Five predictions on mobile marketing from Forrester Research

Forrester’s predictions include: mobile advertising will start maturing; look for developments in rich-media ad units and increasing measurement complexity.
According to the report, a major reason marketers have been reluctant to invest in mobile is the continuing absence of rich media as units. But according to authors Thomas Husson and Julie Ask: “We expect new mobile-centric ad formats to emerge, more effective mobile video inventory to grow, and more mobile ad network inventory to shift to the exchanges.” The report authors also forecast growing demand for rich media mobile campaigns overseas in emerging markets, such as India.
The Forrester report, intended for marketers in both the consumer and B2B arenas, has other predictions for mobile trends. Some of those include:
– Most companies are still focused on designing new mobile experiences, but the competitive edge will go to those who focus on analytics and user data analysis.
Core mobile is the keystone, but companies will be distracted by “experimental, edgy devices and wearables.”
Mobile advertising will start maturing. Look for developments in rich-media ad units and increasing measurement complexity.
Companies will continue to lump tablets and smartphones together, but the competitive edge will go to those who treat and track these separately.

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