As the year comes to a close, there are several predictions for what will be trending in mobile marketing in 2016. eMarketer shares some ideas for where mobile may be headed and what to look out for in the coming year. As more and more smartphone owners turn to their voice-activated virtual assistants, eMarketer predicts that mobile marketers will need to optimize searches for speech-based searches, rather than relying solely on keyword searches.
“Many digital advancements will be made in 2016, from the rise of mobile messaging apps to mobile commerce finally gaining some mojo.”— eMarketer
The site also suggests that as messaging apps like WhatsApp and Facebook Messenger become more popular (both have roughly 1 billion monthly active users), marketers will want to engage with consumers through these mobile messaging apps. Additionally, mobile payments are now standard options on most smartphones and more retailers are opting into mobile payment methods, but the mobile wallet will only grow in value to consumers once loyalty cards, coupons and offers are also connected to the on-the-go payment system.
While eMarketer estimates that a small number of retail sales in the US occur through smartphones, the site anticipates that number to jump in 2016 as digital companies such as Apple, Google and Amazon make it easier for shoppers to buy products through mobile devices. For Millennials who enjoy the convenience of connected devices, more will be willing to allow publishers and marketers access to their data. And lastly, more users are accessing Facebook solely through a mobile device rather than a desktop computer. In Q3 of 2014, mobile-only users were 34 percent, but this same quarter in 2015, Facebook saw an impressive leap to 47 percent of users connecting only through a mobile device.
Read the full article at eMarketer.