Mobile has been growing at a rapid clip for a while, but in 2015 its growth reached a tipping point: mobile spend is growing at three times the rate of desktop display, 65% of emails are opened on mobile devices, and mobile accounted for 100% of Facebook's revenue growth.
Today, mobile is the throughline for communication between consumers and businesses—whether through mobile search, social media, email, or phone calls.
Considering this mobile opportunity, it's an exciting time to be a digital marketer.
Mobile marketing has come a long way, but there's still progress to be made in technology, analytics, and strategy. Most notably, it's time for a paradigm shift: to think of mobile as the home for omnichannel marketing.
Here are my predictions for how that will take shape, and how winning marketers will seize the mobile opportunity in 2016.
1. Forget about multichannel marketing
We've all heard about "multichannel marketing," but it falls short in an increasingly mobile world. Multichannel marketers—those who create discrete, transactional experiences for the Web, email, search, and so forth—will get trampled by those who take an omnichannel approach, which involves looking through the eyes of the customer and creating a seamless and consistent customer experience across all channels.
Mobile users don't want to be bombarded by branded content everywhere they look; they expect personalized experiences that take into account who they are and what they're trying to achieve. Effective marketers will therefore transcend the multichannel model and will instead orchestrate interactions across every online and offline touchpoint, all of which build on and are influenced by one another.