The Future of Mobile Marketing: Top Strategies for Success in 2022

The World Advertising Research Center (WARC) predicts that by 2025, 73 percent of people around the globe will rely solely on their smartphones to access the internet. With this forecast in mind, it’s clear that brands and businesses should be incorporating as many mobile touchpoints as possible into their digital marketing strategies. But this is no simple task, as emerging technologies and recently implemented data privacy regulations are disrupting the already ever-evolving mobile landscape. What do marketers need to know to ensure their strategies will succeed in 2022 and beyond?

Automation Is Essential

With more digital channels available than ever before, marketers must be leveraging automation across all platforms to improve efficiency, minimize errors, and free up valuable time for strategy and creative planning. This is especially true for mobile advertising, which requires high volumes of data and continuous, real-time analysis that’s impossible for humans to handle manually at scale.

Savvy marketers know this and are utilizing automation strategies accordingly — a recent survey indicates that 96 percent implemented automation solutions in 2021, with 36 percent taking six months to a year to properly operationalize their marketing automation processes.

Automation can help manage the many channels mobile marketers use to engage audiences, from in-app messaging and push notifications to social media and SMS. In addition to improving efficiency by running campaigns across multiple channels, automation can help optimize campaigns while they are in flight by collecting and analyzing real-time data.
Segmentation strategies can also be improved by automation, which allows mobile marketers to effortlessly group users based on contextual data such as device type, demographics, and location (including proximity to physical stores). Engagements can be personalized on a very large scale, delivering unique and hyper-relevant experiences to thousands of users with ease.

M-Commerce Should Be Embraced

With smartphone users now accounting for 71% of retail website visits, brands must provide a seamless shopping experience for their mobile users. In addition to making online shopping incredibly convenient, m-commerce gives retailers the ability to reach customers wherever they are via SMS push notifications. It also amps up personalization by utilizing Wi-Fi and GPS technology to deliver content based on user location.

At the same time, m-commerce makes the buying experience easier than ever thanks to mobile payment methods such as Apple Pay and Google Pay, Visa Checkout, Zelle, and Paypal. Not to mention the fact that mobile is the ideal platform for omnichannel shopping, as most customers take their smartphones with them wherever they go. Retailers can offer free in-store Wi-Fi, for example, to encourage customers to use their mobile devices to access brand-specific info while they shop on foot.

M-commerce volume is predicted to hit $620.97 billion (or 42.9 percent of e-commerce) by 2024. –Insider 

Shoppable Video Ads Are Highly Effective

While shoppable mobile video ads were proving their worth before the pandemic hit, they’ve become even more effective over the past two years as a means of engaging the endemic consumer. According to MarketingDive, 40 percent of marketers are now using them, compared to 25 percent in 2018.
 
Going one step further than traditional product videos, which rely on linked text in description boxes or pop-up windows to direct viewers to a selling page, shoppable ads feature embedded links that allow viewers to make purchases without leaving the video. This eliminates any incoherence between the mobile marketing and buying process, directing users to checkout while keeping them engaged on the platform they’re currently visiting.

41 percent of viewers add a product to their shopping cart after watching a shoppable video. –UScreen

One of the big benefits of shoppable videos is that they simplify the customer journey by making content instantly purchasable, which not only increases conversion rates but also boosts customer engagement. This is especially valuable as more and more consumers embrace social shopping and rely on social media to inform their purchase decisions. What’s more, retailers can link their shoppable videos to e-commerce inventory data to ensure the most available and relevant products are displayed.

Flexibility & Agility Are Key

With the mobile advertising landscape in continuous flux, one of the only certainties is the need for flexible marketing strategies. To survive and thrive in the current endemic era, brands must be able to adjust swiftly to changing consumer trends and respond at scale. This requires nimbleness when it comes to adopting new technologies, integrating new tools, and using data-driven insights to optimize campaigns in real time.

