Mobile ad growth is a dramatic story, but it also suggests marketing priorities, writes Julie Bernard, chief marketing officer at Verve.
Questions worth asking:
1. “Consumers will expect the continued expansion of reliable in-store Wi-Fi -- allowing them to check stock availability, product information, pricing, available offers and peer reviews via smartphones -- but they will also expect ready access to knowledgeable sales associates.” SHOULD AN EVENT EXPERIENCE BE ANY DIFFERENT? HOW COULD WE MAKE THE DEVICE IN THEIR POCKET (WHICH THEY LOVE TO BEGIN WITH) MORE RELEVANT TO THE CX?
2. “retail brands will re-evaluate their traditional marketing-calendar practices and update accordingly, exploring continuous programmatic approaches to creating positive consumer-behavior change over time, rather than delivering episodic campaign executions.” WHAT WILL/COULD THIS MEAN TO F2F?
3. “And, given the recently refreshed attention to beacon technology, marketers can expect those devices to take a central position in the conversation this year as well.” BEACONS MAKING A COMEBACK?
“Behind the scenes as well, the technological underpinnings of the industry are advancing by leaps and bounds, demanding that marketers learn more, learn faster and reach farther for campaign strategy, tactics and results. Mobile marketing is taking important steps toward a future it will materially and strategically shape, defining the cutting edge of what the industry can achieve not just this year, in 2017, but for years to come.” -- We need to invest more intentionally in our marketing IQ’s.
