These are the most important mobile trends for 2017
Mobile devices such as smartphones and tablets are playing an increasingly important role in our lives. How do marketers manage to reach their target groups via these channels? More than 50 MK readers took part in our MK opinion poll on mobile marketing and took a look into the future.Two-thirds (66.7 percent) see "personalization and individualization" as one of the most important trends for 2017. Location-based advertising" and "mobile payment" follow in second place with 45.2 percent each. Video advertising also enjoys a high priority among marketers for the future (40.5 percent).
Comments: What do you see as the most important trend in mobile marketing and why?
"Location-based advertising will experience strong growth over the next two years. Driven by geofencing, store campaigns in particular, which process users' location data, will be able to bring exciting offers to men and women. Hyperlocal campaigns within apps will also increase. Thanks to context-based targeting, users who are just around the corner from stores will receive suitable offers. This leads to higher response rates than with non-local campaigns. Ergo: The "all business is local" approach will be the most important driver in mobile marketing, especially for POS campaigns and event communication."Kabke-Sommer Thomas, Kontor Digital Media"Without a doubt, 2016 was the year of mobile. An estimated 71 percent of Internet traffic came from smartphones and tablets. In 2017, traffic will move from the all-encompassing concept of 'mobile web' to mobile video and mobile in-app. And that's where the people are, the money from brand companies will follow."Tom Kershaw, Chief Product & Engineering Officer at Rubicon Project "From the user's point of view, bots bring the possibilities of the Internet of Things into everyday life. Supported by artificial intelligence, virtually everything can be organized on a central user interface, for example a chat: Appointments, travel bookings, purchases, hotlines, banking transactions and much more. From a marketing perspective, location-based marketing and its measurement are the most important trend from a marketing perspective. Because 80 percent of purchases still take place offline and the impact of online advertising cannot be adequately measured to date." Prause Ben, eprofessional GmbH "Mobile video will remain one of the growth drivers of online advertising in 2017. This is primarily because advertisers have developed an increasingly better understanding of how to implement mobile campaigns. They know that they have to produce their own content for mobile videos that is tailored to the viewing habits of users and differs significantly from their TV ads in terms of length, format and visibility. Technologically, service providers that offer mobile advertising programmatically and interactively and convince with innovative solutions will prevail. This includes, for example, Dynamic Content Optimization (DCO), which was recently introduced to the market and enables creative agencies, media planners and advertisers to enrich their videos with interactive and dynamic content in real time."Savic Alex, Teads Switzerland GmbH"In the future, search engines will display more than just search results (videos, shopping, map, etc.). The searcher will be offered more relevant search results based on his "search history". Huge amounts of data will be analyzed in a very short time to show the customer "his" search results based on his historical online behavior."Zimmermann Stefan, galledia ag"User generated content 360°, AR and VR in tourism, hotels, real estate, design/architecture, (spatial experiences), entertainment incl. sports events/stadiums etc. Smartphone is not dying "yet" and is increasingly becoming the control device for Gears and IoT. Great opportunities for most practical use cases for IoT. Efficiently integrate mobile marketing into the mobile business strategy through mTargeting and mAdvertising (high customer experience through individualization) with all its pitfalls. Profitable for customer acquisition and retention." Trotter-Burkhardt Nadine, NATCON"Augmented reality is becoming increasingly important in the industrial sector. Machines are complex and a company wants to show this complexity at trade fairs, for example. With digital supporters this has become possible and the inner workings become visible on the outside. The attractiveness of complex industrial products can be clearly increased."Schöberl Sylvia, Thermoplan AG"From my point of view, the most important trend is that mobile marketing is available around the clock, seven days a week. So the customer or consumer can freely choose the time of his action and is not bound to any opening hours."Zurflüh Fredy, cce-partner Herisau"The combination of AI and Big Data will lead to previously unimaginable personalization."Metzinger Peter, business campaigning GmbH "Conversational marketing (chatbots) and the combination of digital signage with mobile. In both cases, high value and a great brand experience is generated. And both topics respond to the megatrend of personalization."Stäcker Oliver, gotomo gmbh"Real-time marketing. Never in history has it been possible to contact your customers across the board in real time. These opportunities made possible by today's technology, if used smartly, can form great opportunities."S. Timon"In the future, it will be a matter of meeting consumers' needs in an even more targeted manner. It will be crucial to keep an eye on new technologies such as LoRa (radio), but at the same time to further expand existing access points such as WLAN. Providers of compact, user-friendly solutions that are also optimized for the marketer, e.g. in the form of apps or augmented reality applications, etc., will continue to strongly influence us and our business models."Treichler Tobias, St.Gallen-Lake Constance Tourism"Apps must generate additional value and not just be a mobile version of the website. Many apps fail to do just that, which is why they are not conclusively successful."Grütter Christof"Customer Accessibility and Retention, Costumer Loyalty and Value Response."Ziegler Daniel"In my opinion, the trend is moving in the direction of virtual reality and real added value for the user of mobile marketing. Important here are effective news and simple implementation options, where I as a user can also not experience a clear advantage."Rava Erich, 5thSense Communications"You always have to keep the big picture in mind. However, m-commerce & m-payment are part of the trend that tends to be driven and adopted more by consumers - it's convenient, easy, and allows for self-directed/individualized use."Kennel John"Mobile has long been the first screen. For us, the key to modern communication has therefore long been 'mobile first'. Advertisers can no longer afford websites or landing pages that are optimized only for desktop. Campaigns need to work primarily on mobile devices, whether it's video formats, advertising activities in messengers, or other forms of campaign playout. For me, the most important trend in mobile marketing is virtual reality. The technology will open up completely new communication and advertising opportunities for brands. Consumers will be able to immerse themselves in brand worlds more intensively than ever before. Virtual showrooms and test drives are just the beginning."Oppermann Torsten, Delasocial GmbH"Extended Packaging: At the POS, the connection of packaging and cell phone with the help of NFC and Bluetooth will gain in importance. Special services, information, animation, ratings, connection to social media, games, consumption tips, virtual salespeople, etc. will permanently change the POS."Steiner Daniel, Steiner Werbung AG Herisau
