What's on the horizon for 2012? We surveyed leaders throughout Digitas to get their predictions for brands and marketers everywhere. This week, check out the five days of Digitas predictions. Today's post focuses on what's next for mobile marketing.
- We'll validate that the most valuable part of Social is Mobile. Mobile Facebook users are twice as engaged and as mobile platforms integrate social networks (e.g., Apple iOS and Twitter) and vice versa (e.g., the not-yet-public Facebook mobile app platform), we will see that the most influential members of social networks participate via mobile.
- Mobile commerce grows...shopping with mobile grows even faster. More brick-and-mortar retailers are taking advantage of mobile to grow sales at their stores. From Starbucks to Stop&Shop to Walgreens to Wal-Mart, retailers are combining the features of e-commerce (detailed product information, user reviews, easy comparison shopping) with the immediate gratification of buying it in-store. More and more shoppers will use their smartphones to support all aspects of their shopping journey.
- Paid media gets more sophisticated...and easier. Better measurement, tracking and targeting in 2012 (and beyond) will result in marketing dollars shifting to mobile paid media, growing the overall industry and encouraging more innovation. Moreover, more interesting opportunities to integrate brand and media properties’ content and utility will enhance creativity. In parallel, operational infrastructures for mobile media will mature thus reducing the logistical complexities of running sophisticated mobile media campaigns.
- Brands start to sync across screens in real-time. 80% of smartphones owners are already using their devices while the TV is on. We can imagine any number of possibilities, from delivering a personalized offer to the viewer's mobile device as a brand spot plays on the TV to being part of the social conversation as the show unfolds. 2012 will be the year that it becomes practical for brands to fully participate in the multi-screen world.
- Chia Chen, SVP, Mobile Marketing Practice Lead