and component-based, with complex business logic and are mission-critical. They may be deployed on a variety of platforms across corporate networks, intranets, or the Internet. They are data-centric, user-friendly, and must meet stringent requirements for security, administration, and maintenance. In short, they are highly complex systems, which businesses today need to increase productivity, interaction and data flow management.

01Enterprise



Along with the development of the mobile content industry, mobile games supported by mobile features such as portability (mobility), accessibility (generality), and convenience (simplicity) have shown the highest growth rate in the world game market. With engagement being a prime criterion, gaming apps have become popular among adults and children alike, opening a potential medium to increase engagement with potential customers. Major business houses these days are investing in both Android app development and iOS app development to create engaging gaming experiences for both the worlds. Games with innovative themes can be developed on either platforms to attract and engage a diversified audience.

02Gaming




Content publishing apps are an easy and popular medium to broadcast your brand content to a mixed group of audience. You can easily distribute blog posts, brand articles, press releases etc. to your audience via a media-publishing app. These apps cater to an audience who want to share knowledge and experience via the digital medium. These platforms provide rich user experience to both, those who publish the content and those who read. Usability and easy access to information anytime, anywhere is what makes publishing apps a hit among users. These apps enable you to share rich media content like pictures, videos, collages etc. along with written text. A wide range of options to beautify the content are also available to help you design the look and feel of the content when it is published.

03Publishing




With online shopping gaining momentum every second, an e-commerce app offers two-fold benefits of providing your consumers with latest offers, discounts and schemes, also giving them a convenient solution bringing shopping to their fingertips. M-commerce is bringing about a subtle shift in retail marketing with more and more people engaging through mobile-online-shopping. Payment gateways are also adjusted to suit the mobile market and are made more secure and faster to give the user a better experience of shopping through mobile. Major e-commerce shopping portals have already invested in apps and are gradually driving their website traffic to apps as well, clearly highlighting the importance of having an app if you are in the e-commerce industry. It is noteworthy that 70% of the e-commerce sales are coming from mobile apps.*

04E-Commerce

*Source: Economic Times




More and more mobiles are taking the place of wallets and more than ever, people are accessing the Internet with their mobile devices via data networks and free Wi-Fi to get online. Customers expect real-time information, be it multiple chat partners, stock ticker information, instant messaging, VoIP, location tracking, real-time business dashboards and other frequently updated public or private information, multiplayer online games and massive database inquiries. Your current apps can also be changed to real-time apps that provide and update the minutest of details about your business on real-time basis. You can stream, store, sync, protect, and manage data on any device, anywhere without any security threats with these real time apps.

05Real Time Apps




Source: Quest for Mobile Excellence by Adobe Inc.

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%

Content Interaction Gaming

81% 81%

60%

69%

13%15%

Other

11% 8%

Econsultancy/Adobe Quarterly Digital Intelligence Briefing

Company respondents Agency respondents Company respondents: 527Agency respondents: 441

Mobile apps have speedily become an important marketing and ser-vice channel for many businesses. The app stores are hence increas-ingly becoming a competitive walled garden. This makes it intrinsic to understand your business requirements and the type of app that will best serve your needs. Following stats can help you take a decision about the type of app that best fits your business:

What Fits Your Business?

What is the purpose of the mobile app most businesses are focusing on?



What fits your business?

80%

70%

60%

50%

40%

30%

20%

10%

0%

71%

61%

40%49%

32%

40%

Company respondents Agency respondents Company respondents: 527Agency respondents: 441

Native(built using platform

vendor SDKs, including apps with a mix of native

& web views)

Hybrid(built using web technologies & a native wrapper)

Cross-platform(built using

third-party SDKs & cross-complied to

native)

What type of apps are businesses focusing on?

Google search has been making your life easy for ages now. It’s making it easier now by answering your queries, fetching content from the web as well as apps. Yes! Google now saves you from digging into various apps to help you find what you are looking for, by providing you the exact location where you need to be with its search results.

You can use Google search on Android to experience these features. The search results will also include app listings from Google Play wherever relevant and will also allow search within selected apps initially. Google is bringing the search world closer by getting together apps and web enabling users to get the right information at the right time regardless the platform (web or mobile) used.



