20/20 INSIGHTS:
20 MOBILE MARKETING PREDICTIONS
FROM 20 MARKETING LEADERS
DialogTech asked 20 influencers – marketers, product experts, analysts, and journalists – to
share their vision of the future of mobile marketing. Scroll through to see their predictions,
then join the conversation on Twitter using the hashtag #DT2020.

WILL MARTIN-GILL
Chief Product Officer, Kenshoo
The mobile landscape is growing rapidly with no signs
of slowing. New inventory sources regularly emerge,
and marketers finding success are those who can
edge out the competition and translate existing
campaigns to these new mobile avenues.
Marketers will continue to be challenged by both
mobile competition and scalability, needing the agility
to adapt in a swiftly evolving space and quickly
engage mobile audiences.
#DT2020
Kenshoo data from Q3 2015 revealed that ad spend
growth across both search and social was driven
primarily by increased mobile investments, up 66%
and 159% year-over-year respectively. Advertisers are
upping mobile budgets and it's paying off too --
mobile now accounts for the majority of clicks on both
search and social.
If we look at app installs in particular, there's a huge
area of opportunity, ripe with eager consumers; the
growth of app installs outpaced spend, increasing
346% since Q2 of 2014. Consumers are actively
engaging and, as mobile optimization and
measurement improve, the results it will yield will
likely only increase from here.
What do you see as the future of
mobile marketing?
Is there one stat you think is pertinent
to the future of mobile marketing?

Real-time mobile marketing based on
aggregated mobile, social, and location
customer data. Customers are eager to share
location data when it's "worth it" for them (e.g.,
personalized brand experiences).
Marketers who can translate contextual data
into valuable, differentiated brand
experiences will win the handset…and the
hearts of their customers.
TIM KOPP
Former CMO, Exact Target | @TBKOPP
#DT2020
Geofeedia reports 500 million monthly
location-tagged social posts from Twitter,
Facebook, Instagram, YouTube, and others.
It's all about location.
What do you see as the future of
mobile marketing?
Is there one stat you think is pertinent
to the future of mobile marketing?

Less marketing, more engagement. Less
finding new customers all the time, and more
understanding and serving the ones you do
have – and empowering them to help you find
new users just like them.
Almost 90% of mobile developers and
publishers who implement a mobile
engagement solution (like a Swrve, Kahuna,
Appboy, LeanPlum, or FollowAnalytics) see
major benefits: higher engagement, better
retention, and increased revenue.
JOHN KOETSIER
Mobile Economist, TUNE | @JOHNKOETSIER
#DT2020
What do you see as the future of
mobile marketing?
Is there one stat you think is pertinent
to the future of mobile marketing?

Mobile still represents just a fraction of
overall marketing spend.
Mary Meeker and the team at KPCB estimates
it represented just 14% of total Internet traffic
in 2014. But it's growing strongly (34% YOY)
while desktop spending is decelerating (down
11% YOY).
What do you see as the future of
mobile marketing?
One of the biggest challenges with mobile
marketing lies in connecting the consumer
path to purchase.
The customer journey has grown twisted and
tangled: About 65% of all revenue comes from
multi-touch conversion paths, mostly from
impressions across multiple channels.
Is there one stat you think is pertinent
to the future of mobile marketing?
NOREEN SEEBACHER
Chief Editor, CMSWire | @WRITENOREEN
#DT2020

MICHAEL BOLAND
Chief Analyst & VP Content, BIA/Kelsey | @MIKEBOLAND
The future of mobile marketing will arrive
when it breaks free of the desktop-born
mindset that handicaps it.
The fact that banners are a prevalent mobile
ad format is testament to this, along with
using clicks as a standard metric. We're
seeing progress with things like native social
ads and action buttons (map, call, reserve,
order ahead, etc.). But mobile marketing’s true
promise will be fulfilled when these strategies
become the rule rather than the exception.
#DT2020
After all the fuss over e-commerce, it only
accounts for 4% of US consumer spending.
The other 96% – about $7 trillion in products
and services -- takes place offline. Mobile
influences almost $2 trillion of that. So the
opportunity isn’t about clicks and
m-commerce. The bigger payout is in
connecting the dots between mobile and
offline action. It’s everything from Uber rides,
to calling your lawyer, to ordering your coffee
before you get to Starbucks.
What do you see as the future of
mobile marketing?
Is there one stat you think is pertinent
to the future of mobile marketing?

Mobile marketing gets personal.
Today's ad platforms already allow for
targeting users by phone numbers and email
addresses, and it's only a matter of time
before more 1:1 methods emerge. Advertisers
will push these to their limits and users will
become increasingly aware of their exposure
to customized marketing.
ANDREW MILLER
Co-Founder, Workshop Digital | @ANDREWCMILLER
#DT2020
Mobile CPCs are now at 71 cents on the dollar
compared to CPCs on desktops. While still a
relative bargain, clicks from mobile devices
are quickly gaining parity with desktops.
This does not bode well for marketers that
have enjoyed lower CPCs on mobile devices
but have not yet begun to test, optimize, and
refine their mobile marketing funnels to
improve conversion rates and keep their cost
per conversion down.
What do you see as the future of
mobile marketing?
Is there one stat you think is pertinent
to the future of mobile marketing?

