Not only is mobile marketing state-of-the-art, but more mobile marketers are using the most up-to-date technology out there to deliver for their clients and their client’s brands. To illustrate, apparently a whopping 70% of mobile marketers regularly make use of location data to advance campaign objectives. Compare this to several years ago when it was a battle just to get marketing industry colleagues to dip their toes into the possibilities of mobile with such basic bearers and technology as SMS and Please Call Me text tag ads. Today, it seems more of us are completing the circle by using location data to refine mobile executions. Today, the vast majority of marketers in developed countries are employing a mobile-first strategy to reach current and potential clients. About 60 percent say they’ve changed their brand strategy to create a more inclusive, personalised in-store environment for mobile shoppers. So what can we expect from mobile marketers going forward? If developments in first-world mobile markets are anything to go by, we’re soon going to see augmented reality (AR) technology that works with smartphones employed as a matter of course in the world of local marketing. We’re going to also see greater convergence of the real and virtual worlds in other, practical ways. “Click and collect” is going to continue to gather steam in 2019. Mobile marketers are calling this focus on convergence “bricks and clicks” strategies. That’s pretty cool. Finally, location data will help marketers sharpen their understanding of bricks and clicks strategies and tie both together in a neat package where everything from store openings to real-time retail offers are perfectly-designed with the best available location data.

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