Over a series of five blog articles, we are going to explore the emerging trends for 2015, and ways to implement new methodologies on existing marketing disciplines. Trends 1 & 2 were shared earlier this week; here are three and four:
3. Permission-based mobile marketing to explode, while becoming less intrusive
As touched on in the last two trends, look for a marked increase in consumers opting in for discounts, content and services. As the walls continue to be broken down with willingness to share personal information, marketers that focus on relevancy and opt-in marketing will thrive in the years to come.
Location-based services become less of a hindrance and more of a competitive perk with wearables, and payment also becomes easier with near-field technology. In essence, the entire buying cycle can happen on the spot – a location-based message to a consumer on the same block as your store, an in-store coupon pushed to the smart watch, and payment made with the tap of your wrist. The key is in how offers are positioned.
Giving an incentive to share personal information is the first step that marketers are learning in 2014 and into next year, and making a meaningful and timely communications structure from there is the next step. Both Big Data analysis and transactional and demographic longitudinal behavior will dictate when and how offers are positioned, and tactful use of this data will start to separate the most successful marketers from those who are scratching their heads.
4. CRM/database applications find synergy with social and mobile
A key challenge in reaching customers is communicating with them where they are. In the past five years, social media and on mobile devices is “where they are.” But how can you connect your CRM or marketing database to customers on mobile or social? Look for significant advancements in identifying who people are in the social and mobile sphere in 2015.
As companies have been aggregating data on social profiles over the last couple years, building a customer profile with social and mobile identification is becoming plausible. This is directly related to the past topics in this article series on permission-based marketing and transactional data. Additionally, IP addresses for mobile interactions, as well as IP-zone advertisements to pair with direct marketing, allow marketers to reach multiple touch points more than ever before, while still tracking each interaction to the single record level. Additionally, the aforementioned mobile payments tied to a specific device allow marketers to know who actually converted on marketing efforts.
Knowing that John Smith from Twitter is the same John Smith that came in the store, and the same John Smith that received your email and direct mail postcard is invaluable. The impact that developing a 360-degree customer view within a marketing database has the potential to impact Marketing ROI like no other approach to date.