In 2014, mobile moved quickly – Apple unveiled the iPhone 6 and the phablet-sized iPhone 6 Plus joining the ranks of fellow phablet sellers like Microsoft, Android and Samsung therefore solidifying the “bigger the screen, the better” trend. According to Flurry Analytics, apps commanded about 86 percent of U.S. consumers’ mobile time with the average U.S. consumer spending 2 hours and 42 minutes per day on mobile devices. For the first time ever, mobile devices accounted for 55 percent of Internet usage in the US, with mobile apps making up 47 percent of that total, surpassing PCs; and last month’s Cyber Monday recorded $40 billion in e-commerce revenue, up 15.4 percent from 2013.
As the year quickly comes to an end, we’re expecting mobile in 2015 to not only keep up with 2014, but actually outpace it. For many years now, marketers and publishers have been proclaiming each year as “This is the year of mobile.” But until now, these proclamations haven’t come to fruition. Expect that to finally change: 2015 will be the year of mobile, really and brands need to be ready to embrace their mobile moments.
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The Apple iPhone 6 Plus, the latest and most popular phablet-sized smartphone to join the pack, has a 5.5-inch LED-backlit widescreen and multi-touch display. The Samsung Galaxy Note 3 has a 5.7-inch HD display. Microsoft’s Nokia Lumia 1520 has a 6-inch IPS LCD display. So what do these upgraded features mean for marketers?
Clearly: Bigger screens = more mobile real estate. And this means new opportunities to provide branded content.
According to mobile analytics firm, Localytics, bigger mobile screens are “doing something tablet-like” with owners spending 13 percent longer in apps and opening apps 11 percent more frequently on these larger devices. Additionally, users of phablet-sized phones return to a mobile app 38 percent more often and stay in-app 10 percent longer than owners of smaller mobile screens. Brands should capitalize on this by looking beyond conventional banners and standard ad units to embrace digital through online video, entertaining short and long-form content, blog feeds, and social platform engagement. These larger screens provide the optimal vehicle to create unique in-app mobile content marketing experiences – experiences that will entertain, inform, delight and retain consumers. After all, today’s consumer only wants to interact with engaging content, and it’s the job of the brand to provide just that.
iBeacons and Geo-Targeting that Enable Relevant Content Will Influence Purchasing
Brands will continue testing iBeacons and geo-targeting to provide new opportunities to target consumers and provide relevant content. According to Adobe's U.S. Mobile Benchmark Report, 18 percent of mobile marketers already use Apple iBeacons, and 49 percent of marketers already use device positioning to deliver content, with 37 percent planning to add it over the next 12 months. In 2014, brands that employed geo-targeting methods, combined with mobile content marketing, were ahead of the curve.
As it relates to mobile commerce, branded apps that utilize the power of mobile content marketing and data to personalize content and connect with their customers in more meaningful and engaging ways will triumph. Branded apps are well suited to utilizing mobile content hubs because they merge utility and content. Via mobile Content Hubs, brands can power targeted content that will keep users coming back and most importantly, continue buying.
Mobile Consumption in 2015: Bytes now Bites
The mobile platform has significantly impacted the way we ingest and interact with content. Our consumption of content has dramatically changed the human landscape and altered not only how we communicate with each other, but also the methods in which we do so. Content consumption has become snackable, with bytes delivered in bites to be easily and quickly indulged, saved and/or socially shared. Reading a text, skimming your Twitter feed, listening to a TED talk on NPR, watching a six second mashup on Vine – all of this is evidence of the emerging “bite-sized” content culture on mobile.
In 2015, we anticipate emerging technology companies to embrace this unprecedented business opportunity by providing vehicles like mobile Content Hubs within mobile apps, which give consumers on demand access to the most relevant, interesting and custom tailored content.
2015: The Year of the Mobile Moment
Mobile is moving at warp speed and shows no signs of slowing down. Screens are getting bigger, standard banner ads are getting boring, content is crowned king, and sharing behavior is progressing towards a more personalized experience. So what does this rapid shift of consumption and behavior mean for mobile content marketers? According to the Content Marketing Institute, 74 percent of content marketers aim to create a better mobile strategy in 2015. With numbers that staggering, it’s imperative that you avoid being in the 26 percent. All eyes continue to be on mobile and next year will not see this pace slow down – 2015 will be the year of mobile. Really.
Catch the full scoop here on WIRED.