Mobile marketing at the turn of 2018/2019

21 January 2019
Monika Mikowska
Mobile marketing at the turn of 2018/2019
Nowy Marketing asked me to sum up the previous year as far as mobile marketing is concerned. Below, you can read my answers to the questions asked by the editorial staff.

The most interesting Polish mobile marketing campaigns

I am charmed with BLIK – both its results and methods for popularizing the service which breaks more and more records each quarter. In the 3rd quarter of 2018, the users of BLIK realized 24,3 mln transactions – 3 times more than in the 3rd quarter of 2017. The promotional campaign of BLIK, realized through different channels (Internet, mobile and office ones), plays an important, educational role on the Polish market.

It is also thanks to such actions as the ones undertaken by BLIK that Poland is one of the highly-developed countries and it proudly belongs to mobile-centric nations group where the time spent on smartphones exceeds 50% (according to the POLSKA.JEST.MOBI 2018 report). When compared to other European and American countries, we can boast not only about the high level of technological development of used mobile solutions but also the awareness of using them. It is one of the reasons for which Poland is one of the 1st markets where Apple made the Apple Pay service available (it occurred faster in our country than e.g., in Germany). Not to mention Google Pay which has been working in Poland for over 2 years and right now it is being used by 300 000 people (according to, April 2018).

I enjoy all retail realizations which sound loudly in the media. What I mean are, e.g., Orlen Drive, cashbox-free store Zappka (being realized) or stationary stores of eobuwie. Of course, these are not examples of traditional, mobile marketing actions but I think they make people aware of what mobility really is. We should focus not so much on mobile technology as on understanding real needs and expectations of those the mobility shall serve in everyday life.

3 events from 2018 which influenced mobile marketing the most

  1. Already in 2017, while screening the results on smartphones, Google marked websites being mobile-devices-friendly but also faster mobile sites (AMP). In 2018, mobile sites became the benchmark for the browser itself after the mobile first searching indexing was introduced last March. In the end of December, Google informed that more than a half of websites shown in the browser are the pages which went through the mobile first indexing procedure positively. This is… quite little considering the fact that in Poland 53% of the Internet movement comes from mobile devices (accordin to and the situation is similar when it comes to the world (according to
  2. The location of mobile searching results greatly influences the mobile marketing actions. Interestingly, it affects even global questions since Google presents local results from where the user is first. It is a breakthrough trend which could be used not only by bigger companies but also by small, local enterprises which shall take care of the proper exposure, being ahead their competitors.
  3. This year again much of the talking was devoted to voice searching. In 2018 we received the Polish version of Google Assistant and in the wings of the Polish mobile field unofficially discussed are the implementations of large Polish companies planning having their services in such ecosystems as Google Home or Amazon Echo. In Poland we are on the eve of a revolution bigger than the arrival of the 1st iPhone on our market.

3 most important challenges mobile marketing is going to face in 2019

  1. Bigger and bigger meaning of voice searching and the necessity of preparing the strategy of positioning the websites in relation to voice inquiries. What has to be done in order to ensure smooth introduction into the VSO (voice search optimization) revolutions? Essential is technical SEO at a high level, AMP sites and optimizing the content (having high quality, not written for Google works but the user seeking knowledge and the answers to their questions). The one prepared better shall gain an advantage at the very beginning.
  2. Continuing machine learning development which stopped to be the subject of interest for its previous followers. Marketing using the data processed by learning algorithms (especially the data generated thanks to mobile devices, mainly: visual materials, pictures and films whose number is dynamically growing) is currently a real challenge for those who believe in the data-driven marketing I am encouraging not to ignore the human factor when analyzing and practicing the data-informed marketing approach.
  3. Unrelenting meaning increase of good UX taking into consideration both users’ needs as well as business purposes realization. The Customers 2020 report announced that users’ experience shall replace the previous brand characteristics such as a product offer and price for a reason. UX shall become the most significant factor locating the customer, especially in a mobile world where gaining such loyalty is particularly hard.

None of the listed challenges is new. Ignoring any of them, however, will have even more severe consequences.

Technological novelties and mobile marketing in 2019

Growing importance of social media used in a mobile way massively. I am not talking about the media which we can specify as obvious or even outdated. To illustrate this, I will use the examples of two celebrities, Julia Kaczynska (31), more commonly known to the public as Maffashion, one of the most famous Polish influencers on Instagram, is being followed on Instagram by 1,1 mln people. Kinga Sawczuk (17), a popular Polish (attention – a new word) – musers with the nickname – Kompeksiaraxx is being followed by 4,4 mln peole on TikTok! Have you been aware it? If not, then I am encouraging you to observe not only technological novelties but also children and teenagers’ behaviour in social media. Novelties are being widely discussed while cyber-psychology is still not talked over enough. You will surely have a lot of reflections and observations out of this exercise.

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