Mobile marketing and customer loyalty are not new ideas or tactics, but the strategy behind them has been evolving dramatically in the past few years, and that momentum is going to continue through 2017.
According to eMarketer, the majority of U.S. marketers intend to allocate more of their budgets to customer loyalty in 2017, and about 13 percent said they anticipate significant increases in spending on such programs.
For brands and marketers, their strategy needs to go beyond just having an application or a stagnant loyalty program. There are a multitude of mobile channels, methods of communication and personalization capabilities that can be leveraged to really engage consumers through their mobile devices. Here are some predictions to help curate mobile marketing strategies heading into the new year. Toss out the legacy marketing stack and take a look at single-view technology
The old days of mass campaign emails pushed out through legacy marketing stacks are behind us now. According to McKinsey & Co., 83 percent of marketers identify that the ability to make data-guided decisions is one of the most important capabilities, but only 10 percent believe they are effective at feeding insights about customer behaviors back into the organization to improve performance.
Measuring campaign success on whether or not an email was opened won?t cut it anymore. Companies need to have a single view of online and offline systems across multiple channels so that they can build sing...