2010 was definitely a landmark year for the adoption of Smartphone and other mobile devices, such as tablets, and also for the development of software, operating systems and applications for just about anything you can think of.
So how is 2011 going to see in the new year of wireless communications and technology?
Todd Engels of Marketing Drive has identified the following five trends that we should look out for in the coming year:
1) Leveraging the power of social media to drive commerce (e.g. Groupon)
Groupon has been the innovator when it comes to group based purchasing, and it will be exciting to see how this method of promotion will affect distribution, effectiveness and efficiency of special offers to consumers.
2) Integration of mobile (handheld) into shopping marketing programming
This allows for additional touch points with the consumer throughout the shopping process. Creating that additional connection can allow companies to capture early adopters and be more innovative themselves.
3) Marginalization of “brand.com” promotional websites
Companies are looking to feature their brands and offers on existing social networking sites, sharing sites, or potential partner sites to save having to create their own stand-alone web presence.
4) Localization of promotion
There is more of a move to grass-roots levels in local communities, even with the use of the Internet to facilitate promotions, offers and products / services.
5) Continued blurring of the line between content and promotion
Companies are looking to have their promotional messages linked smoothly and continuously over a number of media, such as TV, print and gaming. They want to keep the promotion indistinguishable from the content because of the ability to deliver in high-value brand environments. Integration into video games, for example, is a new venture that many companies are stepping into, as a new way to reach their audience.
These five points all cover the element of Smartphone-mobile integration for the consumer. With new online opportunities emerging all the time, and existing elements continuing to move forwards, 2011 will definitely be the year to watch the communications industry.
For the full article and examples to accompany each trend above, see the iQmetrix Newsletter for this week.
The wireless industry has changed significantly over the years when it comes to the devices that are available, and the plans that customers can choose from. But the biggest change is how knowledgeable and informed those customers are.
The fact that customers are up to date with the devices they are looking for as well as what is coming to market, is going to be a notable element to the upcoming Christmas season. A study conducted in the US by Mobile Marketing Association found that 59% of mobile consumers plan to use their smartphone and its applicable applications to shop and plan this season, and 64% plan to research deals and offers on devices before they head to stores (Eric Zimmerman).
In addition to scoping out the latest deals and information, the emergence of more Smartphone users this year, will mean that these consumers are utilitzing their devices to assist with the busy shopping weeks ahead. With applications available to help them find their cars, stores within their favourite malls, and barcode scanners to assist with comparison shopping, there is everything people need to get their shopping done effectively and efficiently.
Somewhat ironic, is the fact that retailers have been slow to adopt the shopping applications, such as mobile coupons or store websites that are not designed to work on mobile devices. In order to keep up with their tech-savvy customers, Softwareadvice.com has suggested five applications that retailers should look to work with:
Geolocation Applications:
- Foursquare currently leads the way, with the ability to log in to various locations in order to obtain points, badges and mayorships
- With the ability to link these applications to other social media sites such as Twitter and Facebook, consumers then have the ability to show their friends where they are shopping
ShopAlerts:
- This is another geolocation app that alerts customers as they walk past or near an eligible business location
- Messages about these locations can include promotions, sales, coupons etc.
Barcode Scanning:
- According to ScanLife, barcode scanning is up 700% in 2010
- Applications include ShopSavvy, Checkpoints, ShopKick, and RedLaser (who currently holds the leadership spot for this type of mobile application)
Group Buying:
- Groupon is looking to be the fastest growing company of the year, and is expected to rake in $500 million in sales in 2010 - not bad for a 17 month old company!
- Groupon presents a special deal per day in a consumers shopping city, and requires a certain number of customers to purchase the deal in order for it to become effective - this encourages those interested in the deal to promote it to their friends, families and social networks
Milo:
- This is a specific application that allows retailers to "track every product on every shelf in store in real time."
- This means that the website will show users where a particular product is carried in stock, how much it is in store, and how much it is online - a true comparison tool.
- This raises the bar for traditional competition between brick-and-mortar stores and e-commerce retailers
So with the presence of such useful applications in the market, and with Smartphone users growing daily, how will you be using your mobile device this Christmas season?
