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BizReport : Mobile Marketing : August 05, 2016

4 trends that are reshaping mobile

Mobile continues to see sharp adoption, both from consumers and from brands, however many brands continue to have trouble truly connecting via mobile. One expert identifies four trends that will help brands better connect.

by Kristina Knight

First, tracking technology

"[Tracking technology] is at the point where we're seeing a more in-depth understanding of user flow. That's creating more opportunities to optimize the user experience and improve quality. It also means that apps are sharing more data with their partners, which greatly improves the ROI of mobile campaigns. And of course, data from tracking technology is now being integrated with DMPs, so we're seeing a lot more examples of cross-channel," said Galia Reichenstein, COO & Head of Sales, Taptica.

Second, mobile = global

"It's important to understand that mobile is increasingly global, both in terms of audience and technology. We're seeing countries like China, Japan and Korea start to export some of their mobile products, while at the same time, those markets are opening up to technology from the U.S., Europe and of course, Israel," said Reichenstein.

Third, brands are the followers

"Brands are following consumers into a mobile-first world, and this has had a big impact on social and influencer marketing. What we're seeing is that mobile is opening up new channels, so brands are experimenting with influencer marketing on Instagram right now, even though there's no tracking for that at the moment because they know that eventually they will be able to track that channel," said Reichenstein.

Fourth, ecommerce is key

"eCommerce is really booming on mobile. A lot of brands, from Urban Outfitters to Macy's, have built really great mobile shopping experiences. Consumers are very comfortable shopping on mobile. This is important for eCommerce, but it also represents a big innovation for advertising, because improvements in tracking technology have brought us to the point where advertisers can measure return on ad spend," said Reichenstein.

Tags: M:Commerce trends, mobile commerce, mobile marketing, mobile trends, Taptica

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