2024 heralds major tech upgrades, shaping mobile marketing landscape ahead

As you read this article, chances are you're on your mobile device, possibly receiving brand notifications or scrolling through social media ads. This global mobile-centric scenario presents an unprecedented opportunity for brands to engage consumers.

With AI gaining prominence, experts predict a monumental revolution rather than mere evolution in the mobile marketing landscape. Preetham Venkky, Chief Digital Officer at DDB Mudra Group, anticipates swift technological advancements. He envisions mobile experiences transitioning towards multimodal interfaces like Bard and Chat GPT by the latter half of 2024, aiming for unified and intuitive user interactions. However, Venkky acknowledges a possible initial decline in total impressions during this transition.

Research indicates a surge in preference for voice and text-based interactions, supporting the growing adoption of multimodal interfaces. This trend signals a significant shift in user behavior towards voice searches and virtual assistants.

Shubhranshu Singh, Chief Marketing Officer at Tata Motors Limited, underscores the burgeoning influence of social commerce in mobile marketing. Singh emphasizes its transformative potential, driven by the shift in consumer behavior, highlighting the increasing trend of "discovery commerce" where consumers explore products directly through social platforms.

Acknowledging India's vibrant market, Singh sees social commerce as a potent force for businesses, leveraging the country's leadership in mobile payments and substantial smartphone usage.

Abhinay Bhasin, Head of Product Marketing at ProfitWheel, highlights the resurgence of user-generated content (UGC) and virtual engagements. He cites UGC's role in shaping brand engagement, emphasizing its resurgence in a post-pandemic world. Bhasin predicts continued growth in influencer marketing and gaming as avenues for consumer engagement.

Aabhinna Suresh Khare, Chief Digital and Marketing Officer at Bajaj Capital, emphasizes the shift towards AI-driven strategies in 2024. Khare stresses the move from traditional audience outreach to intelligent engagement, focusing on AI-driven insights for personalized experiences at scale.

As mobile marketing emerges as a nucleus of digital innovation, experts anticipate its role in shaping consumer interactions and expectations in a data-centric environment.