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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
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
"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
"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
"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
#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
"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
"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
“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
“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
"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
“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
"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
"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
"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
"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
#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
"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
"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
"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
The Future of Mobile Marketing: 20 Expert Predictions For 2015

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The Future of Mobile Marketing: 20 Expert Predictions For 2015

  • 1.
  • 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