I think there will be a huge opportunity to
capitalize on wearable technology, such as the
Apple Watch, in conjunction with proximity-
based or local targeting on the B2C side. B2B
will remain more challenging, but there is a
huge opportunity to capitalize on customer
service.
Speaking to your customers where and when
they want will play a pivotal role in ensuring
you keep them happy.
70% of consumers feel using an SMS
message is a good way for an organization to
get their attention.
This certainly suggests consumers are open
to relevant messaging from mobile
marketing.
SCOTT BRANDT
CMO, Sprout Social | @SCOTTSHRUGGED
#DT2020
What do you see as the future of
mobile marketing?
Is there one stat you think is pertinent
to the future of mobile marketing?

The combination of location-based targeting with
hyper-personalization will lead to greater relevance for
consumers on a highly personal device (a win-win for
both marketers and customers).
Smart beacons, geo-location, geo-fencing, and more
will reduce advertising clutter. We’ll instead see
targeted offers that matter to the consumer at not
just the right time, but also the right place.
What do you see as the future of
mobile marketing?
It’s clear from the "digital natives" surveyed in my
latest VB Insight study that personalized web and
mobile experiences are now expected. 77% of those
that have grown up using the Internet want you to use
their personal data to provide customized,
personalized messaging.
Personalization goes way beyond calling people by
name; consumers expect you to use location, age,
gender, and other data to give them the most
relevant, valuable experience. That's compelling and
speaks to the future of both websites and apps as we
head into the next generation.
Is there one stat you think is pertinent
to the future of mobile marketing?
STEWART ROGERS
Director of Marketing Technology, VentureBeat | @THEREALSJR
#DT2020

GREG STERLING
Contributing Editor at Search Engine Land and VP of Strategy &
Insights for the Local Search Association | @GSTERLING
Mobile and cross-device analytics will get
better. In particular, closing the loop between
digital ads and offline sales will become more
effective and powerful.
Retargeting will also go from offline to online
as well, based on mobile user behavior in the
real world. Indoor location and marketing
(focused on smartphones) will continue to
develop and start to become an effective way
for retailers to boost sales and loyalty.
#DT2020
In the US, comScore says that 49% of the
audience for the top 100 digital media
providers is now mobile-only.
What do you see as the future of
mobile marketing?
Is there one stat you think is pertinent
to the future of mobile marketing?

To provide contextual value that consumers
will be receptive to on mobile devices. Offers
have to be relevant and worth the tradeoff of
giving up personal data to consumers.
Mobile marketing will exceed any other type of
marketing when it has mastered the ability to
provide contextual, relevant, and customer-
focused value-added offers in real time –
without being invasive.
NATALIE PETOUHOFF
Vice President & Principal Analyst, Constellation
Research | @DRNATALIE
#DT2020
51% of time spent with digital media is via
mobile devices. It’s growing, and fast.
The opportunity of mobile use in marketing is
huge, but it has to remain relevant, useful,
and valuable to the receiver.
What do you see as the future of
mobile marketing?
Is there one stat you think is pertinent
to the future of mobile marketing?

Audience data becoming more integrated
across devices, and the marrying of cookies
and device identifiers.
Given the amount of time spent on
smartphones, there will be a relative increase
in advertising costs on mobile once high-
value audiences can be identified between
devices and usage times.
There are a lot of “1 in...” stats out there that
underline mobile. For me, it’s more of the trend
we’re seeing in the growth of mobile search
queries vs. searches on traditional devices
and how they are now equivalent, while CPCs
continue to lag behind.
As usage settles down, unless mobile search
providers add more above-the-fold ad
positions, mobile ad costs will begin to
increase at a steep rate.
PHILIP MECIK
Paid Search Director, Merkle Inc.
#DT2020
What do you see as the future of
mobile marketing?
Is there one stat you think is pertinent
to the future of mobile marketing?

The convergence of online and offline data
and activities. Don’t be surprised when you
have a retailer’s app on your smartphone, they
automatically message you when you’re
nearing them, and then recognize you as
you’re walking in the door.
With location awareness and predictive
modeling, user experience will skyrocket and
consumers will grow to appreciate that they’re
being tracked rather than being concerned
about it.
What do you see as the future of
mobile marketing?
The average Millennial has watched an online
video via mobile device, posted a message
online via mobile device, and checked their
mobile device 43 times in the last 24 hours.
Is there one stat you think is pertinent
to the future of mobile marketing?
DOUGLAS KARR
Founder, The Marketing Technology Blog | @DOUGLASKARR
#DT2020

DAVID LAU
Group Director of Search and Social, Mindshare
In the near future (2-3 years out): death of
cookie tracking, movement toward device/
user tracking, and more immersive ads
(branded content).
We’ll also see an increase in one-step mobile
experiences and e-commerce where Google
and Facebook will have an advantage from a
data collection (and monetization) standpoint,
and Apple and Amazon will gain ground due to
existing payment systems and overall user
experience.
#DT2020
Screen time on mobile devices. People
currently spend about 3 hours per day in the
US – and it's increasing.
Marketers need to know what the consumer’s
eyes are doing in order to reach them.
What do you see as the future of
mobile marketing?
Is there one stat you think is pertinent
to the future of mobile marketing?

