The advertising industry is a living, breathing environment. Companies must keep up with this constant evolution, in order to yield meaningful brand interactions with consumers.
Mobile advertising on apps seen in companies like Instagram are prime examples of the next generation of advertising. In the coming years we can expect mobile advertising to shake up a lot of methods within the industry. Here are three mobile advertising trends to consider using for your business.
1. Make it service-based (marketing as a service).
Service-based marketing offers an immediate service to the customer while seamlessly promoting the brand, creating an action that is mutually beneficial. L'Oreal's Makeup Genius allows consumers to test out different looks, virtually, before purchasing products.
This provides an answer to the age-old consumer question, "Why should I listen to you?" Well, because you're giving them something in return!
2. Immerse with sponsored experiences.
Brands are utilizing technology such as virtual reality to create immersive experiences sponsored by brands or companies. In 2015, Coca-Cola, known around the world for iconic advertising, created a virtual reality sleigh ride for the holiday season. This is an early example that immersed consumers in beautiful imagery that was less focused on the brand and more on holiday spirit, a humble way to create buzz around the company.
Budget not quite as hefty as Coca-Cola's? Consider branding your own Google Cardboard headsets, the most affordable of the virtual reality tools. Bonus points if you create a video or app to use the headset with.
3. Allow consumers to "buy it now."
Mobile payment is already prevalent, but think one step further: Tapping and buying a product directly from an ad on your phone. With the growth of same and next-day shipping, customers can order from an ad and experience a whole new kind of instant gratification -- impulse buying 2.0. Target your market on Instagram stories, where they can simply swipe up to purchase apparel, skincare or whatever dope product you're offering.
Above it all: Be delightful and contextually relevant in the moment.
What's to come in the advertising industry will rely on more than just demographic data; it will include triggers of feeling. The results, and ultimately sales, will stem from fulfilling a need in a moment and catering to human emotion.
Creating contextual relevance fully encompasses every other smaller method listed above. A service, an experience, and a buy-it-now approach all create serendipitous relevance for the consumers they target. Yes, there will still be consumer targeting, but ads will offer so much more than a static image or a complacent call to action: they will create value in real time for the receiver.
It's important to realize that the banner ad, the pre-roll video, and the Facebook ad aren't the only ways to engage your consumer. It's important to differentiate to get a leg up on your competition even when you're thinking about advertising and getting closer to your customer through media.
Add value and differentiate constantly -- that's the best way to stay ahead of the game.