Personalization and relevance are essential for mobile marketing’s growth.
Here’s what I told Mobile Marketer when asked about what we can expect in the next 12 months:
“Relevance, even personalization will become much more expected by consumers. Brands will certainly have to meet or exceed those expectations. Successful mobile brands like Lowe's are marketing one to one vs. one to many. It's a model that certainly will be followed and advanced.
"Further, the biggest change we'll see over the next year is improved measurement of mobile advertising and apps that will lead not just to sales, but to more dollars invested in the channel. Just like consumers have high expectations, so, too, do marketers who need and deserve better metrics. Over the next 12 months, they will get them."
The full story is here - http://www.mobilemarketer.com/cms/news/strategy/15643.html