As we embark on yet another year, marketers like you want to know what to expect in the mobile marketing and technology realm. Things look to be pretty exciting in 2019, with a few key cutting-edge tools you need to know about.
Marketers Will Learn How to Embrace Augmented Reality
In 2019, we saw retailers begin to adopt AR in stores, but this year, expect AR to make a big splash on mobile as well. Up until now, many smartphones didn’t have the capability to use AR apps and features, but in 2019, according to eMarketer’s Mobile Trends 2019, more than 2 billion smartphones will be AR-friendly worldwide.
Google Lens is a great example of mobile AR in action. Using an Android smartphone camera equipped with Lens, you can search for products, identify plants and animals, copy text, and discover books and media. What potential that opens up for marketers and advertisers!
It’s estimated that, by 2022, augmented reality ad revenues will exceed $2 billion.
While Google Lens shows search results based on the image you take, we suspect there may soon be whitelabeling of the technology so that retail brands can use it themselves to make it easier for people to find products they’re looking for, the way Neiman Marcus does with its Snap.find.shop app.
Voice Search Will Be Relevant to More Brands
So far, the technology brands that created voice command and search software (Amazon, Google, Apple) have dominated the voice market. Yes, brands like Target have partnered with these companies to leverage voice shopping, but you better believe that Google gets a hefty chunk of those profits.
As personal assistant software and hardware become more interwoven in our lives, mobile will be the conduit for voice activity: 33% of people using a voice assistant do so on mobile devices, beating out cars, smart speakers, tablets, laptops, and smartwatches.
So what does this mean for marketers? Finding ways to be relevant through voice will be imperative. Creativity is key here, just like it was in the early days of app development: simply having voice function is novel but short-lived. A better strategy is to come up with ways that enhance consumers’ lives.
Let them place an order on your mobile site using voice. Enable voice interaction with your chatbot. And don’t forget about local voice search: use terms that people would use when speaking a search rather than the stiff keywords of the past. According to BrightLocal, nearly half of the Americans that use voice search do so daily to find local business details.
Mobile Data May Soon Be Protected
GDPR made a big splash in 2018, and though it primarily focused on the European Union digital audience, brands around the world took it as a bellwether of future privacy regulations to come.
And for good reason. Starting in 2020, the California Consumer Privacy Act will require US companies with mobile apps to get opt-ins from users to share their data. And there is a buzz on Capitol Hill about both state and federal regulations for not only digital data privacy but also mobile.
Apple is one mobile brand that isn’t waiting for regulations to come into play: the brand gives consumers control over how their information is used today (and yes, possibly as a marketing ploy). In a recent iOS release, Apple incorporated a feature that eliminates tracking cookies, which follow mobile users around the mobile web, sometimes without their permission.
It’s virtually impossible to predict everything that will happen in the mobile space over 12 months, but you can be sure that these three areas — augmented reality, voice, and mobile data — will be on every marketer’s lips this year.