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Les tendances qui façonnent l'industrie du marketing mobile - Algerie360
Au cours des 10 dernières années, le marketing mobile a connu une évolution spectaculaire, stimulée par les progrès technologiques et les changements de comportement des consommateurs. Il englobe désormais un large éventail d’activités, du marketing traditionnel par SMS jusqu’à des techniques plus sophistiquées, comme des publicités géolocalisées ou du marketing de messagerie intégré à une application. Pour tirer le meilleur parti des nouvelles opportunités offertes par le marketing mobile, il est important pour les entreprises de comprendre leurs propres capacités, ainsi que les tendances sous-jacentes.
Marketing mobile : les dernières tendances
L’essor des appareils mobiles en tant que principal moyen d’accès à Internet modifie la manière dont les consommateurs interagissent avec les entreprises
Ce changement de comportement des consommateurs oblige les marques à adapter leurs stratégies marketing et de vente pour répondre aux besoins du public. Cela peut sembler acquis en 2022. Pourtant, de nombreuses entreprises n’ont toujours pas de site Web ou d’application mobile. Elles sont automatiquement désavantagées, car elles passent à côté de clients potentiels qui utilisent leurs téléphones portables pour faire des achats. Les marques doivent s’assurer que leur site Web est responsive et facile à utiliser sur un écran de smartphone.
De plus, il faut envisager de développer une application mobile pour offrir une expérience plus immersive aux clients. Il est aussi nécessaire de s’assurer que les campagnes marketing et publicitaires sont conçues pour les utilisateurs mobiles. Enfin, et c’est un élément clé, une entreprise qui n’utilise pas encore d’application de messagerie passe à côté de l’un des canaux les plus efficaces pour créer du lien avec ses clients.
La croissance de l’Internet mobile ouvre la voie à une nouvelle manière de développer du contenu créatif pour les publicités
Alors que les utilisateurs s’appuient de plus en plus sur les appareils mobiles pour accéder au Web, les entreprises emboîtent le pas et font davantage de promotion sur les plateformes mobiles. Les marques ne peuvent plus s’appuyer uniquement sur des campagnes pour des ordinateurs de bureau :elles doivent s’adresser à leur public là où il se trouve. Cela signifie qu’elles doivent créer des publicités optimisées pour les petits écrans, ce qui peut être un défi. Mais le jeu en vaut la chandelle, car non seulement les utilisateurs d’Internet sur mobile sont de plus en plus nombreux, mais ils sont de plus en plus engagés, et le temps d’écran continue d’augmenter.
L’enjeu consiste à créer du contenu adapté aux appareils mobiles, qui soit facile à lire et à parcourir. Alors que de plus en plus de personnes utilisent leur smartphone pour aller sur Internet, il est important pour les marques de s’assurer que leur contenu est adapté. Voici quelques astuces rapides :
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Utilisez les images et vidéos avec parcimonie L’augmentation des achats via mobile et du commerce mobile
Aujourd’hui, tout le monde utilise son smartphone ou sa tablette pour rechercher des produits et services, trouver des offres et des promotions, et acheter des articles en ligne. Les marques consacrent donc de plus en plus de temps et d’argent au commerce mobile, en déployant des chatbots ou des applications de messagerie pour promouvoir leurs produits.
L’utilisation d’une plateforme de communication riche donne aux marques la possibilité de répondre aux besoins de leurs clients de manière simple et efficace. Par exemple, Viber permet aux entreprises de rencontrer des clients à différentes étapes de leur parcours marketing : depuis la sensibilisation avec des solutions publicitaires jusqu’à la stimulation des conversions et des ventes, en passant par l’assistance et la fidélisation par le biais de conversations .
L’augmentation des achats mobiles et du commerce mobile est une excellente opportunité de croissance. Les clients ont désormais la possibilité d’effectuer des achats n’importe où et à tout moment. Il est essentiel pour les entreprises de répondre à leurs attentes en proposant une expérience soignée et efficace.
L’essor des applications de messagerie comme moyen d’atteindre les consommateurs
Le marketing de messagerie est très efficace. En plus, les applications de messagerie sont extrêmement abordables : les coûts sont souvent bien inférieurs à ceux des canaux de marketing traditionnels comme les publicités sur papier ou à la télévision. Enfin, il s’agit d’un outil simple d’utilisation. N’importe quelle entreprise peut créer et gérer une campagne d’application de messagerie avec quelques efforts. Si vous cherchez un moyen d’atteindre davantage de clients, cela vaut vraiment la peine d’envisager des applications de réseaux sociaux et de messagerie.
Intégrer des applications de messagerie dans un mix de campagne de communication permettra à la marque de communiquer directement avec ses clients, d’envoyer des mises à jour et des annonces au moment opportun, de proposer un service client et de lancer des campagnes promotionnelles.
L’augmentation de la publicité mobile
Le marketing mobile devient de plus en plus personnalisé, avec la possibilité de cibler des publicités en fonction des centres d’intérêt et du comportement des consommateurs. Avec le marketing mobile, les messages adressés à chaque consommateur sont pertinents, intéressants et engageants : tout cela augmente le taux de conversion. Les marques créent des campagnes publicitaires de plus en plus efficaces, qui sont davantage susceptibles de se traduire par des clients réguliers satisfaits.
Par exemple, Viber permet aux entreprises de diffuser des messages publicitaires personnalisés et hautement ciblés, de se connecter avec des audiences cibles existantes, de les fidéliser et d’en atteindre de nouvelles.
Le monde du marketing est en constante évolution. Ce qui a fonctionné hier ne fonctionne pas forcément aujourd’hui, et ce qui fonctionne aujourd’hui ne donnera peut-être pas de résultats demain. Il est donc important de toujours être à l’affût des dernières tendances, afin de garder une longueur d’avance sur les marques concurrentes. En analysant les dernières tendances de leur secteur, les marques s’assurent d’utiliser les stratégies les plus efficaces pour atteindre leur public idéal.