Forrester recently released a report centered on 2014 mobile predictions. We’ve all heard that usage of mobile devices is on a steep upward trend. So what are the major highlights that online marketers need to know. Read on.
More Interaction in the Physical World
Retailers are acutely aware that their consumers are more savvy and have the Internet at their fingertips. Literally. While browsing the aisles and searching for a product, many smartphone users are comparison shopping looking for the best deal. Rather than running two types of operations (physical locations and online stores) with different pricing structures, the two are becoming more integrated. Consumers are demanding that online coupons and other promotions are consistent, regardless of which channel they use to buy.
Little Nuggets in Big Data
Getting more information about your customers’ purchasing behavior is now mainstream. Reward programs allow companies to crunch big data to drive personalized offers. Those business who use big data may have a competitive advantage… if done right. So a major 2014 mobile trend will be to collect information from the billions of smartphones used worldwide. Mobile analytics not only has to crunch the numbers, but analyze context. The payoff is to use deep data in order guide “conversations” with customers as they move through the sales funnel – from awareness to purchase. There’s gotta be an app for that 😉
Most Surprising of the 2014 Mobile Predictions
According to the Pew Research center, 90% of American adults have a smartphone. That’s roughly 284 million people. Forrester predicts that China will pass 500 million smartphone mark within 2014. That’s nearly the total of US and Europe combined. That’s big news for those businesses targeting China. Note that China does not have the same infrastructure, policies and processes in place as we have here in the U.S. If you’re launching online marketing to China, Google is forbidden so you need to understand the nuances of Baidu.
Wearable Tech Niche
While Google Glass and other wearable tech are gaining headlines and hit retail shelves, the Forrester report doesn’t think it’ll go beyond a niche market. Personally, I find some of the designs clunky, and frankly the reviews aren’t glowing. Many are expensive with limited features. That said, there are always those who are on the bleeding edge. The prediction is that cost, battery life and sensor efficiency are still barriers to the larger mainstream market.
Shifting Marketing Budgets
Retailers are seeing a greater percentages of web traffic via mobile; in some cases it’s more than 50% of the total. Online marketing budgets are shifting. Testing your mobile marketing with messages that are situationally-specific is just smart.
Now that marketing for the smaller screen is maturing, how will you capitalize on these 2014 mobile predictions?
How can we help?
Looking to take advantage of the 2014 mobile predictions? Want to make sense of Google Analytics for your mobile audience?
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