Mobile Marketing and AI: Trends Shaping 2024 Consumer Engagement
- Mobile commerce has surpassed desktop usage for web browsing, with over half of e-commerce transactions occurring on mobile devices by 2023.
- Despite the growth of mobile shopping, many marketers have not adapted their strategies, resulting in unsatisfactory consumer experiences.
- The rise of Generative AI presents an opportunity for brands to enhance personalization in marketing, potentially transforming mobile shopping by 2025.
In recent years, mobile commerce has become increasingly central to consumer behavior globally, with a significant shift noted as early as 2016 when mobile devices surpassed desktops for web browsing. By 2023, mobile accounted for over half of e-commerce transactions, with 53% of holiday purchases expected to occur via mobile devices. Despite this trend, many marketers have been slow to adapt, often underestimating the importance of mobile shopping. A report from VML highlights that 36% of online spending is now conducted through mobile phones, with a notable preference for this channel among consumers. However, many users find mobile shopping experiences lacking, often due to generic marketing tactics that fail to engage effectively. The advent of Generative AI (GenAI) presents a promising solution, allowing for personalized marketing that resonates with individual consumers. Experts suggest that 2025 may mark a turning point in mobile marketing, as brands begin to leverage these advanced tools to enhance consumer engagement and satisfaction.