Mobile Marketing III: 6 trends that companies should pay attention to | SiteMap 33

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Hello and welcome to another SiteMap, your guide to digital marketing. Today we conclude a series of 3 programs on Mobile Marketing by presenting you with a set of trends that companies should be aware of so that they know what to expect in the near future and can, if possible and relevant, include them in their digital marketing strategies.

We chose 6, here they are:

1. Wearables
If the generalization of smartphones has made mobile marketing unavoidable, in the coming years you can count on other devices to accentuate this fact.

They're not yet mainstream, but there's no doubt that they're here to stay. Okay, Google Glasses weren't exactly a huge success, but they were a harbinger of something new. Meanwhile, Apple has entered the part time data race with the Apple Watch , and several other wearables are expected to hit the market this year. And, in a future that's perhaps not as distant as you might think, these devices will end up being unnecessary – we'll wear them on our bodies, they'll stop being an extension and become a part of our bodies .

2. Biometric data
In the healthcare sector, there are already mobile applications that allow us to collect and relate information about patients in order to define and monitor treatments, which is fantastic. But, as the Americans would say, “make no mistake” : some of the possibilities of these types of applications will also inevitably become a resource for marketing initiatives with the aim of gathering elements that allow us to better understand the emotional states of users in order to then provide them with even more personalized and relevant digital experiences and, consequently, more effective and profitable.

3. Applications
The trend towards providing mobile experiences is dictating a growing focus on applications that work in conjunction with the website and allow companies to obtain more information about users and provide them with utility or entertainment .

Additionally, a process of integration of functionalities that naturally arise in our daily lives but are dispersed in the segmented market of mobile applications is expected .

4. Applications + Ecommerce + Social
In different ways, the main social networks have been testing and/or introducing features that are eliminating the boundaries that previously existed between the social component of the web and e-commerce.

Soon, certainly on some networks more than others and to varying degrees, the line between the two will be much more blurred and the opportunities to use these platforms to sell products or services directly will make brands dream and marketers salivate . It remains to be seen what users will think of this.

5. Location Marketing
From a marketing perspective, one of the biggest advantages of mobile, in addition to its reach and permanent exposure, is the ability to geolocate users, which is increasingly used to activate personalized campaigns – whether by sending an SMS when the user approaches a physical store , sending messages through an app or activating an ad . Have you never been confronted with this reality? It won’t be long before.

Additionally, geolocation can also be a resource for payment methods such as NFC – a technology that allows you to pay for a purchase by passing your mobile phone near a sensor.

6. Mobile payments
Using your smartphone to associate your bank cards with your phone number and thus be able to pay for your purchases more quickly will be a common practice in the near future. Here, we already have MB Way as an example. But you can expect more: the increasing mobility of people should even lead to the creation of global payment services.