By: Bob Kernen
Most agencies don’t have the personnel, or the bandwidth, to best support their clients needs in mobile media. Consumer behaviors are changing so fast, and the technology is evolving at such a pace that it really takes mobile specialists to make smart, strategic recommendations for your clients’ media plans. But, here are five trends that agencies should keep their eye on:
- Digital dollars are definitely moving to mobile. If you look at the growth of ad spending across all media, a couple of things become pretty clear: Traditional media is flat (at best) to down, and the only growth areas are digital video and mobile. Mobile’s CAGR over the next 3 years is expected to be well over 40%. So, if your client doesn’t have a complete mobile strategy, including apps and advertising, they’re falling behind.
- The mobile web doesn’t replace a mobile app. A lot of agencies say, “our client doesn’t need an app, their website is responsive, so it works great on mobile. Having a responsive site is great, and it’s important for capturing the growing number of people who are searching on their smartphones. But people don’t like to type in URLs on a phone, and time spent on mobile web is just 14% of the total, compared to 86% on mobile apps. Apps are where you engage your customers again and again, which brings me to #3.
- Mobile is all about CRM. Customer relationship management is most effective on mobile. It just makes sense. The smartphone is in your customers’ pockets or purses all the time. We know that over half of people surveyed even sleep with their phones within arms length. So, if you want to interact with your customer regularly, if you want to know more about them, and if you want to service them most effectively, you really want to put your app in their hands.
- Mobile is taking over the car. As I said at the outset, mobile technology is evolving at a blistering pace. All you have to do is shop for a car these days to know that the in-car infotainment system, the “center stack,” is the latest frontier in the competition for your attention. And systems like Ford’s Smart Device Link, Apple’s CarPlay and Android Auto are connecting consumers’ smartphones directly to their cars. That means your clients need to have a strategy for intercepting these consumers when they’re driving. Surveys show that people spend over 35 minutes a days commuting, and this is prime spending time.
- Location technology is the next mobile wave. Between mobile phones and cars, clearly we are a culture that is on the move more than ever. Mobile technology is taking advantage of this, accessing consumers location and using technologies like geo-fencing and beacons to give consumers the information they need when and where they need it. These emerging technologies allow you to interact with them in context when they are most likely to be interested in your messages.
jacapps wants to help your agency power your clients’ mobile strategy. For a free consultation contact Beth Ayers at 248-353-9030 or email firstname.lastname@example.org.