13 Latest Mobile Marketing Software Trends & Forecasts for 2024 and Beyond

Mobile phones have become an indispensable part of today’s digital lifestyle. With network speeds and coverage gradually increasing, mobile use will only continue to grow exponentially in the coming years. And while having a solid strategy is important, choosing mobile marketing software will aid them in making their business grow.

To help you find out how to make the most out of your campaigns, this article will outline the key mobile marketing software trends and industry data for 2022 that are driving the disruptions in the industry. From mcommerce to shoppable social media posts to mobile gaming, marketers can find data-driven trends that can help them craft their mobile marketing strategy. Thus, even with the challenges of rising ad costs and the digital divide, they can have an effective mobile marketing strategy.

Mobile strategies are an essential part of the digital marketers’ toolkit. With over 95% of the global population on mobile, smartphones allow marketers to reach audiences even while they are on the go. From mcommerce to live video content and gaming, marketers can offer varied digital experiences to consumers. This is why 69% of marketing organizations said that they use mobile channels as part of their digital strategy (Salesforce, 2021). Moreover, 71% of marketing organizations used web and mobile analytics in 2021, which is up by 14% compared to 2020 (Salesforce, 2021).

During these economically challenging times, businesses may suffer from cash flow problems that prevent them from spending on paid ads. During the third quarter of 2021, ad spending grew to 28% while cost-per-click increased to 41% (Merkle, 2021). This, as Google Paid search clicks decreased by 11% for the retail sector and 10% for the financial services sector. Marketers can expect that generating more leads than your competitors will be more challenging and so they must pursue strategies that deliver the best value.

What is mobile marketing software?

Mobile marketing software is a tool designed to help businesses reach, engage, and convert mobile device users effectively. This software enables companies to leverage a range of marketing channels specifically tailored for mobile, such as SMS, push notifications, in-app messaging, and mobile advertisements, to create a direct line of communication with consumers. These tools have become indispensable in digital marketing strategies, with mobile devices accounting for more than half of global internet traffic.

Key functions of mobile marketing software include:

• Audience segmentation: Target users based on demographics, behaviors, or preferences to tailor messaging.
• Personalization: Deliver individualized content based on user data and engagement patterns, making interactions feel relevant and personalized.
• Automated campaigns: Schedule messages and notifications to reach users at optimal times, increasing the likelihood of engagement.
• Analytics and reporting: Track campaign performance, user behavior, and ROI, allowing marketers to adjust strategies for better results.
• Integrations: Connect with CRM, social media, or email platforms to ensure a seamless user experience across channels.

Mobile marketing software enables brands to create an engaging, interactive consumer experience by streamlining mobile campaigns and leveraging features like geolocation and personalization. These tools have become essential for companies aiming to stay competitive in today’s mobile-centric market.

1. Mcommerce Is the New Normal

The COVID-19 pandemic brought about significant changes to the buying behavior of people. Due to travel restrictions, people are increasingly drawn to purchasing items using mobile shopping apps instead of going to physical stores.

So, it’s not surprising that this year, mobile commerce or m-commerce statistics indicate that it is projected to grow by 68%. What’s more, this growth can be expected to continue along with the seemingly unending COVID-19 pandemic. With shopping shifting online, businesses will have to rely more on mobile marketing efforts.

In the past years, we have already seen how mcommerce has dominated ecommerce. Smartphone users account for the majority of retail website visits (71%) and orders (56%) in the United States (Statista, 2020). Then, and more so now, marketers should focus on creating mobile-friendly marketing campaigns. Making the buying experience seamless for mobile users is a priority. It will be a key to increasing a company’s ecommerce revenue.

2. Surge of Mobile Video Content Spending and Usage

A recent report shows that 52.5% of global consumers are streaming more video content since the onset of the COVID-19 pandemic (Adjust, 2021). This frequency is also associated with long streaming times (Adjust, 2021). Millennials have been found to consume 94.2 minutes of video per streaming session (Adjust, 2021). Meanwhile, Gen Z and Boomers consume an average of 87.6 minutes and 65 minutes of video content consecutively (Adjust, 2021).

For marketers, the rise of mobile streaming means more opportunities to advertise using video. They can leverage video advertisements to reach audiences of various age groups. Even older generations nowadays consume more than an hour of video content in one sitting. Businesses can take advantage of this fact to increase brand awareness and visibility.

Given its ubiquity, it is no wonder experts are saying that video is the future of ecommerce. Just last year, video advertisement on mobile devices accounted for more than 70% of video content spending in the United States. In 2025, that percentage will grow to more than 85%. This year, increased mobile video content spending and usage is definitely a trend to watch out for.

