Antoine Barbier, the director of product management at Adobe, just posted his big three trends for mobile in 2017. View here on Campaign.

App usage declining, one-to-one messaging becoming even more important and location data being utilised better. Here’s my two pence:

1. App usage growth is declining, too many are built with an unsustainable plan for continued use and value. Every brand, event, venue, shopping centre, hobby has an app now but the majority still focus on one-way communication, being brand-centric rather than audience-centric. They don’t build communities or two-way interactions between consumers. I believe making an investment in an event app in particular is not worth it unless it connects and interacts with real world activity and promotes conversation after the event too.

2. Messaging – yes mobile messaging has taken over from SMS etc and the problem of dark-social will continue. Systems that can interact and deliver individual-specific messages to consumers over IM apps is something to look at. At the end of last year, Facebook announced Messenger as a destination for News Feed adverts opening up the opportunity for brand-customer discussion – they must be well on the way to building further Messenger APIs now.

3. Location – the data your phone is collecting about where you have been and for how long is still largely untapped. I’ll be experimenting with targeting exhibition show visitors this weekend with Facebook Ads, measuring the effect of how it can support the show stand and vice versa. At some festivals the enormous spend on sponsorship or physical activation may be better utilised on social engagement or at least with the two combined. Michelin did very well around the Goodwood Festival of Speed last year, with a substantial presence at the show – not just their stand but engaging in Festival activities with the Supercar Paddock and Run. But it was their pre- and post-event social advertising that really impressed – they used their presence at the show to engage with visitors, and no doubt a lookalike audience, far in advance to gather contact data, following up after the show with further calls to action. During the show, location specific targeting displayed ads to support the brands presence on the ground. This would have improved the number of conversions as they made digital connections with visitors to follow up with.