2018 is shaping up to be a big year for mobile marketing, with budgets set to grow, major mergers and IPOs, and bringing Harry Potter to the real world via an augmented reality game. 2018 will indeed be the year when augmented reality will explode and will impose itself more and more in the web landscape.
The main challenges of mobile will still be present in 2018, such as the need to create more fluid experiences. Marketers are more convinced than ever of the crucial role of mobiles in the activation of adjacent channels (using geolocation for example). There is a growing prevalence of integrated connected experiences. Influencers, social media, chatbots and messaging apps will also remain a focus for brands.
Let's take a look at six global trends that will impact mobile marketing in 2018.
#1. Client experience
Seamlessly integrated offline and online experiences that are contextually relevant and real-time (using mobile and more) deliver significant additional value to consumers.
The next customer experience challenge will certainly be related to the effective combination of visual search and image recognition with augmented reality and artificial intelligence. These technologies will make it possible to develop new experiences that will go beyond words. In 2018, more brands will take steps to ensure their product design and brand aesthetic are easily recognizable through visual search technology.
Those who leverage contextual data and artificial intelligence to enhance customer experience are truly likely to gain competitive advantage in the future.
#2. Ephemeral content
In 2017, video content and ephemeral content really exploded. These types of content are also particularly consulted from mobile phones. In 2018, it is certain that marketers will develop strategies focused on this type of instant content.
Snapchat in this sense has shown the power of ephemeral content, which is much more than a fashion, and explains how communication via photos and videos on a smartphone has become a real means of communication. Instagram and Facebook have jumped on the trend with their own versions of ephemeral content (stories are indeed available on Instagram and Facebook). Savvy marketers will look for ways to use ephemeral content, which is a real challenge because the typical goal of marketing is to create content that stands the test of time in the first place.
#3. Voice requests
Consumers have had a taste of the ease and convenience of performing their queries via chatbots, digital assistants and other smart speakers… In 2018, users will want more possibilities related to voice queries. Many marketers will then adapt their content to voice search. However, it is clear that voice will not immediately become a primary interface to the digital world.
It's clear that consumers are seduced by voice-connected experiences. A recent Strategy Analytics poll found that 24% already own at least one smart speaker (Amazon Echo or Google Home). Amazon is working hard to cement its leadership role in voice search, including allowing Alexa integration with a host of new devices, such as thermostats, home lighting systems, remotes , automobiles and many more. Apple via HomePod (coming soon) is sure to have significant adoption potential in 2018.
The next challenge for marketers will be to personalize and contextualize these voice experiences. It requires changing mindset and understanding mobile beyond just a device or channel. This is why a strategy mobile-first no longer sufficient at present. This involves the removal of friction points. For example, there needs to be an easy way to push information from an Echo device to someone's phone, and back. The world is still and always mobile but in a different way since the voice plays a central role.
And you, have you already taken these trends into account in your strategy? omnichannel ?
