Consumers have matured on mobile at a rate that outstrips that of companies, the majority of which must step up their mobile communications capabilities in this New Year to better connect with consumers in their preferred communications channel.
Companies are quickly realizing that mobile has not only changed digital operations, but that it will fundamentally change entire businesses in decades to come.
That admission comes today from Forrester, which expects 2014 to be an incremental year on this journey, “as companies increase investments to transform their businesses and race to keep up with the growing mobile mind shift, with an installed base of more than 2 billion smartphones globally. “
Key mobile trends anticipated for this year include:
- Big data, big data, big data. Mobile is transformative but only if consumers are engaged in their exact moment of need with the right services, content, or information. Insights gleaned from data over time will be essential to know how to best serve customers in that moment.
- Mobile advertising will start to mature. New mobile-centric ad formats will emerge, with more effective mobile video inventory and more mobile ad network inventory shifting to the exchanges.