The meteoric adoption of mobile over the last five years has fundamentally changed the way marketers need to engage with their audiences. Every interaction on the customer journey has been disrupted and enhanced by the different behaviours and contexts of mobile usage, yet we still see marketers trying to port desktop experiences to these platforms rather than thinking mobile first. Here are our six biggest mobile trends that marketers need to understand and embrace to successfully win consumers’ hearts and wallets.
1. TREAT TABLETS AS A SEPARATE MOBILE PLATFORM
With 25% of UK adults now owning a tablet, these platforms are fast becoming the device of choice for entertainment and shopping. They are also being used in different contexts to mobile, with customers leaning back, relaxing and engaging with content, often video based, for longer periods of time. Because the usage and behaviour is different, it is vital that tablets are treated as a separate platform to smartphones and not all lumped into a “mobile” bucket.
Tablet ownership will continue to grow, and with the smaller 7” form factor and lower prices of Android based tablets we expect Christmas 2013 to dramatically increase penetration. Marketers need to address the associated characteristics and behaviours of different tablet usage in order to effectively engage this growing audience.
2. TV AND MOBILE DUAL SCREEN ACTIVATION
Today’s users are “super-connected,” meaning they have a connected device with them at all times. 37% of EU adults are now super connected and this is expected to increase by 50% by the end of the year.
Super-connected users are changing the way consumers interact with brands, and one of these changes is that consumers now watch television and surf their smartphone or tablet simultaneously - a practice referred to as dual-screening.
We know TV advertising is radically more powerful when combined with mobile device marketing. Marketers need to sync ads across their TV, smartphone and tablet activity in order to deepen brand engagement and increase performance marketing thereby generating greater return on marketing investment.
3. MOBILE DRIVES SHOPPER MARKETING
Mobile bridges the physical and digital worlds and nowhere is this more apparent than watching customers turn to their mobile in a physical store to find out more information, check for a promotion or look for reviews or friends opinions. Mobile is driving a new age of shopper marketing either through augmenting traditional marketing such as press, posters or brochures, or enhancing the customer in-store experience, all driven by numerous mobile triggers ranging from QR to NFC, image recognition to augmented reality and high frequency audio triggers through to low energy Bluetooth beacons. Any brand with a physical presence needs to concentrate on linking and augmenting this experience with mobile to provide added value to consumers.
4. UNDERSTANDING HOW CUSTOMERS SHOP CROSS PLATFORM
In 2013 we need to destroy platform silos and embrace a multichannel world. The most important step here is to understand how customers move between mobile, desktop, tablet and stores during the purchase cycle. We’ve seen instances where a majority of users search on smartphones and place an item in a mobile basket but end up buying on desktop. Tracking and attributing marketing to a sale will be crucial to showing in depth, cross platform ROI.
5. SOCIAL IS MOBILE
Social media will continue to play a pivotal role on mobile – both with the established social networks like Facebook and Twitter seeing the majority of their access via mobile, as well as the rise of the new mobile only social networks such as Snapchat, WeChat, Vine and Line. Consumers will continue to embrace the creation and sharing of rich content, especially photo and video through mobile. 24% of US online adults upload pictures and videos to the internet via their mobile, fuelling the success of these mobile only social networks. As these social networks begin to monetise, marketers will need to balance their owned and paid media strategies to maximise their return from engaging across social platforms.
6. MOBILE IS WEARABLE
We are entering a new paradigm in wearable tech. For the first time, we are seeing technology and fashion come together to create intelligent products to be placed around our bodies. Whilst the hardware is undoubtedly new, the software and services are driven directly from our experiences on mobile devices. Google released a prototype of Glass earlier this year, but expect to see ‘smart’ watches, bracelets and glasses become mainstream devices in the next 18 months, contextually and personally aware, delivering curated services to owners.
As the above trends show, mobile changes everything. This is why we believe you need a mobile specialist to help you navigate the high velocity changes to every part of your customer journey. Somo, the world’s largest independent, full-service mobile solutions company, exists to help you win in mobile; from strategy and innovation consultancy, mobile media planning and buying, design and build of apps and sites to mobile tracking.
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The Drum’s most influential person in mobile
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