It is clear that mobile is here to stay, but the same cannot be said for every mobile marketing trend. Mobile became really popular, really fast and every marketer, app developer and business wanted to jump on the mobile marketing train. At first, no one really knew what was working and what wasn’t; there was not enough data and we didn’t have anything to compare the data we had to. But now that mobile marketing has become standard, there are clear winners and losers when it comes to mobile marketing trends.
Consumers are growing to love mobile payments – even when they are purchasing something at a brick and mortar store. This summer, Starbucks, a forward-thinking company when it comes to mobile, announced that 10% of all their payments are done via mobile.
Mobile payments are so popular that, according to PayPal, physical wallets are going to disappear by 2015 and be completely replaced by mobile payments.
Privacy is always a hot topic when it comes to technology, but after the NSA revelations this year, anxiety is high among the public. It has come to light that many apps are selling personal information from users, and then, of course, we could write a novel about Facebook’s lack of a commitment to privacy. Mobile marketers who commit to privacy will earn a lot of respect and loyalty from consumers.
Can we all just stop trying to make Foursquare happen? It had its 15 minutes of fame a few years ago, but quickly declined in popularity when people realized how creepy it was. Privacy is hot. Telling the world where you are at any given moment is not.
The battle between mobile sites and responsive sites is over. Responsive web design won. If you are marketing appropriately, you are using social media to refer people back to your website, but if your website is not responsive, you are in trouble. Today, 71% of people are accessing social media from mobile, so when they click links that are shared on social media, they expect to be directed to a responsive site. The effectiveness of mobile marketing dramatically declines without a responsive website.
The data is available and the mobile community has spoken, and now more than ever, there is a clear line between what’s hot and what’s not in mobile marketing.
What mobile marketing trends do you think have staying power?