SapientNitro unveils report on mobile marketing

BANGALORE, INDIA: SapientNitro, part of Sapient, recently said that mobile, on-the-go consumers are dismantling the traditional boundaries between marketing and commerce channels.

The company in 'Insights 2012', a new annual report that examines the key consumer marketing trends and digital technologies that will impact businesses in the year ahead, also said that poor user experiences prevent users from getting past the initial 'trial-and-forget' model of 80 per cent of mobile apps.

“One of the themes that emerged is the convergence between marketing and commerce caused by technology,” said Hilding Anderson, senior manager, research and insights, and editor of the report. “Armed with multiple devices and data, today’s on-the-go consumers are shifting from browsing to buying within minutes. The need to both immerse consumers and satisfy demand in the same context has a profound impact on how brand stewards market and sell their products.” he said.

Creating integrated, seamless experiences that blend traditional with digital, marketing with sales, is key to success in this new world, he added.

Insights 2012 begins with an in-depth look at mobile, the result of interviews and polling with over 20 mobile industry influencers, as well as heuristics analysis and a proprietary scorecard of applications in categories that SapientNitro strategists deemed ones to watch: mobile wallet, in-store mobile, integrated experiences, location-based services, and emerging technology.

The research found that years after the first smartphone arrived in the market, sophisticated mobile experiences remain in development. The key to accelerating mobile payment adoption will be loyalty programs, easy-to-use offer redemption/couponing, and real-time offers.