Forrester Research calculated the year of 2013 started off with a global count of more than 1 billion consumer smartphones. Success with this extensive mobile market will require companies to shift their focus from tactical marketing strategy to increasing transformative strategy mindsets.
The convenience and immediacy of mobile devices are changing the way consumers behave.
People now expect the ability to engage in various tasks simultaneously. Mobile offers the
capability of being everywhere and doing everything, which interferes with the business model.
A mobile phone is no longer just a phone; it acts as substitutes for cameras, maps, cash registers,
TV remotes, portable gaming devices, ATMs for deposits, boarding passes, tickets, coupons, and
price checks. Companies must operate their businesses in real time to meet consumer demands
for convenience of doing more with less.
Significant Mobile Trends of 2013
Market leaders will make large investments to gain advantage and show differentiation over
competitors in the mobile field. New multi-year business strategies incorporating short-term and
long-term visions will need to be formulated to implement real change. Mobile will change the
marketing approach by increasing people’s demands for rich engaging experiences, location
sensitivity combined with real-time interactions, and contextual pricing.
Mobile’s top short-term disruptor will be tablets since many consumers use them as stand-ins for
PCs. Phones and tablets must be treated separately because tablet services will drain resources
from mobile. Instead of relocating resources from mobile to tablet, PC resources should be used
to fund tablets.
Advancements in the mobile field will lead to increased development of devices that will provide
more connected experiences with users. The distinctions which separates product, content, and
marketing is expected to blur as experiences between consumers and devices become more
The connectivity of mobile devices is changing the way businesses and consumers interact.
These changes are accelerating even quicker in countries such as China, Brazil, and India, as
opposed to North America and Europe. Developing countries offer new opportunities for
companies to connect with new consumers in emerging markets.
Increased Investment & Control of Marketing
To execute and profit from the complex technology of mobile opportunities, consumer
interactions and business cultures and competencies need to be viewed from a different
perspective. Great financial investment to retain mobile ownership and organize staff that is
knowledgeable and capable of delivering in-house operations is required to gain customer and
market insight. The mobile department will require a designated leader with the ability and
knowledge to guide it.
Hyped Mobile Disappointments To Expect
Some hyped mobile trends that are expected to disappoint include: NFC, indoor positioning,
return on investment, cross-channel attribution, automated marketing and targeting solutions,
incredible user experiences, and responsive design. Although progress will be made in these
fields, don’t expect much significance from them this year.
To stay competitive, businesses must figure out how to prioritize their actions and resources in
regards to the immense opportunity of mobile marketing.
Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.