Mobile commerce sales will reach $6.7 billion this year.
If 2011 was a year of apps, commerce and analytics, what does 2012 have in store for mobile marketing? Here are five trends:
1. Your Site, App And Brand Will Be Mobile-ized
Half of all mobile phones currently sold are smartphones. By the end of 2012, we may see eight of every 10 phones sold being a smartphone.
To keep up with the growing market, mobile-optimized content becomes the standard.
Brands will also move rapidly to deploy “tablet-specific” applications that better utilize the form. In 2012, app mania will be as much about tablet apps as 2011 has been about smartphone apps.
2. More Attention – and Dollars – Shift To Mobile
A recent eMarketer CMO survey revealed that more than 80% of all CMOs are prioritizing digital — and specifically, mobile — as two areas of focus for 2012 and moving forward.
3. You Will Buy More Stuff Via Mobile (and Social)
According to new research from comScore, 38% of smartphone owners have used their phone to make a purchase at least once. While digital content purchases like music, ebooks and TV episodes were the most popular items bought in September, clothing, accessories and event tickets were also purchased. There’s a place in the mobile commerce sphere for retailers across all verticals.
4. App Mania Continues — But More Meaningful Ones
In 2012, branded apps will be more about loyalty and commerce and less about awareness and engagement. They will deliver value. They may provide special deals or coupons or exclusive content, but they will be stickier and more meaningful.
5. Marksmanship Marketing: Segmentation, Targeting And Optimization
Insights will allow marketers to create personal level profiles for mobile users, tracking attributes and insights into mobile customer behaviors both within the mobile channel and in relation to a brand’s other digital properties. It will also mean more personalization in terms of advertising and content, and exciting new possibilities with geolocation.
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