PAGE 3 4 6 INTRODUCTION: By Giselle Tsirulnik 2012 will be the year of tablet advertising By Chantal Tode Location, 3D ad creative and social to dominate mobile ad strategies By Rimma Kats Ad agencies will embrace the marriage of digital and physical in 2012 By Chantal Tode Mobile no longer a peripheral thought for banking By Lauren Johnson Mobile marketing offers carriers significant opportunities in 2012 By Lauren Johnson Retailers will struggle with mobile point of sale payments in 2012 By Lauren Johnson Mobile content needs to be practical, useful and resourceful By Rimma Kats Marketers shift from building databases to successfully engaging them By Rimma Kats Fragmentation will continue to haunt mobile email marketing in 2012 By Lauren Johnson Brand integration in mobile gaming will drive mobile commerce By Rimma Kats PAGE 23 Which will be the most discussed mobile legal issues in 2012? By Chantal Tode OEM focus on smartphones in 2012 to leave feature phones in the dust By Chantal Tode Publishers to eye mobile monetization in 2012 By Rimma Kats Loyalty and rewards programs will rely heavily on SMS/ MMS in 2012 By Lauren Johnson Music industry must set focus on mobile discovery in 2012 By Lauren Johnson Mobile stats to remember in 2012 By Rimma Kats Local, social will play prominent role in search By Lauren Johnson Who will win the mobile, social war in 2012? By Rimma Kats Mobile payments, social mcommerce and QR codes will dominate in 2012 By Chantal Tode More TV programming to use mobile, tablets to complement viewing experience By Lauren Johnson A year in pictures By staff reports
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Mickey Alam Khan Editor in Chief mickey@ napean.com
Chantal Tode Associate Editor chantal@ mobilemarketer.com
Lauren Johnson Editorial Assistant lauren@ mobilemarketer.com
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Giselle Tsirulnik Deputy Managing Editor giselle@ mobilemarketer.com
Rimma Kats Staff Reporter rimma@ mobilemarketer.com
Jodie Solomon Director, Ad Sales ads@ mobilemarketer.com
Mobile Marketer covers news and analysis of mobile marketing, media and commerce. The Napean franchise comprises Mobile Marketer, MobileMarketer.com, the Mobile Marketer Daily newsletter, MobileMarketingDaily.com, MobileCommerceDaily.com, MCommerceDaily.com, the Mobile Commerce Daily newsletter, MobileNewsLeader.com, Classic Guides, webinars, the Mobile Marketing Summit and the Mcommerce Summit and awards. ©2010 Napean LLC. All rights reserved. No part of this publication may be reproduced without permission.
MOBILE OUTLOOK 2012
Mobile steamroller transforms content, commerce and marketing
obile advertising, marketing, media and commerce will have a bright 2012 as consumers increasingly rely on their mobile devices daily to shop, learn, research, play and engage. Many brands and retailers who did not jump aboard the mobile bandwagon in 2010, learned from their mistakes and took mobile more seriously in 2011. Marketers built mobile Web sites, developed apps, engaged consumers via rich-media mobile advertising, drove loyalists in-store via mobile database and CRM efforts and dabbled with new, sexy mobile technology such as QR codes and augmented reality. Predictions for 2012 What should marketers expect in the year ahead? Mobile payments will make headlines for most of 2012, as Google Wallet has paved the way for innovation in the space. Mobile advertising will grow to be healthy in terms of dollars spent. New ad units with more engagement opportunities will increase spend in the channel. SMS...