Over the past 12 months, industry analysts recognized:
1. that the focus on mobile apps would shift to mobile websites, because of the difficulty in getting users to adopt apps, the necessity of “reinventing the wheel” so that “each” app meets constantly-evolving requirements of an ever-expanding galaxy of operating systems, and because search engines can’t see the “silo’d” app data; that technologies like NFC and Beacons, as well as mobile payments and other proximity technologies, would effect a change in the merchant-customer loyalty relationship;
http://marketingland.com/5-key-mobile-marketing-trends-for-2015-112838
January 8, 2015
2. the rise of mobile “push notifications” (while noting that email was and is still effective); advantages of Bluetooth low-energy (BLE), beacons, and mesh-network wi-fi “grids” to deliver in-store promotions messages; with the caveat that “too much of a good thing” could become toxic;
http://marketingland.com/can-push-notifications-replace-marketing-emails-116359
February 5, 2015
3. that, ironically(?), consumers were using mobile phones to research potential smartphone or tablet purchases;
http://www.emarketer.com/Article/Smart-Device-Shoppers-Smart-via-Mobile/1012110#sthash.cUrhlFZN.dpuf
February 26, 2015
4. the schism between mobile apps and mobile web were demonstrated by a survey published in March (eMarketer, “Secrets of the Mobile Masters”) showing that $5.5 million was being per year on apps, and only $4.9 million on mobile websites;
https://offers.adobe.com/content/dam/offer-manager/en/na/marketing/Marketing%20Cloud%20PDFs/55265_mobile_marketing_survey_whitepaper_ue.pdf
March 16, 2015 (email: “eMarketer, “Win the Mobile Game”)
5. what was called – by some – the “mobile apocalypse” of google changing its search algorithms to give preferential treatment to “mobile friendly” sites, e.g., those that feature smartphone-screen-sized content (to eliminate horizontal scrolling) text that’s readable without zooming, easy linkage and the absence of non-mobile applications (like Flash); along with examining the growing importance of engagement and retargeting;
http://marketingland.com/what-google-mobile-first-rules-mean-for-your-marketing-strategy-126879
May 6, 2015
6. that “mobile” was the “driving force behind global Internet growth”, but that SMS/text campaigns would remain the only way to connect with non-smartphone users (still more than ¼ of Americans); mobile video was taking the lead in mobile data usage; and that a majority of internet searches were “mobile” (with some happening on “smartwatches); as well as predicting the rise of “native” advertising;
http://marketingland.com/12-mobile-marketing-stats-need-know-129494
June 8, 2015
1. that the focus on mobile apps would shift to mobile websites, because of the difficulty in getting users to adopt apps, the necessity of “reinventing the wheel” so that “each” app meets constantly-evolving requirements of an ever-expanding galaxy of operating systems, and because search engines can’t see the “silo’d” app data; that technologies like NFC and Beacons, as well as mobile payments and other proximity technologies, would effect a change in the merchant-customer loyalty relationship;
http://marketingland.com/5-key-mobile-marketing-trends-for-2015-112838
January 8, 2015
2. the rise of mobile “push notifications” (while noting that email was and is still effective); advantages of Bluetooth low-energy (BLE), beacons, and mesh-network wi-fi “grids” to deliver in-store promotions messages; with the caveat that “too much of a good thing” could become toxic;
http://marketingland.com/can-push-notifications-replace-marketing-emails-116359
February 5, 2015
3. that, ironically(?), consumers were using mobile phones to research potential smartphone or tablet purchases;
http://www.emarketer.com/Article/Smart-Device-Shoppers-Smart-via-Mobile/1012110#sthash.cUrhlFZN.dpuf
February 26, 2015
4. the schism between mobile apps and mobile web were demonstrated by a survey published in March (eMarketer, “Secrets of the Mobile Masters”) showing that $5.5 million was being per year on apps, and only $4.9 million on mobile websites;
https://offers.adobe.com/content/dam/offer-manager/en/na/marketing/Marketing%20Cloud%20PDFs/55265_mobile_marketing_survey_whitepaper_ue.pdf
March 16, 2015 (email: “eMarketer, “Win the Mobile Game”)
5. what was called – by some – the “mobile apocalypse” of google changing its search algorithms to give preferential treatment to “mobile friendly” sites, e.g., those that feature smartphone-screen-sized content (to eliminate horizontal scrolling) text that’s readable without zooming, easy linkage and the absence of non-mobile applications (like Flash); along with examining the growing importance of engagement and retargeting;
http://marketingland.com/what-google-mobile-first-rules-mean-for-your-marketing-strategy-126879
May 6, 2015
6. that “mobile” was the “driving force behind global Internet growth”, but that SMS/text campaigns would remain the only way to connect with non-smartphone users (still more than ¼ of Americans); mobile video was taking the lead in mobile data usage; and that a majority of internet searches were “mobile” (with some happening on “smartwatches); as well as predicting the rise of “native” advertising;
http://marketingland.com/12-mobile-marketing-stats-need-know-129494
June 8, 2015
And throughout the year, “content” and “engagement” achieved proverbial status, while “mobile automation” was being hailed as “ad-blockers” were coming to the fore (with “native” again being touted as the latest savior).
Yes, 2015 was an exciting year. And 2016 promises to be at least as exciting.
See you out there.
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