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10 Mobile Marketing Trends WEB PROFITS
TREND 1:
Ad spending to reach the mobile segments will continue to rise.
Google will likely continue to be the leader in ad rev- enue, but look for other marketing avenues. Bing could take a bigger share of the advertising pie as well, with more and more search apps being installed on phones and devices utilizing Bing.
TREND 2:
Shift to m-Commerce. For the time being, m-Commerce (or
mobile ecommerce) has been primarily an extension of a brand’s current online store. Look for this trend to shiſt a bit, as it becomes easier to make purchases through more mobile friendly site versions, and possibly the use of mobile-only off ers. We are already starting to see barcode scanner apps evolve to not only provide additional shopping related information such as price, distance to store, etc., but they are now beginning to include “buy it now” or “add to cart” functionality on the spot. Scan it, compare it, buy it at the best price, and pick it up at the store.
TREND 3:
Look for those barcode scanner type apps to evolve even further in the coming year.
T is could result in some very healthy competition among retailers, not to mention the possible greater risk for losing a customer to a competitor. Imagine this: You walk into a local store, fi nd the item you wanted, scan it with your smartphone barcode reader, fi nd the same product less than a mile away at another store, and for a bet er price. You buy it by clicking a but on on your mobile phone and entering your payment information. T e store puts the item on hold for you to pickup. What happens next? You leave the store you originally walked into, only to end up at their competitor down the road, and leave with the item in hand. Expect to see this trend off set with more and more price match guarantees.
TREND 4:
Location-based mobile marketing will gain steam.
Imagine being able to automatically market to a poten- tial consumer that is in the local area of your brick and mortar store. It is not only a reality to some degree, but is a primary driver of what occurs with apps such as Foursquare and Facebook Places. Take it a step fur- ther and consider this: A potential customer performs a search from their mobile device for a product that you off er. In return they get a listing of stores in their immediate vicinity that have that very product in stock. T e advertising is based on GPS position of the poten- tial customer, in relation to the location of your store at a specifi c time. T is type of search ability will grow, and if you do not take advantage of mobile marketing based on location, you will be leſt out, only to see your competitors reap the rewards.
TREND 5: Greater usage.
Smartphone users are on the rise and are projected to reach 73.3 million by the end of 2011. At that rate, smartphone owners will account for around 23 percent of the mobile user population. It is estimated that by 2015 they could very well represent 43 percent or more. Look for potential customers to become more engaged in 2012, as the smartphone segment continues to grow. T ey are going to expect bet er, more intuitive mobile versions of websites that allow them to easily shop and fi nd the items they seek.
Continued On 14 12 January 2012
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