Newsletters
Customer Relationship Management News NewsFactor Sites:       NewsFactor.com     Enterprise Security Today     CRM Daily     Business Report     Sci-Tech Today  
   
This ad will display for the next 20 seconds. Click for more information, or
Home CRM Systems Customer Service Contact Centers Business Intelligence More Topics...
Big Data
Tame your scariest paperwork. Find Out How
Average Rating:
Rate this article:  
3 Mobile Marketing Trends for 2014
3 Mobile Marketing Trends for 2014

By Jennifer LeClaire
January 14, 2014 1:42PM

Bookmark and Share
In 2014, Forrester Research expects new mobile-centric ad formats to emerge, more effective mobile video inventory to grow, and more mobile ad network inventory to shift to the exchanges. Improvements in user identification will be a primary driver for these changes. Forrester also predicts that mobile will be a key driver of 'big data.'
 



2013 was the year of BYOD. Mobility and productivity were at the fore of discussions from corporate America to entrepreneurs and companies of all sizes. So what’s in store for 2014 on the mobility front?

Thomas Husson, a vice president and principal analyst at market research firm Forrester Research, is making some keen predictions about mobile trends for marketers. While he admits that his mobile trend predictions for 2013 are still evolving -- making them still relevant for 2014 -- he has some new thoughts worth exploring.

“During 2014, we’ll pass a key milestone: an installed base of 2 billion smartphones globally,” Husson wrote in a blog post. “Mobile is becoming not only the new digital hub but also the bridge to the physical world. That’s why mobile will affect more than just your digital operations -- it will transform your entire business. 2014 will be the year that companies increase investments to transform their businesses, with mobile as a focal point.”

With that in mind, let’s look at Husson’s three big mobile trend predictions for 2014.

Shifting to Big Data

First, Husson predicts, the competitive advantage in mobile will shift from experience design to 'big data' and analytics. That’s a fairly safe prediction given the overall and increasing industry emphasis on these sectors.

“Mobile is transformative but only if you can engage your consumers in their exact moment of need with the right services, content, or information,” he said. “Not only do you need to understand their context in that moment but you also need insights gleaned from data over time to know how to best serve them in that moment.”

Deeper Customer Insights

Second, Husson predicts mobile contextual data will offer deep customer insights -- beyond mobile. As he sees it, mobile is a key driver of big data.

“Most advanced marketers will get that mobile’s value as a marketing tool will be measured by more than just the effectiveness of marketing to people on mobile Web sites or apps,” he said. “They will start evaluating mobile’s impact on other channels.”

Mobile Advertising Matures

Some say Facebook proved the mobile advertising point in 2013. Others say Google pushed the envelope. Either way, Husson is predicting mobile advertising will start maturing in 2014.

“In 2014, we expect new mobile-centric ad formats to emerge, more effective mobile video inventory to grow, and more mobile ad network inventory to shift to the exchanges,” he said. “Improvements in user identification will be a primary driver for these changes, but don’t get too excited yet: No industry-accepted, non-cookie standard for user ID will be developed this year, so no one solution will offer massive reach.”

The China Factor

Beyond his predictions, Husson is also keeping watch on Asia. It will be extremely interesting to learn from Asia how to combine scale and innovation, he said, as Forrester expects China to pass the 500 million smartphones mark in 2014. That would give China nearly as many smartphone users as the U.S. and Europe combined.

“It will drive huge social mobile audiences on the likes of WeChat and Line. Like most Southeast Asian and emerging countries, China doesn’t have the established infrastructure within the enterprise that chains too many companies to their legacy policies, processes, or platforms,” Husson said. “The combined newness of the Internet and mobile makes everyone an entrepreneur.”
 

Tell Us What You Think
Comment:

Name:

text message:

Posted: 2014-01-23 @ 8:48am PT
Text marketing is accessible by 98 percent of U.S. cell phone users and yields the highest open rate within mobile marketing. And with multimedia text messages, or MMS, fast ascending.



Salesforce.com is the market and technology leader in Software-as-a-Service. Its award-winning CRM solution helps 82,400 customers worldwide manage and share business information over the Internet. Experience CRM success. Click here for a FREE 30-day trial.


 Big Data
1.   Microsoft, IBM Cloud Catching AWS
2.   Watson's First Consumer-Facing Gig
3.   HP Drops $50M on Hortonworks
4.   IBM, California Partner in the Cloud
5.   Teradata Bets Big on 2 Big Data Buys


advertisement
Comcast Customer Service Fiasco
Lessons to be learned for all companies.
Average Rating:
Apple, IBM Team on Mobile Biz Apps
A match made in technology heaven.
Average Rating:
U.K. Wants Data Retention Law
After citizens right-to-privacy verdict.
Average Rating:


advertisement
Product Information and Resources for Technology You Can Use To Boost Your Business

Network Security Spotlight
Researchers Working To Fix Tor Security Exploit
Developers for the Tor privacy browser are scrambling to fix a bug revealed Monday that researchers say could allow hackers, or government surveillance agencies, to track users online.
 
Wall Street Journal Hacked Again
Hacked again. That’s the story at the Wall Street Journal this week as the newspaper reports that the computer systems housing some of its news graphics were breached. Customers not affected -- yet.
 
Dropbox for Business Beefs Up Security
Dropbox is upping its game for business users. The cloud-based storage and sharing company has rolled out new security, search and other features to boost its appeal for businesses.
 

Enterprise Hardware Spotlight
Apple Updates MacBook Pros, Cuts Prices Up to $100
The popular MacBook Pro laptop line just got an update and a price cut of as much as $100. The MacBook Pro with Retina display now includes faster processors and double the memory.
 
Watson Gets His First Customer Service Gig
Since appearing on Jeopardy, IBM's Watson supercomputer has been making a living using his super-intelligent knowledge base for business verticals. Now, Watson's been hired for his first customer service job.
 
Tablet Giants Apple and Samsung Feel the Heat
When a company saturates its home market with a once-hot product, expect it to pump up efforts elsewhere. Apple, for its part, is now pushing iPads to big corporations and the enterprise market.
 

Mobile Technology Spotlight
FTC Wants Fix for 'Perfect Scam' of Mobile Cramming
The U.S. Federal Trade Commission has issued new guidelines to curb “mobile cramming,” a troublesome practice that adds unauthorized third-party charges to mobile phone bills.
 
BlackBerry Buys German Security Firm
Looking to burnish its business reputation, BlackBerry has agreed to buy a German mobile security company that specializes in voice/data encryption as well as anti-eavesdropping solutions.
 
T-Mobile Calls 'BS' on AT&T's New Promotion
While Verizon Wireless is moving to throttle bandwidth hogs, a scrappy T-Mobile is taking on the giants with a limited-time promotion it hopes will drive up the churn rates of its wireless rivals.
 

Navigation
CRM Daily
Home/Top News | CRM Systems | Customer Service | Contact Centers | Business Intelligence | Sales & Marketing | Customer Data | CRM Press Releases
NewsFactor Network Enterprise I.T. Sites
NewsFactor Technology News | Enterprise Security Today | CRM Daily

NewsFactor Business and Innovation Sites
Sci-Tech Today | NewsFactor Business Report

NewsFactor Services
FreeNewsFeed | Free Newsletters

About NewsFactor Network | How To Contact Us | Article Reprints | Careers @ NewsFactor | Services for PR Pros | Top Tech Wire | How To Advertise

Privacy Policy | Terms of Service
© Copyright 2000-2014 NewsFactor Network. All rights reserved. Article rating technology by Blogowogo. Member of Accuserve Ad Network.