Mobile Marketing Trends in 2014

Mobile Jumps from Digital to the Real World

Mobile will do beyond the digital realm into the physical world, where they'll be used to “enhance or transform existing customer experiences within physical spaces.” Businesses have to think of ways that they can use mobile to improve in-store experience.

Design Steps Down for Big Data and Analytics

This year, companies will shift their efforts from creating eye candy flat UI (user interface) designs to mining big data and analytics. This will enable them to understand where and when consumers interact with their brand and how they use mobile apps. This, in turn, will provide the key information that businesses need to deliver the right content at the right time. Push notifications and in-app messages will become more nuanced and contextualised.

Mobile Data will Provide more Insights

Ever wonder what happens after agreeing to all those permissions when you download an app? They enable companies to access digital information from their consumers. This year, mobile data will be used to understand the customer's physical environment. Information such as location can help companies enhance their offline marketing efforts. For example, Kate Spade worked with eBay and used mobile engagement data to decide where to open a new flagship store.

Asia's Audience Size will Provide Insights to Mobile Innovation

This year, China will have more smartphones than the US and Western Europe combined. But the combination of internet and mobile is a new market in Asia. As a result, this will enable businesses to learn, adopt, and evolve their services faster to meet the growing needs of a massive audience.

More Bazillion Dollar Exit Events

This year, mobile companies will take the stage. King.com, makers of the famous Candy Crush Saga, filed for a US$1 billion IPO. Expect more mobile companies with real revenue stream to go public.

Mobile Advertising Starts to Mature

Mobile centric ads, mobile video inventory, and mobile ad network inventory will grow. However, an industry-accepted and non-cookie standard for user identification is still nowhere in sight, so this will take time.

Hat Tip to: Forrester

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