Looking Past the Trends: Why Value Lies in the Convergence of...
The Nuances of Marketing
How Tech is Changing Just About Everything in Marketing
The State of Marketing Technology Solutions
Expressing Your Brand in the Age of MarTech: Challenges and...
Dawn Lerman, Ph.D. Professor of Marketing and Executive Director, Center for Positive Marketing, Fordham University and Author of The Language of Branding: Theories, Strategies and Tactics
Do Consumers Want MarTech?
Michael R. Solomon, Ph.D, Professor of Marketing, Saint Joseph’s University
When Did Martech Get So Complex and How Ecosystem Thinking Can Help...
Richard George, Global Head, Digital, User Experience and Marketing Technology, Refinitiv
Data Helps Companies Keep Pace with Consumer Expectations
Scott Horn, CMO, 7.ai
Thank you for Subscribing to CIO Applications Weekly Brief
Three Major Trends That Are Going to Hit the Mobile Marketing Territory
New Year is here, and it seems to be a promising one in the context of technological development. Many technologies that were just limited to a few industries have gain prominence suddenly, and its applications are being used beyond its traditional offerings. In 2019, there are three significant technologies to watch for around the evolution of mobile marketing.
1. Blockchain: Blockchain was the ultimate buzzword for 2018, and the trend is moving forward in 2019 too. The reason behind the buzz is the transparency it provides in an entire sequence of transactions; it has become a tool against fraudulent activities and data breaches. Although blockchain technology demands much power to run and it is a drawback, yet there is an increase in blockchain development.
One big news for the mobile sector is the introduction of blockchain phones. This is because mobile marketing functions best when it receives big data from its users, but the recent breaches by the big giants, have lessened user trust. Now in this scenario, if blockchain comes in the picture, it can emerge as a dominant force on mobile and transparency around the data, that’s huge for what mobile marketers can gather about users and then act upon it.
2. Machine Learning: There is another concept that might enter the territory of buzzwords. With “it” they can get-
a) Valuable data and real-time data to boost user experience.
b) Automate more of mobile marketing.
This “it” refers to machine learning and many have predicted it as the future of mobile marketing because the core of mobile marketing is data. ML is all about processing data and comprehending it well to develop more profound insights and patterns that can assist in decision-making.
3. Location-based Marketing (LBM): An LBM refers to the direct marketing tactics that uses a mobile device’s location to alert the owner about the offering from a nearby business. This has been a trend for a few years now. The brick-and-mortar brands logically adopted this way to get in-app users into the physical locations. As per market research, LBM is growing at roughly 18 percent CAGR per year and the total spend on LBM by 2022 will be probably around $38 billion.