mobile social media users<\/a> create a highly complex web of touch points.<\/p>\nTracking and attributing conversions back to the mobile click is no easy task. Cookies aren’t passed across devices or available in-store, call centers aren’t always aligned with internal databases or ad management platforms, and assigning revenue to social signals doesn’t offer a complete picture of ROI. As a result, we expect to see advertisers invest more in technology to address these challenges.<\/p>\n
Stitching offline data with online mobile clicks, integrating call tracking solutions, and generating mobile-optimized ad creative and landing pages are just a few strategies that will take priority in 2014. As consumer engagement and spend continues to shift away from desktop and toward mobile devices, advertisers must address their mobile strategy today to capitalize on this growing revenue opportunity tomorrow.<\/p>\n
Entering into the New Year, it’s clear that two overarching trends will continue. An evolving search landscape will drive significant innovation in ad technology, and online marketers will invest in these solutions to remain competitive. Undoubtedly, sophisticated advertisers are primed to survive under these conditions. The ability to accurately track and, in turn, effectively target users based on device, intent, and demographic will be critical to success in 2014.<\/p>\n
Regardless of whether or not these four predictions become reality, online marketers will need to remain agile and embrace new strategies and technology to win the battle for revenue online.<\/p>\n
\nContributing authors are invited to create content for Search Engine Land and are chosen for their expertise and contribution to the search community. Our contributors work under the oversight of the editorial staff<\/a> and contributions are checked for quality and relevance to our readers. The opinions they express are their own.<\/em><\/p>\n
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