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Mobile is the new reality. It’s not just a new channel of communication. It’s the first go-to device for a large majority of young executives. As smartphone reach is expected to reach 2 Billion globally, brands not only need to think mobile first, but need to build brands keeping mobile at the epicenter.

One of the biggest trends for 2015 will be mobile technology. More than just another way to distribute advertising, mobile is unique in that it’s an interactive channel allowing consumers to search, view, compare, and make purchase decisions all from one device. Sales of smartphones exceeded PCs a long time ago, and sales of tablets will exceed PCs for the first time this year. With the release of the Apple Watch just around the corner, the mobile space will only become more interesting for marketers. According to Toolbox research, 72% of the U.S. workforce is already on mobile, 64% of B2B decision makers read their email via mobile devices, and more than 70% of executives under 40 consider mobile their primary communications tool. It’s clear that mobile is here to stay. The only question, then, is how are marketers preparing for this shift?

The start of a New Year incites new resolutions, and the advent of technology and innovation has marketers facing new challenges. As brands start planning for 2015, marketers will need to step up their games and keep ahead of brewing industry trends to gain a competitive edge. Below are four trends that transcend across both B2B and B2C marketing, and that should be considered as we head into the New Year.