Google is Indexing Apps

You can search for a movie, book, show or place and learn more about it by

using Google Search in one of your favorite apps.

01

Get the right app for all your needs. For example, you want

to learn how to play guitar, you can search on Google for

apps that offer tutorials on learning how to play a guitar.

02

Mobile is not the future,it is the now.Meet your customers inthe environment of their choice,not where it's convenientfor you.

“

“

−Cyndie Shaffstall, Spider Trainers



In-app advertising is gradually gaining momentum in the advertising world. The reason is not at all difficult to figure out. With thousands of apps being accessed by thousands of people every day, in-app adver-tising is becoming advertiser’s favorite,as app users belong to a diverse group with no age limit. This makes it easy for marketers to reach their target audience any time.

According to Gartner, mobile advertising revenue worldwide is all set to touch $24.5 billion by 2016. This shall create opportunities for app developers, ad networks, mobile platform providers, specialty agencies and even communications service providers in certain regions. In-app advertising will be a significant part of this total ad revenue generated.

In-app advertising is also a simpler way for developers to make money by maintaining a good user experience. This is what has worked for Angry Birds and mobile apps of social networking channels like Face-book and Twitter.

In app advertising−

why should you invest?

In a nutshell, in-app advertising is evolving as aphenomenon that is difficult to ignore.

ThreeEffectiveApproachesto SuccessfulIn-AppAdvertising





Three Effective Approaches to Successful In-App Advertising

App-vertising in games is not something new. However, the old

school placement of product in the app is just outdated. To get

maximum ROI from your in-app advertising, your brand has to

become a part of the game in a way that it enhances the game

experience. For example, in Mario the life booster mushroom could be

replaced by a can of soda.

Play the Game:

Well, it works! Blending your product in the game can be a difficult task at

times. Hence, you can ask players to watch your ad and get virtual game currency in return or players can win

vouchers or gifts when they cross certain level of the game. It’s a great

idea to bribe your customers to watch your ad, SocialVibe got a $20million

infusion of cash from Norwest Venture Partners in March 2010.

Incentivise the Users:

Rich media ads will always work better than a standard display or banner ad. Interactive in-app ads that involve the user with simple activities yield better ROI than a typical banner ad. These ads are rich in media and are more

app like. For example, the ad by Westin asked the users to ‘tap here to warm

up’, post which the screen got covered with virtual frost that can be wiped by the user to reveal 8 beautiful pictures

of Westin’s property. This ad was conceived and designed by Razorfish.

Think Out-of-the-Box:

“App users are self-selecting group. They tend to be more engaged.”

– Noah Elkin

01 02 03



With mobile marketing becoming an important part of marketing strategy, having an app is intrinsic for your business. Hipster Whale understood this, and created ‘Crossy Road’, a Frogger (a 1980s arcade game) style gaming app that made $10 million in just 3 months of its launch in November 2014. The revenue earned included $3 million from the in-app video advertising.

The developers of the game developed a strong game design mixed with updates of quirky characters and bonus points that can be used for in-app purchases. This improved the share options to boost popularity. The game is lucrative and accessible which made it a success with 50 million downloads so far.

What’s more interesting is that the $3 million revenue from in-app video advertising included advertisements of other mobile games, which players can choose to watch to earn more game currency.

Cost head to profit center−apps are a boon for business

“

“

−Emma Crowe, Somo

The adoption rate of mobile is twice that of the internet, three times that of social media, and 10 times faster than PCs.



M-COMMERCEM-commerce is huge and it will only get bigger in the times to come. 2014 was the year of mobile commerce with the launch of Apple Pay in October. This innovation seamlessly integrated NFC technology with Point of Sale (POS) transaction. By the end of 2015, most of the countries have more number of Internet users accessing the web through mobile devices than PC. This implies that macro trend will see a rise as variety and complexity of devices grows. Goldman Sachs has predicted that consumer spending via M-commerce will rise up to $626 billion by 2018.

M-Commerceis Pacing-up Fast!



M-commerce is pacing-up fast!

