It seems every year there is a proclamation that this will be the year for mobile marketing. Well, it is just not that simple. The fact is, mobile usage is growing steadily each and every year, accounting for a larger and larger percentage of how we communicate with others, interact with brands and marketing and shop and purchase products and services.
This steady growth is best represented in the studies that look at the compound annual growth rates across varies metrics such as data usage, advertising, payments and more. The truth is this is the decade for mobile as we make the steady transition from our desktops and laptops to spending the majority of our time on our smartphones and tablets.
Don’t believe it? Take a look at the facts:
So as marketers, what will it take to protect our customer relationships and, more importantly, flourish in a mobile world?
While retina optimization is great for the web – it is not quite ready for prime time for email as slower loads (especially on 3G mobile devices) and higher size images, increase the risk of slow load times and spam filtering. However, keep an eye on continued advances on this front. After all, creating a better, optimized experience can and will be a core differentiator in our mobile world of the future.
These marketers will leverage this knowledge and tie it to the first party data that resides in their CRM systems to create compelling and powerful experiences that drive ROI. Success here will also be guided by a brand’s ability to provide increased consumer control and transparency on this front.
Combining and/or surrounding that messaging with rich content environments, platforms and technology solutions like proprietary Apps, Passbook offers, and digital wallets that facilitate transactions quickly and easily will distinguish winning brands in the next decade. Look for increasing investments in these areas as brands look to further differentiate themselves in the years to come. If you’re not investing time here in building or striking partnerships with the relationship marketing companies capable of supporting this functionality it’s time to get started.
While we are still in the early stages of the decade of Mobile Madness, it’s time to get focused – think about the mobile experience, collect, cookie and connect, and finally look to forge the critical partnerships and investments in technology that will properly position your brand for years to come.
Note: This article was first published on ClickZ