Editor’s note: Introducing “Mobile Matters,” where we seek opinions from industry leaders on the top issues, challenges and opportunities in the fast-changing world of mobile marketing.
What’s the biggest opportunity in mobile marketing this year? Here’s what Gary Scheiner, managing partner and chief creative officer of Rosetta, an interactive marketing agency, had to say:
I believe commerce presents one of the biggest growth opportunities for mobile in the next 18 months. It won't be easy, and I don't believe it will take off like wildfire anytime soon, but 2013 will lay a much more significant foundation for mobile commerce in the U.S. than in any previous year.
Here are a few reasons why. Statistics show that more and more people are watching TV with their mobile devices in hand. And shoppers don't go anywhere without their smartphones at the ready. Smart marketers will continue to capitalize on these trends by offering up opportunities to window shop (place products in carts for consideration later), research, and transact.
A recent Shop.org survey showed that the average retailer is planning to quadruple their mobile commerce spend in the coming year. And financial institutions are gearing up for this eventual growth with online digital wallets like Visa's V.me and Mastercard's PayPass.
If you look oversees, Europe and Asia have been using mobile commerce for years with increasing sophistication. The U.S. is historically a laggard with these types of technologies, so this will be the year when we make progress toward the rest of the world.