In addition, social media networks will be "the main channel for real-time location based marketing, [providing] the key advertising platforms for businesses looking to target customers with location based offers," he says.
We will also see more in-store, micro-location-based marketing in 2014.
"Using mobile iBeacons from Apple or a similar Bluetooth low energy device, [retailers will be able to] send signals to the smartphones of customers who have downloaded the required app," says Alex Bratton, CEO and chief geek at enterprise application developer Lextech. "For example, the signal will show if a customer is in the electronics department, enabling retailers to send specific messages to the customer's mobile device, such as discounts and product comparisons," he says. That "same technology [can also] capture customer data so when a VIP walks in the door, he can receive preferential treatment."
"In 2014, we'll [also] see more retailers integrate features like 'find in store' or 'check inventory' into their mobile presence," says Cole. "For example, a consumer in a store could specify what product she is looking for using a retailer's mobile platform; then the app pinpoints the location of that product in the store."
"Narrowcasting is the counterpoint to the broader reach of major social networking sites like Facebook and Twitter, and an emerging trend in mobile marketing," says Mark Sawyier, founder and CEO, Bonfyre, the developer of a private photo sharing app and group texting app.
Narrowcasting gives brands "the ability to target fewer individuals who are significantly more qualified, usually based around events and shared experiences," he explains. For example, "if 95 percent of your social media followers won't attend a concert in Philadelphia, why pay to promote it broadly when you can create customized content for actual attendees before, during and after the event?" Sawyier asks. "With organic reach waning on broader social media channels, content with context has never been more important."
4. Multimedia Messaging Service and Rich Media Messaging
"For some time now, SMS [Short Message Service] has been the dominant medium for text message marketing, but that will change in 2014," says James Citron, founder, Mogreet, which provides mobile messaging and marketing solutions for brands. "MMS is about to explode, with marketers currently witnessing about a 40 percent year-on-year growth rate."
Similarly, RMM, "with open rates over 99 percent and double the conversion rates of SMS, will explode in 2014," predicts Cezar Kolodziej, president and CEO, Iris Mobile. That's because "RMM adapts to the specific type of device receiving it," he says. So Android users, for example, no longer will need to be concerned (or pissed off) about receiving iPhone content they can't open. With RMM, mobile users "receive messages designed for their specific phones-with coupons/images/video that perfectly fit the screen."
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