As we move further into 2014, more and more digital marketing talk revolves around “big data” among other emerging trends. Companies have increasingly utilized the big data approach over the last few years, as the method has created a whole new genre of “personalized” marketing. The ultimate goal of the big data method is to develop one-on-one marketing strategies in hopes of maintaining lengthy, positive relationships with prospects and clients.

So how will big data affect the future of mobile marketing, and what consumer information is needed to create an effective mobile marketing strategy?

Hailed by JiWire as one of the foundations of mobile marketing, location data serves as “real-world cookies.” It helps companies/marketers develop a deep understanding of their target audiences and what exactly such audiences are looking for. However, “sophisticated data science” and “big data platforms” are required to translate large amounts of raw data into something that businesses, and subsequently their audiences, can use.

Customer expectations are at an all-time high thanks to this new age of big data, meaning mobile marketing strategies and solutions are all about developing personalized campaigns. Customers are always looking for personalized experience whether browsing the web for certain items or receiving coupon codes on their phones from local businesses. The personalized approach is an easy way to build and maintain long-lasting customer relationships, and many marketers say using this approach has resulted in better business.

Mobile usage has provided companies with an “unprecedented view” into purchase history and activity, from an initial click of interest to the actual buying of a product or service on specific dates at certain times. A successful mobile marketing strategy understands that a consumer’s decision to purchase a product involves studying on and offline behavior, such as looking at a product online before opting to purchase said product in an actual store. Being able to review unique customer behavior and develop a mobile marketing solution from there is one heck of an advantage.

It’s not hard to gauge ROI perks when applying big data to mobile marketing strategies. The ability to measure awareness of a product or service, product/service engagement and physical behavior (such as a store’s foot traffic) is as helpful as tracking purchase history. Businesses can now review the ROI of mobile marketing campaigns, and make adjustments as needed.Big data is predicted to grow considerably by 2020, allowing businesses to target their audiences using very specific details.