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10 mobile marketing trends to watch in 2017

James A. Martin | Feb. 27, 2017
Where’s mobile marketing heading? And what do CMOs and marketers need to know to stay ahead or avoid falling behind? We answer these and other mobile marketing questions.

Consequently, marketers will need to optimize content for voice search, Porter adds, such as developing various forms of content that answer questions customers are likely to ask in voice searches.

Voice input is likely to become more important in 2017 and beyond, too, with big brands like Starbucks adding voice ordering to their mobile apps and virtual assistant platforms like Amazon’s Alexa.

10. Understand your mobile customers

Mobile marketing is going to become even more personal in the year ahead. “This is the year when cross-device identity resolution, and really cross-channel identity resolution, becomes attainable for most digital marketers,” says Austin Miller, product marketing manager for Oracle Marketing Cloud.

“Knowing who your customers are beyond their device identifiers or channel identifiers has been at the top of the priority list for most digital marketers,” Miller continues. “That’s because identity resolution is the only real way to speak to each customer as an individual, regardless of the medium. Conversations with customers will be influenced by the context of all previous conversations. In short, identity resolution will allow marketers to come as close to the 'holistic customer profile’ as possible.”

Until recently, identity resolution was “very difficult to do while preserving customer privacy,” Miller explains. “It required tremendous investment in data science and even then, privacy concerns existed.”

New technologies allow marketers to “easily anonymize and match first- and third-party data in a safe environment,” instead of having a “massive amount” of data that’s siloed, Miller says. As a result, “marketers will start to realize the value of all their currently unstructured mobile data in terms of how it can be used in other channels (besides mobile). This realization will transform the way we think about mobile marketing. It will no longer be looked at as another channel, as much as a firehose of valuable data that marketing departments can leverage in all their activities.” 

 

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