For the first time the Mobile World Congress (MWC), which just wound up in Barcelona in early March, anointed mobile marketing and advertising as a standalone entity. Talks were given that highlighted the finest work in mobile advertising. And a lot of new trends and technologies that will have a major impact on the mobile landscape took center stage.

Mobile Marketer’s Takeaway

Some of the important points for the mobile marketer to consider:

1. The rise of social media
2. The inevitable fragmentation of social attention
3. How cross-channel attribution demands more attention
4. The emphasis on data-driven creativity

1. The Rise of Social Media

In a world where more people own cell phones than toothbrushes, most major social platforms have transitioned to the mobile platform. Mobile ads now account for 69% of advertising revenue for Facebook. Tools like Facebook Atlas emerge. It targets people across multiple devices to support people-based marketing campaigns. It’s a customer tracking tool that does not rely on cookies and finds a lot of use in mobile advertising. This is a radical shift that paves the way for a holistic mobile marketing experience.

2. The inevitable fragmentation of social attention

The breakneck speed at which the social landscape expands and proliferates has given rise to dedicated messaging apps. As a consequence, dark social (which is social sharing that can’t be tracked using web analytics, because sharers are sending content off the social platform via email or IM, for example),  may account for as much as 70% of social sharing on the Internet today. This is a challenge Mobile marketers need to size up and understand. Truly knowing what users are talking on social platforms supports better targeting.

3. Cross-channel attribution

Cross-channel attribution uses advanced analytics to track various marketing touch points across channels. US adults have an average of three connected devices and they all offer crumbs of data from the channels. Consumers today easily switch between devices. They might browse and add a product to the shopping cart on a smartphone. When they switch to their desktop they expect the same shopping cart with all the history to be carried across, seamlessly.

It’s imperative that brands and companies ensure a fluid online journey that is commensurate with what the customer needs. That is the only way for digital marketers to aid conversions, establish customer satisfaction, and ascertain return visits.

4. Data Driven Creativity

Data-driven creativity meets programmatic buying to deliver a 360 degree customer experience. It’s the new world of the buying and selling of media in an automated, data-driven way.

 

It makes it possible to deliver personalized ad messaging on a massive scale, an experience that is in sync with the customer’s needs, thus ensuring a deeper brand engagement.

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