Trends on Tuesday: Mobile Marketing on the Rise

Marketers are increasingly using SMS, push notifications, mobile apps, location-based functionality and other mobile-first techniques to reach constituents. That’s according to a recent article from, which provided an overview of the mobile trends presented in Salesforce’s 2015 State of Marketing Report. The report was based on a survey of 5,000 marketers in 10 countries. Some notable survey results were: More than one-quarter of marketers have a mobile app (27%).

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Customization is Key to Better Mobile User Experience

Resources like Theresa Neil’s Mobile Design Product Gallery book and describe, and provide examples of, common features mobile developers can implement and tailored further to satisfy their users. As mentioned in this week’s Trends on Tuesday, customizing apps to meet users’ needs is a crucial part in maximizing user experience. Today, we wanted to highlight how some agencies are implementing search, maps & geolocation and custom navigation to better their mobile product’s user experience.

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The API Briefing: How APIs Provide Localized Information – NOAA’s Weather Service Data and FCC’s Broadband Services Map

The two featured APIs this week are excellent demonstrations of personalizing federal government data by where a user lives. Federal agencies collect a considerable amount of community data, from the Census Bureau’s surveys to the FDA’s local agricultural conditions. Thanks to GPS, app developers can locate a user’s immediate geographical location and tailor information based on the latitude and longitude coordinates. The National Oceanic and Atmospheric Administration has an API that provides current conditions and a four-day forecast by locating the nearest NOAA station to the user’s geographical coordinates.

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Trends on Tuesday: Mobile Location Data Improving

Imagine a world where your mobile device delivers ads for goods and services within 100 yards of your location. According to Thinknear, a leader in targeted mobile advertising, that future may soon be a reality. Here’s what Thinknear found when measuring the accuracy of location data used in mobile advertising: 67% of ad inventory comes with latitude and longitude information compared to 10% a few years ago 34% of mobile impressions are accurate within 100 meters; 9% are between 100 meters and 1000 meters; and 30% are between 1,000 meters and 10,000 meters 20% of mobile location-based ad inventory is outside 10,000 meters—more than six miles off target Mobile marketers aren’t the only ones who can benefit from accurate location data.

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Three Ways Agencies Are Using Social Media in Mobile Products

As highlighted in this Trends on Tuesday post, time spent on mobile phones—about 3 hours per day—has surpassed that of daily PC usage. This yields a significant opportunity for consumer interaction with federal agencies’ mobile apps, not just websites, and social media outlets. To take advantage of new opportunities for consumer interaction, federal agencies are implementing social media as part of their mobile products. We surveyed the mobile products submitted to the Federal Apps Registry to see how agencies are incorporating social media into their mobile products.

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Trends on Tuesday: How Contact Centers are Adapting to the Mobile User

While it does provide challenges, anytime, anywhere digital government provides numerous opportunities for contact centers to do business more effectively. According to this study by Compare Business Products, one of the most important impacts for contact centers is that smartphone users can now connect with contact centers via voice calls, SMS messages, Internet pages, social media video chat and native apps. While mobile is changing user habits, the study states, “those contact centers that are able to embrace these channels and make it easy for customers to contact them through any of these at their whim will naturally be those that rise to the top of the pile and impress their customers.

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