Want to know where digital marketing is going? Follow the communication trends.
Mobile phones initially only had text messaging and ringtones. Advertisers found both.
Then smartphones emerged with rich messaging (emojiis) and apps (Instagram/Vine). Advertisers followed.
Now everyone has a smartphone with multi-media messaging (gifs, videos) and several messaging platforms (Snapchat, WhatsApp, Facebook). Notice that apps outside of messaging apps have fallen away. Advertisers are currently trying to understand how to ride this wave.