The Good:
Thanks to the exponential rise of capable mobile devices, a few AR
campaigns will successfully break through to capture mainstream
imaginations. And despite the highly proprietary nature of most AR,
efforts like
Aurasma‘s will continue striving to build scalable platforms.
The Good:
Even though mobile wallets have held the spotlight, competition among
providers hastens hardware penetration for mobile marketing
opportunities, like the ability to swap
SIM cards for NFC in lieu of upgrading one’s entire device. Early campaigns will appear in tandem with QR codes.
What to Expect From Mobile Marketing Tech in 2012
Publicado por
3wfactorycomar ⋅ 12 enero 2012
Android,
Augmented reality,
Internet marketing,
IOS (Apple),
Marketing,
Matthias Galica,
Near Field Communication,
NFC,
Online and offline,
QR Code,
ShareSquare,
Shopkick
As new technologies emerge that seek to bridge the real world with
the digital, the offline-to-online marketing learning curve only gets
steeper.
For instance, what is the future of the QR code, and should we
prepare to be wowed by augmented reality? Read on for my mobile
marketing predictions of 2012.
The Good: We’ll witness the disappearance of
non-standard formats, an exponential rise in capable mobile devices, and
a steady march toward improved calls-to-action spurred by more
accountable analytics.
The Bad: Even though the arrival of native
QR scanning in
Android and/or
iOS would
be a boon for mainstream adoption, the move would elbow out
increasingly popular third-party scanning apps and draw the ire of
developers.
The Ugly: Overwhelmed by the variety of QR uses in marketing campaigns, bad “carpenters” keep blaming their tools, and repeat
simple mistakes that disappoint many first-time consumer scanners.
Whether you love or hate
QR codes, they’ll become progressively more ubiquitous and useful as they mature from hype to marketing line item.
The Bad: Similar to QR’s initial reception, the
wider availability of easy AR creation tools will result in many more
uninspired efforts, disappointing first-time users. The situation is
further exacerbated by the broad definition of what “augmented reality”
is and by uncertain consumer expectations.
The Ugly: The challenge of consistently retaining
consumer attention beyond initial novelty (especially if a leading
provider doesn’t emerge) threatens to relegate AR marketing to a modern
flop.
In the absence of a dominant AR mobile marketing app, a plurality of
contenders will fight to attain precious network effects, all the while
searching for the “sticky” use cases and supporting performance metrics
that result in repeat usage.
The Bad: Total NFC mobile penetration will remain
below critical mass for mainstream deployments, constraining good
campaigns to tightly focused areas, while exposing poorly conceived
campaigns with less reach to critical scorn.
The Ugly: As competition escalates among mobile wallet hopefuls like
Google Wallet,
ISIS, and their respectively exclusive carriers, cross-compatibility of NFC standards across mobile devices will be threatened.
The competitive landscape of mobile payments in 2012 will play a
large role in either accelerating or forestalling NFC’s mobile marketing
future.
4. The Field (Everybody Else)
The Good: Offline-online tech will quietly thrive, especially that which offers simplicity with mass compatibility, like Zoove’s
StarStar numbers. Also, startups like
ShopKick,
which diligently cultivates lucrative redemption and loyalty behavior
into passionate user bases, will enjoy increased participation.
The Bad: Recognition apps will continue to fetishize
the technology and ignore whether the end result is any good, with the
exception of
Google Goggles, which will seamlessly integrate into Android’s camera (effectively making visual search opt-out).
The Ugly: Some offline-online startups will be
forced to transition from enthusiastic early adopters to monetizing
mainstream demand. The true nature of “checking-in” will be called into
question.
QR, AR and NFC are getting all kinds of buzz, but a healthy
contingent of other contenders is also vying to close the loop. Given
the wide spectrum of opportunities in offline-to-online engagement, it’s
not inconceivable that multiple technologies can succeed across
mutually exclusive consumer behaviors.