Sneak peek: 7 trends that will define mobile in 2017

Trends in mobile for 2017

In spite of what some may have predicted, mobile use keeps increasing fast. According to Statista, the number of mobile phone users worldwide is to grow to 4.77 billion in 2017. Therefore, mobile messaging has become the primary tool for many marketers to reach consumers. However, as technology keeps evolving in a fast pace, so do the expectations of mobile users. If you want to keep meeting those expectations, you’d better be aware of the trends in mobile.

7. Real-time data

One of the most pressing demands of today’s mobile user is speed. Consumers want to be served at their time of need. So, only sending batch messages will not help you stand out from all the other companies spamming your audience. Your SMS and Push messages need to be relevant for your consumer at the time they look at their phone. You need real-time data to determine when to target your customers. For example, send an offer when your customer enters the store, when his gate changes or when his prescription is ready. The need for real-time data is crucial for successful targeting. Successful marketing departments are now hiring big data analysts and strategists to trigger mobile moments. Do you have all the data you need to target your audience?  

6. Personal interaction

In line with the previous point, interaction is one of the key elements of successful mobile marketing. By interaction, we mean individual interaction. Push messages sent to your customer’s mobile, need to be contextually relevant and personalized. At least, if you want your customer to process and act upon your message. For successful targeting and interaction you must know your customer. This means collecting data on demographics, as well as personal needs and desires. Anticipate on their needs, and help them fulfill those needs by creating a valuable mobile moment.

5. General Data Protection Regulation

Although collecting data about your customers is key for a successful mobile marketing strategy, the legal requirements for data processing are becoming increasingly complex and important. In 2018, the transition period is over and the General Data Protection Regulation (GDPR) will come into effect. If you want to prevent sanctions, now is the time to get your things in order. Valid consent for data collection is just the first step. The demands for preventing data breaches and cyberattacks are far more complex.

4. Behavioral biometrics

It has quickly become a normal sight in the supermarket. People waving their mobile at the counter to pay for groceries. The ATM card, or even entering your PIN, is ‘so 2016’. With these new methods of payment come new methods of authentication. Think of fingerprint scanning, facial recognition and iris pattern recognition. Besides these static biometric authentication types, behavioral biometrics might soon become the standard as they provide an even higher level of security and are less costly to implement. Behavioral biometrics use keystroke dynamics, voice ID and signature analysis to identify the user and authenticate payment requests. Such authentication methods may soon be the new standard for you to meet.

3. QR Code

In 2016, a new paying method was introduced as a pilot in the Netherlands. The iDEAL QR was tested by several companies as well as the Dutch Payment Organization (Betaalvereniging Nederland). The iDEAL QR is a free smartphone app with which customers can scan a QR code from screens, posters or adds. The app redirects the user to the safe mobile payment app of their own bank, after which payments of dinner bills, festival tickets or donations can be done in an easy, safe and instant way. The iDEAL QR has been nominated by the Accenture Innovation Awards. As the first results of the iDEAL QR are positive, an official introduction to the payment market may be expected soon. How will you use the QR code to facilitate easy payments for your customers?

2. Augmented reality applications

Augmented reality no longer is restricted to the most high-tech companies. More and more companies are trying out augmented reality as a mobile marketing tool. Consider the immense success of Pokémon Go. This game has inspired many companies to show an alternative reality for customer engagement. We can now reach our customers in the real world and meet the consumers desire for rich content and interaction. Sectors like education, e-commerce, retail and health are now adopting augmented reality. Are you?

1. Minimum effort

As mobile messaging offers more and more possibilities for quick and easy interaction, the consumer demands the best in user-friendly communication. This is best explained by a recent case of Domino’s. This international pizza company now uses SMS for pizza orders. All the customer has to do, is send the text ‘pizza’ of even just the emoji of a pizza to ‘3669’. Domino’s then uses their customer’s data to determine their favorite pizza, the address for delivery and the payment method after which a confirmation SMS is sent. By adapting this application of SMS in their mobile strategy, Domino’s made ordering their product ease as can be. As ease of use is an important reason for consumers to choose your product over others, you might want to consider the options your company has to simplify interaction, communication and transaction.

What trends do you expect in 2017? Let us know on Twitter



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Charlotte van Raak

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