By Nancy Harhut (Chief Creative Officer)
After years of hearing that the age of mobile marketing was upon us, it finally is.
Mobile has officially overtaken the desktop. More email is read on a mobile phone than on a computer. And mobile-first has become the design imperative.
And for good reason.
According to Inc. Magazine, over half of us use our phones in the bathroom. According to Morgan Stanley, 91 percent of us keep our phones within reach 24/7. And based on a global survey, people would rather lose their wallets than their mobile phones.
Naturally as marketers, we’re going to be where our audience is. And if the truth be told, we’re just getting warmed up.
Here are a few things you can expect to see in mobile marketing, within the very near future:
Marketers will get better at understanding how people really use their cell phones.
Like many channels, this one started out with marketers imagining all the wonderful behaviors they would soon be able to influence. Now, as things mature, they will adapt their mobile marketing strategies to reflect how people actually use their phones, versus trying to foist particular mobile behaviors on them.
Mobile payment options will increase.
The biggest barrier, according to industry experts, is getting stores, restaurants, etc. to adopt the technology. But with more millennials carrying phones than cash, these venues will find it just makes good business sense to accept mobile payments.
Marketers will begin to take greater advantage of all the information a cell phone can provide.
Think about it. That device is always with people. And it has a gyroscope, and a GPS, and the ability to know how fast you’re moving, and what your heart rate is, and what music you’ve downloaded. Imagine how all that data can be used to create more personalized messages and experiences.
Marketers will tap into virtual reality more often.
Headset prices have already come down dramatically, with decent, non-cardboard options available for as little as $20. A decrease in video production costs shouldn’t be too far behind, perhaps with marketing demand for them leading the way. Marketers will leverage virtual reality both for its novelty and for its ability to forge deeper impressions and emotional connections.
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