The mobile takeover is complete.
2016: The Year of MarTech
But this year, more than ever before, our clients were concerned about the intersection of marketing and technology. We fielded a lot of questions and worked on several projects that really focused on figuring out how to take all of the business tools and processes that our clients had accumulated and untangle them to create efficiencies and opportunities specifically for marketing. It seems that more and more businesses have looked up from the daily grind and have realized that, as they’ve responded to market pressures and customer needs, they’ve haphazardly added tools and processes but haven’t taken the time to figure out how to make everything work together. When the time comes to execute a marketing campaign, they’re faced with a huge, tangled mess and no clear path to success.
And so, they come to us for help. We love getting into the nitty-gritty of marketing technology. Integrating tools, streamlining processes, and working out effective strategies for our clients makes us really happy. We’ve been doing it for years but the big change in 2016 is this: more and more businesses are getting proactive about their marketing technology. And, honestly, they need to be proactive because, if statistics and metrics are any indication, 2017 is going to be a year of BIG change.
The Big Shift: Mobile
We’re just going to go ahead and call it – 2017 is going to be the year that the paradigm shifts. Sure, mobile use has been on the rise for years now but, over the last year or so, the pace has increased dramatically. All of our clients have seen the mobile/desktop ratio tip towards mobile – some dramatically so. The laptop – once a symbol of mobility and flexibility – has come to represent “work” for many Americans and people are increasingly reluctant to use their computers outside of the office. Computers – desktops and laptops – are seen as business machines. When they’re not at work, people turn to their phones for information and entertainment, instead.
The old media channels are all in decline. Newspapers, magazines, cable and over-the-air television, and radio are reaching fewer and fewer people every single year. On the other hand, internet distribution of news and entertainment has been on the rise for the last several years. People turn to social media networks like Facebook and Twitter for their news instead of the major networks like ABC, NBC, FOX, and CNN or major newspapers like The Wall Street Journal, The New York Times, or their hometown papers. Consumers are cutting the cable and turning to online streaming services like Netflix, Hulu, and Amazon Prime for their television and movie fix. And they’re doing it from their phones.
For the last decade, the computer and the television have been duking it out for the media throne and, all the while, smartphones have been quietly overtaking them both. Just as the popularity of the television spelled the end of radio dominance in the American living room, the ubiquity of the smartphone is ending the era of the television. Instead of gathering around the TV to watch shows together, households are much more likely to each watch their own programming on separate devices – and increasingly those devices are smartphones.
What does this mean for us?
It means that the time to start thinking about your company’s mobile strategy is NOW. Are you thinking about your marketing campaigns from a mobile-first perspective? Is your website mobile-friendly? Is your CONTENT mobile friendly? Keep in mind, we consume online content differently on mobile than we do on desktop. Your content needs to be written and formatted with mobile in mind.
Is your workforce mobile-enabled? Is that even possible given the technology that you’re using? So many common marketing and business tools just aren’t mobile-friendly out of the box. That doesn’t mean that they can’t be made mobile-friendly, though. It’s possible to build integration platforms that tie all of your systems together and which can be accessed via mobile. When your marketing tools are mobile-friendly, your staff can respond to events and business pressures from anywhere at any time. That’s incredibly powerful.
So, what’s the state of your mobile martech strategy? Are you ready for 2017? If not, it’s time to jump on it.