Upcoming Mobile Marketing Trends For 2015

Mobile commerce took a big leap forward this year, growing more rapidly than desktop e-commerce. This was especially evident on major online shopping days — according to IBM’s Digital Analytics.For 2015, the trends in mobile won’t be unfamiliar and will build on some of the momentum of 2014. Given the increasing importance of mobile as a channel, I predict that this will be a year of focused less on innovation and more on areas like security, infrastructure and overall blocking and tackling.

Mobile Marketing Trends

Mobile Security Becomes Critical

Application developers will assume even more responsibility as companies will no longer be able to sacrifice security over user experience. Especially in the face of so many high profile breaches, a lack of diligence in security even for the most entertaining of applications can lead to loss of business or consumer data, an impact to the bottom line and even loss of brand integrity.

Smart Things & Wearables Move 

Beyond Thermostats & 

Fitbits

As smart or “Internet-enabled” objects continue to evolve and proliferate, these interconnected devices and now, increasingly, automobiles are starting to make one another smarter. There is a whole new wave of wearables — many of which will hit the market in 2015 — that will potentially provide much more useful information. These will include clothing and jewelry that will monitor heart rate, skin temperature, breathing, sweat gland activity and even blood pressure.

Retailers & Other Brands Go Back To Basics For 

Mobile Web

In 2015, marketers will go back to basics, ensuring that their sites are secure (see trend number one), stable and useful. This means that in many cases, they will focus on their mobile website experience versus mobile apps. If your company is considering a mobile web reboot in 2015, start by looking closely at your web logs, which likely have mobile traffic (by device type) broken out separately.

Mobile Payments Go Big

While mobile payments are hardly a new phenomenon, they have yet to gain significant traction in the retail world. Some of this has been predicated on technology (like NFC) and lack of a common platform. Apple helped the world of online payments take a giant step forward this fall when they announced Apple Pay.

Smarter Smartphones & Data Move From Silos To Integrated

2015 is the year where the proliferation of devices, accessible data sources, and outside-the-box thinking by companies will start to tie these capabilities together. Also important in 2015, as alluded to in the previous trend, contextual technologies in retail will help facilitate smarter smart phones, better experiences and less silo-ed data.

Clearly, there are other major trends happening in mobile in 2015, like an increased focus on mobile for internal collaboration. Mobile will also play an increasingly important role in the evolution and user behavior of social networks both new and existing.If you haven’t thought much about your mobile strategy, now is the time to get started. It’s never too late but it will get increasingly harder to get into the game as the technologies continue to evolve at lightning speed.

Final Thoughts

Reference

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