We have officially crossed over into 2015 territory! This means that all of the predictions that advertisers were making at the end of the year will either become a reality or a fantasy. One trend that we can all agree on is that people from all corners of the world are adopting the use of smart devices at a startling pace, opening up new channels to interact, engage, entertain and explore. As a business, it’s imperative that you evolve with this movement and find new ways to excite your audience, delivering a consistent channel that happens to be everywhere: in the store, on an app and online.
Let’s dive into some of the biggest mobile trends to be conscious of in 2015.
Wearable technology is about to become a style…and a lifestyle.
Google Glass may have interested the business sector more than the consumer sector, but don’t expect this to be a future trend. With the Apple Watch ready for launch, expect to see healthy competition between the two. Wearable technology extends beyond fitness, including everything from baby monitoring to calmer meditation. People will have the ability to adjust their thermostat, monitor an in-home camera and measure heart rate and blood pressure. With so many ways to wear wearable technology – as a smart watch, clipped onto clothing or headband-like styles – expect it to emerge as both a style and lifestyle.
Rather than one-time transactions, brands will push for continuous engagement.
What if your bank notified you of your balance each morning or alerted you when there were nearby stores, restaurants or events where you could redeem your points? Look for more brands to reach out to their customers on a routine basis and find creative ways to engage with them, even if they aren’t in the buying mood. With this approach, brands will be helpful in the moment rather than before or after.
Mobile payments will become a trusted, convenient way to pay.
Mobile payment systems aren’t new, but they have been slow to resonate with shoppers. Until now. With the increased risk of data breaches countered by the growing convenience and added security of mobile payments, we can expect this method of payment to surge in popularity. In fact, Apple Pay announced shortly after its launching that it supports cards that represent 90 percent of the credit card purchase volume in the states and can be used at over 22,000 retail stores.
The Internet of Things will expand.
The technology is available at this time, but consumer awareness is not. Wearable technology, smart homes and connected cars are nice luxuries, but they are not necessities in most people’s minds. Neither were cell phones and computers years ago. Yet as technology emerges and people find the need for constant connectedness, the Internet of Things will expand. Watch for marketers to take a stronger stance on why this technology is relevant and necessary for efficiency, productivity and quality of life.
Consumers will be more particular about handing over information.
Developers of mobile apps will need to cut back on building apps with mobile data collection that isn’t needed for core functionality. An example: no one was happy to learn that a simple flashlight app tapped into users’ geolocations, cameras and calendars when installed onto smartphones. As users have access to more free, quality apps, they won’t be so willing to hand over tracking data to use an app. Developers will have to do a better job of explaining why they need this information beyond simple monetization.