In 2013 we did an article on smartphones and the mobile space; and just how it was an important and growing area it was. This month, we wanted to give you an update on how important mobile has become in the two years since our article.
Now, with Google changing it's mobile search algorithm on April 21st to cull out websites that are not mobile-friendly, the importance of mobile in your marketing and selling strategy is now even more important.
President, Medallion Fulfillment & Logistics
Two years ago we told you about the increasing importance of mobile in relation to digital marketing and searches. Smartphones and tablets were steadily encroaching on the dominance of desktops and laptops, and savvy companies should maximize their mobile presence to stay ahead of the curve.
It turns out that our crystal ball was exceptionally clear. As stated by Chris Cunningham, global head of mobile at ironSource, 2014 is when mobile "stopped being the next big thing and became THE BIG THING."
So what's in store for 2015? Here are some trends expected to figure significantly in the current mobile marketing landscape.
Marketing Strategies Try to Play Catch-Up
Internet Retailer cites data showing that 42 percent of the world's population will own a smartphone by the end of the year, yet only 16 percent of companies have a mobile strategy. eMarketer is projecting that this year is when the bulk of spend, organic traffic and paid clicks on smartphones and tablets will overtake desktops and laptops.
One factor driving this increase is geolocating, which allows a retailer to know when a customer is in the store and even which departments they are visiting. Notifications and offers can be sent based on the customer's shopping behavior.
Even with Mobile, Content is King
The emphasis on content marketing carries over from traditional websites to mobile sites. Industry giant Adweek explains that content is the best way to engage customers in real time by generating a relevant, targeted context. They also caution that it's necessary to provide a valuable experience to receive a valuable return. Video is emerging as the delivery method of choice based on data such as mobile users making up 40 percent of YouTube viewers.
As mobile usage becomes more prevalent, it also becomes a greater target for the security breaches that have continued to affect financial institutions and major retailers. Mobile's portability makes it even more vulnerable to attack as consumers carry smartphones and tablets with them everywhere they go. When it comes to mobile, security must be a higher priority than even user experience.
Mobile Becomes a Fashion Statement
As the Internet of Things gains traction, these "smart objects" will include wearables like Google Glass and the iWatch. So far this category has been mainly limited to fitness applications. However, as data moves increasingly from silos to integration, these technologies will also become more popular.
Can Mobile Replace Wallets?
Mobile payment applications have been around for a while but have yet to receive mainstream acceptance. Some experts believe that will change this year thanks to last fall's introduction of Apple Pay. Bolstered by the participation of the big three of the payment world -- American Express, Visa and MasterCard -- Apple was able to bring several of the world's largest banks and retailers on board as well.
Surprisingly, the gold standard for mobile payments doesn't come from the tech world. Starbucks' mobile app provides an improved customer experience that includes loyalty rewards. The company is currently in the process of rolling out an upgraded app that allows users to pre-order their beverage for pick-up.
Where does your company sit on the mobile spectrum? Remember, if you're not doing it, chances are your competition is. Make 2015 the year you go all-in on mobile.
About the Writer Jan Stewart
Jan Stewart is a professional writer for Medallion Fulfillment & Logistics, a family owned Los Angeles based fulfillment firm. She writes exclusively for Strategies for Success on topics of business tips, how to promote your business online, and establishing your brand in the marketplace.