Mobile

Mobile advertising and mobile marketing

Mobile marketing as a form of digital marketing aims to reach potential customers of a company B2C or B2B with a brand message. For this, relevant content must be prepared for display on mobile devices, primarily tablets or smartphones. As part of digital marketing, mobile marketing also includes mobile advertising, display advertising, e-mail marketing, programmatic advertising and social media marketing.

New technologies such as voice search via digital voice assistants, digital outdoor advertising (DOOH), wearables and the Internet of Things (IoT) are opening up entirely new channels with new technical challenges and opportunities for mobile marketing. On the one hand, this is leading to new disciplines such as voice search marketing, and on the other it creates overlaps with or interfaces to other marketing disciplines, which is causing a gradual blurring of the terminology.

Mobile advertising is defining the advertising industry and constantly developing new trends to advertise products on mobile screens in a targeted manner. The following advertising measures are examples of the immense innovative power of the industry:

• Rewarded video ads: These are mainly used in mobile gaming and reward those who are willing to look at ads with game items
• In-app advertising: Programmatically displayed advertising in apps works particularly accurately thanks to the positioning and tracking features of mobile devices.
• Branded stories: Creating branded stories via Instagram and Snapchat is especially popular with younger users and leads to more sales via mobile shopping.

Mobile commerce

E-commerce via mobile devices is known as mobile commerce, m-commerce or MC for short. In combination with mobile payment services, the use of a stationary, Internet-enabled computer is not necessary to purchase products online. Shopping apps are leading to higher sales figures year after year. Progressive web apps are also lending mobile commerce further momentum.

In mobile commerce apps there is currently a trend towards greater added value, informative content and, above all, AI-supported product personalization. Another trend is the increasing use of virtual reality, augmented reality and mixed reality (VR/AR/XR). One possible application, for example, is to “try on” clothes digitally in the app before buying them.

Mobile messaging apps

Social interaction has been shifting to the digital world for a long time. What is interesting, however, is the development that messaging apps are seeing. In China, WeChat, which started as a mobile communication app, now dominates a market that covers a wide range of industries. From mobile entertainment and mobile streaming to mobile shopping and mobile banking, the mobile mega-app offers all services in a single place and can now be described as an operating system for smartphones.

Although Facebook is bundling a wide range of mobile messenger and social media services for private and business use with its own Messenger, Instagram and WhatsApp, new apps such as TikTok, Snapchat, etc. are constantly coming onto the market to conquer the mobile screens of younger people in particular.

Technological advancements in the mobile world

The use and marketing of data-intensive applications depend on expanding and ensuring technological standards. Everything is determined therefore by the infrastructure issues of 5G and mobile network coverage. Mobile first is the motto. Suitable mobile devices that support the 5G mobile communications standard have been on the market for a long time.

Only the new standard will enable further technical developments and innovations in other mobile technologies. A further spread and leaps in development can be expected, especially in the following areas:

• Internet of Things
• DOOH
• AR/VR/XR
• Mobility: Intelligent traffic guidance systems, real-time communication for self-driving vehicles