In 2014 there will be more mobile devices than there are humans. These increasingly connected devices are personalizing the mobile marketing experience to the consumer; creating a tipping point wherein targeted offers anticipate needs and desires and respond fluidly, aiding in their manifestation. So during 2014 we will see a momentous shift in marketing practices to mobile: Mobile wallets, mobile optimization for business websites/branded mobile apps, data-driven analytics; all with the goal of creating customer loyalty and referrals through redeemable deals and event notification.
Here’s something besides wearables that the minimalist techie will love: mobile wallets. Those tired of carrying clutches, wallets, and purses will benefit from the switch from physical to virtual; not to mention the convenience of building loyalty and enjoying savings by making purchases from one source. Compatible with Smartphones and downloadable from the app store, Google Wallet takes the customer’s plethora of bulky membership cards, coupons, credit and debit cards, and punch cards and stores them in the precise location mobile users spend the majority of their time. However, Google isn’t the only one pioneering mobile wallets. For example, Isis wallet rewards customers for building loyalty at Jamba Juice.
Mobile Optimization is a Must
The momentous shift to mobile will lead businesses to optimize their company sites for mobile, and those who plan well will see how essential it is to offer customers a branded mobile app. Why? Branded mobile apps go a step further than a mobile friendly website; they build loyalty. For example, Starbucks offers apps that allow customers to pay with their choice of Smartphone and rewards them with Stars via the My Starbucks Rewards program. Customers are far less likely to lose their phone than their physical rewards membership card.
Data analytics empowers mobile marketers to target their ideal customer base, customizing offers to the individual and personalizing their experience with the company. Though mobile marketing is young, it’s evolving rapidly; collecting data is providing marketers with fresh and innovative methods of targeting customers. Though some customers may feel initial discomfort at giving out their personal information to every business they shop from, most will soon see the convenience and tailored experience outweighs the doubts. Those desensitized to constant advertising that doesn’t even apply to them will find themselves opening up as they form a relationship with the companies whose services they do enjoy. Really, who doesn’t love the intimacy of an offer generated just for them, every time?
So, in 2014:
- Businesses will optimize websites for mobile, and
- Their branded apps will build customer loyalty.
- Mobile wallets will conveniently combine memberships, offers, and payment sources.
- This whole process will be driven by data analytics.