2014 is set to be a watershed year for contextual marketing. We will see service providers continuously engaging with customers and creating long-term goals of customer satisfaction and improving customer loyalty over a number of years.
We see 2014 as the year the short-term transactional approach becomes widely accepted as a truly outdated approach.
Increasing customer loyalty is a big problem for operators; we hope to see operators embracing individual customer engagement as a matter of course to improve loyalty by offering tailored rewards to faithful customers. For this we will see operators treat their customers with a more coherent and holistic approach by integrating marketing solutions and systems.
One aspect of this is coherent communication via various digital and traditional channels. The boundaries between different outbound and inbound channels decrease. We could also see more operators combining various marketing activities into one holistic treatment: loyalty programs and marketing campaigns for example, which we have seen yield some very positive results.
There will also be an increase in the uptake of mobile data monetisation focus. Mobile Operators will use data analytics to offer smart contextual upsells and individual customer experience. Over time, this will become a main differentiator for mobile operators in the commoditised data environment and a way to overcome simplified price plans.
Lastly, consumers and mobile operators alike are embracing the Internet of Things. The next period is going to be very exciting and with great anticipation for the Internet of Things in the consumer space, opportunities are plenty.
More devices also means further statistic to analyse and a wider range of tailored services to offer. As more and more devices are carried by mobile operators, it will provide another dimension to contextual marketing.
Udi Ziv is the CEO of Pontis.