The era of mobile marketing arguably began when Apple introduced the first iPhone in 2007. The widespread smartphone adoption that followed liberated us to search and communicate without the limitations of place. Customers began to interact with brands across multiple devices, and a slew of new technologies were developed as part of the shift to mobile. However, just as we saw with the adoption of digital media, companies are leading with technology rather than considering the customer experience.
For years, analysts and experts have been proclaiming that each year will be the year of mobile. According to these sources, 2009, 2010, 2011 and 2012 were all the year of mobile. Some analysts are now predicting that 2013 will be the year of mobile, but what does that really mean? Does it mean that we'll all give up our laptops in exchange for ever-changing mobile devices? Does it mean that we'll start to initiate mobile transactions using near field communication in a world of augmented reality?
Marketers are constantly searching for new innovations in the mobile space to improve the results of their campaigns. Mobile successes begin with the same marketing fundamentals you apply to other channels, but understanding your customers’ behaviors and how they use mobile devices is crucial to success in the mobile channel. Let's analyze the current state of mobile marketing and establish methodologies to deliver successful campaigns.