The "Holy Grail" for marketers has long been
developing a unique identifier for a customer.
Why not use their mobile number?
Mobile phone numbers have become one of
the few constants in people's lives, and are
rarely changed. In the future I see these
mobile numbers becoming the unique
identifier we have all been looking for.
IRV SHAPIRO
CEO & Founder, DialogTech | @IRVSHAPIRO
#DT2020
As mobile advertising continues to explode,
the number of phone calls into businesses is
following suit. A click-to-call is the most
natural conversion path on mobile. I
anticipate that “Phone Through Rate” (PTR) –
the percent of ad viewers that convert into a
phone call -- will become a commonly
measured statistic. Phone calls are a uniquely
valuable indication of interest. When a
prospect chooses to call instead of just view a
web page or request information they are
demonstrating significant urgency.
What do you see as the future of
mobile marketing?
Is there one stat you think is pertinent
to the future of mobile marketing?

It’s about delivering a great mobile
experience by optimizing all of your digital
content for mobile.
A big part of this will be using location data to
serve up the exact right piece of content to
someone based on where they are physically.
And also using data to target a prospect with
the right content at the right point in the sales
cycle.
What we pay the most attention to today are
open rates and click rates by device type for
our email marketing. We also look at contacts
we’re adding to our database through Twitter,
which often come through mobile.
This is simple stuff, but understanding how
many people consume our content on mobile
is the most important statistic for us today. I
don’t see that changing much in the future.
NICK ROBERTSON
VP of Product and Marketing, kCura | @_NICKROBERTSON
#DT2020
What do you see as the future of
mobile marketing?
Is there one stat you think is pertinent
to the future of mobile marketing?

Smart brands will use data and technology to
deliver relevant content at scale. Mobile
consumers expect brands to meet their needs
with context-aware content, such as mobile
wallet offers customized to time and place.
Brands with multiple locations especially have
an opportunity to tap into data (place,
audience, weather, and more) to drive
relevancy in customers’ moments of need.
What do you see as the future of
mobile marketing?
Google "near me" searches have increased 34
times since 2011, and 80% of this traffic is
coming from mobile devices. It's not enough
for brands to be present when those near-me
searches happen. Brands also need to
encourage the "next moment” – or the action
that occurs after a local search occurs.
Brands can convert those near-me searches
into revenue at scale by making their location
data actionable and their content contextually
relevant to mobile audiences.
Is there one stat you think is pertinent
to the future of mobile marketing?
TARI HARO
CMO, SIM Partners | @TARIHARO
#DT2020

ELAN MOSBACHER
VP of Marketing, SpotHero | @MOSBACHER
Wearable tech, proximity-based advertising,
and app indexing are some upcoming trends.
Additionally, the way your phone interacts with
your other devices, from controlling
thermostats (e.g., Nest) to interacting with
your car (e.g., Apple CarPlay). The phone will
continue to become the remote control for
your life.
#DT2020
By 2020, smartphones and tablets will
account for more than 75% of global online
commercial transactions and more than 50%
of spend.
What do you see as the future of
mobile marketing?
Is there one stat you think is pertinent
to the future of mobile marketing?

The ability to target who you want, when they want it, and when they can
share it. Time and location barriers will be erased.
If you can set up the right content, in the right way, targeted toward the right
audience, then mobile can provide higher engagement and sales conversions.
MARIA KATRIS
CEO & Founder, Built In Chicago | @MARIAKATRIS
#DT2020
What do you see as the future of mobile marketing?

The future of mobile is not just about
mobile but a truly device-agnostic
approach to the customer experience.
Little more than 11% of all websites are
responsive as of 2015, but well over
50% of all website traffic now comes
from mobile devices. We've got a long
way to go.
MATT QUIRIE
CEO & Founder, ROI-DNA | @AWESOMIZATION
#DT2020
What do you see as the future of
mobile marketing?
Is there one stat you think is pertinent
to the future of mobile marketing?

Native advertising holds the future for brands
to deliver mobile experiences that match how
their customers are consuming content.
Winning brands will not be the ones with a
"mobile strategy," but those that have a
customer-centric digital strategy that speaks
to customers differently across devices.
Brands need to understand how to balance
the needs of platform-optimized content,
while layering in enough direct response
techniques to drive revenue.
What do you see as the future of
mobile marketing?
There are thousands of stats out there
speaking to the growth in native ads, but
eMarketer sums it up well with their growth
projections: they predict native ad spend will
double between 2015 and 2018.
Is there one stat you think is pertinent
to the future of mobile marketing?
DAN GOLDEN
President and Chief Search Artist, Be Found
Online | @THEGOLDENDAN
#DT2020

What are your predictions for the future of mobile marketing?
Join the conversation on Twitter using the hashtag #DT2020.
For more insights and trends in multi-channel marketing visit
DialogTech Insights, the research arm of DialogTech.