For mobile marketing, a moment of transformation is at hand. This transformation will bring with it the following five trends: (1) Consumers redefine purchase boundaries; mobile marketing, brand partnerships deepen; (2) Department stores, mobile marketing partners tackle the 'Amazon Effect'; (3) Programmatic accelerates: brands, tech, marketing continue to invest; (4) Technology drives measurement, verification advances; (5) Next-generation creative, video redefine mobile engagements.