Mobile has captured the attention of many top brands, and technologies such as QR codes and augmented reality (AR) have helped lead the way. Now, marketers are looking for the next big trend that will drive interactions and sales.
In 2013, marketers must make a bigger mobile investment and look at new technologies to help develop deeper relationships with customers.
These technologies aim to do the same thing: drive customers to action by putting a powerful message in front them when they are open to receiving it. This trend and the technologies that support it will gain momentum in 2013, helping marketers deliver more value.
Businesses are facing many technology challenges today – sharing data across systems and teams, managing multiple vendor solutions, and increasing user demands. This year, companies will look to consolidate systems, and leverage cloud-based solutions for cost savings and improved workflow. Technology that is modular, flexible and enables a number of use cases will be most attractive to enterprises.
To be most effective, marketers need to deliver a message that resonates with the consumer at a relevant time via the appropriate messaging channel.
Marketers should aggressively seek out flexible messaging systems that facilitate their communications to customers across multiple channels.
Businesses will find ways to leverage mobile to replace or augment existing systems and processes to become more efficient and reduce costs.
Last year, many were speculating that 2012 was going to be the year of mobile payments and near-field communication.
That proved to not be the case.
However, mobile payments and NFC are seeing a great outlook this year.
Mobile payments will no doubt play a big role this year.
Apple has helped in making mobile commerce a success through its recent Passbook implementation, which helps build on loyalty.
Overall, mobile will get more of the marketing spend with those who succeed being more pragmatic than groundbreaking with brand new mobile products.
2013 will be all about mobile-triggered customer interactions.
Now that having an integrated mobile commerce site is established as essential, the next big trend will be around tracked mobile-triggered customer interaction.
Brands can drive incremental, secondary, add-on sales, and track engagement by tapping real-world mobile ‘triggerpoint marketing’ opportunities.
QR codes add mobile triggerpoints and are easy and economical. NFC will start to become ubiquitous in smartphones in 2013 and, as such, is something smart marketers are learning about now.
While most brand and marketing departments lag behind, customers are thirsty for more ways to interact and engage via mobile.
The potential of mobile is no longer the story. The story is now the day-to-day reality, regarding the fact that mobile is poised to drive the lion share of tracked customer interaction and related purchases.
PayPal saw a 250 percent increase in mobile payments in 2012 and expects to process $20 billion in 2013. Additionally, 15 percent of all ecommerce in 2013 will be conducted via mobile and tablet commerce is growing faster than mobile did.
A mobile site is no longer something that can be covered by a screen scraped derivative of an ecommerce site. Mobile and tablet commerce sites should be powered by an API ecommerce integration, so they can be distinct channels with distinct mobile marketing opportunities.
This year companies will take existing technology and make more use of it.
They have to do something actionable with their data. That’s going to be the challenge for any type of marketer. Taking action with information is the key this year.-MobileMarketing
Are you ready?