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Mobile isn’t just one of the most important channels for marketers to utilize, it is becoming THE most important channel. Mobile usage continues to rise worldwide as consumers purchase more and more smartphones, which is exactly why that growth isn’t stopping anytime soon.
With mobile and mobile apps playing such a significant role in the successfulness of a business, let’s take a look at some of this year’s top mobile marketing trends and what they mean for mobile apps and the businesses utilizing them. Because location technology has improved so much this year, companies can better target their audiences.
A great personalized way of doing this is incorporating native advertising into their mobile app marketing strategy. This means businesses looking to better connect with their consumers and market their brand to a wider audience — including several potential clients — should look at ways to use social media apps for ad campaigns. Businesses are able to capitalize on mobile video platforms to connect with their audiences similar to Facebook.
The craze of 2014 is wearable technology, and we don’t see that craze ending in the near future. Misfit is one such company that had to make a strategic decision to stay ahead of the curve, and so far its choice has been a good one. Technology advances and people’s wants change every day, which also means mobile trends regularly change and businesses have to keep adapting to these trends. With the world having more than two billion smartphone subscribers, it is no wonder that mobile video ads are also rapidly growing.
I think that we can add another mobile marketing trend, which is an increase in the use of mobile analytics tools for optimizing the mobile marketing campaigns. Online marketeers zullen zich in 2014  nadrukkelijk bezig moeten gaan bezighouden met Content Marketing, SocialMedia in combinatie met het beter gevonden worden in de natuurlijke zoekresultaten van Google (SEO), met beeld en infographics en jawel meer dan ooit met Mobile Marketing. TomorrowMobile informeert en inspireert liefhebbers van mobiele telefoons, connected devices en gadgets.
As we kick off another new year, it’s helpful for marketers to look backward and forward as they set their blueprint for the next twelve months.
Mobile commerce took a big leap forward this year, growing more rapidly than desktop e-commerce.
Last but not least, 2014 also saw an unprecedented number of security breaches, ranging from private celebrity pictures and conversations being leaked to millions of compromised accounts like at JP Morgan Chase (bigger than just mobile, but mobile users were affected). For 2015, the trends in mobile won’t be unfamiliar and will build on some of the momentum of 2014.
To date, a majority of the biggest data breaches with financial institutions, retailers and major social networks have been initiated through a variety of hacks, mostly not mobile in nature. Application developers will assume even more responsibility as companies will no longer be able to sacrifice security over user experience. To date, this has not been an area of focus for most companies — just one more reason brands need to think through the strategy of whether or not to build an app or merely support a great mobile presence (more on that later). This is a theme we will see over the next few years, as the real value of mobile (and digital, for that matter) is when data sets can inform one another rather than sitting silo-ed.
Of course, these are all activities that serious athletes would like to track — but think about the sick and the aging and what peace of mind they and their families could enjoy by knowing the second something goes wrong, with a smart alerting system to boot.
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. With the proliferation of mobile operating systems and devices, it is becoming increasingly difficult to build applications without significant investment in creating multiple iterations, which then require regular upkeep (not to mention new versions when new operating systems are adopted).
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. While mobile payments are hardly a new phenomenon, they have yet to gain significant traction in the retail world. Brands (both online and off) can leverage this to make buying experiences easier for their customers. When I look up my next appointment on my calendar, a rich profile, social feed, past meetings, latest emails associated with that person will seamlessly appear.

