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Seven Ways 2019 Will Change the Way We Market, Sell, and Live Our Lives

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For marketers in 2019, everything and nothing will change.

Ultimately, our businesses will still need to sell stuff. And that will surely be true again in 2020, even 2030, and every decade after that.

But, oh, will the how be different next year and beyond.

Rest assured, this isn’t another one of those predictions pieces that promises revolution and absolutes. No, cash won’t entirely go away in 2019. Voice won’t replace desktop or mobile search in 100 percent of the cases. Penetration of wearables won’t reach 100 percent despite increased interest in monitoring health as well as package delivery times.

Here are seven ways that emerging technology will affect how we market, sell, and live our lives.

The mobile phone and app will continue to be a linchpin and actually start to provide more information to other devices. For instance, with an iPhone and a HomePod, you can now turn on personal requests to your device. And because you don’t have to log in again, it’s a “next level of mobile device” value.

Key stat: Nearly one in five U.S. adults today have access to a smart speaker (Voicebot). You would be hard-pressed to find any study that offers a prediction of maturity in the market, or one that says that masses will stop using their smartphones. Use of both will be more prevalent in 2019 (TechCrunch).

For innovation areas such as augmented reality, brands will have success without having to go all-in. Some proof of concepts will take only one person and three days.

Key stat: Augmented reality experiences will be noticed and resonate with at least some consumers: 38 percent hope to see improved experiences in stores, while 35 percent want improved customer service based on individual needs, and another 35 percent seek improved ways to find and compare different products (GfK).

The most elaborate of experiences created for customers will only succeed if they are viewed as personal, or at least relevant.

Key stat: 79% of consumers say they are only likely to engage with an offer if it has been personalized to reflect previous interactions the consumer has had with the brand. (Marketo)

Brick and mortar, combined with mobile and digital experiences, will differentiate. Why? It’s what pure online commerce cannot match.

Key stat: 71 percent of millennials believe a significantly enhanced retail experience would increase their in-store visits and purchases (Roth Capital).

Voice interfaces will continue to gain share, but for many products in shopping categories, many will need to see as well as hear.

Key Stat: Voice commerce alone is not enough for most consumers: 89 percent said they’d like to see the product on a screen before a voice assistant orders it (Salmon).

While virtual reality won’t go mass in 2019, brands taking measured steps forward will see value by way of earned media, social mentions, and relevant articles.

Key stat: While no one can credibly argue that VR has gone mass, efforts tied to Oculus, Magic Leap, and others have seen considerable earned media and social media focus while spending relatively little on paid media.

Machine learning will lead to happier customers if used to keep shelves stocked with desired merchandise.

Key stat: 75% of enterprises using AI and machine learning enhance customer satisfaction by more than 10% (Capgemini).

I’ll close with a couple more pieces of advice. Review your 2018 marketing playbook (you have one, right?) and take note of what went as planned and what veered at least somewhat off the mark. For all the reasons mentioned above, by no means rinse and repeat your 2018 playbook for 2019.

Finally, the model of having a playbook for a full year is increasingly foolhardy. The world is moving that fast. Create your plan, then revisit it at least every quarter and make any necessary changes.

Just as your consumers are doing with their devices and behaviors.

(first appeared here - https://possiblemobile.com/2018/12/2019-will-change-way-market-sell-live/)

Tagged with machine learning, augmented reality, mobile.

December 30, 2018 by Jeff Hasen.
  • December 30, 2018
  • Jeff Hasen
  • machine learning
  • augmented reality
  • mobile
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Notes From A Mobilized Marketer - Live Más, Spend Más With Taco Bell's Mobile App

Taco Bell tells it customers to live más. It turns out that its mobile app users are spending más, too. Mobile app orders are 20% higher on average compared to in-store, according to BI Intelligence. These mobile shoppers in large numbers are adding more toppings and making group orders.

As expected, Mary Meeker’s annual look at the web and mobile brought significant learnings.

Among the best:

- In America, mobile has eclipsed the desktop in time spent in digital media - now 51%.

- Spending on mobile advertising in the U.S. is up 34% year over year.

- Only $13 billion of $50 billion total U.S. Internet ad spend is on wireless.

- User-shared and curated video is rising rapidly. There are 4 billion video views per day, up 4x in six months on Facebook.

- The next new Internet users are likely already non-smartphone ‪mobile users and most likely to onboarded via messaging platforms.

If your app fails, 47% of your customers will switch to the competition, according to IBM.

74% of people 55+ used the mobile Internet in 2014, per comScore.

On a related note, my wife and I were sent a selfie from my soon-to-be 86-year-old mother-in-law.

