By Yogeeta Chainani
As a business space, mobile marketing is dynamic in nature, requiring marketers to stay up to date with the latest and most relevant trends. The outbreak of the pandemic in 2020 accelerated the growth of this segment. Businesses, especially D2C brands, had no choice but to deal with unforeseen changes within the mobile marketing ecosystem – after all, in a short time, user activity had changed and the average time spent on smartphones had increased. Indians spent a record 4.7 hours a day on their mobile phones in 2021 from 3.7 hours in 2019, marking a 30% increase in the average time spent on smartphones.
While globally, mobile advertising spending hit a record high of $223 billion in 2020 (17% YoY increase) (source – Statista), at the end of 2021 in India, the Mobile’s share of digital media spend had grown to 76% while up from 45% in fiscal 2019. The space grew at a compound annual growth rate of 45% to $1.9 billion (source – Prabhudas Lilladher).
With the impact of the Omicron variant steadily diminishing and businesses gradually shifting to a pre-pandemic mode of operation, the mobile marketing ecosystem for 2022 will certainly need marketers to set higher expectations to keep a leg up. advance. As brands seek to accelerate their growth trajectory, there are three critical mobile marketing trends marketers should keep in mind.
Marketers must choose their technology stack wisely, with the ability to improve and modify it whenever necessary. The pandemic has been called a “great accelerator” for ushering in seismic shifts in the use of mobile devices and digital services that were previously untapped. As a watershed moment for the Indian e-retail market, the pandemic led to a 12-month acceleration in e-retail penetration (the e-retail market jumped 5 % to reach $38 billion despite a months-long lockdown), which was at 4.6% by the end of FY21. Research by FIS Global finds that 58% of consumers are spending more online, 27% of them have subscribed to at least one new digital streaming service and 42% of consumers acknowledge having purchased more via mobile devices. Due to these changes, customer orientation has become more important than ever. It’s a marketing philosophy that aligns with user expectations for seamless interactions and highly relevant experiences. For marketers in India to respond quickly to these consumer demands, they will need martech and analytics technology that would allow them to personalize their customers’ user experience and adapt to new information. That’s why marketers want more precise targeting capabilities than ever before.
Managing 10,000 campaigns across 10 publishers and 10 sub-publishers involves analyzing a million data points and populating various large spreadsheets/tables. This wastes a marketer’s valuable time that could have been better spent on strategy, planning, and creativity.
Automation reigns supreme by taking over laborious manual tasks and allowing marketers to spend more time on strategy and creative efforts. and in turn, increase productivity and return on ad spend (ROAS). Right now is calling for marketers to set metrics in alignment with their overall strategy so that automated tools can make decisions at humanly impossible speeds, increasing this critical metric.
Keeping up with the next wave of mobile marketing regulations helps brands stay ahead of the game. Marketers, especially CMOs and CEOs, cannot afford to miss the mark. Take the example of privacy regulations, which can impact a brand’s marketing roadmap practically overnight. Marketers should also share this awareness with their partners and suppliers.
An example of the rapid changes in the mobile marketing industry is the introduction of Apple’s AppTrackingTransparency, which has limited cross-app tracking on iOS devices. In the face of new regulations, investing in the right technology stack will result in faster scaling and a more flexible strategy. Additionally, companies that want to expand internationally need to work with partners with a global footprint, so they can stay up-to-date with local and global market information and respond to local regulations and other changes that affect marketing. .
All in all, the year 2022 will be hectic in nature and will present countless opportunities that can be exploited for revenue and growth. In the post-pandemic world, the industry ecosystem will strive for innovation in its products and marketing strategies. While mobile marketing is expected to continue to drive brands this year, the fact remains that mobile will need to be at the heart of any brand’s marketing strategy and overall business infrastructure. Mobile will be where actions and relationships are built and hence brands and marketers in India will need to make strategic efforts to better understand this ecosystem and how it works.
The author is co-founder and CEO, Swaarm
Also read: Three ways for startups to explore the potential of Tier 2 and Tier 3 markets
follow us on TwitterInstagram, LinkedIn, Facebook