Inevitably as we draw closer to the conclusion of 2015 and the excitement and promise of a new year, people within each respective industry want to know what predictions the experts have come up with. As we discussed in our article for B&T which takes a look back at the year of 2015, mobile marketing and mobile optimisation is now an essential part of any digital marketing strategy. But it’s not just people within the marketing world who should be interested in such predictions. Business owners of brands and companies large and small must take note or risk falling behind their competitors. Particularly, Australian and New Zealand small to medium enterprises (SMEs) are the ones who are taking these changes and putting them into practice. Without them, marketing innovation will remain stagnant.
So, 2016 – what’s in store for us?
I have already consumed my fair share of prediction blogs and articles for 2016, but interestingly I have come across a number of dedicated mobile marketing prediction lists as well. It’s true; mobile marketing does require a different and distinct strategy in comparison to other online marketing mediums. Simply, the nature of a mobile device and the way we interact with it is different to all others. With personalisation and customisation central to all types of marketing messages, nowhere is this truer than with a mobile device. Dubbed the ‘remote control of our lives’ each user is as unique in the manner they use their device. So the question; is your business ready for mobile marketing in 2016? I hope so.
Geo-technology is there but the uptake in usage will increase
Technology such as geo-targeting and beacons are not news to us anymore, but the predicated uptake in businesses using them is. Specifically, the data driven from this technology provides us with greater context which enables us to better serve customers in the moments that they need us most. Mibeacon, a technology company which supplies beacon solutions to enterprises around the world, reported that, “85% of retailers in the US are slated to adopt beacon technology by the end of 2016”.
Image source: http://mibeacon.net/beacon-technology-adoption-taking-off/
These numbers were reported after the known fact that Google’s open beacon format, Eddystone, was made public in July this year. As Google explains it, Eddystone gives, “your users’ better location and proximity experiences by providing a strong context signal for their devices…” and this can also be used in conjunction with distributing better web experiences.
People are becoming more comfortable parting with their money using mobile devices, which is where the term M-commerce comes from (mobile commerce). Tablets and smartphones are the most popular devices, but smartphone transactions are increasing, which could have something to do with the rise in accessible and safe mobile payment options now being used. When used in conjunction with beacon technology, for example, businesses will be able to use real-time data and context to better understand the environments in which conversions are taking place.
Users will increasingly use apps when on their mobile devices. In comparison to mobile browsers, opportunities for businesses to reach customers using apps are still there, all it takes is a savvy digital marketing agency to see how it can be achieved best for your business. With ad blocking technology slowly permeating the online world, your attention must now also focus on how your business can leverage app usage. Is there an opportunity for your business to create its own app? Or perhaps there are options for your business to liaise and partner with an already established app for greater M-commerce opportunities?
Better processes which have been optimised for lean and streamlined revenue funnels without slacking on customer experience and quality… it almost sounds too good to be true, but this is the reality of marketing automation done well. It’s no wonder why marketing automation is on everyone’s list for 2016. Otherwise known as the new normal, automation basically sets the cogs on the wheel in motion for developing and maintaining meaningful relationships with customers and clients. Done correctly, and all of those meaningful touchpoints will never go missed and customer retention and loyalty become the stars of the show.
It’s a lot to take in, but with a business plan which is fluid enough to incorporate changes to the benefit of the bigger picture, then kicking off your start to 2016 will allow you to reach your goals. Importantly, define what those goals are exactly, so you never lose sight of what you are trying to achieve, plan, and review as and when necessary. You don’t have to do this alone, either. Get in touch with the team at SponsoredLinX on 1300 859 600 and let us evaluate your business goals so that we can help you come up with a digital marketing plan that’ll help make 2016 your best year yet.