62017May-JuneCIOReview's circulation is audited and certified by BPA International (Audit Pending). Copyright © 2017 ValleyMedia Inc. All rights reserved. Reproduction in whole or part of any text, photography or illustrations without written permission from the publisher is prohibited. The publisher assumes no responsibility for unsolicited manuscripts, photographs or illustrations. Views and opinions expressed in this publication are not necessarily those of the magazine and accordingly, no liability is assumed by the publisher thereof.MAY-JUNE, 2017Mailing AddressValleyMedia Inc.44790 S. Grimmer Blvd Suite 202, Fremont, CA 94538T:510 230 0396, F:510-894-8405 MAY-JUNE, 2017, volume 03 - 03 Published by Valley Media, Inc. To subscribe to Marketing Tech OutlookVisit www.marketingtechoutlook.com Editor-in-ChiefDebra MorganEditorial StaffSalesAaron Pierce Jade RayKathy ArnoldSarah FernandezKristin JacobVivian MurrayVisualizerAsher BlakeDebra MorganMobile Marketing SpecialSherin Matthewsherin@marketingtechoutlook.com510 996 5123EditorialDebra MorganEditor-in-Chiefdmorgan@marketingtechoutlook.comMobile marketing is a compact coalition of brand, tech and marketing expertise. With mobile devices becoming the shortest and the quickest path to reach customers, mobile initiatives have today become the first preference for marketers to augment customer retention and loyalty. However, establishing a powerful mobile marketing strategy is no child's play. The intense smartphone penetration, along with the growing variety of devices and platforms has brought in a set of new challenges as well as opportunities. From a technology standpoint, mobile marketing is more than mere `mobile friendly' extension /APIs installed atop websites. Factors such as loading speed, and interface appeal are among primary concerns for any entity en-route to achieving a successful mobile marketing strategy. Location based marketing, customer engagement via messaging and mobile video, App Store Optimization (ASO) and relatively new Google offerings like Accelerated Mobile Pages (AMP) makes the rest of marketing arsenals in the mobile space. Coupled with them, innovation in Augmented and Virtual Reality is also opening up doors to a number of enticing possibilities. `Getting there first' to gain an edge is the motto of a number of players who have heavily invested in the space.With the U.S. mobile ad spend predicted to cross $65 billion by 2020, and three quarter of all online content consumption becoming exclusively via mobile devices, brands are betting bigger on the refined capabilities of the mobile channel to drive customer focused marketing.Curating content for this edition has been a dive into exploring a plethora of solution providers, changing trends, requirements and a glimpse into how the future of mobile marketing would turn out to be. We hope the valuable insights from industry thought-leaders and the innovative solutions from leading as well as emerging companies featured in this edition will help you in making informed decisions in your marketing endeavors.Let us know your thoughts.The Right Channel for Marketing*Some of the Insights are based on the interviews with respective CIOs and CXOs to our editorial staff
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