With more than 1 billion smartphones in consumers’ pockets at the beginning of 2013, more than 150 million tablets sold and more than 1 million apps available, there are some key takeaways for marketers from The Forrester 2013 Mobile TREND.s for Marketers report.
More important than the scale of the numbers is the fact that mobile devices and their connectivity fundamentally shift how people behave and how businesses engage with them. These shifts are happening even faster outside North America and Europe, in countries like China, Brazil, and India.
Mobile creates new value for consumers and businesses, alters cost structures, and disrupts ecosystems. That’s why marketers must move away from tactical mobile efforts to more transformative mobile marketing strategies in 2013.
Marketers who were affected early on by this shift in mobile mindset understand that:
- Immediacy and convenience combine to alter people’s behaviour: consumers are changing their normal routines due to the multiple mobile options at their fingertips. Today’s engagements are a series of message exchanges, e.g., “Where are you?” “There in 10.” You leave plans in flux as you do one more errand or get stuck in traffic. Increasingly, people have taken that behaviour with them to shopping, banking, and traveling. They do research at the store shelf. They shop on the bus. They check their bank balances multiple times each day.
- Ubiquity profoundly disrupts business models: mobile will recast your go-to-market propositions, revenue streams, cost structures, partner ecosystems, and success metrics. Mobile phones have replaced cameras, maps, cash registers, TV remotes, and portable gaming devices. Now they are supplanting ATMs for check deposits and printouts for boarding passes, tickets, and coupons. Price checks at the store shelf are forcing retailers to rethink pricing policies and signage options. Apps from Uber Technologies and myTaxi disintermediate the need for central dispatch for taxi drivers. Firms must run their businesses in real time to respond to customers, partners, and employees.
- Advanced marketers will integrate mobile into a multiyear strategic vision: mobile platforms will act as a catalyst for the next generation of connected experiences. In particular, smart apps connected to products and CRM systems will emerge. In 2013, leading marketers will anticipate the longer-term mobile disruption and shift from tactical efforts to more transformative mobile strategies. Implementing this strategy requires significant investment and marketing control.
- Mobile on the cheap is over: implementing the complex technology to make the most of mobile opportunities requires a new vision of how to interact with customers, significant changes in culture and competencies across business and IT, and more investment. Leading marketers will take back mobile ownership from agencies and services vendors.
- Some hyped mobile trends will disappoint: indoor location, cross-channel attribution, responsive design, analytics solutions, mobile ‘big data’, and other mobile technologies will make progress, but they won’t be gamechangers this year.
*Forrester Research: Mobile: a multiyear, strategic priority for marketers
Source: Forrester Research
For more on mobile trends, reach the latest TREND. report ‘The First Screen‘.