3. Voice Search Growth

Key voice search statistics demonstrate the increasing relevance of voice search optimization to marketing strategies. This is especially true with the existence of health and safety concerns in the times of COVID-19 which heightened consumers’ interest in hands-free technology.

One study found that consumers are interested in using voice technology to avoid germs or contamination. Another study shows that 72.9% are using voice assistants to ask about illness symptoms. On the other hand, 45.9% are using them to obtain medical information (Voicebot.ai, 2020).

Even before the COVID-19 pandemic, already 71% of consumers preferred using voice technology rather than typing to search for something online (PWC, 2018). The majority (86%) also report that they are either going to use more or the same amount of voice assistants in the future (PWC, 2018). Looking at these data, we can say that marketers who optimize for voice search are one step ahead in the mobile marketing game.

4. Visual Search Growth

Another search technology that will impact mobile marketing software trends is visual search. It has been found that more than 6 in 10 Millenial and Gen Z consumers prefer visual search over any other new technology (ViSenze, 2018). Moreover, over 36% of online shoppers say that they have used visual search, with more than half of them reporting that they find visual information more useful than text information (Business2community, 2021).

Visuals are very important components of marketing campaigns. After all, humans are wired to process visual information 60,000 times faster than text. Today, we can now perform a search query using a phone camera. The mobile device will detect the image and match it with search engine results.

One report predicts that this is the future of Google search. The same can be argued of the other major players in this technology like Snapchat, Instagram, and Amazon. In 2022, marketers should definitely consider riding this trend of optimizing websites for visual search.

5. More Shoppable Posts on Social Media

Shoppable posts give consumers instant access to their shopping carts. Once a consumer comes across an item he or she likes and want to buy, one can shop the item directly from the content. The idea is to make the effort to shop minimal for consumers. For marketers, this means more chances of getting a higher conversion rate.

One of the key social media trends is making posts shoppable on social media, which allows retailers to meet the consumers where they are while browsing. It gives people who have the capacity to buy products by giving them easier access. It also gives marketers the opportunity to gather more data from their consumers.

One such platform where there are shoppable product links is Instagram. The platform is one of the top mobile apps in global cumulative time spent, with users spending 10.3 hours per month on the app (We Are Social, 2021). In a survey, it was found that 44% of people used Instagram to shop weekly, using shopping tags or the Shop tab (HootSuite, 2022). While a relatively new concept in ecommerce, shoppable posts have the potential to boost business traffic and sales. In 2022, we will definitely see more businesses adopt this trend.

6. Augmented Reality Shopping

IKEA is one of the first companies to adopt augmented reality to create a more personalized and more engaging experience for Its customers. It has apps such as IKEA Place and IKEA Foundation AR that allow customers to see how a piece of furniture would look in their own homes. This not only makes for a fun and memorable experience, but also ensures that customers will get the exact size, color, and other specifics that would make them happy after the purchase.

This is the power of augmented reality: It can bring the experience of a product to customers in the comfort of their own homes. Because of its many benefits, we can expect more businesses to follow suit and adopt augmented reality for mobile marketing this 2022.

7. Mobile App Integration for Better In-Store Experience

In a recent survey, it was found that two-thirds of consumers meld digital and physical shopping by using retailers’ mobile apps during the holiday season. Forty-eight percent of global respondents said that they expect to do three-quarters or more of their holiday shopping online while another 47% of respondents said they expect to do three-quarters or more of their holiday shopping using smartphones. In the US, 64% of consumers use the retailer’s app (Airship, 2021).

With mobile app integration, retailers will be able to hit two birds with one stone. That is, they will be able to drive traffic to both their physical and digital stores. In fact, checking a retailer’s website is the second most popular digital activity that consumers do when shopping in-store (Airship, 2021). Also, incorporating mobile experiences in physical stores make shopping a memorable experience for consumers, which means they are more likely to come back.

Marketers should take advantage of the fact that consumers bring and use their mobile devices while shopping in-store. Aside from taking note of app statistics that cannot be ignored, they should take note of the most common digital activities that consumers do while shopping when creating their marketing campaigns.