This is the real power of mobile and one that companies have only started to scratch the surface of. 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. If you haven’t thought much about your mobile strategy, now is the time to get started.
Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. MarTech: The Marketing Tech Conference is for marketers responsible for selecting marketing technologies and developing marketing technologists. SMX Advanced, the only conference designed for experienced search marketers, returns to Seattle June 22-23. Since there’s basically an app for everything these days and new ones are developed daily, it’s no wonder predictions are made for there to be more than 4 billion app users worldwide in 2017. And it’s not just targeting a large group of their audience, but the capability of targeting individuals. Businesses are using mobile app marketing techniques to create a more personalized experience for their users. Through location technology and knowing a user’s mobile history, businesses can target each user with relative mobile apps and sites. The average smartphone user downloads anywhere from 25-40 apps, but then only regularly uses half or a third of those.
With the Starbucks app, customers pay for their coffee and track their purchases on their smartphones. It’s a way to stay connected with friends and family, a way to get and share information, and a great way for businesses to reach their consumers.
Facebook for example lets you quickly set up mobile app ads to push to users.  Other tactics could include Facebook remarketing, promoted tweets, LinkedIn sponsored updates, Stumbleupon paid discovery and other tools or maximum exposure. Adapting isn’t a new concept, and like the example above with Misfit, it’s very possible for a company to do. They just mean businesses need to continue evolving and improving with technology and the times, and businesses must fully understand the needs of their customers to make sure their mobile apps and mobile marketing strategies are meeting those needs. The use of mobile devices will continue to rise and those that ignore it will be left behind! The data gathered from mobile analytics will give you insights that will allow you to take action in a variety of areas. 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.
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. For marketers, this should be reminiscent of the late 1990s, where similar decisions had to be made when building e-commerce sites. While the health and sleep data these devices provide is interesting, it’s hardly game-changing when it comes to impacting our lives. These will include clothing and jewelry that will monitor heart rate, skin temperature, breathing, sweat gland activity and even blood pressure. Whether a mobile app or mobile-friendly website, many of these outposts have focused more on innovation and sizzle (think virtual dressing rooms) than practicality. Combine this with the several hundred million active credit cards already on file with Apple via iTunes, and you have a winning formula.
Whether it is a one-click checkout on any e-commerce site online or the ability to click a button on one’s phone just before walking out of a physical store, the brands that fully embrace the utility of mobile payments will be big winners in the end. 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. Almost all of the major changes I see involve proximity technologies — Beacons, NewAer, Tapingo, Aisle 411 and the not-yet-launched Qualcomm LTE Mobile will start letting every customer who opts in enjoy an increasingly personalized experience. Mobile will also play an increasingly important role in the evolution and user behavior of social networks both new and existing.

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. He is also the co-author of Location-Based Marketing for Dummies (Wiley) and an avid blogger, podcaster and speaker. Doing this means their users are more likely to download the apps and visit the sites shown, which also means those businesses will better monetize their mobile visitors. It also has a loyalty program, My Starbucks Rewards, where customers earn rewards when they purchase with their phones and then can redeem their rewards for free Starbucks products. According to one study, social penetration (how much of the population is using a social network on a monthly basis) is around 40% across the globe and growing. About two-thirds of smartphone and tablet users access their social network accounts from mobile devices, with Facebook being the top smartphone app accessed. Video is a fun way of sharing information, not to mention easier for users to digest that information. Instead, they’re devices with apps that collect a user’s data and relay real-time notifications and feedback to them, and people are loving it. All that’s required is making some tweaks to their existing mobile app to fit their own wearable design.
Its CEO said he knew only making fitness trackers would put him out of business within the next year, so recently Misfit partnered with Pebble to make the Misfit app and its algorithm technology available on a Pebble smartwatch.
Partnering with other companies to give customers exactly what they need is one way of adapting. I think that analytics tools will be a large part of the equation as well, since it is vital to know how mobile plays into the customer journey. Check this article to learn about the new trends of mobile marketing in 2014.Read moreFacebook marketing tips12 November, 20131 CommentsFacebook has one of the biggest shares on the mobile advertising market. In fact, retailers like Best Buy saw several major outages on Black Friday this year due to surges in mobile web traffic. Apple helped the world of online payments take a giant step forward this fall when they announced Apple Pay. The biggest potential value here is the ability to stitch together online and offline profiles (see Walmart and Starbucks as examples of companies that are doing this well).
We will also find out what impact more wearable devices like the Apple watch and Samsung’s Gear series will have on consumer behaviors and purchase patterns.
More apps are out there than people can handle, causing a serious case of mobile app burnout.
This app shows Starbucks understands its customers needs because it makes life easier for every on-the-go Starbucks customer by helping them more quickly get in and out with their coffee, not to mention a chance at free stuff which all customers love. Because video is such a strong mobile traffic driver, businesses need to start producing awesome video content. Now instead of a sports band, users can wear a regular-looking watch and with one glance can see the time, their number of steps and other activity the Misfit app tracks. But the best way of being prepared and adapting to these changes is staying up to date with the mobile industry, taking the time to really understand mobile trends and making mobile a top priority.
No question that consumer have different behaviors when using a mobile device versus a laptop or desktop computer so real-time insights (as you mentioned) are huge. Mobile users love to share publications with their friends, especially on Facebook, so take advantage of this and learn how to advertise correctly on the most popular social network.Read moreEffective Mobile Marketing Solutions21 October, 20130 CommentsIn order to advertise on mobile you need to know which are the most effective mobile marketing solutions.
With this happening, a business needs to make sure if they create an app for their consumers that they create a useful app their users can really connect with. They include SMS marketing, creating a mobile website, creating an app, QR codes, responsive design and landing pages.Read moreMobile marketing optimization16 August, 20131 CommentsMobile devices gained incredible popularity in the last decade. Read moreLocal Search on Mobile01 August, 20131 CommentsAccording to a latest Local Search report, users are getting everyday more and more used to perform local searches using their mobile devices. Companies should optimize their website for mobile devices and then enable their business' local search.

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