6 Trends That Will Shape Mobile Marketing in 2019

While social commerce initially was slow to catch on, social media as a sales channel will soon springboard from a "nice to have" to the "price of admission" for savvy marketers, Columbus Consulting CEO Jon Beck said in comments to Mobile Marketer. About 66% of brands analyzed by researcher Gartner have adopted social commerce strategies within the past year, but according to Elastic Path CMO Darin Archer, brands in 2018 primarily used Instagram, Facebook, Pinterest and Snapchat for acquisition efforts — boosting awareness, generating leads and advertising products. This year, the industry is set to break that tide and focus on engagement, experts said.

The goal was once to attract attention and drive consumers to an online store, Archer told Mobile Marketer. In 2019, more social channels will open their platforms to host these journeys natively.