Mobile, On-The-Go Consumers are Dismantling the Traditional Boundaries Between Marketing and Commerce Channels, Declares SapientNitro Report
-- Technology continues to redefine the relationships between brands
and consumers, creating a need for a new type of brand experiences --
part of Sapient® (NASDAQ: SAPE), today announced the launch of Insights
2012, a new annual report that examines the key consumer
marketing trends and digital technologies that will impact businesses in
the year ahead. Through a combination of proprietary research and
commentary, SapientNitro experts present their global perspectives and
recommendations on how companies need to evolve their brand experiences
to successfully embrace the challenges posed by today's complex
From enabling the future of mobile payments through the digital wallet
to leveraging "the cloud" to create seamless, multi-channel experiences,
SapientNitro authors address a diverse range of marketing, technology,
and design topics throughout the 100-page report.
"One of the themes that emerged is the convergence between marketing and
commerce caused by technology," said Hilding Anderson, senior manager,
research & insights, and editor of the report. "Armed with multiple
devices and data, today's on-the-go consumers are shifting from browsing
to buying within minutes. The need to both immerse consumers and satisfy
demand in the same context has a profound impact on how brand stewards
market and sell their products. Creating integrated, seamless
experiences that blend traditional with digital, marketing with sales,
is key to success in this new world."
Insights 2012 begins with an in-depth look at mobile, the result
of interviews and polling with over 20 mobile industry influencers, as
well as heuristics analysis and a proprietary scorecard of applications
in categories that SapientNitro strategists deemed ones to watch: mobile
wallet, in-store mobile, integrated experiences, location-based
services, and emerging technology. Key findings:
Years after the first smartphone arrived in the market, sophisticated
mobile experiences remain in development.
Poor user experiences prevent users from getting past the initial
"trial-and-forget" model of 80% of mobile apps.
Key to accelerating mobile payment adoption will be loyalty programs,
easy-to-use offer redemption/couponing, and real-time offers.
Most in-store mobile applications are disconnected pilots,
applications, and mobile sites with low adoption. Applications that
showed the strongest potential in the SapientNitro scorecard included
Apple Store App (4.0/5.0 overall rating), Home Depot (3.6/5.0), and
Best Buy Reward Zone (3.5/5.0).
Emerging technology that bridges the physical and digital worlds was
cited as critical by the mobile professionals surveyed. Augmented
reality, motion-gesture technology, telematics, and voice recognition
ranked top in strategic importance.
Following the Mobile Moments research study, Insights 2012 delves
into SapientNitro-authored essays in three sections:
Viewsight: points-of-view in the areas of marketing and media,
social media, mobile, and technology.
International Perspectives: Q&A with SapientNitro experts
worldwide about consumer behavior, digital trends, brand
opportunities, and popular media campaigns in their markets.
Foresight: a longer-term (one to five year) trend outlook on
innovations expected to impact businesses, including transmedia
storytelling, real-time everything, "the cloud," and more.
"The way we go about living our lives has been forever transformed by
the unceasing march of digitization and device proliferation," said Alan
J. Herrick, president and CEO of Sapient. "Every day, we see the
challenges facing our clients and are inspired by the opportunities they
present to create groundbreaking customer experiences. In this
complicated world where connections and capabilities are being
reinvented, we hope that Insights serves as a guidepost and
accelerator for businesses."
To download this free report, visit: http://www.sapientnitro.com/insights.
SapientNitro, part of Sapient®, is one of the world's largest integrated
marketing and technology services firms. We create and engineer highly
relevant experiences that accelerate business growth and fuel brand
advocacy for our clients. By combining multi-channel marketing,
multi-channel commerce, and the technology that binds them, we influence
customer behavior across the spectrum of content, communication and
commerce channels, resulting in deeper, more meaningful relationships
between customers and brands. SapientNitro services global leaders such
as Citi, The Coca-Cola Company, Mars, Target, and Vodafone through our
operations in North America, Europe, and Asia-Pacific. For more
information, visit http://www.sapientnitro.com
or follow us on Twitter @sapientnitro.
David LaBar, 646-478-9846
News Provided by Acquire Media
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