Many marketers and advertisers spent 2012 looking to overhaul their mobile strategies, employing tools such as responsive design, user targeting augmented reality and near-field communication, says Rachel Pasqua, vice president of mobile at digital agency iCrossing. Spending on mobile also appears to be due for an increase, although one factor holding the sector back is tracking the effectiveness of mobile campaigns that may lead to purchases by other means, Pasqua says.

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