Having a mobile marketing strategy is not a new concept for brands. However, in 2017 brands will have to seriously consider how this strategy can help them to produce an omnichannel experience for consumers. The most successful brands will use the mobile technology available to take personalised marketing to a whole new level.

In order to execute this new level of personalisation, brands first need to invest in single-view technology. Companies need to build a complete personal profile of individual customers, which means they need to have a single view of how customers have been interacting with the brand across all online and offline channels. 

Using single-view technology will ensure that brands are treating customers as individuals. Regardless of whether a user is on the brand's website, mobile site, app, or visiting a store. The real-time data provided by these technologies will paint a complete individual customer journey across all platforms and, most importantly, it will allow brands to interact with these customers at crucial conversion points. For example, instead of sending an abandoned basket email to a user a couple of days later, imagine the potential if a brand instead sent a push notification from their app next time they knew the customer was in-store. 

Marketers now need to be planning how to move to an omnichannel experience, by involving all stakeholders across different teams to define the key business goals across all potential touch-points with consumers. It's no longer going to be acceptable to have a mobile marketing strategy moving in silo with the rest of a brand's digital strategy.