Technology enables a human connection no matter where people are, but the old ecosystem of desktop websites and email marketing is quickly fading. Our technology is now mobile-centric, and thanks to increased urbanization, people are everywhere and more connected than ever. Are you armed with the right resources to provide the right services and products to this new breed of customer?
Read our top five connected consumer trends for 2016 to see how you can make your customer’s mobile moments matter.
1. Individualized experiences
Vik Kambli, Director of Strategy
Individualized experiences are similar to personalization except the segment size is always a single person. A mobile phone is a person’s digital identity, and it’s more sacred than a customer’s email address or any other method they use to converse with their chosen brands. Location and behaviours are two great examples of context that can be used for individualized experiences – ideally, they’re combined. For example, a customer who has been checking the site for a certain model of bike would be interested in being notified when they’re within a few kilometers of a dealership that has a model they could test drive.
2. Focus on engagement and loyalty
Igor Faletski, CEO and Co-founder
Mobile customer engagement is about connecting with the customer at the right time with the right message and influencing critical mobile moments. The cost to acquire a new customer is between five and 20 times the cost of retaining an existing customer. Many brands are also finding that the cost to acquire a customer is increasing. In light of this, brands are re-prioritizing marketing spend towards mobile customer engagement and loyalty as a catalyst for growing conversion rates and increasing customer lifetime value.
3. Convergence of web and apps
Anthony Nicalo, VP Platform
Web and apps are converging. As we saw at Google I/O, both the web and apps teams are still convinced their approach is better and that they will win. The web is getting more app-like engagement from things like push notifications and add to homescreen. Apps are hoping to get more reach from deep-linking and partial app loading on the web (‘instant apps). Web and apps are working hard to implement the features and functionality that the other ‘platform’ has as its advantages. The result for the average internet (smartphone) user will be the same – they will expect a fast, seamless, rich user experience no matter how they read content or shop.
4. Increased investments in mobile platforms
John Boxall, Chief Technology Officer and Co-founder
As the importance of the mobile ecosystem expands to new screens like wearables and smart TVs, as well as new customer experiences such as beacons, visible light communications and individualization, retailers are looking at a more complicated (and potentially expensive) landscape. Switching to mobile engagement platforms allows brands to lower ongoing costs, and focus limited technology resources to projects that will differentiate their brand.
5. Customers will use more artificial intelligence in commerce
Peter McLachlan, Chief Product Officer
Nobody is exactly sure what automated chat commerce will look like but it’s going to be big, and some retailers are already experimenting with it. Facebook is investing heavily in AI, both for their social platform and for Facebook Messenger. Expect SnapChat to be a big player in North America, as well.
Amazon Echo and Google Home are the opening acts for screenless commerce. At Google I/O 2016, Google revealed that 20% of its search queries are spoken. Expect to see more solutions listening in to our every word and interacting with us, enabling commerce without a screen.