Smartphones and tablets are taking over. Gartner predicts that by 2015, tablet computers will outsell PCs by 60 percent. More consumers are using these devices for managing their daily lives. Marketers must learn to take advantage of the new mobile mind-set. By adding digital marketing to the traditional channel mix, businesses are more apt to connect with consumers on the go – at the most opportune time and place.
A few months ago, I was shopping for a new digital camera at BestBuy and scanned a QR (Quick Response) Code to learn more about the product. Many large retailers such as BestBuy access location information. Imagine if as I was scanning, up pops a marketing message from the competitor down the street, advertising the same camera at a lower price? I would have headed to the other store, bought the camera, and of course, the case and extra battery as well.
Companies are integrating more mobile marketing campaigns into the mix – testing Facebook campaigns, QR codes, apps, location information, and more. As the use of mobile marketing has exploded, business data is growing exponentially.
Marketers need to integrate and use analytics to measure mobile activity and understand the behaviors of mobile users. Businesses can then position and target messaging campaigns appropriately, significantly increasing the ROI of their mobile initiatives.