Mobile is now more than a disruptive technology. It has already made a generation of people rethink how they work and interact. But the new marketing trends are impacted by smart mobility too.
Enterprise mobility trends conversely form every organization’s IT strategy. Every mobile app development process constitutes strategy, software, and development methodology that should be aligned to the current landscape of different sectors.
Here are the top enterprise mobility trends that will impact mobile app marketing for 2017:
1. Employee mobile application adoption forcing diverse marketing strategy
Nearly 61 percent of smart mobility measures surveyed by Forrester are ushering in new mobile services for 2016. Close to 60 percent are now adjusting their budget for securing mobile app resources.
The focus has shifted from B2C applications to the B2B environment. This will cause a significant change in marketing approach as mobile app marketing will drive publicity through various venues and devices too.
2. Pairing mobile app adoption with analytics
The industry can now bank on its marketing strategy by integrating their mobile apps with enterprise platform analytics, to assess their sales and response. One can bank on the IoT market to usher in more data based on the offerings. This will pose a challenge on mobile app marketing since each strategy would need to be prompt and active based on the data being entered.
3. Mobile Applications Ruling initiatives
A plethora of mobile endpoints will bring a degree of stability to diverse infrastructures. This will bring mobile app marketing of a different kind owing to the varied platforms on the play along with the nature of mobile apps in question.
4. Security and risk awareness bring top concerns
It is important for every mobile app marketing strategy and system to be a closed system or else there would be some element of danger to the information of an enterprise. Enterprise IT contends with mobile enterprise devices that use corporate resources and data. Security cannot be compromised in any way, which would mean that marketing platforms need to bank on strong, effective and secured applications.
5. Use of mobile UX design of higher pedigree
Both customer and the employee demand a one-of-a-kind experience. With limited time and budget, developing great employee mobile apps is not always possible. The rest of the load falls on effective mobile app marketing to deliver on effective strategies to address this difficulty, work on creative capabilities and differentiated offerings.
6. Massive proliferation of mobile-connected smart objects
As the number of smart objects continues to grow, mobile apps will be integrated with several objects to enhance its features. The marketing opportunities are enormous since gadgets include a remote control, diagnostic tools and even sensor-driven actions. With each USP, the marketing approach needs to be more innovative and smart.
With the connective mobile-centric analytics and cloud-powered databases, the enterprise focus will be related to infrastructure efficiency, and strong ROI-driven application systems. The volume of data needs to be managed efficiently, and the connected marketing campaigns need to highlight the USPs better.
7. More mobile investment means better marketing ideas and campaigns
As the mobile investment is reaching sky-high, the competition is bound to get tougher as the days go by. Enterprise mobility is reflecting on IT investment priority that seeks to enhance outreach programs, bolster productivity and even thwart competition. With a slew of new communication opportunities because of smart mobility in the workplace, companies are trying to outdo their counterparts with more energetic marketing campaigns for their products and services. Improving employee flexibility is just about the first step with BYOD doing the rounds. But a well-rounded organization will get optimal mobile applications that bring in a unique mobile experience for its customers and users.
8. The bigger the data, the better it is for marketing opportunities
Big Data’s relationship with mobile apps is under close scrutiny and the future trends are expected to bring enterprises with a harmonious relationship with Big Data, mobile apps and BI approaches. Mobile applications backed up by data can deliver clear information to end users and even prompt new people in the crowd to opt for mobile-backed solutions. Accuracy in data processing and business intelligence derived from mobile apps will serve to be a major differentiator for enterprises to bring in innovative results in terms of their offerings. The best of the best organizations are sure to have one foot dipped in Big Data trends while opting for smart mobility within the organization. And mobile app marketing strategies would not lag behind in leveraging the technologies for assessing consumer behavior patterns and future growth potential.
9. Wearable devices and their Differentiating Power with Mobility
Smartphones are now passé as the smartest devices on offer. With the advent of wearable devices that are even banking on the growing IoT juggernaut, one can expect the world tomorrow to be a connected jigsaw of technology. Healthcare is already using wearable technology better with millions of devices being offered in the market offering better health assessment of its users. But the future is yet to come and the marketing opportunity to interact with prospects, leads and clients will surely change for the better. Even the costs would match the benefits on offer, since the applications are too good to miss for most utilities.
It is certain that wearables are here to stay, but one cannot overreach its success. Smart watches and fitness trackers have bolstered the trend this year, but soon one would find people wearing them in workplaces as part of BYOD policies. Business marketing tools are sure to change their nature. Who knows, tomorrow smart glasses will feature in enterprise rotation for niche verticals efficiently!
We have now seen enterprise IT being pushed to the wall. But if we embrace the trends affecting enterprise mobility adoption, one can expect cool things in store. Also the mobile app marketing strategies are sure to renew their approach, to match ideas, budgets, technologies, and even the interest of the audience. One would have to match mobile innovation with cyber-security for better results in the near future.
Juned is co-founder and CMO of Indian App Developers, a mobile app development company in India. As a chief marketing officer, Juned helping company to developing marketing strategies to grow their brand and generate leads.