Mobile marketing trends 2017

Actual trends in mobile marketing


Mobile marketing became an important component in development of a strategy for project promotion. In this article, we will review main trends in this industry for the current year.

Voice search

According to Google research, every fifth search query in Android devices is performed by voice and in the upcoming years the growth will continue. One of the main factors of such a success is improvement of recognition processes. This figure has already reached a colossal rate of 92 percent, although three years ago a mark of 80 points was perceived as an incredible success.

In this regard, many companies are actively engaged in content optimizing for voice calls. A reasonable option is design and development of a special FAQ section, where answers to most popular user’s questions will be posted. These phrases should sound and be structured like natural spoken language.

An excellent example of  voice search integration was demonstrated by Starbucks in its  IOS application My Starbucks barista which beta version was released in the late January this year. The service allows you to make a voice order with and to pay the order before arriving at the cafe.

Mobile video

In HubSpot research report for 2016 video content is called the most popular type of content, outranking posts in social networks and materials on news portals.

Last year, total video views in Facebook reached the number  of 8 billion daily. eMarketer forecasted an increase of this indicator by 30% in 2017, and it may even go beyond expectations. So if you are going to attract users with something new - immerse yourself in the work of preparing mobile video.

Active merger of e-commerce and social networks

Social networks have long ceased to be just a site for communication and pleasant pastime. Now it became one of the main channels of e-commerce, which continues to grow.

Today it is much easier to buy some goods in Instagram or Twitter than in most online shops. Why spend time on transfers and search for isolated sites, if with the help of a properly constructed retargeting and optimized content you can easily convert social networks into not only means of communication, but also means of active sales.

Accelerated mobile pages (AMP)

Excellent service from Google, gradually gaining popularity, among news portals and large trading platforms in particular. AMP pages are much faster and can boast a priority in search results. In May Google released a report, which stated that such pages are loaded 2 times faster than in an ordinary search. Currently, there are more than 2 billion sites using AMP, which are located in 900,000 domains. Recently, Twitter shared the news that it will expand AMP support in its applications for iOS and Android.

Google amp pages

Zalando has already integrated this technology into 250,000 product pages, eBay and Myntra are also keeping pace with their competitor. Ali Express, in turn, managed to announce a 4% increase in conversion due to the use of AMP.

Colossal growth of AR and VR

According to IDC, by 2018 the number of mobile virtual reality users will reach 171 million as far as mobile VR headsets will become more affordable and cheaper than their computer counterparts. In terms of revenues, the VR / AR industry is expected to reach USD5.2 billion  this year and  jump to USD162 billion by 2020.

Email Marketing for Mobile Phones

Last year Litmus published an entertaining fact: 56% of the user's mail views are carried out with a mobile phone. Moreover, email notifications are still more popular than other kinds of notifications. This means that the content of emails should be adapted to viewing on mobile devices, otherwise there is a risk of not reaching the user.

Location-Based Marketing

The main message of this tool is to inform the user in the right time about beneficial offers that will attract him. Knowing where your users are and what their habits are, you can offer them to take advantage of your services. There is a great variety of scripts: sales outlets, weather information, transport routes, etc. You just show the users what they want and how far is the place where they can meet their needs.

The main advantage of this approach is personalization and direct hit in the target audience. Of the cons - such advertisement is easy to block, and it completely depends on the use of GPS technology.

All these features can be added to your working application or they can also be there from the very beginning of the mobile application desing.