We are happy to present you the most significant Mobile Marketing Trends!
In the following, you will find the most influential mobile marketing trends. For each article, our team of Digital Marketing experts left recommendations supporting you to make better decisions in this fast moving world:
77% OF APPS GET UNINSTALLED WITHIN 3 DAYS: HERE IS HOW YOU COULD SAVE YOURS!
Many brands hope to enhance their customer experiences (CX) with apps. However, onlinemarketing.de recently found that 77% of all apps are deleted within the first 3 days… 30% even within 10 minutes. Here are some tips to avoid this from happening:
Offer users a great start:
Next to a warm welcome message, which decreases the probability of an app-deletion by 25%, it is important to offer a short introductory tour of the app’s essential functions. Here, you can also announce upcoming events, updates and the key benefits of using the app to increase the app’s value in the user’s mind.
Make consenting fun:
Make sure to design consent forms in the design of the app, as users are more likely to accept this, rather than the standard query by the operating system. Additionally, design these forms in a clear & friendly manner and show the benefits of consenting to drive this even more.
Personalize the experience:
Users expect personalized content. Therefore, create a value-adding offer for signing-up and personalize the app’s contents based on the user’s behavior. By the way, ask users to rate you to acquire useful insights and to boost your app’s visibility in the app store.
Significantly high rates of users uninstalling apps indicate high requirements for apps in 2019.
Our advice: Plan permanent optimization budget (and manpower) for apps and take privacy needs seriously.
Whether it’s your website or app: Users expect intuitive and highest quality experiences. We therefore highly recommend to continuously plan for improving your apps. Furthermore, the increasing demand for data privacy should be taken into account when integrating functions regarding consent, subscriptions and – especially – personalization. Therefore, only asking for those accesses that improve customer experience and being transparent about this is important for winning users’ trust.
WHATSAPP PROHIBITS NEWSLETTER DISTRIBUTION THROUGH PRIVATE CHATS
WhatsApp has announced that companies will be prohibited to send out newsletters to their customers via WhatsApp, as of December 7th, 2019. For companies that rely on this to keep their fan bases informed (e.g. Groupon, travel providers…) this will be painful as WhatsApp’s engagement rate of up to 32% is hard to find in the digital world.
WhatsApp argued that this move should increase privacy on the platform, however its coincidence with the start of WhatsApp advertising is rather striking and mirrors a pattern typical for Facebook products.
Our advice: Move to WhatsApp for business and build up other chat capabilities.
Given that people spend way more time on WhatsApp than on other platforms, finding one single platform to take WhatsApp’s place will be challenging. On the other hand, live chats are clearly set to be a standard customer requirement, soon. Hence, using other chat platforms & chatbots on website, Instagram and Facebook appears logical. Naturally, WhatsApp for Business will play an instrumental role in this ecosystem. Additionally, integrating all chats, chatbots and CRM tools into one central platform will be essential to provide cutting edge customer service quality, control its costs and to conduct advanced CRM analytics.
One thing to look out for: Facebook announced plans to merge all messengers, however the timing is unclear, given this will likely be incompatible with data privacy laws like GDPR.
[learn more] (German article)
MOBILE MARKETING TRENDS: VERTICAL VIDEOS
It became apparent in 2018 and is the game changer in 2019: vertical ads and videos. Buffer concluded that they clearly outperformed square videos: 26% cheaper in cost per click and even 68% in cost per view (Facebook). Furthermore, the report highlighted that vertical videos are clicked more often on Instagram when used for stories instead of newsfeed posts (30% cheaper CPC). However, they turned out to be 71% more expensive when measured in cost per view.
T3N provided a guide on how to use the vertical format for Instagram, which we’ve distilled for you:
– Deliver the message fast, clearly and without sound: users watch ads for 1,7 sec. in average and many of them use their phones in silent mode
– Cross-channel effects with TV ads: users often look on their phone during TV ads or even during the program. Where TV ads benefit from large screens but lack in interaction, vertical ads on Instagram can fit the gap well.
Our recommendation: Use vertical content across all social channels.
More than half of the internet usage worldwide is mobile, which shows the immense importance of vertical content. In our “2019 trends special” we recommended testing vertical videos, 6 months later we strongly advise using vertical content across all social channels. Particularly stories (Facebook, WhatsApp, Instagram) offer a great tool to promote your brand and to trigger valuable interactions.
[learn more] (German article)
MOBILE MARKETING TRENDS: VIDEO ADS ON MOBILE APPS
Amazon accounts for 9% of the global digital ad spend as opposed to Facebook’s 22% and Google’s 37%. Now, the e-com giant wants to grow by launching video ads on its mobile shopping app. For this, it is currently testing a format that addresses a current weakness of Amazon: Users tend to inform themselves through product in-use videos on other platforms (e.g. YouTube), before entering Amazon. The mobile video ads hence offer advertisers to possibility to win buyers within the shopping environment of Amazon. The minimum budget was stated at $35,000.
Our recommendation: Evaluate mobile video ads on Amazon
We see this format as interesting for 3 reasons:
1) Mobile is already responsible for most internet traffic worldwide.
2) Video ads are proven to trigger higher interactions than static image ads
3) (Re)Targeting users in Amazon’s purchase-oriented environment is likely to yield sales
However, we see the following unknowns to consider:
1) Ad prices are yet unknown, hence we recommend evaluating the actual ROI of the campaign (as opposed to just sales).
2) Creating suitable videos for retargeting of every product would be very expensive. Hence, the ad format may only be relevant for highly important products.
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GOOGLE: TWO EXTENSIONS TO EXPLOIT CONVERSATIONAL ADVERTISING
The tech-giant releases two ad extensions in order to encourage the use of conversational ads amongst marketers.
– Adwords: a mobile click-to-text function, integrated directly in one’s search ad placement. It connects customer and advertiser via SMS and scores in terms of usability through simple conversations and avoided waiting loops.
– Adlingo: a marketing platform to create display ads on websites. By querying and responding to users, marketers can use the new format like a live chat.
Conversational ads become more and more vital for mobile marketers.
Our recommendation: Start integrating conversational advertising. Google’s extensions follow the trend towards conversational marketing being a soon-to-be standard, since consumers will expect live-chat options to connect with brands. Especially in service-intensive industries, one should start testing conversational advertising.
We hope that our mobile marketing trends prove helpful to you and your team!
Best digital regards,