Looking for ways to bring more customers near your geographical area into your store? Create a local mobile marketing campaign. Mobile users are now pretty comfortable giving up their geo location information when they use apps and other mobile technology. They realize that allowing brands to know where they are means a better app experience, more relevant content, and even special shopping deals.

When it comes to effective marketing, the feelings evoked by an ad or special offer may be more important than the offer itself. That’s because most people make decision using an emotional spectrum to distinguish various products and services—often making purchases despite their better judgment.

We’re well into the fourth quarter of 2015 and, despite the regular holiday madness, there are still emerging trends on the mobile marketing front. In fact, with so much change occurring at the end of this year, 2016 is already shaping up to be a prolific time for mobile. Here’s a look at the most striking mobile trends of 2015 along with a brief analysis to help determine successful mobile marketing plans for next year:

How far would you go to get the best deal? Would you give a retailer your email address? What about your social media handles? There are varying degrees of comfort regarding our collective online identity, and as that space grows increasingly mobile, retailers are finding new limits to that comfort, all for the sake of a good deal.

With a variety of devices used by tech-savvy consumers these days, last touch analysis might not make much of a difference in the long run for businesses tracking mobile sales. Last touch analysis is essentially measuring how a customer is led to a purchase based on the last search or ad channel that customer used prior to the sale. Interestingly, there's a big flaw in using this system, especially for mobile users.

The rules have changed: consumers now prefer to use their mobile devices as a primary means to seek out and purchase products. As a result, business owners and brands need to alter the way they roll out their digital marketing strategies. Unfortunately, most businesses are experiencing difficulty in meeting their customers’ digital needs.

One in five Americans own a smartphone, and most of these people are using their apps. App viewership has increased by a fifth as well (according to Localytics). The trend in app use is continuing to grow. As a desktop marketer, you know you have to follow the trends, but will the same tactics get you in front of your app-using customers?