More than 85% of Americans now own smartphones, and it’s becoming a primary way to access the internet. In today’s marketing landscape, with its fragmented array of channels, mobile marketing has become a gateway to reach a wide audience, but with targeted precision.
Particularly as Millennials and Gen Z grow in buying power, mobile digital experiences are key to reaching highly-connected customers. Here's what's shaping the mobile marketing landscape in 2023.
5G is Enabling Fast, Data-Heavy Experiences
5G is now standard in premium and mid-range smartphones, and by the end of 2023, the majority of cell users will be connecting to 5G networks.
With 5G comes greater bandwidth and high-speed delivery. Marketers can seize new opportunities to deliver more data-heavy digital experiences. On the most basic level, something as simple as faster load times will improve consumer experiences with digital ads. But, for marketers seeking impact, mobile users will be able to consume more content at a faster rate – giving marketers more freedom to design highly-engaging, content rich interactions.
Mobile Video Advertising is Exploding
Video is one of the fastest-growing advertising formats. It attracts consumer’s sought-after attention, particularly on social marketing channels. Half of social media users prefer video over other types of content and 85% of social media users want more videos from brands.
Marketing is the art of storytelling and video is a highly impactful medium. Science shows that humans love good visuals, processing them up to 60,000 times faster than text and remembering them better.
Rapid 5G adoption will allow consumers to more easily and enjoyably consume brands’ compelling video content. With more consumers reporting they’d prefer to watch a video about a product than read about it, video advertising is an opportunity marketers can’t afford to miss in 2023.
Multi-Channel Touchpoints are in Arm’s Reach
Consumers are looking for personalized, multichannel brand experiences. Integrating email, mobile messaging, text, and digital advertising offers multifaceted engagement with customers across mobile-friendly touchpoints.
Mobile provides a unique opportunity to communicate with consumers in real-time, but in order to capture attention, your marketing must be personalized, timely, and very relevant. With faster access to available data about customer behaviors, preferences, and anticipated needs, marketers can meet them where they are in their journey with interactions that add value to the experience with your brand. For example, if someone recently browsed your website or visited your location in-person, text and email them with a relevant offer, personalized recommendations, or content they are likely to find helpful.
Location-Targeted Mobile Advertising
Nearly half of Google searches are looking for local information, and 72% of consumers that did a local search visited a store within five miles. More people are conducting real-time internet searches on-the-go with their smartphones, and location-targeted ads are an effective way to connect with consumers at just the right moment.
Faster data processing means more opportunities for marketers to deliver immediate, personalized experiences. Using technology like B2E’s MotusMobile, marketers can engage in location-based marketing tactics like geofencing, geotargeting, and geoconquesting to blend the physical and digital world seamlessly. Based on where they are in the physical world, a consumer’s mobile device becomes a digital portal to connect when and where it matters.
The digital environment in 2023 will be faster, richer, and more immersive. If your need a data marketing partner to create the digital advertising campaigns that reach people where they are (on their smartphones!) reach out to the data scientists at B2E!