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7 Predictions on Mobile Marketing Trends in 2015 You Need To Know

7 Predictions on Mobile Marketing Trends in 2015 You Need To Know

The notion that the current year is ‘the year of mobile’ is becoming very real.

Predictions on how we will interact with our mobile devices and how they will interact with us, are often overplayed or take many more years to come to fruition than first thought due to unforeseen market forces, technology constraints or poor user adoption.

But it’s time to start asking, will 2015 be the year of mobile?

The notion that the current year is ‘the year of mobile’ is becoming very real.

Predictions on how we will interact with our mobile devices and how they will interact with us, are often overplayed or take many more years to come to fruition than at first thought due to unforeseen market forces, technology constraints or poor user adoption.

It’s time to start asking, will 2015 be the year of mobile?

A recent report by eMarketer predicted mobile usage worldwide to reach 25% in 2014. Looking forward, OVUM predicts that another 1 billion people will connect to the web by mobile devices by the end of 2015. Whatever landmarks are reached and bridges crossed in the intervening period, you can make no mistake that progress on several fronts is speeding up.

Here is a infographic from wearesocial.com that provides some perspective on the scale of mobile in a social and mobile web world.

mobile marketing trends

Let’s look forward to the year ahead in mobile and explore the new opportunities and challenges that are opening up for consumers, developers and marketers. Here are 7 mobile marketing trends you need to know about.

1. Mobile security rises up the agenda

With some very high profile hacks this year (Sony’s email leak and the Snapchat hack spring instantly to mind) security is going to be at the forefront in the minds of consumers and developers alike. Expect passwords to continue to be replaced – or at least used in conjunction with – other forms of security like biometric identification and a push towards tightening up security around cloud based services. With the growth of Internet of Things connected devices set to rocket as well, 2015 could be the most critical year yet for addressing the issue of mobile security.

2. 4.9 billion connected devices by the end of 2015

With Tech Crunch predicting a phenomenal 4.7 billion ‘things’ connected to the internet by the end of 2015, expect to see the term ‘Internet of Things’ surface more and more in the popular press as well as the tech press, as we enter this brave new world of interconnected devices and massive data. This is a world that goes far beyond thermostats that turn themselves on before you get home. Expect cars, white goods, a whole host of new wearables and even children’s toys, to start changing the way we live and connect, as well as opening up huge new opportunities for ever more targeted marketing as third parties begin to collect more and more data about our daily habits. On the heels of these new devices you can expect the debate around security to start hotting up as well.

3. Wearables to take-off

We’ve long been promised a world of wearable tech but as of yet it’s failed to materialise. From the faltering Google Glass to devices like the Apple watch, it’s become easy to write wearable tech off as a fad. But as mobile technology and infrastructure improves, so to do the opportunities these devices present begin to diversify. Ever more detailed health and fitness stats will help us to constantly monitor our own heart rates, blood pressure, skin temperature and breathing rate, or perhaps more importantly those of elderly or infirm loved ones who are living on their own. There are also numerous of B2B applications here with Google Glass potentially seeing a renaissance in business applications.

4. Mobile payments could begin to gain traction

Driven in large part by millennials who are spending more than any other demographic using their smartphones, expect to see a sharp boost in mobile payment from digital wallet services. Apple Play may well succeed where Google Wallet failed, due in part to the fact that so many of its customers already have their credit card details stored on their iTunes accounts and the consensus it has gained from the big three payment companies (Visa, American Express and Mastercard).

5. Proximity technology and smartphones as ‘bridges’ to omni-channel marketing

The use of proximity technologies, like beacons and near field technologies, could see mobile marketing campaigns become more intimate and personalised than ever before. As marketers become able to “follow” consumers around the world and understand more about their purchasing habits, so they can target advertising at them in more effective ways. Through the combination of sophisticated joined-up datasets and imaginative non-linear content marketing campaigns across multiple devices, marketers can understand and interact with their key audiences in real time and in a way never seen before.

