The great cliché of the marketing world is that the coming year is always 'the year of mobile'. Nonetheless, the forecast invariably proves to be true. Mobile never ceases to work its way ever more deeply into the fabric of our lives; if our devices feel useful and important to us today, they are only going to be more indispensable tomorrow.

We predict that this flexibility will suit the creativity and diversity of partner marketing, as budgets move away from mobile display into more innovative, consumer-led mobile marketing interactions.

Looking to the future, we know apps are unlikely to do anything other than grow further, and into ever more intimate recesses of our lives. The pressing task for brands is to power up their app growth marketing in order to maximise their chances of getting on board.