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Next year’s marketing strategy should incorporate more mobile

As 2014 approaches, B2B marketers who did not focus resources toward mobile marketing will want review their plans going forward.  According to a Q3 update by AdExchanger, mobile advertising grew by 75 percent in the past year and should no longer be considered an emerging market.

While marketers have likely embraced at least one form of mobile advertising, it's time to consider how to push dynamic content for social media, websites and email on to mobile devices. A study by Experian Marketing Services found that 50 percent of email marketing subscribers now view their mail only on mobile devices. That is more than double the percent who open messages exclusively on desktops. The study also found users who read emails on desktop and mobile devices – not choosing one over the other – are the most engaged subscribers.

According to MarketingProfs, marketers should also expect Facebook Exchange (FBX) to go mobile in the coming year. FBX ads, which are currently desktop only, are much more targeted and less generic that the current ads mobile Facebook users see. With increases in mobile app usage, targeted advertising on Facebook has the potential to generate a lot of revenue. In the next year, Marketers will want to consider embracing more of their own mobile application development.

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.