Following are the 6 major areasthat can be categorized under M-commerce:

01

Commerce website accessed via mobile

device

02

Mobile-optimized/responsive website purchase via

device

03

Mobile device payment at retail POS

04

Mobile app-onlypurchases (e.g. Ola app)

05

In-app social media purchases (e.g. Facebook,

Twitter)

06

Mobile-specific rewards, couponing to drive

physical storetraffic/transactions



06

From E-commerce to M-Commerce-The Shift is Swift!

The mobile web adoption is growing at an 8 times faster rate than web adoption in 1990s and 2000s. A study by Shopify

reveals that 50.3% of e-commerce website traffic comes from mobile

devices. This makes it evident that the world is gradually shifting from

E-commerce to M-commerce. Year 2014 witnessed the growth of M-commerce

that outpaced the growth of E-commerce. It is expected that by the end of 2017, m-commerce will account

for 24.4% of overall e-commerce revenues with its continual growth.

Since, mobile shopping adds valueto shopping experience for consumers due to

portability and convenience factors, users today prefer an online store on their mobiles

than the desktop. The e-commerce industry in India has also seen a gradual shift to

m-commerce with major e-commerce giants like Flipkart, Myntra, Jabong, Snapdeal and

many more going the app way. Specific shopping apps like Grofers and Peppertap are

also slowly coming into picture that provide the users with a complete range of the shopping

domain they deal with.



From E-commerce to M-commerce−the shift is swift!

06

Apart from being able to offershopping experience than websites,

mobile shopping apps also helps in saving cost.This is precisely the reason why Flipkart and its unit Myntra have

already shut their websites in anattempt to be a mobile app-only shopping platform. Myntra was

already generating more than 90% of its traffic and 70% of its orders from its mobile app when they decided to shut down their website. These companies understood that mobile and desktop

websites were slowly becoming irrelevant, since Indian consumers were drifting towards apps way faster than consumers in US and

China. They also believe that‘an app is the best way of offering

a seamless, personalized shopping experienceto the consumer.’



06

Even the data supports Flipkart’s move towards app-only platform. It is expected that India will have more than 500 million Internet users by 2018 from the current rough estimate of 200

million, and a majority of these consumers will access internet via their smartphones. However, in a competitive market like India it

is debatable whether Flipkart can risk losing any kind of sales, however small, to rivals by not being present on any of the

available consumer-facing platform.

From E-commerce to M-commerce−the shift is swift!

01

Social game developers may look forward to use Facebook credit or similar schemes to generate

revenue.

02

Third party mobile payments will become more important.

03

Physical retail chains will merge their business with m-commerce to drive

traffic. Schemes like mobile payments and loyalty points on

phone are a few examples.

Trends that will Impact M-commerce in 2015



04

Facebook credits or Amazon points or the like will be used to

reward customers, which will allowed to make in-app purchases

05

Brands will make use mobile to capture consumers and fill the gap

between ‘bricks and clicks’.

06

Scan-able codes to discount coupons-everything will be

shared on mobile by established brands






07 08

Mobile web will be seen as stream for bringing in new business, while apps

will help in sustaining those with loyalty programs for repeat customers.

Payments using mobile technologies will be will be facilitated with NFC

and similar technologies.


End-users not technologies shape the market.Consequently marketersneed to stay abreast not only of technological developmentsbut also of the way peoplerespond to them.

“

“

−Matt Haig, author

MobileMarketingTrendsfor 2015





Leading Brandswill becomeMore ScreenAgnostic

With an increase in the usage of mobile phone and mobile phone Internet, consumers are forcing a digital transformation that must have mobile experience. More than the quarter of the world population will be using smartphones as projected by eMarketer (2 billion smart-phone users). This means billions of mobile phones in the hands of billions of people, whom you need to engage as a brand.

“Today, more than 50% of a person’s time spent is with digital-social-mobile (DSM) media and channels, and over 90% of media consumption occurs across a digital display, including TV. Thirty-six percent of retail sales, or $1.5 trillion, is influenced by DSM, and 86% of people use mobile to influence their shopping decisions,” says Michael Becker, co-founder and man-aging partner of mCordis.

Numbers like these reemphasize the importance of mobile in the digital strategy in 2015. Hence, companies will have to transform to engage digital and mobile users.



