Emerging trends in mobile marketing communication

The growth of internet usage among consumers is changing the way firms market themselves. The changes have been fast, and to reach upmarket and professional audiences, the internet has to be a core part of the strategy. The mobile is moving well beyond its role as a phone and even as a communication device. More broadly, it is becoming an enabler for a wide range of experiences, from TV viewing to shopping to banking. Change is happening at an astonishing scale and speed. The drivers of change include the shift to 4G, the millions more consumers getting connected, and the rapid spread of machine-to-machine communication. Mobile devices have the potential to revolutionize transactions. This mobile-informed outlook makes consumers socially connected and constantly stimulated than any generation before—presenting a new challenge for marketers looking to engage with them. Marketers are emphasizing on mobile as an important channel to disseminate the brand message. Many brands have already started adopting the mobile as a major tool in their communication strategy knowing the potential that the mobile as a medium offers. The pace of change continues to be rapid with digital channels constantly growing in volume and strength. Rich content will be at the heart of digital communications. Visual storytelling will continue to rise. Micro-videos and infographics will become the norm for brands to share ideas and concepts. Organizations will seek more measured value out of platforms and channels. This paper presents a snapshot of how smart marketers are keeping up with this pace of change and using the capabilities of the mobile phone to deliver an engaging experience to consumers worldwide.