General Motors’ Chevrolet brand will offer Android Auto and Apple CarPlay compatibility in 14 vehicles for the 2016 model year.

Over eight in 10 interested in wearables want such devices to enhance in-store experience: PowerReviews. For these, such devices are more than health and fitness tools.

Through a partnership with Shazam, Target is giving app users the ability to scan any of its print or television ads to access “shoppable” content.

75% of Google mobile search revenues come from Apple devices.

Friday was National Biscuit Day? My appreciative dogs have a ruff life.

Google and Apple have adjusted their strategies on mobile payments. We’ll see more tie-ins with loyalty plans, but still need consumer education. Much more, in fact.

Native Apple Watch apps are coming this fall. Not a minute too soon. The current experience is exasperating.

Tagged with Taco Bell, Mary Meeker, Google, Apple Watch, Facebook.

May 31, 2015 by Jeff Hasen.
  • May 31, 2015
  • Jeff Hasen
  • Taco Bell
  • Mary Meeker
  • Google
  • Apple Watch
  • Facebook
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Notes From A Mobilized Marketer -- Are Two-Year-Old Smartphones Useless or Good Enough?

I read on Business Insider where "80% or more of current iPhone users are due for a new phone because they're using old iPhones that are near the end of their useful lives." Says who? Two-year-old or more devices are “useless” for those with limited budgets?

Pew reports that 47% of those mobile users with a household income under $30,000 own a smartphone. Who says that they will put the next purchase of one before anything else?

Techcrunch took the same stance as I did. "The next two years will be the era of good-enough smartphones."

Integrated cross-platform ads are not driving reach, ROI: Nielsen. It’s the early days. The study doesn’t say that they won’t. It’s says that they aren’t.

That study aside, the obvious question from Mary Meeker's new Internet Trends report - with mobile adoption and usage so broad, why are brands slow to use the channel? Mobile now gets 11% of all the digital advertising spend.

Mobile advertising was up 47% year over year, Meeker noted.

The death of the tablet, eh? Tablet units are growing faster than PCs ever did -- +52% in 2013 , Meeker reported.

The U.S. market in on track to exceed $100 billion in mobile data revenues in 2014, analyst Chetan Sharma says.

As compelling as possible products that we'll see, I'm most intrigued by how ultra-strong personalities from Beats play within the Apple world.

A memorable tweet from Southwest Airlines: “You are now free to skip the printer: Mobile boarding passes land at all domestic Southwest airports!”

A new study says that 70% of retail marketers say personalization represents the future of marketing. Do the others think “one to all” will get it done?

Are these tons of World Cup apps meaningful or just for kicks?

Nearly a quarter of digital ad spending by U.S. healthcare and pharma firms will go toward mobile this year, eMarketer says.

Tagged with iPhone, Mary Meeker, tablets.

June 1, 2014 by Jeff Hasen.
  • June 1, 2014
  • Jeff Hasen
  • iPhone
  • Mary Meeker
  • tablets
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Notes From A Mobilized Marketer - An "App To Stop The Tears" Edition

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Researchers have created an app that decodes a baby's cry. It’s for doctors to identify potential issues.

ESPN now lets iPad users call up scores and clips while watching live video. More evidence that the passive has become interactive.

In buyout, BlackBerry is said to get little premium per share. It’s a lesson on how things change in mobile.

Facebook says it has 101 million daily mobile U.S. users. Also, one out of three people in the U.S. check Facebook via mobile app at least once per day.  I like.

Groupon revenues now nearly 50 percent from smartphones. It is capitalizing on location-based opportunities.

Apple is pushing its new MacBook Pro via movie theater ads. Who wudda thunk it?

More change in the car - Audi's augmented reality app decodes your car dashboard so you know what the light on is telling you.

Per industry analyst Chetan Sharma, in the third quarter, the U.S. mobile data market grew 4 percent quarter over quarter and 14 percent year over year to reach $21 billion.

Hautelook says that 40 percent of its transactions are coming from mobile.

Google recommends that mobile websites load in one second or less. More on building mobile web sites in my Sept. 25 Market Motive online workshop.

We get so America-centric here, but it’s interesting that 5 billion of the 6 billion mobile phones are in developing countries. India remains one of the world’s largest mobile markets with over 825 million subscribers.

Time spent shopping on mobile devices has increased 385 percent since 2010.

One last stat - Nearly 80 percent of smartphones shipped worldwide during Q2 of this year ran the Android OS, says IDC.

Tagged with app, Apple, augmented reality, Macbook, Market Motive.

