There was a time when, if you wanted to buy OOH media in a city, you could select media owners who occupied specific places or venue types that you felt matched your desired audience: business people in office buildings or vehicle owners at gas stations, for example. Not anymore.
Gone are the days of linear mobile campaigns. Now, content, media and mobile marketing assets must be optimized and personalized with precision to generate the best engagement and results.
By 2020, brands will be held to the same standards as people, and they will have the wherewithal and self-interested, aligned motivation to deliver.
Recent research has shown us that many shoppers will mark email as spam if it does not work on their mobile devices, a move that potentially endangers deliverability across the board.
With loyalty programs going digital and, in some cases, being the driving factor behind the retailer’s move to adopt and understand the power of mobile wallets, it is time that the industry rethinks the wallet.
The devices in the next decade will be intelligent versus smart. They will be run by artificial intelligence and increasing processing power, and provide a level of functionality not possible to imagine a decade ago.
Is your ecommerce team excited to send customers to your retail locations if the customer is close by? Are your sales associates equally happy to recommend a product that is only available online? If you cannot answer an emphatic “yes” to both of these questions, your organization is not thinking customer-first.
Consumers are adapting, not to ecommerce or mcommerce, but simply to convenience.
While technology offers plenty of exciting opportunities, what do marketers really need to pay attention to this year?
Few would have predicted in 1992, aka the age of the infamous “Saved by the Bell’s Zack Morris phone” (also fondly referred to as the “Brick”), that heading into the year 2017 we would be consumed by our mobile devices. But it is indeed true, and growing ever more so by the minute.