Back in August 2014 we published a blog in which we nominated the Top 5 Brands with Smart Mobile Strategies. It included brands such as Virgin mobile with their prolific #mealforameal campaign and Burger King (out of the US) for their geo-targeting work. Just over a year on, we take a look at some of the changes in mobile and the trends and opportunities that have emerged. These will continue to shape mobile strategy into 2016 and beyond.
1. Mobile First
It’s one of the latest marketing buzz-terms but what exactly does it mean for a business to be “mobile-first”? When a brand that puts mobile first thinks about its website and other digital communications (such as social media) they first and foremost consider the mobile experience. Mobile first goes much further than ensuring that your website is mobile responsive. It’s a whole shift in thinking which recognises that mobile usage has now overtaken desktop usage and responds accordingly.
2. Mobile conversion
An extension of point 1, when it comes to lead generation it is vital that businesses implement a mobile first strategy if they want to successfully harvest conversions via mobile. The way that brands have traditionally approached lead generation and customer conversion isn’t conducive to the way that people behave on mobile devices. The use of progressive profiling forms that populate automatically with the data that the user entered on their last visit is one approach to ensure this happens. This reduces the number of fields the user has to fill out and increases conversion rates from mobile.
3. Apple Watch (and other wearables)
With the (still fairly) recent launch of Apple Watch in Australia, we’re yet to see the real impact of how this will play out for marketers. At its core the wearable is a beacon. It uses Bluetooth 4.0 technology (or Wi-Fi) to connect to the user’s iPhone. Like with all proximity marketing technology, the watch provides brands with the opportunity to send relevant and targeted messages, ads or coupons to consumers. Instead of consumers having to take out their phones, they simply have to check their watch. This feels even more personal, increasing the likelihood of brands being able to cut-through with their message.
4. Mobile wallets
Mobile payments haven’t progressed in leaps and bounds in the past year or so. It will not be long though “pay Wave” technology on credit cards (and soon to be on phones) has taken off. Providers are still attempting to figure out exactly what consumers want and expect from their products. In turn, this data will drive the evolution of mobile payments for major brands. It will be left to marketers to implement innovative mobile payment technologies into their mobile and/or brand strategies. The more immediate opportunity for brands is in the non-payments element of mobile wallets – things like mobile based vouchers, coupons and plastic card replacements. Where consumers have a desire to go paperless and brands are able to deliver on this, the mobile phone can provide a significantly better customer experience. And these days, who goes shopping without their mobile phone?
5. Connected homes
In the not too distant future, the concept of connected homes will start to emerge as a reality for Australians. We’re a few years away from our homes become fully automated but “smart” appliances will more quickly become part of our everyday lives. Some of the smart devices already on the market include heating (or cooling) systems and light bulbs that you can control remotely via your smartphone. The opportunity for brands from energy retailers through to white goods manufacturers is (and many more in between) to create fully personalised and intuitive user experiences.