An Adotas Q&A with Marla Schimke, VP of Marketing at Zumobi, on the future of mobile.
Q: What is the future of mobile apps? Will we seem them become more interactive, fade-out, gain speed, etc.?
A: The future of mobile apps is the brightest it’s ever been. While there is still a place for the traditional website on desktop, if 2015 was any indication, the mobile medium will soon be the primary focus of CMOs strategic dollars.
To get a sense of how far the mobile app has come, this year alone it was found that seven out every eight minutes consumers spend on their mobile devices, is being spent in-app. Add that on top of mobile use surpassing desktop earlier this year, and it’s safe to say mobile shows no signs of slowing down.
One particular use of the mobile app where we have seen a significant spike, is retail shopping—which has had the biggest leap in year-over-year use, with an astonishing 174% increase. Many retailers are upping their mobile game looking for technology to provide consumers shoppable content in order to deliver a more engaging in-app experience that directly affects conversions and brand loyalty. In 2016, we expect this trend to continue gaining speed.
Q: With the technology industry constantly changing and evolving, where do you see the best placement for CMOs digital marketing dollars in 2016?
A: Mobile is the number one answer for this. There’s no question that CMOs need to stay on top of the mobile-first trend in order for their brand to stay relevant. From 2013-2014, we saw mobile use grow by 76 percent. That number is only going to continue to increase from 2015-2016. Consumers’ eyes are on mobile. And CMOs need to make the investment in the hand-held screen to capture their attention. They also need to consider how to better monetize their content on mobile.
Q: What is the biggest hurdle you see facing the mobile marketing landscape moving forward?
A: With the influx of ad blockers and the digital savvy audience demanding less intrusive tactics to obtain their attention, the biggest hurdle digital marketers as a whole are facing right now is readjusting their strategy away from pop-up ads and traditional outreach methods, towards new methods that are smarter, engaging and more personalized.
The answer to this hurdle comes in the form of mobile content marketing. We’ve already seen content marketing’s proven success on the web, and the mobile web is no different. Currently, 70% of consumers are saying content marketing makes them feel closer to a brand, and the best part is—this strategy is immune to ad blockers as it is quality, relevant messages and information that consumers want to receive. Leveraging a Mobile Content Marketing solution is key. When you combine the popularity of mobile with the power of branded content, you have an intersection of the two most important trends in marketing. It is no doubt that Mobile Content Marketing will be one of the hottest trends in 2016 and beyond.
Q: Do you think marketers are keeping up with consumers, or are their marketing strategies leaving them left behind in the dust?
A: As the marketing landscape currently stands, there is a noticeable gap between consumer wants/needs and what marketers are delivering. The mobile landscape picked up steam drastically this year, but one could say that it has been building towards this momentum for awhile now—it somehow managed to stay just under the radar long enough for marketers to not pay it as much attention as it is now demanding.
When done right, CMO’s can fuel a mobile content powered customer journey that fosters a relationship from acquisition to loyalty. What consumers want is innovative and interesting content that caters to their individual likes/dislikes—78% of consumers in fact welcome personalized messaging from preferred retailers brands. What consumers need is for this information to be presented to them in an engaging, interactive format where they are already spending their digital time: via mobile.
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