The life in an increasingly digital society has changed consumer behavior dramatically – from their attitudes towards ads to their preference to message delivery. Digital and data have radically changed marketing. In each period of the day, a huge amount of information is collected with the help of cookies for action tracking, as well as with the use of mobile data for location-based services.
The role of data has gained importance as its collection and analysis has become a common practice. Data has become important for professionals in creating personalized and targeted campaigns suitable for the growing expectations of today’s consumers.
One thing is certain – the way consumers view and interact with branded content is changing and as a result of this, their expectations of the way content should be targeted are also changing. Knowing that consumers are exposed to a huge amount of data on a daily basis across various platforms and devices, how can marketers follow this trend and fulfill the digital expectations of consumers?
5 Mobile Marketing Trends for 2015 and Beyond
The past few years have witnessed an exponential growth of mobile marketing, as it recorded several milestones last year. According to the report of HubSpot, 44% of consumers stated that they’d like brands to deliver deals and coupons to their mobile devices. This describes the shift in trends in mobile marketing.
Having in mind the various technological advancements, 2015 will be the year that will bring noteworthy marketing. What are the mobile marketing trends that will shape this year’s mobile image?
Marketers will invest in mobile apps and mobile web. A number of companies are focused on targeting a large number of their end-users. Simultaneously, they also look forward to mobile websites optimized for smartphones. By investing in apps relevant to their niche and/or customers, marketers can be ahead of their competitors. This is also true for responsive mobile websites, which are designed to adapt to small screens, but offer the same features as those developed for desktop.
There Are No More Secrets Left In Programmatic, Only Work To Be Done
The increased adoption of programmatic by publishers left virtually no hidden secrets in terms of gaining higher CPMs. Most of the peculiarities of programmatic sale and purchase of ads. The only thing to do now is work.
In the current programmatic landscape, the biggest part of the revenue is generated from direct response advertisers who expect ROI from each impression. Brand marketers who are able to pay high CPMs prefer high impact units, brand adjacency and context, and can not yet transact in programmatic.
If we take a closer look at the current state of the programmatic landscape, even though publishers and ad exchanges exist on different sides of the digital ecosystem, they both acknowledge that there’s still work to be done.