By Dippak Khurana, Co-Founder and CEO, Vserv.

We will continue to see emerging markets outshine developed markets when it comes to growth in smartphone and mobile internet penetration. While mobile and PC have often been treated alike by marketers, there is a radical difference in the way that consumers interact with these two media. Marketers need to adapt to this evolving consumer behaviour with a mobile-only strategy. Marketers can leverage user data to create customized mobile ad campaigns that serve ads that are contextually relevant and target the right user.

Here are some key trends we expect to see in the mobile marketing ecosystem in 2015:

1. Shift in E-commerce spends from app installs to SKU-based Re-targeting: The future of E-commerce is M-commerce. When M-commerce was in its nascent stages, E-commerce players majorly ran app install mobile advertising campaigns. We now expect to see E-commerce spends shift from attracting new app users to SKU-based re-targeting, where users are targeted with specific product ads based on their intent. These re-targeted campaigns will provide a contextually relevant experience and redefine the way consumers discover, shop and pay. You can read the full story on The Economic Times – TelecomBusiness InsiderFirst Post, Businessworld and NextBigWhat.

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