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BizReport : Mobile Marketing : December 16, 2015

Expert: Mobile to specialize

In the ever-changing mobile space, one expert believes specialization will be the next big trend. Here's what mobile brands should prep for in 2016.

by Kristina Knight

Rise of mobile native functionalities

"Advertising on mobile devices needs to exceed existing boundaries and move away from traditional approaches such as display ads. Mobile ads will integrate the native device functionalities like the camera or GPS to deliver a more refined user experience. The rising trend of smart devices will require better integration between mobile devices. To ensure a seamless cross channel user journey, marketers will have to leverage native functionalities," said Fred Joseph, COO, S4M.

Return to specialists

"The past trend of consolidation of digital channels by merging social media, display and mobile, will be reversed in the coming year. Brands will aim to maximize impact in specific channels and seek out specialized expertise for a dedicated strategy. Marketers will begin a new trend of pursuing and maintaining relationships with specialists instead of consolidation efforts with a single major partner," said Joseph.

App consolidation

"Mobile users already spend the majority of their time in apps while on their devices, shifting marketers away from browsers. User behavioral tendencies will evolve into longer time spent in selected mobile apps rather than scattered usages across multiple apps. Finally, ad blockers within mobile browsers are here to stay. This will not harm mobile advertising efforts but encourage the rising shift towards mobile apps. Marketers will focus their mobile strategies further into apps in 2016," said Joseph.

Image via Shutterstock

Tags: mobile business, mobile commerce, mobile marketing, S4M

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