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What Is The Future Of Internet Marketing To Mobile Users?

Marketing in a mobile-first digital age is not just about responsive websites. Mobile has become the norm as internet marketing is now aimed at smartphone users. By the close of this year, there will be 2bn mobile users worldwide, amounting to a 400% growth in just under 10 years. Around 80 percent of online users access Internet, the global marketplace, through their mobile phones. Sales, communication and marketing strategies need to have a mobile first focus.

From Responsive Websites to Mobile-First Outreach Strategies

Business owners were first convinced that the website should be responsive. Now the future of internet marketing itself is being shaped by a mobile first approach. The entire strategy needs to be based on the view that users view online communications, social posts, emails and more from any device and different screens and browsers. The mobile-first technologies have impacted the marketing world to the extent that a responsive approach permeates every aspect of digital marketing.

All businesses need to consider wider sales and marketing strategies from Pathwwway Panama and communications and modify these to adapt to the needs of the mobile driven approach.

Reimagining Sales Through the Prism of the Smartphone

Sales proceeds are another marketing phase impacted by massive rise in smartphones and mobile devices, with 82% of the smartphone users opting for visual store-fronts to make a transaction. Smartphones have caught on so much that customers are even influenced by it when physically in the brick and mortar store. Smartphone users rely deeply on their devices for every aspect of the retail experience.

Online reviews are read by consumers, especially online shoppers who increasingly take the smartphone route to make the purchase. Rise of mobile in the sales process exceeds decision making and comparison options. Mobile has become the defining factor, accounting for over 35% of e-commerce transactions. Smartphone and tablet users also turn to the online marketing messages more than traditional forms of advertising, further spurring the internet marketing paradigm through the use of mobile technologies.

Mobile Makes Social King

Research says that there are 1.9 bn active social media users and a majority of these use their smartphones to access the social networking channels.  Social media is a mobile medium and offers the perfect window to internet marketing on the move.

A social media strategy with a core mobile focus can win.

Email Marketing and Click Through Rates

Email marketing has also expanded as a result of mobile-driven approaches. Marketers consider emails their primary channel for lead generation. A majority of the emails are opened on smartphone devices. Easy access smartphones provide to email boosts the capability of customers to sync and test their mail across the day. Therefore, email marketing needs to be mobile-ready and responsive to have maximum impact in terms of open and click through rates.

By 2020, it is estimated 3 bn email users are increasingly using mobile devices to access inboxes. Smart business owners need to position themselves in the right way. This is why a mobile-first approach will form the core of the future of digital marketing.

Mobile Marketing: The Future of Digital Advertising

Now, the future of online marketing is moulded by mobile ads. Mobile marketing has become crucial for brands as people are favouring smartphones to make purchases online. Mobile ad spend in the US alone will be around USD 42bn in the year 2018, rising by a 5 year CAGR rate of 43% from 2013.

Digital Marketing on the Move

Mobile has become the new buzzword in the field of digital advertising. Mobile phones are portable and enable consumers to have any-place, anytime access  due to the emergence of the Internet as a marketplace. Users have an emotional attachment to mobiles as a means of understanding their world. Marketers would do well to cash in on these emotional connotations.

With ad blockers, banner blindness and lack of interest in digital ads, the average click through rate for display ads is on the decrease. With mobile phones tuning in to relevant and personalised information, native advertising is catching on fast.

Content and Ads Complement Each Other

The line between advertising and content is blurring due to the rise of mobile. Pathwwway Panama claims that mobile now focuses on native ads blog posts, case studies, white papers and more, garnering attention from potential customers. Consumers will further relate to ads and content that are of relevance to them. Rather than promoting a product recently purchased, advertisers need to consider the context, due to the emergence of the mobile-first approach. The rise of the product video as the perfect blend of content and ad is the brainchild of internet marketers, which works by leveraging mobile technologies.

Smartphone users spend more than standard ones. Brands can leverage the information, coming up with innovative new ideas to advertise to customers while they are engaging in product search. Finding offline products in the online space means customers need to have a unique branding experience to be able to relate to the product being sold.  Personalisation, mobile as a means of bringing about 24/7 connectivity on the go are both by products of the mobile marketing revolution. Furthermore, the emergence of VR, AR and app based shopping is taking the mobile customer to a whole new direction in the digital marketing world.

Apps Make It Happening

Mobile first technologies have also led to the emergence of in-app advertising as a new direction in online marketing channels. Apps have become as important as custom website design for adding that personal touch and appealing to clients across the devices and technologies. Responsive tools like apps along with sites can be the perfect route to connecting on a deeper, more meaningful level with the customer. This is what makes a tangible difference to the legacy of the mobile first approach in the history of online marketing as well as its future.

Mobile has changed the internet world in so many ways. A mobile-first responsive approach moves past responsive sites and emails to creating a brand that responds to the smartphone user’s needs. This is what is making the Internet’s true potential as a marketplace fructify and marking its growth and evolution as the future of marketing, regardless of whether you are an e-commerce player or a brick and mortar business.