Hindustan Times via Getty Images
flytosky11 via Getty Images
The mobile phone has been the star of the year 2015 and will continue to shine through 2016. In my opinion, these are the key trends that will drive the mobile marketing industry in the coming year.
The online advertising industry has for several years been faced with the challenge of how to distinguish between user intent and actual conversion. Until recently, the model has stayed the same: impression, intent, click, landing page, and purchase. The issue has always been in the steps impeding a consumer from getting to the point of conversion. However, this challenge is today being addressed with the integration of smart data and the provision of secure <em>Buy Now</em> buttons on display ads that eliminate several steps between impressions and purchase.