We’ve reached a point where consumers now expect every aspect of the web to be available via mobile. There’s seemingly nothing left that we won’t do on mobile, which means that mobile experiences that are inconvenient, incomplete, or simply unenjoyable represent lost opportunities to connect with consumers.
Meeting the mobile moment is a business imperative, and mobile engagement is sure to be a top priority for many brands in 2020. With that in mind we’re taking the time in this article to cover some of the key trends moving mobile marketing this year.
Digital advertising growth will happen on mobile
If there’s a single place to focus digital advertising dollars in 2020, it’s on mobile. Some pretty eye-popping statistics about mobile advertising tell a convincing story on the topic. One example: 94% of Facebook ad revenue now comes from mobile. Another: estimates from eMarketer in 2019 put overall mobile ad spend at roughly 72% of total digital ad spend. Mobile is a segment of the advertising landscape that will continue to build dominance in 2020, and given the amount of time consumers now spend with mobile devices, brands should focus ad spending on this channel.
New content formats will emerge
As consumers continue to spend more and more time with their mobile devices, it’s natural that we would see new content being delivered specifically for viewing and interaction on those devices. A few things are happening at once to open the doors for new mobile content formats. First, mobile devices today are far more sophisticated than they were even a few years ago. Coupled with faster internet connections, this paves the way for very high quality streaming video on mobile. Second, younger generations are spending far less time watching traditional media on television sets and choosing instead to stream short-form content on their phones.
Quibi is a new streaming platform that is launching this year with the aim of catering to that younger, mobile-devoted group of consumers. Quibi’s content will be delivered in the form of 10-minute episodes and is designed to be viewable either in portrait or landscape mode without compromising the experience. The platform aims to spend over $1 billion on 7,000+ episodes of original content slated to begin rolling out in April, 2020.
Quibi has drummed up serious interest and investment from Hollywood studios, and it signals the fact that content creators are actively searching for new ways to create and capitalize on mobile engagement.
Email will become more interactive
The rollout of Google’s AMP (Accelerate Mobile Pages) for email is presenting new opportunities for email marketers. AMP emails, which provide dynamic content within Gmail and other email clients, have begun rolling out in Gmail in Android and iOS after previously being available only on desktop. This change means marketers can now provide richer, more engaging experiences in mobile email. AMP emails allow marketers to include dynamic image carousels, form responses, accordion menus, and more in the body of their messages.
5G will begin rolling out in earnest
Many 5G phones are set to hit the market this year, and it looks like 2020 will be the year that 5G takes root with consumers in a real way. The big prediction for 5G is that its faster speeds and lower latency will pave the way for more complex and immersive experiences across devices. Only time will tell exactly what shape these immersive experiences will take, but 5G is certain to change the way brands think about mobile engagement going forward.
For years the story has been the same: mobile adoption continues to rise, and mobile devices themselves continue to become more sophisticated. In 2020 we are truly living in a mobile society. This means that brands need to focus on mobile engagement as one of the best ways of connecting with their target audiences. This year we’re keeping our eye on a few key trends, including mobile ad growth, new mobile content formats, dynamic mobile email content, and 5G technology finally making its way into consumers’ hands.