Today we’re going to discuss the 4 mobile marketing trends to keep an eye on in 2021 to help you and your brand prepare for future success.
We can tell you that before we knew the precarious nature of what lay ahead of 2019, the projections for 2020 were for steady growth in mobile and social commerce and the related tech that supports them.
2020 and the onslaught of a mysterious virus, has taught us so much about coping and resilience as a planet, as societies, as brands, and as marketers.
It has also taught us that projecting trends into the future can be subject to these variables in some very interesting ways.
These trends are going to shape our future much faster than previously anticipated and will take over the world at a rate unheard of before 2020.
Brands that adapt quickly and get on the bandwagon with at least one of these trends, will survive and those that don’t will experience their demise by antiquity in what will seem like overnight.
Online shopping was always on an upward growth trend, but with so many shoppers choosing to shop from their homes now because it’s easy plus there’s a nasty virus out there, it’s not just about convenience anymore. It’s about safety too.
So, what’s 2021 going to look like?
TREND #1: Mobile Commerce Grows Exponentially
As consumers are doing more and more with their mobile phones, the mobile commerce growth trend will continue, even when this pandemic is over.
Consumers are getting very comfortable with shopping from their devices and along with that, receiving incentives in exchange for detailed information about themselves to make their shopping experience even more personalized.
Within 2020, consumers were getting increasingly more comfortable shopping from their devices.
Moreover, they started becoming well accustomed to receiving incentives in exchange for detailed information about themselves to make their shopping experience even more personalized.
This higher level of comfort in mobile shopping behavior is beginning to close the divide between consumer and brand and it is predicted that mobile devices will make up almost 73% of total e-commerce sales globally by the end of 2021.
This means that 2021 is the year that mobile really takes over B2B, B2C and DTC. We can’t stress enough how important it is that you make sure that your sites are mobile-friendly. The customer is expecting it and about 30% of consumers won’t complete a purchase if they run into issues with a brand’s mobile site.
You can test your mobile site manually by checking if it’s easy to navigate.
How easy is it to view your products on your mobile?
Can you zoom in on these products?
You can also use tools to help you assess your site’s mobile friendliness, like the Google Mobile Friendly Test.
Just enter the URL in the tool and it will show you if your store is responsive and will also indicate if there are any loading issues on your website.
The future of selling online, means embracing mobile. Do it now, or regret it in 2022.
TREND#2: Brick and Mortar Stores are Turning into Data Acquisition Channels
This is really the case of brick and mortar stores, real people and tech working symbiotically to create valuable touch-points that collect customer data.
Let’s not forget that there is no better place to have your customer’s full attention than in-store.
Here, you have every advantage and can provide a more instinctual experience. There is the physical experience; the touch-and-feel, and there is the emotional experience. You can interact with them face-to-face.
There is definitely something to be said for ‘offline’ shopping in a store. When you combine offline shopping with technology, something wonderful can happen.
When someone walks into a store, or even just passes by a store, the right signage that is bolstered with text-in or QR code technology and the right incentive, can set the wheels in motion for that person to give personal information on their smartphone in exchange for a great incentive.
We, at Raange, have been doing this for our clients for years. We combine interactive signage with text-in technology to increase our clients’ customer databases.
The results we see are turning stores into true contact acquisition channels by adding more than 5000 contacts in a single day.
It wasn’t too long ago that people were more apprehensive to divulge personal information to brands. These days, with increased customer confidence in data security and with brands’ awareness and respect of data privacy, brands are adopting mechanisms to keep customer data secure.
New Adlucent research found that consumers prefer a personalized advertising experience and that 71% of respondents prefer ads tailored to interests and shopping habits.
What’s more, 44% of respondents were willing to give up information including name, address or email address in order to get more personalized advertising.
2020 has certainly proven that customers are more willing to share who they are and with the right acquisition tools at a brand’s disposal, brands can give a truly personalized customer experience and make it much easier for customers to shop and repeat shop.
TREND# 3: The Rise of Social Commerce
Let’s face it. You need 2 things to run a business successfully:
– A product that people want or need
– A simple and streamlined buying journey that occurs as the customer is still actively engaged.
The more steps on the buying journey, the more screens to go through, the more re-directs to other platforms, the more likely that the customer won’t complete that purchase.
Social commerce streamlines the buying process and allows businesses to sell directly on social media networks. Ads can be seamlessly integrated into consumers’ social feeds to get their attention right away.
It is an 89.4 billion dollar market that is estimated to grow to 604.5 billion in the next 7 years.
With 1.47 billion daily active users on Facebook , 60% of Instagram users saying they find new products on Instagram and 30% of online shoppers saying that they would likely make a purchase from a social media network, marketers are seeing social commerce as a fantastic way to allow a customer to ‘buy-in-the moment’, fast and easy.
TREND#4: Mobile Wallet Poised To Become a Typical Way to Pay
Digital payments have progressed immensely over the past few years. Consumers are becoming more and more tech savvy, so opportunities to engage with them in new, different ways are growing too.
When you think about it, within the 7.7. billion people that exist in our world, there are 3.2 billion smartphone users in 2020.
That means there is the potential to have 41.5 % of everyone on planet earth as a market for something that potentially facilitates life for every smartphone user.
You are carrying around your phone anyway. Why not lighten the load, remove the need for an actual wallet and pay digitally with a mobile wallet?
The effect that Covid-19 has had on the consumer is that they want to limit touching anything at the cash. This effect is also responsible for this accelerated shift in payment preferences.
Even before the pandemic, many countries started steering away from using cash and encouraging credit and debit card usage. Some stores there, don’t even accept cash anymore.
Many tourism sites recommend that you only exchange a small portion of your currency into cash while relying mostly on a widely accepted credit card.
In case you don’t already know, mobile wallets store your credit and debit card information on your mobile device. They can also be used to hold digital coupons that you can redeem in store.
You pay or redeem a coupon by either holding your phone near a specific payment terminal or by using the wallet app for in-app or web purchases.
Mobile Marketing Trends Conclusion
So, let’s recap: To stay ahead and ensure future growth for your business,
1. It’s a good idea to take a look at how mobile commerce is growing exponentially and to make sure you’re mobile optimized and using more mobile in your marketing efforts.
2. If you have brick and mortar stores, consider how you can turn these into data acquisition channels to build and maintain your customer base.
3. Use social media to sell products directly to your customers and reduce the steps it takes to complete a purchase
4. Consider Mobile Wallet as an alternate payment method and for placing coupons that can be used in your store.
Are you looking for help or some ideas for your mobile marketing strategy in 2021???
Book a call with one of our talented team members. We’re here to help you.