More MarketingDollars will Shiftto Mobile

Since consumers will demand amazing mobile experiences in the time to come, marketers will have to revamp their marketing strategies. This will provoke the marketers to shift their focus and investment from what they have i.e. desktop web marketing to what’s trending which is mobile marketing.

Mobile analytics and optimization technologies will also gain momentum to provide relevant, personalized and location-based experiences for users of mobile apps.

Marketers will have to clearly understand the differences and similarities between website and mobile marketing. While differences will include the app store ecosystem, cross-device mea-surement, and messaging tactics that include SMS, push, and in-app advertising, similarities will include the urgent requirement to acquire responsive and mobile websites to give your users a seamless web experience.

If you are not a mobile first marketer then a combo of formal education, training, and hands-on experience can help you win the race.



Apps withinMobile MarketingStrategy will GainMomentum

To be more compatible with the current mobile revolution, brands will have to make dual invest-ments in both mobile apps and mobile websites. A report by Adobe reveals that 30% of U.S. companies are spending upward of $10 million on apps and mobile web. Brands will have to look forward to create high utility apps that are sticky and forces consumers to use it time and again. These apps will have to be analytical as well, so as to understand consumer behavior and respond accordingly. Hence, regular updates of these apps will also be a necessary part of cre-ating the apps.

As for mobile web, brands will rather invest in responsive websites than the standard m.dot sites. Brands will have to focus on providing a fast, relevant and seamless web experience to users since website is the first touch point between consumer and brands. Further, responsive web-sites must be enabled to deliver subsecond response time to user based on the device he is using.

Since, we are moving to a world where everything is literally going digital, the challenge of being present and relevant across an array of digital devices is difficult to manage for many marketers. It is here, when responsiveness comes to rescue with real time marketing that is fast, flexible, fluid and contextual.



Location-basedTargeting willbecome a Priority

According to survey conducted by Adobe, 54% of the marketers surveyed are using or plan-ning to use iBeacons in the next 12 months for location-based marketing. Many retailers, travel and hospitality brands, and media companies with physical venues are already using loca-tion-based marketing across various points of interests. Therefore, to reduce the barriers to adoption of location-based marketing brands will have to focus on educating consumers on how location technology can provide them relevant and necessary information.

Asif Khan, Founder and President of the Location Based Marketing Association on CMO.com says that in 2015 ‘location will be seen as the new cookie’ and it will help to track the move-ments of consumer during the day and across the media platforms that will also include TV, radio and OOH. He further says that marketers will heavily spend on mobile/location infra-structure support with the growth of next-generation GPS and improvements in indoor loca-tion technology like iBeacons. Consumers will also keep aside privacy and ethical inhibitions and will readily trade their data on the true value premise for the content that is personally relevant and beneficial for them.

The Mobile Web Initiativeis important. Information must be madeseamlessly available on any device.

“

“

−Tim Berners-Lee



Mobile phones and tablets are a very personal medium of communication. Consumers, therefore, look forward to messages that are more personal and relevant and they expect marketers to deliver what they expect. Since this expectation extends to all digital channels and devices, marketers will look forward to invest to improve their mobile relationship management strategy. They will make every effort necessary to personalize every mobile touchpoint of scale, across the entire customer journey of millions of customers.

Last year a lot of companies gained with their investments on mobile person-alization by generating significant incremental value. Though mobile person-alization is a prime opportunity, it is a challenging avenue. To make the most out of it, marketers will have to co-ordinate and personalize the message across all the mobile channels.

Mobile personalizationwill be the next big thing



With a gradual yet dramatic shift of consumers from PCs to smartphones, marketers are bound to increase the monetization of their apps and mobile website experience in 2015. The conversion rates from the smartphones and tablets have a wide scope improvement with optimization and technology in the times to come. This brings in the importance of A/B testing more than ever in the scope.

A/B testing will help the marketers test new features and marketing programs, which will reduce the investments and make it cost effective. Further, mobile optimization efforts will be optimized, which will validate the important parts of mobile user experience with live audiences. This will help the marketers gain higher conversions, revenue growth with cost savings.