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    Meto

    Meto is a tech-based nonprofit intent on making access to quality higher education a reality for all students. We have a special focus on creating scholarships for low-income students.


    In 2018, Meto was founded to connect African students with university opportunities. Along the way, we have learned that all students can benefit from our innovative model, wherein universities make the first move and invite good-fit students to apply. So, in 2023, we opened our platform to students across the globe.

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              Nikhil Badlani Foundation

              The Mission of the Nikhil Badlani Foundation (the “Foundation”) is to enhance the lives of underserved children in West Orange, NJ and neighboring communities through music lessons, scholarships, and traffic safety education for all.

              Since the Foundation was established in 2011, Theorem has consistently been an annual sponsor of and team participant in the STOP for Nikhil 5K Run/3K Walk. This event intends to raise traffic safety awareness and to serve as a way to remembervbgfc ≈ and honor those who have been killed or seriously injured in traffic accidents. We recognize the importance of raising awareness and road safety amongst teenagers and parents alike, especially in the local communities of our Chatham, New Jersey office. Learn more about the Nikhil Badlani Foundation at nikhilbadlanifoundation.org

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              Theorem actively aids in the ongoing fight against systemic racism and discrimination, realizing the importance of ongoing discussions surrounding diversity and inclusion.

              By contributing to organizations such as Black Girls Code and the Anti-Racism fund, we aim to be a fundamental supporter of diversity in the workplace and beyond. These organizations specifically speak to Theorem’s role as a leading voice in the technology innovation space and we avidly support their missions. The vision of Black Girls Code is to empower girls of color, ages 7-17 to become innovators in STEM fields and encourages them to be the builders of their own futures. The Anti-Racism Fund serves as a response to the inequities experienced by the African-American community. It provides monetary support to a dynamic portfolio of curated organizations as a way to inject and enable social change.

              Feeding America

              Feeding America is the largest charity working to end hunger in the United States. By partnering with local food banks, food pantries and other community food programs, Feeding America looks to advance change across the country and ensure equitable access to nutritious food.

              As a long-standing contributor and sponsor of Feeding America, we deeply believe in their vision of an America without hunger. The need for and importance of organizations like Feeding America has has become more and more prevalent as communities face more hardships as a result of the pandemic and the current economy. Theorem is dedicated to its continued contributions to Feeding America to do our part to empower and strengthen our communities. Learn more about Feeding America at www.feedingamerica.org

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              Since their founding in the United States in 2008, Theorem has supported Grameen America’s mission, which seeks to build upon the legacy of Presidential Medal of Freedom, Congressional Gold Medal and Nobel Peace Prize winner Muhammad Yunus. Through financial contributions and event participation, Theorem has contributed to Grameen America’s cause. As an immigrant entrepreneur himself, our CEO Jay Kulkarni is especially eager to support the organization’s mission of aiding underserved communities. Learn more about Grameen America at www.grameenamerica.org

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              VisionSpring is making the wonder of clear vision possible for all by helping provide affordable and quality eyeglasses to those in need. For many, lack of access to affordable eyeglasses leads to loss of employment or less educational opportunities.

              VisionSpring partners with organizations who join them in their mission of supporting livelihood initiatives, enhancing potential for all. Learn more about Vision Spring at https://visionspring.org Theorem has consistently partnered with VisionSpring to organize free events, such as eye check-ups, across multiple villages in the Mysuru, India region, impacting over 3,000 rural residents. We stand with VisionSpring in their mission to increase accessibility to quality eyewear and eye care.

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              For more than 5+ years, Theorem has supported Covenant House with corporate sponsorships, leading career-building workshops at their Newark, NJ shelter facility and participation in the organization’s fund raising Sleep Outs. Covenant House utilizes these Sleep Outs to raise funds and help shine a light on the injustice of youth homelessness, inspiring communities to step up and protect the vulnerable. We are proud to support Covenant House’s programs, which are designed to empower young people to overcome and rise above adversity, today and in the future. Learn more about Covenant House at www.covenanthouse.org

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