Mobile marketing's future lies in new technologies that allow a more intimate appeal to consumers, seeking to tap into their emotions, argues IBM Research's Robyn Schwartz. Retailers will have to find ways to offer a more personalized experience, tapping a wider variety of consumer preferences, based on their shopping data. "What we think is going to happen ... is this kind of unifying experience that happens across touch points in support of the customer's end goal, whatever that may be," said Schwartz.