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Image courtesy of Nicolas Nova at Flickr.com

As of the past decade, a huge portion of digital marketing has been aimed at smartphones. Without falling into long euphemisms, given the fact that year after year smartphones become increasingly popular, its relevance is now somewhat hot.

Marketers and experts in digital media (especially mobile marketing) are expecting and practically foreseeing a staggering increase in the present year. In accordance with their findings, 2017 might be the year where digital media ad spend finally outpaces television, nonetheless, a huge part is definitely going to be found in mobile devices. Mobile ad spend is probably going to experience a nearly 32% increase compared to the past year.

At ReputationDefender we covered the vast majority of 2016’s mobile marketing trends and most important success events; many startups and well established companies went on to harness such landscape and build large and profitable businesses while focusing on mobile users. By using the sheer array of social medial platforms — Facebook, for instance, represented almost 80% of all ad revenue in 2016’s first quintile — , companies and businesses managed to develop more accurate campaigns which later suggested a change in the connotation of digital marketing. As mobile phone usage continues to grow in number, and considering that the vast majority of today’s consumers (mostly Millennials) are connected via assorted and multiple devices (i.e. mobile phones, tablets, computers, watches, etc.), thriving under 2017’s digital marketing juncture will be highly dependant on the ability of marketers to successfully narrow the gap between the obvious crossroad of creative content and consumer loyalty. By getting past the existing difficulty on how to make the most out growth loyalty programs, startups and companies will surely get to seize the full scope of mobile advertising to promote and nurture both their products and services and their relationship with their existing customers. Be that as it may, as for smartphones, here are some of the most important aspects we at ReputationDefender believe are going to become vital in 2017:

Virtual and augmented reality is certainly going to impact the general connotation of mobile. The extent to which adopting a broader meaning is something good or, on the contrary, negative, is certainly based on the consumer’s age and what generation they belong to. Perhaps the most famous augmented reality game emerged in 2016 when Nintendo launched its famous Pokemon Go. According to recent figures, in response to the popularity of the game, augmented reality technology forecasts foresee that by 2020 it is expected to be a nearly $6 billion industry. Aside from Pokemon Go, 2016 closed with near 20 million additional augmented reality-based downloads: locations based apps, social media, advertising, etc., are amongst the beneficiaries of this staggering increase.

As with pretty much everything under today’s digital framework, so-called digital marketing scholars focused on the possible downside of augmented reality and even went on to label it as nothing more than a passing marketing trend, however, by taking a closer look at mobile, it is obvious that its long term viability will certainly be dependant on the degree and the extent to which such development can bring something positive for brand-consumer interactions. This suggests that in 2017 the use of augmented reality is going to get through the roof, since its usage will enable marketers to broaden the scope of conditions under which users are currently divided.

As for virtual reality, the present year is likely to show a rise in the existing number of digital marketing campaigns aimed at promoting virtual reality while making it accessible to anyone with a smartphone. Virtual reality, unlike augmented reality, is surely, although slowly, becoming more popular in the consciousness of today’s consumers. It would not be a total nonsense to see in the present year or near future companies leaning towards a virtual reality approach when it comes to removing the existing location dependencies so that customers and companies can engage more satisfactory, however, this is yet to be developed and, obviously, measured.

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Image courtesy of Knight Center for Journalism in the Americas at Flickr.com

There are about 1.5 million apps at both Apple App Store and Google Play Store. Such outstanding amount only entails a possible conclusion: digital marketing landscape is effectively shifting towards a stronger use of apps. 2016 depicted that both publishers and developers are actually becoming more proficient in leveraging the costs of new user acquisitions, and, thusly, compete with the giants of mobile user acquisition. Mobile ads represent the backbone of the evolution in the vast field of user acquisition, for it measures the extent to which native ad units can successfully attain higher engagement rates.

In conclusion, as 2017 continues to land changes on the traditional connotation of digital marketing, it is more than clear that the evolution of mobile marketing will certainly depend on the innovation of digital marketers. Dynamic and multichannel-based processes will become an important tool for marketers to develop the necessary criteria for foreseeing what is about to come.

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