6. Mobile marketing and advertising spend increases

In 2014 mobile e-commerce overtook traditional desktop e-commerce, accounting for 22% of online sales. This trend will continue unabated in 2015 and as a result you can expect to see increased investment in mobile web spend in 2015. The UK is expected to be the first country in the world where advertising spend on digital tops 50% and 29% of this will be on mobile. Display advertising is set to take up 20% of this budget, with 37% of that being on mobile. Finally, on the subject of advertising, expect to see a continuing rise in programmatic ad buying on mobile. In a study conducted by IAB with MTM, 37% of mobile digital display spend was spent programmatically in 2013, with forecasts of a rise to 60% in 2014. The IAB predicts that programmatic ad buying could rise to between 60 and 75% by 2017, so expect to see a continued surge in 2015, as more and more advertising is purchased using ever more sophisticated software instead of humans.

7. Non mobile optimised sites will be at a disadvantage

Many businesses slow to adapt to mobile will feel more pressure to adapt in 2015, as Google announces a new mobile friendly label in its search results pages on mobile devices.  Perhaps more tellingly, it also announced that this would soon become a ranking factor. Unresponsive or mobile unfriendly websites could therefore start to lose out to their mobile friendly rivals in the near future, forcing more and more companies to invest in mobile website optimisation.

About the Author: Jon Mowat is a former BBC documentary filmmaker and now runs British based video production and marketing company, Hurricane Media. He has written extensively on video marketing and social media marketing and has given talks on these subjects both in the UK and abroad. He has worked with companies of all sizes, including well known brands like Canon, Sony, BMW and Peugeot. You can connect with Jon and Hurricane on Google+, Twitter or Facebook.

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  • OK but on #3 why the link to Google Glass getting a second look by bizs from last August when Google shuttered GG?

    • Jon Mowat

      Your right, Google Glass in its first iteration has been shelved even after a good take off. I wanted point 3 to highlight the huge potential businesses see in wearable tech and augmented reality in general, so apologies for
      not making this point clearer.

      The second iteration of glass with Nest inventor Tony Fadell at the helm, is expected to get some serious uptake in the B2B sphere (which the original Glass was already seeing) so wearable tech is definitely not dead for Google.

      It’s also worth adding just how far other wearable platforms have come. We’ve got an Oculus Rift demo at Mobile World Congress this week and the interest from business has been immense… and with Samsung’s VR on mobiles now rolling out, the future is really kicking off for wearable VR / AR.

  • Marketing Sweet

    I thoroughly enjoyed reading this article and I agree with the important points expressed. Some useful tips were shared, which I found very helpful and informative. You have discussed some great thoughts and information, and I particularly enjoyed reading about “Non mobile optimised sites will be at a disadvantage.” Thank you for the great information and statistics Jon.

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  • I feel beacons won’t begin to gain traction till 2016. I believe a few retailers will begin to have them in place by Christmas 2015 and this will open everyone’s eyes to what they can do. In my opinion the beacon craze won’t be in full swing for another year or two. Great site and information http://talon-marketing.com

  • Amelie Fernandez

    Great Post and ideas ……….This information is very useful for Best Mobile App Marketing Company and other marketing to get clients easily.Thanks for share this article.

  • What I find is super interesting is with the mobile marketing. I know that it’s the new trend for marketers (as I happen to be one of them)… but when a random text comes to my phone… trying to sell me something, I’m annoyed.

    Does anyone have thoughts on this?

    It’s almost like the getting cold calls… which of course, most of us ignore by not answering the phone when it’s from someone who’s already in our contacts.

  • OwensScott

    Thanks for sharing this valuable information with us. People are using more mobile devices for the search. So we need a really good mobile marketing strategy. This post will help us to develop a really good <a href="http://www.forbes.com/sites/gregsatell/2013/04/16/4-principles-of-marketing-strategy-in-the-digital-age/#1615cf4495cd"marketing strategy.