As consumer behaviors shift so must marketing strategies. Mobile is no longer the second screen, so why is mobile still at the bottom of business’s marketing plans? Salesforce’ State of Marketing report revealed that 90 percent of marketers agree that it’s increasingly important to “create a cohesive customer journey.” What is the most effective technology to enable a complete journey? Mobile.
There are a number of ways to implement mobile marketing into your strategy. At the very basic, all websites should be mobile responsive. A poorly designed mobile website will disrupt your customer’s journey by providing a poor user experience. For example, if a customer wants to make a purchase on their smartphone, being unable to do so because of a poor design or experience could result in not only a lost sale but a lost customer if your competitors have already optimized for mobile.
What can you do integrate mobile into your marketing strategy? Almost half of surveyed marketers use SMS, push notifications, mobile apps or location-based functionality — up from 23 percent last year. Mobile apps are one of the most expensive option but can be great for news sites and web services. For e-commerce businesses, mobile ads might be a simpler option to drive users to their website. Retailers have many innovative opportunities to integrate not only mobile ads and apps into their website but location-based technologies like iBeacons, push notifications and geofencing. Right now, only 18 percent of surveyed marketers are using these technologies.
As marketers continue to understand the power of mobile tactics, they should no longer be part of a separate strategy but an integral part of overall marketing plans.
We have seen some amazing breakthroughs and innovations in the mobile space during 2014. Brands have embraced the power of beacons in campaigns, ads have become more relevant, and ApplePay could potentially revolutionize mobile payments. Businesses are beginning to understand how mobile marketing and tactics can increase sales and build a better relationship with their customers. So what can we expect to see in 2015?
ApplePay could make mobile payments mainstream. Brands and apps, especially those that are retail-focused, can now make the user experience even more seamless. Eighty-six percent of shoppers use their smartphone to compare prices and browse sales. Connecting these with the ability to make a purchase without entering credit card information, or by just using their phone in store, will make an easier and faster shopping experience, in store and online.
More Location Based Marketing
Major retailers like Lord & Taylor and Walgreen’s have rolled out major pilot programs to test the effectiveness of using iBeacons for in-store marketing. In 2015, expect to see more brands using iBeacons, geofencing and push notifications to engage with customers and create innovative campaigns. About half of consumers say they are open to sharing their location and information in order to join a rewards program.
Better Content & UX
With the ability to use location and big data to better understand users and customers, expect to see better content and more intelligent UX. Advertisers, marketers and publishers recognize the effectiveness of delivering more relevant content using these tools, and are using new methods to understand how to connect better. Expect apps, ads and content to become more engaging and relevant.
What trends would you like to see in 2015?
Starting today iPhone 6 and 6 Plus users can opt to store their credit and debit cards in Passbook and make purchases with the simple tap of their phone using Apple Pay. Apple finally adopted near field communications technology with the release of the iPhone 6 in order to power Apple Pay. With Apple leading the way, experts are predicting mobile payments will become mainstream. While Google Wallet has been around since 2011, the hype of Apple Pay may lead to an increase in mobile payments among Android users, too. Forrester predicts they will increase fourfold to $90 billion by 2017!
How to Set it Up
- Download iOS 8.1 and open the Passbook app
- Tap Set up Apple Pay
- First select your card that is linked with your iTunes account and confirm
- Then, you can scan new cards with the iPhone camera.The first card added will be your primary card.
How It Works
Once Apple Pay is set up, it’s easy to use in stores. At stores using Apple Pay, iPhone users can simply tap their phone to the point of sale (POS) terminal and verify the payment with Touch ID or a pin code. The transaction will securely be sent to the bank and with approval, the purchase is complete.
Apple has said over 220,000 US stores will be using Apple Pay including Apple, Bloomingdales, Macy’s Duane Reade, McDonald’s, Sephora, Petco, Panera Bread, Staples, Nike, Walgreens, Subway and Whole Foods. Users will also be able to pay with Apple Pay with a number of apps including Target, Tickets.com and Uber.
What Marketers Need to Know
The largest impact Apple Pay is expected to have is on the adoption of mobile payments. According to Digital Trends, a new law will take place in the fall of 2015 requiring merchants to support credit cards with Chip and PIN security, and therefore, merchants are expected to updated their POS terminals which will likely be Apple Pay enabled. The easy and secure process Apple has created, as well as their track record in changing consumer behavior, are other reasons to believe mobile payments will become mainstream.
Apple said they are not collecting or storing transaction information in order to ensure consumer’s that Apple Pay is secure and private. While this will help with the adoption of mobile payments, businesses will not be able to collect this data to optimize marketing campaigns. Instead, ensure consumers their information is secure and test other mobile marketing tactics such as NFC stickers, beacons or geofencing.
Are you planning on using Apple Pay?