Most Popular Mobile Marketing Software

1. SharpSpring. One of the leading mobile marketing software, SharpSpring makes it easier for users to reach out to their target markets, nurture leads, and track interactions. Read more about the platform through our full SharpSpring reviews.
2. Textedly. Textedly lets you send bulk messages even without a desktop. Check out our Textedly reviews to explore the platform’s features.
3. PushEngage. Through PushEngage, marketing teams can automatically send push notifications to keep their customer base engaged. Learn more about the software by reading our PushEngage reviews.
4. Mention. Marketing teams can use Mention to get in touch with influencers to help with brand marketing efforts. Our Mention reviews give you an in-depth look at the platform.
5. Adobe Marketing Cloud. Adobe Marketing Cloud lets you monitor campaigns for mobile marketing, SEO, and email marketing right from one platform. Read our Adobe Marketing Cloud reviews to learn more.

8. More Data-Heavy Mobile Experiences

The number of people who own smartphones and the time users spend on mobile is growing. Data shows that mobile phones accounted for 55.7% of web traffic in 2021, and increase of 4.6% compared to 2020 (We Are Social, 2021). Increased dependence on mobile phones will certainly lead to more consumption of data. To respond to this growing demand, providers have to ensure fast internet speeds and wider mobile coverage.

There have been notable improvements in mobile speed and coverage in recent years. In 2021, the average speed of mobile internet connections was 47.20 Mbps for downloads, 12.67 Mbps for uploads, and 36 ms for latency. Mobile download speeds were up 47.5% year on year, upload speeds were up 5.4% year on year, while latency was down by 22.2% (We Are Social, 2021). 4G coverage went up to 84% by the end of 2020. Moreover, global 5G coverage went up from 5% in 2019 to 17% in 2020 (GSMA, 2021).

However, a key challenge that needs to be addressed by governments and providers is the digital divide. 93% of people who are not connected to the internet live in low- and middle-income countries. Six percent of the world’s population live in areas without mobile or broadband and 3.4 billion people are not using mobile internet, even though they live in areas with mobile or broadband coverage. Lack of literacy and digital skills, as well as affordability, are the main barriers to using mobile internet (GSMA, 2021).

9. Streaming on Mobile Going Mainstream

The number of people using streaming services has reached an all-time high. Competition and consumer demand for entertainment have led to huge increases in mobile streaming use and frequency. As a result, the number of consumers who say that they frequently use streaming on their smartphones is consistently in the double-digit range. The countries with the highest number of people who used streaming on their smartphones are China at 93.8%, Turkey at 91.9%, and Korea at 86.2% (Adjust, 2021).

Although mobile streaming has been popular before, the pandemic also contributed to the rise of this mobile marketing trend. Even before the pandemic, total hours spent watching video streaming platforms increased by 16%. Most Asian countries saw an increase in the time spent watching video streaming apps. One notable exception is China, where time spent on said platforms decreased but time spent on short-form streaming apps, such as Kwai and Tiktok grew exponentially (AppAnnie, 2022). But demand for video streaming apps surged when people were forced to stay at home due to pandemic-related lockdowns. Streaming providers responded to the demand by successfully gaining viewership through exclusive content releases. For instance, HBO Max released the Made for Love TV series, which saw a 61% increase in downloads (AppAnnie, 2022).

The prediction is that such growth in the video streaming market will be sustained, with the global video streaming market size projected to reach $223.98 billion by 2028. It will grow at a CAGR of 21% from 2021 to 2028 (Grand View Research, 2021). The expected rise in streaming consumption in the next few years presents opportunities for advertisers to reach new audiences and engage with them meaningfully.

10. Video-Focused Social Networking

One of the key mobile marketing trends 2022 is the emergence of Tiktok as a new video platform. The video-focused social networking service achieved a phenomenal 75% year-on-year growth in 2021 and over one billion monthly users. On average, users spent 19.6 hours per month on the platform, which is equal to the time users spent on Facebook (AppAnnie, 2022).

Tiktok’s audience is mostly Gen Z users, who watched TikTok videos 233 times a day on average (The New York Times, 2021). 48% of millennial mothers were also on Tiktok, where they spent 60 minutes per day on average (The New York Times, 2021). It has also attracted Tiktok content creators, who can earn thousands in dollars in brand deals.

The fast-rising popularity of Tiktok has caught the attention of advertisers and competitors. A number of products have gone viral on the platform, as proven by the hashtag #TikTokMadeMeBuyIt, which has been viewed more than seven billion times. Retailers and brands are devoting a huge chunk of their campaigns to Tiktok content. Even Instagram has rolled out a similar feature called Reel, which allows users to post short video clips.

11. User-Generated Content

Nowadays, consumers patronize brands that have authenticity and relatability. With information readily accessible to them, they have grown critical and can tell when a brand is advertising to them. Branded content is simply not enough to win them over, with six out of 10 people saying that they feel neutral or do not trust paid ads. On the other hand, 39% trust paid influencers while another 39% do not, with 22% saying they have a neutral attitude towards them (Tint, 2022).

