I asked our leaderships at Telmetrics to check the pulse of mobile marketing in 2017. Now that we’re two months into the year, has anything surprised them and what marketing forces and technology will shape the rest of the year?
They saw technologies pushing hyper-local marketing, instant optimization from real-time aggregated marketing data, and which pressures were hitting marketers the hardest. Read on to find out what’s shaping mobile marketing in 2017.
President and CEO Andrew Osmak reflected on a few key pain points uncovered from our client data and market intelligence that will drive marketing strategy throughout 2017:
“We have gathered a wealth of client and market feedback this year to get a strong sense of urgency around solutions that direct response marketers will ask for in 2017.
The year of 2017 will be focused on efficiency for local direct response marketers, enabled by strong technology platforms that are able to look at performance holistically and optimize for higher online and offline response on the fly.”
Andrew also reflected on the shifting role of marketers to drivers of business growth and the increasing pressure to produce results:
“The key challenge for marketers will be to deliver higher ROI on constant or decreasing advertising budget, and it will put even more pressure on strategists charged with optimizing campaigns across a myriad of channels, offers, devices, and local markets.
Embrace Engagement Everywhere or Face the Scattergram
Mobile consumers are turning the marketing funnel into a scattergram, and those marketers who want higher ROI on the same ad spend will have to embrace reaching those mobile consumers in all the ways they like to reach one another.”
There are pitfalls to mobile marketing. Find out how you can avoid these here.
Rami Michael, our CTO, is razor-focused on up-and-coming technologies and the ideas that are helping our customers to automate and expand their marketing initiatives. In that line, he concentrated on new technologies that are disrupting the mobile marketing landscape:
A Hyper-Local Experience for Consumers: Bringing Relevant Options to Wherever They Are
“2017 will be the year where advertising begins to bring augmented reality and communication platforms to the mobile customer journey. We already know that mobile devices are an integral part of most offline purchases, and in 2017 we are already seeing mobile applications platforms that guide customers through a hyper-local purchasing experience.”
How can hyper-local touchpoints influence a customer’s purchasing experience? Rami uses the following example of how online information can influence a decision in the store.
Digital Influences In-Store Purchases
“Best described through an example, imagine the following scenario. Joe walks into Best Buy, and having noticed a television on special, he pulls out his phone and points the camera at the TV, which then displays a list of matches and alternatives available in Joe’s vicinity. Each alternative is an ad from a local business, and Joe is also presented with an interface to communicate with those businesses via a call or text message.”
Rami’s predictions match the numbers: Google states on their blog that 42% of shoppers search for information online while in-store. With an 80% smartphone penetration rate in the US, there is still space to grow and either engage and retain those shoppers in-store or to attract customers from nearby stores.
For those companies that start now, Rami sees strong results from offering all ways to respond:
Offer Omnichannel Engagement to Differentiate
“The end result is either a strong lead or a sale for the advertisers capable of presenting themselves to the customer and able to respond through the communication media of the customer's choice. Marketers will need to be able to respond to leads from all types of channels and subscribe to visual and local cataloging services.”
To rise above the challenge, they need to offer all types of responses to customers and engage with them on their level and in the way they want.
- Drive more meaningful leads with calls to your business. Consumers who call have purchase intent and it’s up to you to make that connection.
- Track everything and connect the dots on the buyer’s journey. Consumers jump between devices and channels. Using Response Analytics, marketers can link organic search to the paid ad to the call and text, and then to the purchase.
2017 will be the year marketing will need to account for and contribute to business growth.
That’s why our leadership team believes that reliable attribution will be at the top of everyone’s “must-do” list. (Read more about what marketers are doing about attribution).
It’s time to take stock and remind yourself of your goals for 2017.
What are your strategic objectives for 2017? What steps are you taking to get there? Is your technology helping you or harming you? Are you fully measuring your campaigns?
Telmetrics leaders debate these topics with our valued clients and successful marketers every day.