In 2015, mobile optimization will become more critical with an increase in mobile phone Internet usage for search and purchases. Hence, marketers will have to focus on their website that will give seamless mobile experience first and then focus on the other digital media channels.

Mobile A/B testingwill become essentialfor increased ROI



Mobile Advertising willBreak the Desktop Shackles

The mobile advertising trends of the recent past show that ad spends on mobile specific ads is much less than the time consumers spend on

their mobile phones. But, that won’t be the case in 2015. This year will witness a growth in mobile

advertising. According to Forrester, mobile advertising will grow and reach $46 billion by

2019 in US alone.

With more and more people shifting to mobile Internet and adoption of 4G services in near

future, short mobile videos will become a powerful mobile advertising tool. On the mobile

search front, eMarketer predicts that 2015 will see mobile search at an all time high with majority of spend, organic traffic and paid clicks coming from

smartphones and tablets, surpassing traditional desktop/laptop search activity.

Programmatic advertising will be a key driver of mobile ad spends. With improved targeting

technologies, marketers will look forward to buy audiences and not media channels, which means that a majority of ad placement will be done by algorithms

with little human interventions. Hence, in 2015, marketers will look forward to develop, refine and

optimize favorable algorithms.

Researches prove that maximum mobile video viewing happens between 9 p.m. to 11 p.m. when

consumers are at home, it is advisable that marketers embrace the small screen and consider mobile as an

essential for their online video strategy.



A study by Forbes reveals that 90 percent of mobile searches lead to action, more than half lead to sale, and 74 percent of people use their mobile phones to assist them for shopping. Mobile marketing is thus, gradually pacing up as a primary digital marketing channel, since a mobile is emerging as an extension of your customer which is extremely personal and immersive as compared to other media channels.

Mobile marketing is also coming up as a leading channel for inbound marketing. However, mobile marketing is not just about buying and placing more mobile ads, its more about engaging your existing customers with in-app engagement using relevant notifications and valuable content. It is about using the right push points for customer retention.

Engagement on mobilewill become criticalto customer retention



01 02

A satisfied client-based will recommend you to other users with good reviews and word of mouth.

You know your customers better because you have gauged their reactions, values and necessities.

You can also use this knowledge in other marketing channels.

Increasing customer retention via mobile marketing brings in benefits in the long run:

Customer retention via mobile marketing is an important avenue that will strengthen your digital foothold.



Games will continueto spearhead engagement The best way to involve and engage your audience is a

gaming app. Your general mobile app can also be equipped with gamification features to target the

audience and to keep them coming back to the app for more. A stand-alone gaming app is also something that

can win you leads and engage your consumers.

In 2015, event apps will look forward to gamification features. One good way to do it will be to build out a

prize pack by involving sponsors. Let your plan be backed by big rewards to ensure engagement with features that

benefit your business as well as your consumers.

As a gaming app, you can reward your consumers in the form of free chips/coins/game currency.



Privacy and dataownership will be critical

In 2015, marketers will focus more on creating policies for digital privacy governance. Emphasis will be laid on making policies that clearly demarcate what data is

collected from consumers, how it is used for marketing, how will this data be shared with third parties and how can consumers opt-out or opt-in from data sharing.

On the other hand, consumers will expect simpler ways of data sharing opt-in methods for data collection, location

services and other push services. They would expect marketers to make these processes more transparent for

privacy and security reasons.

The world is being re-shaped by the convergence of social, mobile, cloud, big data, community and other powerful forces. The combination of these technologies unlocks an incredible opportunity to connect everything together in a new way and is dramatically transforming the way we live and work.

““

−Marc Benioff, Salesforcei

Conclusion

There is a definite shift in the digital media when it comes to mobile strategy in 2015. There will be an increased focus on mobile for internal collaboration. Mobile will also be a pivot of change in the evolution and user behavior on new and existing social behaviors. The number of mobile websites and apps will also see a rising trend. This will increase consumer stickiness and drive more engagement around the brand. In a nutshell, investing mobile strategy is a necessity that will bring in good returns.

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Mobile Marketing Trends Report 2015

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Transcript of Mobile Marketing Trends Report 2015