User-generated content can help create marketing messages that are more trustworthy. In fact, 91% of consumers agree that they are more likely to share content about the brand or its products if the brand has likes or reshared content by customers. Moreover, six out of 10 marketers feel that their audience engages more with UGC in marketing and communications channels. As such, 61% of marketers plan to include more user-generated content into their marketing in 2022 (Tint, 2022).

One example of a successful UGC campaign is the Shot in iPhone marketing campaign for the launch of the iPhone 7. Prior to the campaign, previous iPhone models suffered from subpar photo capabilities. Apple remedied the problem by asking users to take low-light photos of their phones, with the results posted on huge billboards in major cities around the world (Tint, 2017).

12. Live Video Content

Since 2015, live videos and live streaming activities have exponentially increased and led to the growth of the live streaming market (Market Research Future, 2020). Such momentum was boosted during the pandemic. Sports events, concerts, and other mass gatherings had to be suspended for public safety. But with live video content, people can still feel as though they were able to attend such events in person, which led to its rise in adoption.

Global consumer spending on the top 25 live streaming apps grew 6.5 times from 2018 and by 55% year on year (AppAnnie, 2022). In 2021 alone, consumer spend on live-streaming apps reached $3.768 billion compared to $2.4 billion in 2020 (AppAnnie, 2022). By 2027, the global live streaming market is projected to reach $534.37 billion (Market Research Future, 2020).

Going live is a great way for brands and creators to connect with their audience. In fact, live content rakes in 27% more minutes of watch time per viewing than on-demand video (Conviva, 2021). To make engaging live content, it helps to prepare an outline, interact with your audience through games, polls, or Q&As, or show what goes on behind the scenes.

13. Mobile Games as Social Networks

With stay-at-home orders during the pandemic, people turned to mobile games as a means of escape from reality. This led to growth in consumer spending for the mobile gaming market. In 2021, mobile game consumer spend was worth $116.01 billion, which grew by $15.49 billion since 2020 (AppAnnie, 2021). By 2024, global mobile app gaming revenue is expected to reach $116.4 billion (Statista, 2021).

People play video games mostly to relax and have fun. Thus, it is no wonder that in 2021, hyper-casual games or instantly playable games dominated the top genres by downloads, with action titles getting 4.01 billion downloads, puzzle games getting 3.78 billion downloads, and simulation games getting 3.15 billion downloads (AppAnnie, 2021). Mobile games with social components became popular as people sought ways to bond with others. One of the top games by consumer spending this year is Lords Mobile, which has a person-versus-person game mode (AppAnnie, 2021). In addition, one of the top games with many female monthly active players is Among Us! which is a betrayal/Mafia game where four to 15 players can play online or via WiFi.

To make mobile games successful, developers must keep an eye out for genre trends. For instance, Gen Z players are twice more likely to play Mafia or betrayal (party) games. Meanwhile, Gen X and Boomers in the US and the UK are 1.5 times more likely to play tabletop games, such as Solitaire versus the average population (AppAnnie, 2021). In addition, they should plan game monetization and act promptly on feedback from publishers.

Make Mobile Marketing Work for You

With the advancement of technology, consumers and marketers enjoy a vibrant mobile experience that caters to almost their every need, from entertainment to shopping, to looking for information. Augmented reality, mobile apps, and shoppable links take the in-store shopping experience online. Streaming, short-form video platforms, and mobile games with social features cater to our need to relax and have shared experiences with others. Meanwhile, visual search and voice search make looking for information even more convenient on a mobile phone.

Keeping abreast of mobile marketing software trends and industry data will give marketing professionals a competitive edge as they embark on campaigns. Taking a look at the most recent mobile marketing statistics wouldn’t hurt either to know the future of mobile marketing. That way, they could anchor their marketing strategies not only on market trends but also on data.

