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BizReport : Mobile Marketing : April 06, 2016

Expert: IoT is where mobile is heading

There is much more to mobile marketing than creating and promoting an app. According to one expert, brands need to stop thinking of apps as isolated channels to fully engage users and reap those mobile benefits.

by Kristina Knight

Julie Ginches, CMO, Kahuna: If you stop thinking of the mobile app as an isolated channel, and start thinking about all channels as a whole, you can begin to understand the true potential of a multi-channel experience. This is true of most verticals, but especially true of retail and e-commerce, because the modern reality of shopping is that you can be online (the desktop, where you might be reached by email), offline (inside the store, where you might be served by the first wave of IoT devices like beacons) and everywhere in between (the mobile device, which helps customers navigate both worlds).

Kristina: In your opinion, what is the hottest vertical for mobile apps now?

Julie: According to a 2015 article in Forbes, shopping apps -- from retail and e-commerce brands -- are by far the fastest growing segment for mobile apps. One reason for the surge is that shopping apps -- when designed correctly -- create reasons for the customer to keep coming back. According to the Forbes piece, "sessions on shopping apps on iOS and Android devices increased by 174% year-over-year, including 220% on Android alone." But not all mobile shopping experiences are created equal, and providing a highly personal experience is an area where modern multi-channel marketing automation can help.

Kristina: Where do you think we will witness the next wave of innovation in mobile shopping?

Julie: I'm bullish about IoT. It's partly because the category is accelerating exponentially, along with many other consumer-facing technologies that will fundamentally alter the way we live, work, and relate to one another. But it's also wearables, IoT, and the next wave of devices that will make communication channels ubiquitous. Smart marketers will learn to leverage the new potential touch points for even better, more personal experiences. But in the age of continuous partial attention -- which is perhaps the biggest challenge facing marketers now and in the future -- it will pay to communicate in more meaningful ways on fewer, not more, channels, i.e., the ones that are actually favored by your customers. Recall the famous phrase, "less is more?" It originated several decades ago, but never has it been more true.

Image via Shutterstock

Tags: IoT trends, Kahuna, mobile IoT, mobile marketing, mobile trends

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