It can be difficult to keep up with the various shifts in the marketing landscape. Just a few years ago, for example, social media was hardly a blip on anyone's radar. The same could be said for mobile devices. But these days smartphones and tablets are surpassing even computers as the dominant way in which people communicate and process information. Statistics from KPCB and Pew only serve to buttress this point. According to this data, nearly 200 million people in the United States own mobile devices and 48% of those are smartphones. And of these smartphone users, 74% rely on them for info and real-time news.

It's no secret, then, why mobile devices have become the focal point of modern marketing. But this technology is still evolving, as are the social media platforms mobile users access via their handhelds. So with that in mind, here are some trends mobile marketers are likely to see in the coming year.

Mobile analytics take hold

Up until now, most marketers ignored mobile data in favor of search analytics. But the signs can no longer be ignored. Some 24% of Black Friday purchases last year were made from a mobile device, and that is hard to overlook. Tracking consumer behavior via mobile should be boilerplate in 2014, with top marketers finding new and creative ways to build consumer relationships and reach that target base through tablets and smartphones.

More mobile-friendly content

As mentioned above, the mobile marketer is dominating in the present. But it's only expected to grow over time, especially in the coming year. According to Forbes, smartphones and tablets will represent 87% of all mobile sales by 2017. That means marketers are going to want to continue to optimize all websites and content for the smaller screens of mobile devices, a job that should require targeted copywriting services.

Rise of passive location-based apps

Foursquare isn't projected to remain relevant in the coming year, but that doesn't mean location-based applications are dead. Quite the contrary, marketers have now figured out an efficient and exact way to track consumer behavior, and it comes in location-aware technology. 2014 should see a rise in mobile apps that track the user and offer alert reminders of discounts when they pass by their favorite retail store or restaurant.

Increase in mobile commerce

The notion of "paying by smartphone" is one that is slowly but surely taking root in the American consciousness. After all, it was just a couple generations ago that people were getting used to paying for everything with debit cards. But the rise in mobile payments should be matched in popularity by Passbook, Apple's virtual wallet. Marketers will want to take particular notice of this location-based app, because it comes stock on all iOS devices and is where brands connect directly with customers. It is also the fourth most popular commerce app anywhere. Expect Passbook to maintain or increase in popularity in 2014.

These are just a few trends marketers can expect to see in the coming year. One common theme that everyone should take away from this list is the idea of location-based services. Even Facebook is getting in on the action with their search feature, "local search." This should help the social giant to maintain its position as one of the most popular search apps around.

Author Bio
Christopher McMurphy is a advertising and tech guru focusing on the areas of mobile and online marketing.