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Online marketing is one of the most powerful promotional mediums available to modern businesses. While this platform allows for unparalleled control over how your message is perceived by consumers, your marketing strategy need be adjusted to suit the changing trends in media consumption.

Mobile app developers and app makers are bullish on China, and it’s little wonder. There’s something to be said for working to corner a market of well over half a billion mobile-savvy, smartphone-carrying consumers, despite the linguistic and cultural barriers to entry and the lengthened development timelines that come from trying to overcome them.

A new study from Kitewheel, released today, shows that when it comes to the customer journey, email is still performing extraordinarily well, but mobile apps are the fastest-growing channel of all.

There is systemic install fraud in the app economy, according to business intelligence platform Adjust.

The top 6 mobile security threats for 2016

As we fast approach 2016, my security team and I have been compiling a forecast of mobile security trends and vulnerabilities that concern us most. My goal in outlining these threats is not to raise alarm or panic, but to paint a picture of the gravest security concerns we face in the coming year, and hopefully, encourage the industry at large to prepare for them now.With the proper precautions, most of them can be minimized, or forestalled altogether.

In the world of online advertising, 2012 could probably have been called the “year of mobile.” It had been about to happen, we’d been told, for several years. Sure, mobile advertising existed before this, but in this period something palpable changed. It could no doubt have been measured in spend and in budgets allocated to mobile, yet there was also an underlying attitude change. Mobile was real. It was suddenly a true market, with the big players starting to realize that mobile was not just a matter of shrunken processes and different ad units.

A few years back, when mobile advertising debuted, advertisers eagerly embraced it, because they could see how quickly media consumption was shifting, especially among younger consumers. Unfortunately, that embrace occurred without a lot of forethought or strategy as to how this new medium would differ from earlier media channels.

As the third quarter of 2015 was winding to a close this past September, you couldn’t throw a rock at a laptop without hitting a story about ad blocking, the purported scourge of modern media and the bane of publishers everywhere. It was and remains a very rational and understandable reaction to years of bad ads and legacy thinking that consumers, in their collective hive wisdom, have chosen in some not insignificant number to block ads (especially on desktop and on mobile web sites via iOS9 Safari extensions) — and which business media and self-interested parties have then blown into something even larger.

There is no denying it, mobile is the new norm. Two in three American adults own a smartphone. Tablet users will surpass one billion worldwide this year. The average person spends more time on their phone and laptop than sleeping. With mobile adoption widespread, and people spending more of their time across multiple devices, it’s no surprise that digital advertising spend in the US will total nearly $60 billion this year. Said differently, companies are heavily investing in engaging consumers across laptops, tablets and smartphones to win consumer attention and, ultimately, share of wallet on their path to purchase.

Marketers, two new channels are opening up

Two ways of holding things are being reinvented into key components of emerging marketing channels.