Figaro Digital caught up with John Bernard, Global Marketing Director at Mozilla, to hear about incoming issues in mobile marketing
Q. Mobile is a particular focus for Mozilla. Where, from a marketer’s perspective, do you see the untapped potential in the mobile sector?
The growth of emerging markets and, separately, wearable technology. It took 22 years for the first two billion people to get online but it’s only going to take five years for the next billion, many of whom will do so for the first time through their handsets. The untapped potential now and to come is huge.
The mobile sector can deliver platforms and content closer to the user and engage with consumers on an individual basis better than ever before. Real-time, highly targeted communications that help the consumer with their daily life, at work or on their social networks are a big area for marketers to focus on.
Q. What are the biggest changes or challenges you anticipate in mobile marketing over the next couple of years?
The biggest change in mobile marketing over the next couple of years will be with the onset of wearable, connected technology. Global sales of wearable technology are predicted to be over 20 million in 2014 and cumulative sales over the next four years are forecast to be over 350 million. When you consider one billion phones are sold a year, this is a huge new platform for mobile marketing.
In addition to this, a challenge for mobile marketing over the next couple of years will be keeping consumers’ interest, given the emergence of 4G as a real platform offering fast browsing, quick downloads and a better choice for consumers about where they spend their digital life. Content will be king.