Mobile can finally be considered mainstream, with U.S. tablet penetration surpassing 30% and smartphone penetration nearing 60%. Advertisers have to recognize mobile as a key tool for discovery, as over a quarter of all search clicks are from mobile devices. Local targeting is also more important than ever, as consumers continue to use apps to find locations closest to them through their smartphone's geolocation services. Knowing mobile is an everyday part of life, Forrester developed their 2013 Mobile Trends for Marketers report to break down the latest considerations in mobile advertising.
The study initially reviews how mobile has impacted people's behavior. Immediacy and convenience combine to make mobile an irresistible resource for daily life. While this was initially mainly used for interpersonal communication, it has now expanded to include shopping, banking, and traveling. With the prevalence of smartphones and new apps being developed every day, consumers are able to purchase products, manage their money, and plan trips from any location at any time. Forrester notes that mobile phones have also begun to replace other everyday items, including cameras, maps, cash registers, TV remotes, and portable gaming devices. In 2013, they will continue to develop and now offer abilities of an ATM, price checker, and taxi dispatcher. Smartphones abilities are also expected to continue to develop in the areas of e-commerce and social media.
Forrester also warns that not all mobile strategies are positive ones, and to watch out for tactics which will disappoint or not scale. This includes much talked about innovative technologies, such as NFC or near field communication. While developments will continue in 2013, Forrester doesn't expect significant breakthroughs in these areas. Also included are great mobile user experiences, which are also expected to develop slowly. Many marketers are designing for mobile with tactics used for desktop computers. Mobile user experience expertise is difficult to find and comes at a cost, which presents a challenge for many marketers.
Mobile is now commonplace among consumers, but is not yet as big of a component of the strategies of marketers and advertisers. Forrester advises that implementing successful mobile strategies requires a significant investment as technologies develop and become more complex. Staying on the pulse of mobile shifts and changes is key to ensure you are reaching your customers wherever they may be searching and researching.