5 Mobile Marketing Predictions From Pontomobi’s CEO

5 Mobile Marketing Predictions From Pontomobi’s CEO

The growing number of people connected around the world via mobile devices poses new opportunites and challenges for marketers. In the latter category: attracting attention amid myriad screens.

Leo Xavier understands that firsthand. In this article, the CEO of Brazilian mobile marketing agency Pontomobi (part of Dentsu Aegis Networking) points out the trends that will continue to permeate mobile marketing throughout the rest of the year.

1. Multiplication: Screen multiplication will gain importance. In addition to the smartphone, marketers are starting to see other screens gaining importance in the LATAM domestic market. Smartwatches, for example, are becoming a reality, while VR glasses are growing and gaining star status in Samsung’s portfolio. “The beauty of what we’ll see in this scenario is greater complexity because of more screens but, at the same time, more conversations and more time with those extra screens,” Xavier said.

2. Augmented reality: 2016 is undoubtedly the year of augmented reality, 360-degree videos, and more immersive experiences. For its part, YouTube launched an easier tool to post 360-degree video. “If it was already challenging to understand video editing for digital, [marketers must learn how to] deliver experiences for glasses or 360 degrees” Xavier said. “It’s something rich that will take shape over the course of the year.”

3. Mobile-centric: One of this year’s main trends has been the gradual—and—inevitable attention paid to mobility by company business centers. Quite simply, mobile marketing is no longer an innovation but part of the most important decisions. “Analytics is mobile’s best friend from now on,” Xavier said. “In many industries, 50% of online traffic already comes from mobile devices.”

4. IT consolidation: The degree of importance IT departments receive is directly proportional to their organizations’ number of connected consumers. When we look at the trade, we see a business-oriented IT approach, rather than just a supporting department. “Mobility is about redefining companies, processes, and brands. Without IT playing a leading role, nothing happens,” Xavier said.

5. Vertical videos: Online video as a content format has attracted a huge audience. Worth noting is the need for marketers to understand that video is viewed vertically on mobile devices, not horizontally. “The Jeep people posted a video that was shot vertically, with two big black bars on the sides. People thought it was strange, but the genius of the agency and the advertiser is the video worked much better on mobile devices than if it had been filmed in landscape format” Xavier said. “Without a doubt, the major multiplication of that content would come from mobile devices.”