Bob Garfield

3 key mobile trends to watch

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As mobile evolves, so should your strategies. Here are three big things to keep your eye on when formulating your future presence.

Personalization and relevancy will be taken to a whole new level

While we may not be close to the "Minority Report" situation where ads will know our names, mobile personalization is maturing every day. Our smartphones are the most personal devices we carry, so it only makes sense that marketers adjust their strategies to accommodate marketing messages to match the context of the device. Beacon technology is already giving us a preview into a world where location is used to provide context and meaning to advertising, and as the technology matures we will only see growth in personalized marketing. The best news is that consumers engage with messages more if they are personalized, meaning that you need to adjust your tactics on mobile to make sure that your brand is a help -- not an interruption -- in consumers' daily lives.

Mobile display will not die

Despite the moans and groans about mobile display ads, the practice will not die out like many of us would like. It will, however, mature to a place where marketers are not relying on it as a top tier advertising solution. Mobile display targeting will improve to the point where marketers will, at the very least, know they are reaching the right audience, but also clicks and impressions will not be valued as key success indicators. Display will serve as just one of several other tactics marketers deploy for mobile strategies.

No one has their pulse on the mobile world like Joao Machado, director of mobile for OMD. He speaks with iMedia at thinkLA's Mobile Breakfast about the state of the mobile landscape and why personalization will improve so dramatically.