The future of mobile marketing

Smartphone usage will only increase in the future, but will marketing spend match the mobile boom, and how will organisations react to an increasingly connected and active audience?

With the majority of Australians expected to own a smartphone by 2016 and a boom in applications and functionality anticipated, the growth of the mobile industry hardly needs to be documented. What may need questioning, however, is whether marketing spend will match this growth, and how businesses will look to use new technologies in the future to capture ever-powerful audiences.

Experian research has shown that in five years’ time more than 50 per cent of marketing budgets will be associated with mobile.

The terminology here is a hint at how marketing campaigns will be conducted in the future. ‘Associated’ marketing budgets means that not all campaigns will be designated as ‘mobile marketing campaigns’, and will rather be segmented as ‘multichannel marketing’ which target cross-channel consumers.


In this environment marketers need to give customers the tools to select when, why, and how they are communicated with, what products and services they receive information about, and the ability to change their preferences at any time. By introducing these dynamic opt-in options, marketers can engage their customers more effectively and build longer term relationships with their audiences.

Consumers have the power to connect with the channels they choose and can interact at a level never seen before. Clever companies will look to interact with consumers over several platforms, and the really savvy ones will use this interaction to drive consumers in-store, where face-to-face conversions – and conversations – can take place.

This two-way dialogue will increasingly govern how marketers interact with their consumers in the future, and taking a consumer-centric approach will be much easier when mobile devices are considered in the equation.

Multi-facing approach

Currently, advertisers in Australia are using emails optimised for mobile, SMS mobile campaigns, mobile-optimised websites and QR codes to make up their basic mobile marketing arsenal.

However, Experian research has revealed that marketers are planning to introduce more sophisticated mobile marketing strategies in the next 12 months. Some of the new tactics on the cards include in-app ads, custom apps, and mobile tickets.

Less clicks, greater propensity to buy

This all points to an overarching purpose – that is, using mobile devices to make the shopping experience smooth and hassle-free for consumers. Less clicks to complete a transaction equals a greater propensity to buy.

One thing that is for certain is that the consumer-centric nature of marketing campaigns will require more data than ever to attract users that are accustomed to having their pick of the bunch. There will be a seismic shift from ‘push’ advertising to ‘pull’, where marketers use rich data and insights to provide individual consumers with tailored, valuable experiences based on their unique needs.

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