http://www.invoca.com/

Greetings! It’s that time of year - there’s a chill in the air, the holidays are around the corner and the predictions for 2015 are rolling in. What better way to get a pulse on how marketers will be using mobile in the coming year than by tapping some of the smartest minds in industry? In this SlideShare, you’ll find 20 predictions from business people with experience in various marketing disciplines - from search advertising and content marketing to product marketing and branding. As you flip through the pages, you’ll find a common theme: today’s customer journey is complex. People are connecting with brands across channels and devices like never before. As a result, mobile cannot be a standalone strategy...it must be part of your plan to create and measure a seamless customer experience. We hope that these predictions help you get in the #mobilemindset for 2015. Looking forward to a great year ahead! All the best,

The Invoca Team #mobilemindset

“Mobile has changed the customer engagement game. Its role differs at each stage in the buyer’s journey. Marketers will evolve from responsive design lead generation emails and branded apps to using various mobile features like SMS to establish more persistent relationships across the full relationship lifecycle.”

Christine Crandell President of New Business Strategies Forbes.com contributor chriscrandell

#mobilemindset

#mobilemindset

In 2015, advertisers and publishers will increasingly turn to mobile programmatic advertising to meet their

user acquisition and mobile monetization needs. In fact, advertiser spend on mobile programmatic will

grow significantly in 2015, reaching an estimated $8.4 billion, from an estimated $4.4 billion in 2014."

Daryl Colwell SVP of Business Development, Matomy

dhcolwell

#mobilemindset

"In 2015, more advertisers will realize that the effectiveness of “mobile marketing” cannot be measured standalone, as if it’s a channel. Understanding how today’s interconnected customer interacts with brands across channels, across devices, and in the physical world is a complicated business. I expect this to drive innovation in analytics."

Scott Mitchell Manager, Interactive Marketing The Home Depot scott29x

#mobilemindset

"In 2015, B2B marketers will double down on their mobile strategy. As their potential buyers shift from researching on their desktop to their mobile devices, it’s going to be vital that B2B content and lead forms are optimized for mobile with a seamless experience

across all three screens (desktop, tablet, phone)."

Jason Miller Sr. Manager of Content Marketing

LinkedIn Marketing Solutions jasonmillerCA

#mobilemindset

"The days of seeing mobile as an interesting experiment next to the traditional web experience are over and an integrated marketing approach to

communication, conversion, and engagement across all platforms will drive future business growth."

Laura Goldberg CMO, LegalZoom

legalzoom

#mobilemindset

“In 2015 marketers will realize that "mobile" is not just a small form factor, but the primary communication vehicle between a company and its customers. It will be a year of opportunity for marketers to re-imagine their digital marketing programs to deliver unique experiences that weren't possible before.”

Kraig Swensrud CMO at Campaign Monitor kswensrud

#mobilemindset

#mobilemindset

"2015 will be the year that pay-per-call marketing goes mainstream, as more marketers begin

to realize that phone calls are a way to quickly impact the bottom line and create a better

customer experience."

Todd Dunlop President and Founder, RingPartner

todddunlop

"Mobile is the mechanism that makes modern marketers realize that they need to reach people where they are – which might not be on your own website. So rather than spending time and energy driving engagement and action where *we* want it to take place, we instead embrace the reality that we need to go where our customers are."

Ann Handley Chief Content Officer, MarketingProfs annhandley

#mobilemindset

#mobilemindset

“In 2015 marketers will start embracing cross-device retargeting. We'll be able to retarget on any screen based on previous mobile activity - mobile visits, app usage and searches. We’ll also see proximity remarketing emerge - iBeacons will capture real world activity and marketing tools will target consumers based on real-world places they’ve been. Exciting stuff!”

Susan Waldes SVP of Client Services Five Mill Marketing suzyvirtual

#mobilemindset

“The main obstacle for mobile advertising growth is not only the lack of mobile sites and landing

pages, but also the lack of proper mobile website strategies, including A/B and multivariate testing plans. That's the theme for 2015.”

Marc Poirier Co-Founder and EVP Business Development

Acquisio marcpoirier

"Mobile technology has changed the rules of engagement. Next year, marketers will start seriously taking advantage of multi-screen, multichannel connectivity. They’ll get over their digital tunnel vision and start creating - and measuring - customer experiences that take place both online and offline."

Eric Homlen President, Invoca eholmen

#mobilemindset

#mobilemindset

“As we see consumers increase their use of mobile devices in the buying process; next year advertisers will need to strive to understand the importance of their customer behavior across multiple devices and channels while evolving their campaigns to boost reach, cut waste and increase conversions with the most optimal marketing spend.”

Nalini Chaterpaul Marketing Manager Digital Marketing Group, DirecTV

"We are in the midst of an app revolution. Customers can easily compare products and services online for price and quality from any device. Moving into next year, it will be more important than ever for marketers to differentiate themselves by creating an unequaled customer experience."

#mobilemindset

Dan Darcy SVP, Product Experience, Salesforce dandarcy

#mobilemindset

"Content personalization will be the coming trend in 2015, especially for the mobile device. Data will flow more freely as marketing and technology business units become more involved with each other. This will bring a new era of personalization and behavior-based content that will drive increased revenue and engagement."

Kyle Lacy Director, Global Content Marketing & Research Salesforce Marketing Cloud kyleplacy

#mobilemindset

"The average mobile user checks a device more than 150 times a day, creating a massive reach

opportunity and an equally enormous challenge. In 2015, increased acknowledgment of the limitations of cookie-based technology will

amplify the importance of linking all visitor interactions across an individual’s devices."

#mobilemindset

Jay Famico Practice Director, Marketing & Sales Technology

SiriusDecisions jayfamico

#mobilemindset

"This year, time spent in mobile apps surpassed time spent on desktops. Sessions that used to start with web searches are now starting directly within apps. Thus, marketers will need to embrace new mobile native ad networks and ad formats (e.g. Facebook Atlas) in order to get their marketing messages to

where people are actually spending their online time."

Larry Kim Founder and CTO, Wordstream

larrykim

#mobilemindset

"Several studies have shown that brands are still failing to deliver optimized mobile experiences to consumers. In 2015, more brands will finally realize they can't keep losing sales to competitors and continue hurting their brand with bad mobile user experiences.”

#mobilemindset

Danny Goodwin Managing Editor at Linkdex DannyNMIGoodwin

#mobilemindset

"With mobile search expected to continue its meteoric rise, 2015 will be the year that marketers look beyond the click and begin to incorporate calls into their paid search strategy. Getting a clear picture of mobile ROI – online and offline – will be critical for determining the success of these efforts."

Abid Chaudhry Senior Director of Industry Strategy and Insight BIA/Kelsey abidc

#mobilemindset

"Unfortunately, I expect B2B marketers will remain far behind their B2C counterparts in actively

leveraging mobile to drive attention, engagement and conversion among their prospects.

Let’s change that!"

Matt Heinz President, Heinz Marketing Inc.

heinzmarketing

#mobilemindset

"Nearly 60 percent of B2Bcompanies have some experience with mobile marketing. However, the benefits are frequently limited, since mobile marketing tactics are usually not integrated into all marketing programs. In 2015, we expect the laggards to move beyond the pilot or "mobile veneer" stage of their mobile efforts to develop a consistent long-term strategy."

Gil Canare Research Director, Demand Creation Strategies Sirius Decisions gcanare

#mobilemindset