The given to the Google update that caused many websites to start worrying out of fear of low search engine rankings.
Marketers and business owners everywhere scrambled to rid their websites of flash and began frenzied campaigns to optimize their websites for mobile devices.
The dreaded Google update rolled out on April 21, 2015 and yet websites that look like this still exist on mobile:
Here’s that same Everypost website and how it appears on desktop:
See the difference?
Mobilegeddon didn’t have a huge impact in the larger scheme of things because marketers changed their pages just to appease Google — not to provide a better user experience.
The extent of mobile marketing for most marketers was simply making their websites mobile friendly:
This kind of behavior will not cut it in 2016.
The fact of the matter is, we’re glued to our mobile devices. We do everything on mobile from checking email and social media, booking an Uber ride, shopping — the list goes on.
We’ve shared this before and it’s worth repeating: The number of mobile users exceeded the number of desktop users in 2015:
Going one step further, here’s another mobile trend statistic that proves once and for all that your users have gone mobile:
Going mobile is no longer something you need to do out of fear of low rankings. Embrace the mobile experience because your users expect you to do so.
In the spirit of that, we put together a collection of mobile marketing trends that are on the rise in 2016.
Mobile marketing trend #1: Video ads
A survey by Trusted Media Brands and Advertiser Perceptions revealed that mobile video ads increase brand awareness and also helped with lead generation:
As part of this growing trend, surely you must have noticed autoplay video ads on Facebook, such as this one:
And the response to these video ads has been overwhelming.
Facebook native video ads represent over 80% of impressions in the Audience Network, and because they are proving to be so effective, Facebook made it possible for businesses everywhere to bring the mobile video experience directly to their apps.
According to Forrester Research, 78% of marketers were either somewhat or very satisfied by the business value they have achieved through Facebook.
To ensure that you are one of those marketers, create mobile video ads that your visitors simply can’t ignore.
Mobile marketing trend #2: Text messaging
When you’re marketing on mobile, using text messages to your advantage is a no-brainer.
As opposed to email and social media notifications, social network prompts it’s tough to ignore a text message, especially since it takes over your phone. In fact, SMS have a high open and read rate with 90% of people reading a text message within the first three minutes.
An eWeek survey also found that over 80% of people are now using text messaging for business purposes. You can notify your subscribers of your latest features and updates with the help of texts. Another thing that’s trending is running a Text-to-Join Campaign.
A Text-to-Join campaign is a simple strategy that you can use to get potential customers to opt-in to a subscriber list and then segment those customers to promote specific offers.
Trumpia uses an example of a text campaign Got Milk used for charitable purposes on their homepage:
Mobile marketing trend #3: Using Snapchat to cultivate customerationships
Unlike other social platforms, Snapchat is ephemeral. Your posts disappear in a matter of seconds, but the platform provides your users with marketing stories in real time. Customers crave this kind of interaction — an engaging marketing experience they can enjoy seeing — not just a bunch of static ads showing up in their newsfeeds.
With the help of Snapchat, your ads become the product, so users aren’t able to ignore them.
Brands like Comedy Central, Mashable and Buzzfeed use Snapchat to get their message to an audience that’s ready and willing to see it:
Users just tap, tap, tap until they are satisfied.
Snapchat stories help you take your visitors on a ride along with you, they live everything with you and so become one with your brand.
Another latest mobile trend on Snapchat are takeovers, where a brand or an individual allows another user to create content on their account for a given period of time. This strategy can help breathe some fresh life into your stories and ensures that users only get to see fresh content.
Victoria’s Secret has started using Snapchat takeovers with their models:
Your customers aren’t just looking for solutions from brands; they’re seeking to buildationships with the people behind the brands.
Snapchat lets you do that with ease.
Remember less is more on this platform — keep your stories persuasive and to the point.
Mobile marketing trend #4: Creating app experiences
Ever tried to log into Facebook in a browser rather than using its app?
Well, the difference between the two experiences is monumental. Even though Facebook is mobile friendly, you don’t have to pinch the screen to see something clearly, the ease you get with the app is not the same with a mobile friendly website.
The same is true for all mobile friendly websites.
The app experience is always better than the mobile friendly experience especially in terms of flexibility and compatibility.
Apps can still function using unreliable internet connections, but that’s not true for mobile websites. So don’t try to pass off your mobile website as an app, because your customers are just too smart for that.
Apps allow your customers to access your service instantly — something that’s going to be required for marketers by the end of 2016. This is evident by the growth in app indexing, which is essentially SEO for your app on Google. So, when a user types a query, Google can list a specific page of an installed app, instead of a website homepage.
From the search results, users can go outside the browser and go directly into the installed app:
This affects your rankings and helps you boost your app traffic while increasing conversions because you’re able to take your visitors to a dedicated page with an actionable CTA button.
Mobile marketing trend #5: Social mobile shopping
E-commerce is also going to see a big change this year. Not only will you be able to tweet, share, pin and snap about the offers you’re promoting, but you’ll be able to put that offer up for sale directly in your visitors’ newsfeeds.
Have an offer running on Pinterest?
Suppose your visitor likes what they see. They won’t have to open your website to buy that particular product, with Pinterest’s “Buy It” option they’ll be able to buy what they like, right then and there:
Users can even set a budget for themselves:
Facebook is also in the process of testing a “Buy Button”, which will allow your customers to buy products directly from their newsfeeds:
You can also shop directly on Twitter:
Bring your online store to your customers by eliminating all possible roadblocks. The more available your products are, and the more seamless your checkout process, the better off your bottom line will be.
Mobile marketing trend #6: Native ads
Native advertising is on the rise with spending expected to more than quadruple in size from 2013 to 2018.
Visitors are tired of seeing ads that are trying too hard to sell to them.
Native advertising takes care of this problem because they don’t look like ads at all. They simply appear in your social network newsfeeds like any other post does.
Instagram is a great network for native advertising. Below is an ad for Outlook, and the only indication that it’s an ad is the “sponsored” in the top right:
Here’s how a native ad looks like on Facebook:
Mobile native ads have double the CTR of display ads because native ads bypass all ad blockers and reach your customers without any distractions.
Adopt these trends now or be sorry later
If you haven’t bought in yet, it’s time you start developing your mobile marketing strategy.
Mobilegeddon is a part of the past. The future is creating experiences and cultivatingationships with your customers on the device that’s in their hands almost every minute of every day.