Twenty for 2020

As more enterprises adopt the mobile-first strategy, data privacy will become a strategic differentiator to establish trust. Here is a list of trends that will happen and some others that may disappoint you.

- THOMAS HUSSON

After publishing a post sharing some of our marketing predictions for 2020, I realized that we no longer publish dedicated “mobile” predictions. Why? Because mobile has simply become a key driver and enabler of business transformation. Mobile is embedded everywhere. However, many brands wrongly think they have ticked the mobile box and move on to new and more disrupting technologies.

In a nutshell, they want to move from mobile-first to AI-first.

A couple of months ago, I published a report claiming that the concept of “mobile-first” was failing CMOs, that most brands were still not mature when it comes to mobile, and that they needed to re-imagine mobile to activate the total brand experience.

As a board member of the Mobile Marketing Association France (MMA) and an independent analyst, I was honored to give a keynote this week at the MMA Forum in Paris and share my perspective on what will happen in 2020 in the mobile space. Some of these were mobile mega trends, while some others were about mobile media and advertising trends that I expect to happen or to accelerate, and some trends that will not happen.

Here’s a summary of the trends, starting with 15 trends on what we expect to happen.

1. Mobile will be the catalyst for business transformation

The mobile revolution primarily consisted of changing customer expectations to be served in their moments of need, and in their context. The age of the customer (the shift of power from institutions to customers) was accelerated because of mobile.

To answer these growing expectations and make their own mobile mind shift, organizations had, and still have to evolve their culture, organizations, and processes like think agile, DevOps, and cross-functional pizza teams. This transition toward more adaptive enterprises is still a work in progress. This is not new, but will accelerate in 2020.