Happy New Year to everyone as many of you are well into the business and sales cycles of the new calendar year. Clearly as the adoption of mobile continues to increase, and the presence of mobile in the marketing channels and budgets is becoming an assumption to many, rather than a new experiment. Investments in the mobile channels, such as search and SEO have been forced in with the legacy online channels in order to provide the best experiences to the end users. Specifically, Google will adjust the SEO as a result of your mobile optimization. Clearly, the spending in the mobile channel will continue to increase while the other legacy channels like desktop will decline in 2014 and beyond according to all industry forecasts.
We are in a customer economy, whether you are in a B2B or B2C market. The lifetime value (LTV) of the customer seems to be the most critical metric in measurement of success and ROI in marketing. Mobile has changed the way that we communicate and experience what is around us. For most retailers, the mobile traffic and purchases are at the highest levels ever. The transactions that are taking place are increasing quickly, especially due to the adoption of tablets. The metrics are skewed to many who are evaluating the channel because the use cases and experience on a smartphone is often very different than a tablet. How is the success or impact being measured? Where is the data stored and managed? Connecting and communicating with the customers is possible in a variety of channels in mobile, including NFC, SMS, and iBeacon, and location based services, including those related to the specific retailer, store, and merchandise. Personalization is a dream for many brands and retailers out there. The dream of omni-channel marketing and linking that one user from loyalty program, social media, purchases and location to a name will continue to be a goal for many.
The personal nature of mobile is important to remember. The mobile devices are not only an enabler of the experience and communication that is provided with the device, but it serves as a part of everyday life now, in a far more customized and personal manner than other communication channels. Many users spend more time with their mobile device more than they spend with their partners, work, or family. This only increases the priority of privacy that you are considering in your marketing, messaging and experience in mobile. The combination of the specific, real time and relative nature of the mobile content is required in order to have the best mobile marketing strategy. If you are interested in discussing this further, feel free to contact us today and we can help you develop your mobile strategy and action plan.