August 18, 2013 by Jeff Hasen.
  • August 18, 2013
  • Jeff Hasen
  • app
  • Apple
  • augmented reality
  • Macbook
  • Market Motive
  • 1 Comment
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Notes From A Mobilized Marketer - The "Wife Again Had It Figured Out" Edition

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An augmented reality app for the two minutes it takes for Haagen Dazs to "temper"? A certain wife cuts that to 10 seconds with a microwave.

Time spent visiting retail sites on tablets and smartphones has eclipsed that of time spent shopping via desktop. And the reason why you haven’t optimized your web presence for mobile is what?

A Wall Street Journal headline said Best Buy Works To Get Its Website Up To Snuff. Wow. Snuff is me-too. Snuff-plus is called for here.

The iPhone 5S event is reported to be Sept 10. I'm unlikely to bite for an upgrade from the 5 because of the incremental change. Someone in the Apple Store told me that it would be wise to wait for the next version.

Meanwhile, a report says that one third of new smartphone owners buy an iPhone. Also, half of previous iPhone owners buy another. The repeat buyers’ number seems low.

A story asks if we check our mobile device before we go to bed and as soon as we awake. You think?

Thirty-five percent of mobile owners do mobile banking, according to a new Pew report.  Thirty-five percent of more than 330 million is a big number.

Three more top executives have left BlackBerry. It’s about three years after many of us did.

Ninety-four percent of mobile payments in the U.S. are at Starbucks. Not only are they moving their business, they are moving the mobile industry along.

A tweet says The Hackable Japanese Toilet Comes With An App To Track Poop. Finally. It's the Year of Mobile.

Two hours into a flight last week, my new MacBook Air had 9:08 of battery life left. Certainly more battery life than I had.

Tagged with augmented reality, iPhone, Macbook, Starbucks.

August 11, 2013 by Jeff Hasen.
  • August 11, 2013
  • Jeff Hasen
  • augmented reality
  • iPhone
  • Macbook
  • Starbucks
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Notes From A Mobilized Marketer - The "Do You Need An App or Common Sense?" Edition

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A new app uses Kinect technology to prevent you from running into things while texting. An alternative is to put the device down.

The No. 1 pet peeve about smartphones is people checking it too much, according to a poll.  I found this by checking my smartphone.

If gadgets could measure emotions as is being discussed, would an insurance company raise fees if you show signs of being depressed or sick?

I saw a headline that said TV Networks Play to “Second Screen”. Do you know anyone who leaves mobile in the other room? Me, neither.

Either real-time bidding will change everything or it's most hyped ever? To me, it’s somewhere in between, but closer to hype.

Will we see a revitalization of camera sales if they get 1m000 times better in low light or will smartphones satisfy? For most, it’s the latter.

I heard a true recent story of a 96 year old who was getting hearing aids for first time. She said, "This is not as easy as my iPad.”

One percent cut cord on at-home Internet for LTE, Wifi out and about. That’s more than cut cable, but hardly a stampede.

49 percent of tablet shoppers are dissatisfied with the buying experience – report. Non-optimization leads to anticipointment.

"We're all in on mobile. We were created for mobile" Words from Twitter CEO Dick Costolo.  And some still have social and mobile in silos?

Today I again violated that rule of not looking at email in the first hour of the day. I’m thinking I should start with the first minute.

The mobile ad spend in the U.S. was $4B in 2012 compared to $37B for web advertising, according to Mary Meeker. That’s consistent with forecasts

Headline of day - PayPal Founder Launches Startup To Get More Women Pregnant.

Tagged with apps, Kinect, Twitter, ipad, smartphones, Mary Meeker.

June 2, 2013 by Jeff Hasen.
  • June 2, 2013
  • Jeff Hasen
  • apps
  • Kinect
  • Twitter
  • ipad
  • smartphones
  • Mary Meeker
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Caesars Does More Than Roll Dice On Mobile

Caesars guests roll the dice all the time and leave a lot to fair Lady Fortune. But the casino’s admirable approach to mobile marketing leaves little to chance. During an hour-long webinar earlier this month, a senior executive from Caesars Entertainment said that mobile will sit at the center of the company’s strategy to move the business a giant leap forward in 2013.

Eric Petersen, director of new media, Caesars Entertainment, sees “four components” to mobile.

First, mobile Web is used to get consumers to Caesars’ properties — allowing them to make reservations.  Second, SMS is mainly used to reach consumers that are in market — sending them exclusive offers, deals and reminders. 

Third, mobile applications are “hotel-specific to enhance customer experience” — and these apps deliver value by enabling customers to access and use concierge services, room service and make dining reservations.

