This post has been written by Alejandro Castellan, current student on the Master In International Management at IE Business School, after attending a conference on Mobile Marketing by Alberto Benbunan, co-founder and Managing Director of Mobile Dreams Factory.

Mobile is a rapidly developing sector. According to some, mobile Internet usage will overtake desktop before 2015. How are companies reacting? Primarily by developing new mobile commerce platforms, strategies and marketing efforts.

Currently, there are new technologies emerging trying to combine the real world with the digital. Indeed, the online-offline Marketing curve is really changing.  Have we seen all that QR Codes has to offer? Should we prepare to be wowed by augmented reality? Here are some predictions for 2012.

1. Quick Response (QR) Codes: We´ll see the disappearance of traditional formats and lots of new devises to experience them. QR Codes will mature and evolve from hype to a marketing must item.

Augmented Reality

2. Augmented Reality:  I really like this, and thanks to the rise of capable mobile devices, a few campaigns will break through, capturing some eyes and imagination. Augmented Reality is starting just like QR Codes, so some collateral damage with disappointing first-time users will occur.

3. Near Field Communications (NFC): The wallets have held the spotlight, for now. Competition between providers accelerates hardware penetration for mobile marketing opportunities. In 2012, total NFC mobile penetration will remain below the mainstream, creating good campaigns for niche audiences.

QR, AR and NFC are getting all kinds of buzz, but it’s not inconceivable that multiple and new technologies can succeed, given the amount of opportunities offered in offline-to-online engagements.

I leave you with a Microsoft InfoGraphic on some interesting Mobile Marketing statistics. (Some surprises here!)

What are your predictions for Mobile Marketing in 2012?

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