The visionaries at JWT Intelligence have produced a report on mobile trends that is fascinating and important -- a must-read for marketers. The first trend, "holistic connectivity," is in itself likely to cause tremors in the marketing arena. "We're moving toward a world in which connectivity is ubiquitous," says the report, "with many more things gaining the ability to communicate via mobile technology." According to Cisco Systems, 50 billion objects will be connected by 2020.
What are the implications for marketers? "New ecosystems are emerging," write the authors of the report, and "goods are meshing with services." What's more, "the data stream coming from a connected object can reveal a lot about the user." Ultimately, "brands will be able to better personalize their goods and services for individual consumers and make wide-scale adjustsments based on aggregate findings. Marketers will potentially be able to target very precisely once they have a more holistic view of the consumer."
Mobile connectivity represents a brave new world for marketers. It's time to recognize that what used to be fantasy is fast approaching reality. That's why every marketer should be getting ready for an emerging world of mobile marketing.