Earlier this month, digital marketing and web technologies authority Regalix released an industry report focusing on mobile impact for business-to-business marketers. The international company headquartered in Paulo Alto, CA surveyed several B2B marketing companies from all over the world selling a variety of products and services.

Mary Meeker of KPCB venture capitol is a prolific writer and co-author of several industry defining books including the Internet Trends Report 2015. The near 200-page slideshow dissects high-growth Internet companies, digital behaviors, research analysis and more. The result is insightful and incredibly long, so here are five important themes to emerge from Meeker’s greatly anticipated report.

If you’re debating whether or not to increase your ad spend on mobile marketing this year, consider how the landscape has changed. Many businesses have noted the necessity of mobile marketing for their brands, and there is still plenty of ad space for marketers to grab hold of. No one wants to be left behind, using only classic marketing techniques or simple desktop marketing.

When it comes to ad buying, the latest trend is programmatic advertising. Media exchanges rave about it on their blogs, and every corporation seems to be swearing by it in light of consumer culture. As customers begin to show ever more reliance on their smartphones for all of their digital needs, businesses appear to be buying up as much programmatic as possible. According to two independent studies by ChoiceStream and the IAB, the opposite may actually be the case.

The mobile marketing trends in 2015 are shifting: many of the trends predicted last year are coming to fruition, AND others that we couldn’t possibly predict are cropping up. Here are six trends that we will see in 2015 and beyond.

According to a new report by Adobe and eConsultancy, consumers are spending an average of 103 minutes per day on their smartphones, and a great deal of that time is spent using apps and the mobile web. Time spent on mobile devices increased by 9% in 2014, surpassing even TV in the level of engagement. It’s time to take advantage of that increase in mobile engagement, and mobile content will be key!

In early spring of 2009, Starbucks launched its mobile card app in a humble sixteen stores. The program spread like wildfire. Nowadays many consumers pay for their coffee using a barcode displayed on their mobile phones, scanned at the point of sale. Astoundingly, this technology has lifted Starbucks’ mobile payment revenue beyond that of many other companies – including tech giants like Apple and Google.