Mobile Marketing Trends in 2017

Insights from our Chief Strategist, Bahman Zakeri.

The presence of mobile marketing has quickly transformed where advertising dollars are spent. In fact, media buying agency Zenith predicts that 75% of online content will be mobile by the end of 2017.

Retailers are learning to rely on location-based marketing to bring in more customers. And the speed at which your mobile website loads is only going to become more important.

In an interview with our Chief Strategist, Bahman Zakeri, we got his take on what the rest of 2017 could look like, what trends to look out for, and how digital marketers can leverage the changes.

couple using an app

What will be the big mobile marketing trends in 2017 and the next few years?

For me, the biggest opportunity and trend is purchasing power, specifically building mobile lifestyle communities around what we purchase with our smartphones. Yes, we have Venmo, PayPal, Apple Pay, etc., but what's different about them? Not a whole lot. I imagine we'll begin seeing more apps that emulate Starbucks, which is creating a Starbucks community around the ability to order ahead. But, this type of app also means consumers can participate in rewards, get free downloads of other apps, and music -- the opportunities are endless.

Another trend is making sure we have the technology to work with and measure the new(er) advancements in the Internet of Things (IoT) and augmented and virtual devices and platforms. These types of devices will be paramount in the coming years, and we must have the resources, and be ready, to learn from their impact.

How will those trends be different from what we've already seen?

As I mentioned, there aren't many differences among the payment apps we use now beyond the user experience and design. What are we actually getting out of them other than ease of use? What are they giving back to the user besides the point of purchase?

Right now, the IoT and AR/VR devices and technologies are still very new. There aren't many companies out there creating, marketing, or measuring these platforms. It's still fair game for marketers to get a jump on becoming experts in this area.

And what do digital marketers need to do to leverage those trends?

Invest time and resources, as much as they can, to learn and grow within these spaces I've mentioned. Keep tabs on the technologies and pay attention to consumer behavior surrounding them.