on 12 November 18
Mobile - the ultimate buzzword ever since the initial release of the iPhone in 2007. At this point, mobile marketing has transformed from a mere convenience to an absolute necessity. Mobile connectivity remains a priority for the overwhelming majority of businesses, with 72 percent of companies planning to amplify mobile marketing in the near future, according to IBM Tealeaf's 2012 "Reducing Customer Struggle" report. Businesses on the forefront of the mobile trend are not content to simply implement a basic strategy; they seek to utilize the most efficient and effective means of connecting consumers on a mobile platform.
Cash, checks and credit cards, once the top three methods of payment, are currently on the way out. These traditional payment approaches will soon be replaced by mobile commerce, in which users pay with the assistance of convenient smartphone apps. Already able to purchase online products through shopping apps and Web browser access, mobile users will soon be able to visit just about any store without a credit card and still see the appropriate charges on their bank and credit card accounts. Business Insider predicts that as soon as the average store enjoys a faster Internet connection, rich media capabilities will allow for the mass adoption of mobile commerce. A win-win situation for businesses and consumers alike, the increasing prevalence of mobile payments could lead to more on-the-spot shopping and fewer hassles.
BYOD and the Mobile Workplace
Not only consumers benefit from an increasingly mobile setup; such an approach promises to improve working conditions and profitability as well. The latest and greatest office setup involves the nixing of company computers, instead allowing employees to utilize their own devices. Known as 'Bring Your Own Device', or BYOD, this setup provides greater flexibility for employees and contractors, allowing them to choose between BYOD with BlackBerry and a variety of other devices. Additionally, BYOD keeps overhead costs down for employers, to the tune of $3,150 per year, according to Forbes. And it's catching on - a report from Computer World alleges 38 percent of businesses expect the complete implementation of BYOD by the end of 2016.
Appropriating Advertising Funds to Mobile Marketing
Television remains an incredibly effective means of reaching potential customers, but mobile advertising is quickly overtaking it as the primary marketing tool of small and mid-sized businesses. Analysis from MarketingCharts suggests while spending on television ads will remain significant, the prospect of mobile marketing will ultimately close the gap in the next few years. Further influencing this trend is the availability of video commercials on mobile devices. Many users witness such ads while viewing YouTube on their phones or checking out Hulu on their tablets. As the two approaches to marketing begin to converge, businesses are likely to conduct advertising campaigns in a manner that will prove mutually beneficial in terms of both traditional television commercials and the newer mobile approach.