Key Insights

• Growing Importance of Mobile Marketing: Mobile phones are now essential for reaching global audiences. With 95% of the global population using mobile devices, incorporating mobile marketing into digital strategies is crucial for businesses.
• Mcommerce Dominance: Mobile commerce is rapidly growing, projected to increase by 68% in 2022. Most retail website visits and orders in the US come from smartphones, emphasizing the need for mobile-friendly marketing campaigns.
• Rise of Mobile Video Content: Mobile video consumption has surged, with video ad spending on mobile devices projected to grow significantly. This trend offers marketers new opportunities to engage with audiences through video content.
• Voice and Visual Search: The popularity of voice and visual search technologies is rising. Consumers prefer these methods for their convenience and efficiency, making them vital components of modern marketing strategies.
• Shoppable Social Media Posts: Shoppable posts on platforms like Instagram allow consumers to purchase directly from social media content, enhancing the shopping experience and increasing conversion rates.
• Augmented Reality (AR) Shopping: AR technology provides a more engaging and personalized shopping experience, allowing customers to visualize products in their own environments.
• Integration of Mobile Apps in Physical Stores: Mobile app integration enhances in-store shopping experiences, driving traffic to both physical and digital stores.
• Increasing Data Consumption: Mobile web traffic and data consumption are rising. Improved mobile speeds and coverage are essential, but addressing the digital divide remains a challenge.
• Mainstream Mobile Streaming: Mobile streaming services have gained massive popularity, presenting advertisers with opportunities to reach new audiences through video content.
• User-Generated Content (UGC): Consumers value authenticity and trust user-generated content more than branded content. Marketers plan to increase the use of UGC in their campaigns.
• Live Video Content: Live streaming continues to grow, providing brands and creators with a way to connect with their audience in real-time.
• Mobile Games as Social Networks: Mobile games have become popular social platforms, offering opportunities for consumer engagement through gaming.

FAQ

1. Why is mobile marketing essential for businesses today? Mobile marketing is crucial because 95% of the global population uses mobile devices. Incorporating mobile marketing strategies helps businesses reach and engage with a vast audience, meeting consumers where they spend most of their time.
2. How significant is the growth of mobile commerce (mcommerce)? Mobile commerce is projected to grow by 68% in 2022. In the US, smartphone users account for the majority of retail website visits (71%) and orders (56%), highlighting the importance of optimizing marketing campaigns for mobile devices.
3. What are the benefits of using mobile video content in marketing? Mobile video content consumption has increased significantly, offering marketers a powerful medium to engage with audiences. Video ad spending on mobile devices is projected to grow, making it a key trend to leverage for increasing brand visibility and awareness.
4. How can businesses benefit from voice and visual search technologies? Voice and visual search technologies offer consumers convenient and efficient ways to find information. By optimizing for these search methods, businesses can improve their visibility and provide a better user experience, staying ahead of the competition.
5. What are shoppable social media posts, and why are they important? Shoppable social media posts allow consumers to purchase products directly from social media content. This seamless shopping experience can increase conversion rates and boost business traffic and sales, making it a valuable tool for marketers.
6. How does augmented reality (AR) enhance the shopping experience? AR technology provides a personalized and engaging shopping experience by allowing customers to visualize products in their own environments. This can lead to higher customer satisfaction and reduced return rates, benefiting both consumers and businesses.
7. What role do mobile apps play in enhancing in-store shopping experiences? Mobile app integration can drive traffic to both physical and digital stores. Consumers use mobile apps to check prices, read reviews, and use loyalty programs while shopping in-store, making the shopping experience more convenient and enjoyable.
8. What challenges remain in ensuring widespread mobile internet access? Despite improvements in mobile speeds and coverage, the digital divide remains a challenge. Many low- and middle-income families lack access to the internet due to affordability and digital literacy issues, highlighting the need for inclusive policies and solutions.
9. How has mobile streaming become a mainstream activity? Mobile streaming services have gained popularity, with significant increases in user numbers and viewing time. This trend offers advertisers new opportunities to reach and engage with audiences through streaming content.
10. Why is user-generated content (UGC) important for marketing? UGC is trusted more by consumers than branded content, as it provides authenticity and relatability. Incorporating UGC in marketing campaigns can enhance engagement and build trust with the audience.
11. What makes live video content a valuable marketing tool? Live video content allows brands and creators to connect with their audience in real-time, generating more watch time and engagement than on-demand video. It offers a unique way to interact with viewers and build a loyal following.
12. How do mobile games function as social networks? Mobile games with social components provide a platform for users to connect and interact. This trend has grown during the pandemic, with mobile gaming offering a way for people to socialize and relax, creating opportunities for marketers to engage with consumers through gaming.

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By Jenny Chang

Jenny Chang is a senior writer specializing in SaaS and B2B software solutions. Her decision to focus on these two industries was spurred by their explosive growth in the last decade, much of it she attributes to the emergence of disruptive technologies and the quick adoption by businesses that were quick to recognize their values to their organizations. She has covered all the major developments in SaaS and B2B software solutions, from the introduction of massive ERPs to small business platforms to help startups on their way to success.