The Marketer’s Guide to Mobile
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Section 5:
The Future of Mobile
More than ever, the user calls the shots.
Your audience will demand a more personal, localized experience.
Consumers expect a personalized experience, regardless of how they interact with your brand.
Amazon and Sephora were some of the first major brands to lead the way in this regard, creating
personalized homepage experiences that served up relevant information based on a user’s previous
purchases and search habits. Not surprisingly, consumer expectations adjusted accordingly.
Chances are, your
Amazon homepage
looks nothing like this.
Localization goes hand-in-hand with personalization. Where we are is a powerful influence on what
we want, and localization on mobile websites and in apps is a powerful way to connect with users.
Mobile sites already let you track where your audience is, and more than ever users will demand
content that’s relevant to them. That might be recommendations for events or restaurants in their
area, or user reviews from people in the same city.
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The Marketer’s Guide to Mobile
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Apps will utilize geofences and beacons more and more to provide targeted offers and content at the time your
users are most likely to take advantage, or need them. What better time to offer a user a discount at your store
than when they’re walking by, or ask them to swing by your booth than when they’re actually at an event?
Apps make an impact. (Even if your company doesn’t have one.)
You may not have your own app, but you’ll be interacting with your customers on them.
Companies of all sizes will need to maintain an active, up-to-date presence on the apps that potential customers
use to find you. That means you’ll need to keep an eye not only on what’s popular now, but also apps that are
building buzz. Right now, chat apps like WhatsApp and Facebook Messenger are big in mobile news. Think about
how you could leverage those experiences in your own customer relations, or if your users would expect or want
to connect with you there.
App-focused brands will want to do the same. Even now, big brands like H&M are using apps like Kik to let users
take the lead in creating a hyper-personalized app experience. Voice-activated apps and personal assistants like
Siri, Cortana, and Alexa will be another way users can access that kind of personalized, conversational
experience.
Holistic, omni-channel marketing will be the norm.
From mobile to desktop, and in-store. And probably further.
Until recently, marketers tended to measure each channel’s results separately.
Is my website working?
How are mobile conversions?
Am I hitting my in-store goals?
But increasingly, users are interacting with your brand on multiple channels—up to 3 or more before they buy.
They’ll poke around your mobile site or app, and head into a store to buy in person. Traditionally, marketers
think of it as multiple interactions. But consumers think about it differently. To them, it’s all one experience, and
when it’s not aligned across all your brand’s touchpoints, it’s disruptive.
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We can’t say it enough:
Every business--no matter what size--needs a mobile strategy.
Your company’s success depends on it. More and more of your customers (and just about all of your prospects)
are using mobile devices to interact with and discover new brands.
The foundation of your mobile strategy isn’t to take what you’re already doing and scale it down to small
screens. You’ll build on the data--how your customers access your brand, how they use mobile during the
customer cycle--to figure out how your mobile experience can provide what your users need.
Looking For A Deep Dive
Into Mobile Strategy?
Learn more about how HubSpot can help mobile optimize your entire site.
• App Onboarding 101
• Mobile Engagement Metrics Checklist
• 9 Tools Every App Marketer Needs to Use
• How To Build A Stellar App User Acquisition Strategy
• 17 Compelling Stats That Make The Case For Smarter Web
• 5 Tips For Better ASO
Stay up to speed on mobile marketing best practices and Learn more about how HubSpot’s COS can help mobile
industry news with our mobile engagement blog. optimize your entire site.
