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The case for mobile is evident, and what is more important than ever is how to stand out amidst the 1.6 million apps in Google Play and 1.5 million apps in the AppStore (as of July 2015). Battling for attention means staying ahead of the curve and knowing how to give users what they want.

As mobile shopping continues to increase, retailers cannot ignore their mobile sites and applications when prepping for the 2015 holiday shopping season.

The role of mobile devices in the path to purchase has fundamentally changed how shoppers are using their mobile devices, both at the beginning of their purchase funnel and for research, and even while consumers are inside of a bricks-and-mortar store.

Given the hectic holidays – and the reality that mobile now accounts for more than half of all digital spend – you are likely already in the midst of some important campaign planning.

Without cross-device tracking, marketers face a number of challenges in their marketing strategies.

Gaining any type of intelligence about the consumer – from building audience segments to simply using a geofence to trigger a proximity ad – also requires good point of interest (“POI”) data, the description of the physical context of the user.

Efficiency and simplicity are deeply ingrained in the consumer mentality when it comes to mobile. But frictionless experiences are still playing catch-up to those expectations, particularly in mobile commerce.

Uncovering the right audience and persuading them to make a booking does not have to be challenging.

There has been discussion recently around the role of ad mediation in achieving the best possible yield for publishers’ inventory.

Only half of U.S. marketers say TV will rank among their top five channels for advertising spending in three years’ time, according to a survey by professional services firm Bain & Company.

Marketing agencies too often fill your head with catchy one-liners. They say “Content is King” to sell you a blog or a landing page. They say “You need social media” to sell you a social management package.

Even with global online retail sales increasing 17 percent annually, “about 40 percent of high-end brands don’t sell via the Web,” Bloomberg recently reported.

The mobile application ad blocking-pocalypse has been a hot topic of discussion lately, only emphasized by Apple’s approval, and then dismissal of ad blocking app Been Choice. This ongoing dialogue regarding the usage of ad blockers in the mobile app ecosystem is only intensifying.

When it comes to application monetization, beware of the zombie culprit threatening to bring down the civilized mobile app world: the banner ad.

I have a challenge for you – if you do not use Snapchat or WeChat, you and a friend sign up for one month and start communicating with each other solely over that platform. By doing this, you will quickly begin to understand the ways in which millennials receive and send messages.

Location targeting is still a fairly new technology and comes with its own set of challenges. There are a lot of misconceptions in the industry about user location data, and this leads to badly targeted campaigns and fraudulent ad inventory.

Social media to ultra-high-net-worth individuals is not fun. They tend to like to stay among their peers, not out of snobbery, but for the ability to interact with people that do not need something from them.

Increasing conversion in mobile experiences takes more than competitive prices and great customer service. It also requires designs that remove friction for people using a site or application.

With consumers spending more time on their mobile phones, mobile marketing will be the driver for all marketing in 2015 and beyond – not just digital marketing.

Today, the wealthiest 10 percent of United States households consists of 12 million households with a net worth of $1 million or more. This is more than twice as many households, with more than twice as much wealth as in 2002.

Reliance on technology shows no signs of slowing down, and consumers have demonstrated a relentless demand for convenience. With just a few clicks, customized goods and services appear at the location of their choosing.