Mobile is exciting because it offers capabilities that previous marketing mediums haven’t. As companies start to comprehend its potential we will see a shift from replicating web-based ads to creating mobile-specific campaigns that are heavily reliant on hyper-relevancy.
With smartphone adoption now over 60 per cent in developed nations, companies will be looking to garner more insights through mobile phones which will culminate in mobile-specific marketing campaigns. By determining the kind of information that would be of interest and value to consumers on the go we will see a new era of marketing, primarily revolved around keeping the customer on the radar.
Where can you track consumers?
There are several touchpoints where companies can track consumer habits, with online metrics and analytics abundant online. Social media is built on the concept of customer habits and search engines work in a similarly targeted way.
But mobile has the potential to drive consumer insight to another level. We are now more connected as consumers than we ever have been, and are becoming increasingly comfortable performing functions through our mobile, such as making payments and revealing data.
Measurability will become a critical factor for marketers, and mobile advertising measures such as reach, unique visitors and share of traffic are necessary for advertisers to start maximising the potential of the medium.
Geo-tracking is a marketing commodity and a great way to not only drive in-store traffic, but make ads relevant to consumers. For those less au fait with marketing jargon geo-tracking is a location-based service which allows companies to identify where consumers are, among other things.
Geo technology opens up the potential to match location-specific offers and limited timelines to consumers as well as allowing campaign ROI to be tracked as incremental sales, and not just branding.
Near Field Communication revolution
Near Field Communication (NFC) will transform mobile capabilities. It opens the door to digital wallets, contactless payments and most importantly – at least for us marketers – more insight.
NFC means not just connecting and engaging with visitors better, but also offers new opportunities to capture visitor behaviour and preferences in real-time and in the ‘real-world’. This is something conventional marketing platforms and even internet platforms can’t touch, and it is the variable that makes mobile so exciting.
Marketing in the new world
As mobile devices continue to get smarter with new sensors and software, the resulting enhancement in contextual awareness will also offer more opportunities for marketers to deliver hyper-relevant messaging. This means features like image recognition; augmented reality and location-based services will eventually come to shape communications.
With more capabilities and increasing consumer consent, mobile technology could mark an age where marketers can stay in touch with relevant consumers in the real world.
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