Hotmob compiled a list of top 5 mobile marketing trends that are expected to shape up 2017.
1. Mobile Programmatic Buying
The fact that mobile programmatic buying has not become mainstream in Hong Kong is due a number of concerns such as violating privacy issues, quality of ad placement and fraud. However Hong Kong will see growth in mobile programmatic buying in 2017 for the reasons that ad technologies gradually mature to handle viewability and anti-fraud issue, marketers demand more performance-based mobile campaigns and that more premium inventory will be release for mobile programmatic buying.
2. Mobile Advertising Will Overtake Desktop
According to Zenith’s forecast, mobile advertising spending will overtake desktop which will cover 60 percent of internet advertising in 2017. The estimate is backed by the growing worldwide internet usage of smartphones at 51.3 percent versus desktop at 48.7 percent. While desktop advertising is expected to gradually decline in the next two years, mobile is realized to become the primary means of accessing the internet.
3. Video and Native Ads To Be The Dominant Forms of Mobile Advertising
Video and native ads are frequently used by advertisers and brands in various social media platforms like YouTube, Facebook and Instagram. The reasons lie in the perception that native ads are less intrusive, videos are well-suited to users’ consumption behaviour, and that both video and native ads are cited by marketers that they generally increase brand awareness and foster better engagement.
4. Use of IoT for Data Collection
According to Gartner’s report, there will be over 26 billion connected devices by 2020. In the age of wearable technology, the most exciting thing for marketers is that they become a more robust marketing and sales tool that all kinds of businesses can capitalize on. These IoT devices provide huge amounts of data about a person’s behaviour, preferences and habits which can help marketers to serve highly-targeted ads.
5. Create High Quality and Purpose-Driven Contents
Content marketing will remain an essential part of mobile marketing campaign in 2017. With growing usage of smartphones, content marketers need to be prepared for an increasingly dominant mobile marketplace. It is crucial for brands to develop mobile content strategy which enhance the customer experience. Most importantly to create more purpose-driven contents that would convert into value, which means to create contents that brings benefit to everyone involved.