3 mobile tendencies you should know in 2017

Last year was a great year for mobile marketing, but 2017 can only become even greater. Everyone who works with marketing know that the digital winds are blowing as never before, and especially the mobile marketing is rushing.

For 2017 there are more trends within mobile marketing, that is worth a closer look. 3 tendencies we believe mentioned is intelligent marketing automation, predictive marketing and chatbots. It sounds quite nice and has a marketing buzzword feel, but what is it?
Intelligent Marketing Automation, what is it?
Basically, Marketing Automation is the usage of a software to scale your marketing efforts. It is quite easy writing one email to one customer, but writing 5.000 personal emails to 5.000 clients are quite difficult.
Not too long ago the only way to send a message to a large target group, was by sending one simple email without personality to your target group. One size fits all. With marketing automation it has become even easier to construct templates with data, that automatically brings personality to the email. Every email you receive includes your own name, which a great example of how companies are trying to personalize their emails.

However intelligent marketing is doing an even better job; Modern platforms are able to personalize to an even greater level, that includes much more than just the name and location. Effective platforms can create messages that have a better holistic picture of the customer, and not an instant snapshot.

Why is Intelligent Marketing Automation significant?
It is the marketers’ finest duty to increase the customer/user amount. In a market where the competition is so high among the app user’s retention is a difficult task. On average, there is only 1,9 % of your app users who still use your app after 90 days – and that is even if the app users found your app fun. To higher the low average, people are trying to increase the life length of the user experience by sending automatized messages and instructions, that can boost the commitment and the user’s view of the app.

Predictive marketing, what is it?
Predictive marketing or predictive analysis is a discipline which is growing and is about predicting future events using algorithms, statistics and data structure. By the use of predictive marketing it is possible to identify behaviour patterns and points in a certain direction. By judging the probability of the possible outcomes, a decision can be made for the next marketing move.
Predictive marketing is when Youtube suggest qualified videos based on your previous views. Or whenever you go online shopping and are being presented with things others have bought, that have had the same shopping patterns as you.
A company who uses predictive analysing can achieve a great outcome by a boost in its sales.

What difference is it going to make?
Analysing is a big and important part of the markets job, and predictive analysing will with no doubt be a very useful tool in the future. Instead of basing your analyses on manual crafted campaigns, we will sooner or later see that replaced by machines, that can create an even better result.
Individual offers and discounts is the key to success. By creating accuracy it is able to push the customer without being pushy. Where traditional data analysing is primarily working with larger groups, predictive analysing will work with the individual person.

Chatbot, what is that?
A chatbot can be compared to a smaller version of Apple’s siri or Ikea’s Anna. The chatbot is often linked together with customer service, since the chatbot is available at all times and is a quick customer service experience. Are the questions more advanced than the FAQ questions it will refer to an actual customer service employee.

However there some chatbots that have more functions than others. Eventhough chatbots have existed in several years, it was in 2016 that the technology speeded up and became visible.
This year we will see even more chatbots that exist as a personal guide. They are going to welcome new users and hand out several tips depending on where in the app youare.
This chatbot with furthermore help the visitor remember things or hand out information the he/she has not read.

What difference is it going to make?
For marketing people a chatbot gives the opportunity to increase the commitment without being too pushy. Traditional marketing channels such as push notifications and emails are very effective, then you should start thinking in other channels and messages, that is valuable for the customer.
With that in mind more and more mobile users are actively opt out push notification.

Chatbots are not just a fantastic customer service tool, but it helps the companies having contact with its customers in a friendly and value creating way. And when you think about the customer service, the chatbot is able to teach and advise customers/users compared to its own usage, and in the way increase the commitment from the customers.

Are you ready more mobile marketing 2017?
We will see that mobile trends are going to influence our daily lives. As it looks right now, mobile marketing technology will have an even greater power in the market, so we can look forward towards a competitive year.