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Just a couple of years ago, talking about mobile marketing was almost a utopia for many. Today, mobile devices are one of the most common ways users access the Internet , to the point that they've acquired their own unique personality and needs. Today, mobile marketing is an established reality that generates significant revenue. In fact, it's estimated that this year it will generate no less than $200 billion in the United States. 2015 is expected to be the year of mobile marketing. Its consolidation will become a reality, and forecasts indicate that it will evolve in various ways. We analyze some of the most important ones below. To begin with, the duality of Android and iOS users will continue to be resolved in favor of the latter. Although Android wins in number of users, the truth is that in conversion statistics, iOS triumphs by a landslide . Without a doubt, this is a factor to take into account for all those responsible for mobile marketing campaigns, as is the growing trend toward localization. More and more consumers are seeking to satisfy their needs in their immediate surroundings, and mobile marketing must be aware of this, especially given the need for personalization it entails. There is also a very important phenomenon to consider: the consolidation of the User-First concept . That is, the user must be the focus of online marketing campaigns, above their access channel. Mobile devices are already so established that it makes no sense to prioritize them. It's simply a matter of satisfying potential customers across all channels, whether online or offline, mobile or desktop. In any case, one of the key areas to work on in online marketing this year is creativity . In 2014, campaigns on this channel were actually quite poor in terms of creativity, so the most immediate challenge is to consider how to attract consumers with outstanding campaigns. Likewise, when creating campaigns, it is also important to keep in mind that programmatic buying will be increasingly important in mobile marketing. This trend has a major advantage: the ability to deliver advertising to consumers at the best time, at the best price, and on the most appropriate device. Finally, we can't forget an element that will be essential in mobile marketing campaigns in 2015: deep linking . Attracting a user to an app through a web link will be one of the established trends over the coming months. How are you planning your next mobile marketing campaign?

The multitude of communication channels we enjoy today means that brands are diluted in a morass of information from which it's difficult to stand out. Many market the same product, and many also edit and manage their content within the same scope. How can brands stand out to consumers in this context? Without a doubt, by offering added value that surprises them. A good option in this regard is branded entertainment , which represents a step beyond branded content. The emergence of branded entertainment is related to what is known as the attention economy. That is, the approach to the need to get consumers to devote at least some of their time and attention to our brand . And this doesn't involve selling them something, but rather offering them an added bonus that interests them and therefore makes them relate more to the brand. This generates more engagement than with branded content. In short, branded entertainment focuses on creating branded content based on entertainment techniques , such as the launch of series and films. In this way, an alternative and engaging experience is offered to consumers, which improves their image of a particular brand. One of the types of branded entertainment that more brands are embracing recently is gamification . This involves the use of game-like techniques in a non-gaming environment, with the aim of appealing to users' emotions and behaviors in a fun way. This motivates people, ultimately creating a high level of commitment and engagement with the brand that provides this experience. Some international brands have long been working on organizing cultural and leisure activities as a way to achieve strong positioning in the minds of their potential consumers , rather than as a core business. These activities include festivals, workshops, and music or theater venues. Furthermore, sponsorship of specific activities by large companies is increasingly becoming established as a means of achieving commercial activation by improving their awareness. In short, online marketing experts advocate for a complementarity between branded content and branded entertainment to differentiate brands from the competition by offering consumers the most complete and engaging experiences possible. Furthermore, this boom in branded entertainment seems poised to turn brands into the major entertainment platforms of the future.