The trends in mobile for 2015 will not be new, but they will accelerate the momentum of the increasing importance of the mobile channel. With several breach of security scares in 2014, 2015 focus more on security and infrastructure, with less emphasis on innovation. We will see innovation, however, more energy will be placed on dodging security breaches.
Trends to watch for in Mobile Marketing 2015:
- Mobile security will become more critical in 2015 as mobile apps and web usage becomes more ubiquitous. As more users carry mini computers containing personal and corporate data, the higher the risk cyber-criminals will find a way to hack in. Even though this has not been a big concern for many companies, brand marketers will need to rethink their strategy. Should you build an app, or just promote a great mobile presence? To some marketers this is merely a flashback to the 1990’surge of e-commerce when the same decision had to be made when building a site.
- Wearable internet enabled objects will continue to emerge in 2015. The most popular currently are the fitness devices such as Fitbit and Fuelband. Clothing and jewelry that will monitor heart rate, skin temperatures, breathing, sweating, gland activity and even blood pressure are expected to debut in 2015. The new line will expand beyond just the ‘fit-minded” athlete. Think about the sick and aging… what a peace of mind this will provide to loved ones and care providers in finding out something is not quite right, the second it occurs.
- Many companies (particularly retailers) focused on innovation and the razzle-dazzle when creating their mobile presence, forgoing practicality. Up until 2014 this was okay because there were not enough mobile users to make a difference. However, this has all changed with the increase in smartphone and tablet users, and behaviors shifting from desktop/laptops to shopping online via mobile devices. 2015 will be a year of “back to the basics” for marketers, making sure their sites are secure, stable and user-friendly. Website experience will become more important than mobile apps. Be forewarned… mobile apps come with a few disadvantages:
- Users do not adapt easily to apps
- They do not help with SEO (search engine optimization) because they silo data
- It is becoming more difficult to build apps without significant investments. Creating applications that require new versions when new operating systems are adopted. Applications require constant upkeep and updating and this all can be extremely costly.
- If you are considering a mobile web reboot in 2015, review your web logs carefully. You should be able to identify your web traffic by device type. These facts will be necessary during your consideration phase.
- Apple has boosted online payments with Apple Pay. Brands (online and off) can make consumer buying experiences easier with one-click checkout (online or at the register). Watch for android to jump on board the money train in 2015 as well!
- Smartphones will become smarter and data will move from silos to being integrated. Proliferation of devices, accessible data sources, and outside-of-the box thinking by companies will be the juice that powers tying these capabilities together in the mobile world. Retail contextual technology will promote smarter smartphones, better user experience and more integrated data. “These technologies will change the relationship between merchants and loyal customers… letting every customer who opts in to enjoy an increased personalized experience.”
- Increased focus will be placed on mobile for internal collaboration.
- Mobile will become a key player in the evolution of user behavior in social networking (new and existing).
If you have not already planned a mobile strategy, now is the time to get started. It will never be too late, but it will get increasingly harder to get on board as technology continues to evolve rapidly. Watch out for the wearable devices (Apple Watch and Samsung Gear) in your plan! It will be interesting to watch the impact they will have on consumer behaviors and purchase patterns in 2015…stay tuned.