Seven Mobile Trends That Brand Marketers Can't Ignore in 2015

In 2014, we witnessedseveral exciting developments in the world of mobile. Microsoft bought Nokia’smobile devices unit and Lenovo purchased Motorola from Google. The rise ofChinese smartphone manufacturers threatened large players, while One Pluslaunched the Flagship Killer with an innovative marketing scheme. Applegracefully accepted the large-screen phone revolution by launching the 5.5-inchiPhone plus, and completely revolutionized payments with the launch of ApplePay. Wearables like Google Glass, Smart Watches and various fitness trackerswere the showstoppers of the year.

Mobile is set to createan even bigger impact this year by bringing truly engaging experiences intoconsumer hands. As mobile usage continues to rise and shape consumerexpectations, brands will have to re-think their strategy to win, serve, andretain customers. Mobile is now the primary source of information and action.Due to its effectiveness and the ability to reach people anytime, anywhere,every brand needs an effective mobile marketing strategy.

Here are some trendshat brand marketers need to watch out to stay on top in 2015.

1. Native advertising will get furtherraction

NativeAdvertising emerged in a big way in 2014, and willscale further this year. Native advertising is more engaging, less intrusiveand enables sophisticated campaigns. As more innovators enter this space, theywill address challenges such as the nature of the ad format and scalability.Advertisers will place higher bids on an ad unit that mimics the form andfunction of the platform, leading to more clicks. With increased demand, theindustry will innovate to offer scalable native ad solutions.

2. Wearable technology will become the fifth screen

Wearables like Google Glass, SamsungGalaxy Gear, Sony Smartwatch, and the Microsoft Band debuted in 2014. Apple’sblockbuster release in 2015, the iWatch, will further accelerate interest inhis technology. As wearables monitorvital signs and movement, consumers will startrelying on them andhe data they generate. In turn, wearables will present brands with opportunities to understand consumers better and personalize content formaximum engagement.

3. Programmatic willake over the advertising world (including TV, radio, print, etc.)

Programmatic advertising, involving automated buying ofadvertising inventory, will further evolve in 2015. According to the IDC,global programmatic spend, including all mobile, online display and videoadvertising will account for USD14.7 billion in 2015 and USD 38.1 billion by2016, leading to more than 50% of total global display ad spend boughtprogrammatically. Sophisticated mobile marketers will soon realize that manualpurchasing is a slower approach that requires time and resources. With realime bidding, marketers will efficiently eliminate human involvement to deliverautomated campaigns.

4. Location and Big data

Arguably, location sets mobile apartfrom other forms of media. Geo location and Geo tagging technology, used topinpoint users, will further mature and see an upsurge in popularity amongbrands. So far, marketers have experienced challenges in reconcilinglocation-based marketing data to uncover useful insights. This year, Brandswill use geo information to develop relevant contextual content and predictwhich locations and segments are most responsive to campaigns.

5. Picture a Mobileworld where video rules

In 2015, brands will look tointegrate video ads with mobile devices. Video is a natural medium for mobileadvertising. It enables creative expression without the need for complexformats like touchable or shakeable mobile ads. With Video ads, brands willconvey the traits they want to be associated with, explain their offerings, anddrive greater engagement. According to BI Intelligence, Mobile Videoadvertising will grow at a CAGR of 76 per cent between 2013 and 2018, secondonly to Mobile display advertising.

6. iBeacon and spatial mapping will change the shopping experienceforever

Beacon technology, the next bigrevolution in mobile shopping and payments, bridges the gap between physicallocations and digital experiences. This year, the iBeacon ecosystem will changemany industries such as home automation, event management, schools andhospitals, restaurants, advertising, games, smart cities, and much more. Mapping, along with beacon technology, willcreate micro-fencing and enable brands to send store maps, special offers, andlocation based personalized promotions to consumers who have opted-in,expanding advertising possibilities during shopping.

7. Mobile Payments to go mainstream

Mobile payments will become safer andeasier in 2015. The industry will witness extensions beyond Apple Pay into multipleimplementations of NFC technology. Brands will place mobile at the top of theirdigital strategy, partnering with retailers offering bespoke mobile-onlym-commerce solutions and payment options to drive sales and loyalty.Opportunities in developed markets will continue to rise with increasingadoption. Brand marketers will finally be able to reach and influence consumersat the time of purchase.

The Road Ahead…

As we move into 2015, the mobilead-tech ecosystem will further mature as adoption increases. It is critical formarketers to be on top of these trends and grab early opportunities to engageand differentiate. At InMobi, we’re looking forward to the evolution of mobilemarketing towards even more ROI maximization.

Here’s to a successful year ahead!

Team InMobi