Mobile equips brands and business marketers to deliver real-time marketing right now. But it’s contextually relevant marketing linked to a more holistic view of customers that will truly move the needle on your campaigns. This article, excerpted from Mobile: The Great Connector (Volume 2), a comprehensive eBook authored by Peggy Anne Salz, chief analyst and content strategist of MobileGroove, in collaboration with the MMA EMEA and member sponsors Inspired and Brainstorm, explores how quality data around context and location arms marketers to improve targeting and campaign performance. Continue reading
Travel companies have a huge opportunity to use mobile devices — and the Big Data they harness — to personalise the customer experience. This article, excerpted from Mobile: The Great Connector (Volume 2), a comprehensive eBook authored by Peggy Anne Salz, chief analyst and content strategist of MobileGroove, in collaboration with the MMA EMEA and member sponsors Inspired and Brainstorm, explores the strategies pursued by leading companies in this space leading the way for the entire industry. Continue reading
We may have started out in a state where information was mostly contained in PCs but now, thanks to the advance of mobile and the avalanche of mobile apps, information isn’t ‘in’ anything. It is everywhere. Technology is also smart — and going to get a lot smarter — so brands have to get smarter about how they use it to engage their customers. Continue reading
From strategies to re-imagine and ‘hyper-personalise’ the customer experience to ways brands are harnessing mobile and offers linked to context to improve loyalty programmes, marketers must determine the appropriate channels and approaches that will satisfy people’s growing requirement for personalised and relevant brand communications. Continue reading
It was less than a year ago that the MMA UK published Mobile: The Great Connector, a comprehensive publication that revealed how many verticals, including retail, were harnessing mobile to bridge the digital and physical ‘worlds’ to drive conversions and boost customer loyalty.
Fast forward, and we are witnessing the advance of projects and pilots aimed to ‘blend’ these worlds together to make shopping immersive and — at the same time — enable bricks-and-mortar retailers to (re)gain control of the in-store environment in order to optimize, personalize and monetize the advice and advertising they deliver shoppers on their mobile devices.
The recent Google I/O Developer Conference provided us a glimpse into this not-so-distant future. I’m talking here about the tie-up between Google’s Project Tango and aisle411, a company specializing in indoor mapping, to make in-store shopping with mobile devices much more immersive and rewarding for consumer.
A review of their combined solutions strengths shows why we can expect this vision is set to become reality much sooner than we think.
- Google’s Project Tango is a multi-partner effort that has produced a disruptive new technology for creating 3D maps of indoor spaces with the ability to show a user’s precise location and orientation within centimeters of accuracy.
- aisle411 has a long track record and powers over 12,500 searchable store maps for retailers including Walgreens, Home Depot and Marsh. Its indoor/in-store mobile marketing platform technology allows it to collect, organize, and monetize retailers’ product inventory location data, and optimize this information for display and delivery via the retailer’s mobile app.
At the same time, we are witnessing an avalanche in the number of mobile apps triggered by unprecedented growth in smartphone adoption and usage globally and the rapid uptake of tablets, devices pegged to outpace PC shipments by the end of the year. U.K.-based boutique mobile telecoms analyst firm Portio Research, for example, estimates the number of annual app downloads will top 200 billion in 2017, up from 82 billion in 2013. Gartner is even more bullish. It expects app downloads will soar to 269 billion in 2017, up from 102 billion in 2013.
While all app categories report significant growth, market reports from app analytics company Flurry reveal that growth in leading app categories such as Games and Entertainment is cooling down while demand in new and niche app categories (such Education, Fitness/Wellness and Productivity) is heating up.
Connect the dots, and people have become aware they can do more with mobile apps than play games or consume entertainment content. While Games will no doubt continue to be an important app category, the advance of utility apps, released by companies eager to be ‘the brand in the hand’ of their customers, will have a seismic impact on the apps consumers use and the user experience they expect — even demand.
Add to this the fact that 80% of mobile users’ time is spent on mobile apps and it is difficult to find a more compelling case for marketers across all verticals — not just consumer-facing brands — to use apps to connect with people across the entire customer lifecycle. Continue reading