The document presents 20 predictions for mobile marketing in 2015 from industry experts, emphasizing the increasing complexity of the customer journey and the necessity for integrated mobile strategies. It highlights trends such as the growth of mobile programmatic advertising, cross-device retargeting, and the need for businesses to optimize their mobile presence. Marketing in 2015 will focus on understanding customer behavior across devices and delivering personalized, seamless experiences.

2. 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

3. “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

4. 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."
#mobilemindset
Daryl Colwell
SVP of Business Development, Matomy
dhcolwell

5. "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."
#mobilemindset
Scott Mitchell
Manager, Interactive Marketing
The Home Depot
scott29x

6. "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)."
#mobilemindset
Jason Miller
Sr. Manager of Content Marketing
LinkedIn Marketing Solutions
jasonmillerCA

7. "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."
#mobilemindset
Laura Goldberg
CMO, LegalZoom
legalzoom

8. #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

9. "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
#mobilemindset
customer experience."
Todd Dunlop
President and Founder, RingPartner
todddunlop

10. "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

11. “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!”
#mobilemindset
Susan Waldes
SVP of Client Services
Five Mill Marketing
suzyvirtual

12. “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.”
#mobilemindset
Marc Poirier
Co-Founder and EVP Business Development
Acquisio
marcpoirier

13. "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

14. “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.”
#mobilemindset
Nalini Chaterpaul
Marketing Manager
Digital Marketing Group, DirecTV

15. "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

16. "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."
#mobilemindset
Kyle Lacy
Director, Global Content Marketing & Research
Salesforce Marketing Cloud
kyleplacy

17. "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

18. "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."
#mobilemindset
Larry Kim
Founder and CTO, Wordstream
larrykim

19. #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.”
Danny Goodwin
Managing Editor at Linkdex
DannyNMIGoodwin

20. "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."
#mobilemindset
Abid Chaudhry
Senior Director of Industry Strategy and Insight
BIA/Kelsey
abidc

21. "Unfortunately, I expect B2B marketers will remain
far behind their B2C counterparts in actively
leveraging mobile to drive attention, engagement
#mobilemindset
and conversion among their prospects.
Let’s change that!"
Matt Heinz
President, Heinz Marketing Inc.
heinzmarketing

22. "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
#mobilemindset
gcanare