Top Mobile Applications and Services for Engaging Customers

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Gartner expects bar code marketing to reach mainstream adoption within two to five years, driven by the growing availability of bar code and marketing campaigns designed to increase consumer awareness of what they are and how to use them. Bar code marketing is a crucial element of any new direct-marketing campaign, giving consumers fast access to product/service information and special promotions, increasing brand loyalty and contributing to a cutting-edge brand image. Bar codes are increasingly being used in mobile ticketing and check-in applications within the travel and entertainment industries. 

Mobile social networks, mobile applications stores and location-based services will be three of the highest value mobile services to reach widespread adoption in the next two years, according to Gartner, Inc. Digital marketing leaders who do not yet have strategies in place to exploit these opportunities need to take steps to develop them now. 

Gartner also expects mobile advertising to reach mainstream in the next two to five years, and digital marketers should keep a watchful eye on three key technologies in this field: bar code marketing, mobile coupons and augmented reality. 

"Consumer services and applications that consumers use when online — whether they're on the move, at work or at home — involve various devices which are often used interchangeably for common uses such as streaming video, shopping, banking or engaging social networks," said Sandy Shen, research director at Gartner. "Understanding how consumers are using these devices is an important element of understanding mobile's benefits and risks. Mobile technology is the vehicle of immediacy, putting mobile marketers in the critical position of being masters of timing — knowing when and how to drop the right offer at the right time." 


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