“Finally, Petersen noted, “we use QR codes on print advertising and on-site signage to increase the level of interactivity consumers can have with our brands.”

Petersen is wise to provide consumers choice and let them decide how (mobile, Web, on-site) they want to interact with his properties. He also correctly assumes that his customers have a certain level of sophistication and mobile savvy.

But there is a bar to reach. Brands have to deliver their customers a mobile-optimized website and experience. “Without it,” he argued, “you will give the consumer a bad experience and risk that they will never return.”

What’s more, with search being one of the most popular activities on a mobile device, it is imperative that search results lead to an optimal user experience. “This is why brands must optimize their sites for mobile, and [why] mobile Web will still lead as the main channel next year,” he said.

Petersen may work in glitzy Las Vegas, but the lights don’t blind him to what works in mobile — and what fails.

This is why Caesars’ mobile strategy is squarely focused on delivering user experiences that provide value.

“Mobile is making things easier for consumers,” he said. “You can deposit a check, book a flight or make a dinner reservation. As marketers, we need to keep this in mind. Mobile is here to solve problems.”

And it shouldn’t just be about solving the problems of a select group of individuals (distinguished by their high-end devices or huge appetite for apps). This is why Petersen has purposely included tried-and-true text messaging in his marketing mix. Unsexy, yes. But it is effective. “SMS is an important factor for engagement,” he said. “It’s the only medium that offers 100-percent reach.”

HOW I SEE IT: As I’ve written before, the travel and tourism vertical gets mobile. Marketers in this industry are among the most active — and most effective.  From enabling people to make last-minute bookings using only their mobile phones, to driving on-premises customers to nearby restaurants and shows, companies in this vertical have proven mobile provides convenience and immediacy.Caesars is another great example showing the way forward.

As we look to 2013, you have to wonder whether Augmented Reality (AR), a technology gaining serious traction in mobile marketing, might not also hit it big in Vegas (and elsewhere) in 2013. After all, Las Vegas is surely a great fit (can you think of a place more distant from reality?). Granted, usage is small. But next year might be the time for AR to get its day in the big lights.

(first appeared here http://www.mobilegroove.com/mobile-more-than-roll-of-dice-for-caesars-las-veg...

Tagged with SMS, augmented reality, mobile web, smartphones.

December 17, 2012 by Jeff Hasen.
  • December 17, 2012
  • Jeff Hasen
  • SMS
  • augmented reality
  • mobile web
  • smartphones
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Notes From A Mobilized Marketer - The "Items May Appear Larger" Edition

A study says augmented reality apps will generate $300 million in 2013. Put on special glasses and it will look like $300 billion.

Unable to deliver iPhone 5s to satisfy demand, word comes that Foxconn may build 130-inch Ultra HDTV panels. Rest assured fewer will want them.

I will remember 2012 as year Twitter became my number one news source. You?

47 percent of 18-34 year old smartphone owners have reportedly clicked on a mobile ad in the past three months. How many have “fat fingers” causing unintentional clicks?

It’s $60 for TomTom's new North America Android app - cheaper than a standalone unit, pricier than Google Maps.

There were 66.8 million viewers for at least a minute of TV election coverage between 8 and 11pm. It was 71.5 million in '08. I expected a bigger dropoff.

Meanwhile, Mitt Romney's "victory" speech was written on an iPad. Was it autocorrect or the nation that changed it to a concession? Or both.

The tablet market is now nearly 32 percent the size of the traditional PC market. It happened in LTE speed, so to speak.

"It's gonna be raining tablets," said AT&T’s CEO on shared data plan growth. To me, it’s first about consumers understanding usage, then making decisions.

Nearly 40 percent of U.S. mobile users accessed social media networks on their device in Q3, according to comScore.

We're in a smartphone frenzy, but feature phones have 80 percent share worldwide, according to new stats from Mary Meeker.

If history of inaccuracy is a guide, Siri will sell you tickets to the wrong movie through the Fandango tie-in.

An analyst said that Facebook will "disappear" in 5-8 years. The better bet is that analyst will vanish.

A headline asked, “Who Will Be Disrupted By The Rise Of Mobile?” The better question is who won't be?

Tagged with AT&T, Mary Meeker, Siri, TomTom, augmented reality, facebook, foxconn, iphone, romney, smartphones, tablets, twitter.

November 10, 2012 by Jeff Hasen.
  • November 10, 2012
  • Jeff Hasen
  • AT&T
  • Mary Meeker
  • Siri
  • TomTom
  • augmented reality
  • facebook
  • foxconn
  • iphone
  • romney
  • smartphones
  • tablets
  • twitter
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Jeff Hasen

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