Ken Carr's Daily Read

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US mobile ad spending will grow 47% in 2012, reaching $1.8 billion, as marketers seek to capitalize on rising smart device and mobile web adoption. As on the desktop, search and display (banners, rich media and video) are emerging as the dominant mobile ad formats.

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Facing aggressive customer acquisition goals and rising costs per lead, B2B marketers must evolve their lead generation tactics. For many, content marketing is the key to increasing leads and converting prospects into clients.

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The expansion of gaming to new devices, platforms and audience segments has opened up additional marketing opportunities. Advertisers are capitalizing on this trend by attaching brands to game properties in increasingly sophisticated ways.

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The US Hispanic population is booming and eMarketer estimates that by the end of this year 63% of it will be online. As the number of Hispanics, and their spending power, continues to increase, so will the role of digital media—and marketing—in their daily lives.

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Swiping a phone to pay at the checkout counter promises convenience, but that is only part of the appeal of mobile payments. Incorporating discount offers, coupons and loyalty programs will be vital to getting reticent consumers fully on board.

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Growing mobile adoption and increasing smart device usage are helping consumers take more responsibility for their own health and providers enhance patient care. Healthcare marketers are poised to take advantage of these opportunities.

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