Five Ways Mobile Will Change Business In 2014
by Orrin Broberg, on Feb 11, 2014 2:47:18 PM
In a competitive marketplace, everyone is looking for an edge. Whether advantage is obtained through superior products or superior operations, any new asset can be a boon for savvy firms. In 2014, the asset of choice is mobile, and the possibilities are worth the buzz. Powerful new technologies are looking to advance every aspect of business in the New Year, benefiting customers and firms with equally exciting proficiency.
Mobile IT will necessitate adaptation
Mobile technologies are blossoming, and for good reason. The intrinsic benefits of cloud storage, the convenience of ubiquitous communication, and the power of applications all offer a level of utility and convenience that has become an expectation rather than a luxury in the marketplace.
The recurring problem with these solutions, however, is that they are, at present, largely consumer focused. This means that more robust and complex functions required of large businesses are often off the radar of app developers and those coding the security protocols of cloud storage. These facts have, until recently, forced businesses to accept that large scale, business-wide mobile convenience is an unfeasible goal.
In 2014, this reality will cease to be. As businesses hire mobile app developers and network professionals, solutions limited to customers will move in house and deliver the same value. Of particular note is the construction of private cloud networks that will deliver resources, information, and convince across all aspects of operations in a secure manner, accommodating sophisticated security protocols and alleviating fears of data theft from network-based storage.
Mobile sales solutions will improve sales conversion
The same customers that have come to accept ubiquitous personalization and access to their data across all platforms are carrying these expectations into all aspects of the purchasing process. Businesses looking for comprehensive solutions will require the same level of care and attention in the sales process in order to become believers.
Savvy businesses will see this trend in the New Year and make it a part of standard practice to build their sales efforts around these expectations. intuitive scheduling and communication will accompany data collection and audience targeting in order to better facilitate lead generation and customized sales pitches. Powering the drive toward higher sales conversion will be mobile applications designed to incorporate all the functions of successful sales efforts in one cohesive platform to the betterment of efficacy and efficiency on an enterprise level.
The rise of mobile web will drive web design
With myriad vendors vying of customer attention, smart sales pitches are growing in importance, but prior to scheduling a product demo, customers are relying on product research to drive them down the conversion funnel. This requires that businesses provide necessary information in a usable interface on platforms that matter in order to achieve first contact with potential clients.
To this end, business websites are becoming more responsive and recognizing powerful trends in web design that convey information more effectively. Businesses looking to build a reputation of authority will need a mobile website that’s built on the same functionality and aesthetic as its desktop parent. This cohesiveness of presentation will help deliver a positive brand image and build leads as a result.
Web trends such as single-page websites and intuitive design elements are pushing the envelope of communication and opening doors in the process. Single page websites are better indexed by search engines and achieve faster load times on mobile devices. In addition, smart typographic practices and flat design are making readability and usability priorities on mobile devices where small screens and limited interface were once roadblocks to successful engagement.
Advancements in online ROI calculation will promote mobile advertising
With more eyes than ever directed toward mobile phones and tablets, mobile advertising will see a dramatic increase in volume. The issue with mobile ads to this point, however, has been tracking their effectiveness, due to the often in-person nature of their resulting sales conversion.
As developers adapt to consumer behavior models, technologies will develop that make calculation of ROI more accurate. This advancement will justify to both executives and designers the cost of moving toward mobile and increase the volume and spending of mobile advertising as a result.
The convenience of mobile ads will not be lost on consumers either. With more product research than ever occurring on mobile devices, and the robust engagement opportunities afforded by mobile applications and rich media, customers viewing ads will be able to satiate their interest in an advertised product with accompanying information and experiential marketing. This will lead to better conversion rates for mobile and better lead generation in the B2B sector.
Location services will improve audience targeting
Mobile tracking capabilities have fostered social activity for a few years now, but their utility in a business setting is becoming more apparent by the day. Unlike television or desktop ads, GPS functionality built into mobile devices provides an opportunity for marketers to build a more rich conversation with visitors and viewers.
As effective lead generation continues to take priority, location services will provide new avenues for audience targeting and demographic research. Marketing materials and in-person events built on a platform that allows users to opt in to location sharing will help businesses determine where and when leads are generated to the benefit of sales efforts. Offering commensurate incentives for providing this information will also open new forms of engagement, creating a back and forth between customers and businesses that will lead to better relationships and more enriching communication.
The future of mobile technology is hard to encapsulate in only a few short paragraphs. Mobile technologies are opening new avenues for marketers and customers of B2B business that will enrich and enhance everything from operations, to development, to sales. With 2014 promising new developments in critical components of the mobile experience, the future is bright for firms making the transition and building models on increasingly agile solutions.