Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

―In working with our clients to develop their Web experiences, we are seeing data thatindicates mobile users are increasingly frustrated by mobile-optimized Web sites thatdon‘t have all of the functionality or content of the desktop version,‖ Mr. Chen said.―Users want to access all of the brand's content and functionality from any device.―We will see many more brands turn to responsive Web design to implement the oneWeb site, multiple devices philosophy,‖ he said.Breakout starWhile there have been several breakout channels this year, including QR codes, richmediaadvertising and location-based technology, emerging technologies such asaugmented reality will take the lead next year.―Augmented reality enables the delivery of content on real time,‖ said Ben Davis, CEOof Phizzle. ―QR codes were big, but it stopped.―Companies didn‘t have mobile versions of their Web sites and when consumer scannedthe mobile bar codes, the content they received wasn‘t formatted on their device,‖ hesaid.―Augmented reality content has to be form fitted for the phone or it won‘t work. And, thechallenge is educating consumers that the technology is available.‖Another big player in 2013 will be loyalty.With the proliferation of new technology including near field communication, as well asApple‘s Passbook, consumers are going to become more comfortable making purchasesusing their mobile devices.However, loyalty will play a big role in making that happen.―Loyalty will be the most important trend in mobile,‖ Mr. Davis said. ―However, it‘sgoing to take time before people are comfortable using their phone as a method ofpayment.―Next year, marketers should concentrate on customer relationship management,‖ hesaid. ―It‘s all about the data and analytics – CRM is the most important aspect of mobilemarketing.―There‘s going to be nothing but growth, especially smartphone penetration. Mobile isgrowing exponentially and there‘s going to be a lot of innovation in the space.Mobile experiencesIn addition to mobile marketing, the mobile commerce space has been growing daily.143