PHILADELPHIA ? Mobile marketing will be more sophisticated this holiday season with expected advancements around targeting and customization. Marketers should also be prepared for newer technology such as Google Glass to impact seasonal marketing, according to exhibitors at eTail East.

Mobile Marketer?s Lauren Johnson asked attendees and exhibitors at the conference, ?What will be the No. 1 game-changer this holiday season for mobile?? Here is what they had to say.

Solomon Lichter, director of business development at 5th Finger, San Francisco
There?s going to be more wearable technology, specifically with Google Glass. Google Glass will be a game-changer where you can put together a shopping list, scan with bar codes and can make the glasses location-aware down to a level.

Alec Baker, sales engineer at Artisan Mobile, Philadelphia
We believe there will be two big game-changers this holiday season: personalization and using different live platforms within apps. Retailers can use different platforms to push updates without annoying users so that they can still drive revenue.

Loyalty programs are big, too. They are two-pronged ? retailers can use loyalty for onboarding and getting a message out there and ensuring that they use the app to continuously engage with the loyalty program.

Gene Weaver, senior account executive at Shopatron, San Luis Obispo, CA
We?re going to see more mobile inside stores. The world of ecommerce and bricks-and-mortar are merging together so that they manifest themselves in different ways. Omnichannel is about being everywhere, and mobile is one of those touch points.

Shruti Sharma, sales engineer and Shannon Cavender, account manager at Bronto Software, Durham, NC
Making it easy to make a transaction will be big this year. There will be more mobile-friendly sites and emails. For example, taking an email coupon code to automatically automate onto the checkout page will be used by more retailers.

The exhibitor show floor at eTail East

Evan Stoeckner, marketing assistant at Certona, San Diego
Geo-conquesting will be big where you geofence at a competitor?s front door. It gives you the ability to extend beyond your storefront.

Lloyd Yoo, sales executive at Mobify, Vancouver, British Columbia, Canada
Tablet-specific commerce will be huge this holiday delivered from a single URL. Having all mobile experiences from the same URL will allow retailers to prosper. Also, expect better SEO and social media.

Jason Rozenblat, vice president of sales at AtPay, Albuqerque, NM
For all these retailers and etailers, we are providing the technology for checkouts via email. We can enable two-click checkout. The reason to focus on email is because mobile usage is increasing so fast right now that it is the best way to get in front of consumers right now.

Jeffrey Samuels, account executive at Xtify, New York
This is the first year that retailers are prepared to handle mobile traffic. It is about increasing cart value through better targeting and personalization.

Daniel Gesser, vice president of sales at Xtify
You will see personalized, mobile offers delivered to a mobile device that are optimized for a mobile device. From our perspective, we see growth in app push as long as there is a value exchange for consumers.

Dan Morris, senior product marketing manager at Marin Software, San Francisco
Product listing ads. They just opened up PLAs for mobile as a result of enhanced campaigns. Last holiday season, roughly 50 percent of spend went to PLAs, so obviously there will be high involvement from mobile this year since they have high click-through rates and conversions.

Christian Goyzueta, sales director at Shoutlet, New York
Companies are taking advantage of social media on mobile with the acquisition of Instagram by Facebook. It?s a further commitment that marketers want to take advantage of mobile social. We are seeing the increase of marketing in mobile and social as a vessel in driving engagement.

John Walsh, vice president of business development at Genesys Cloud, Daly City, CA
I think you will see more mobile loyalty and couponing. The retailers that I am talking to want to track and follow the mobile purchase stream.

I work with direct marketers that are used to being able to track, and they are looking for ways to track mobile effectively. It is all about continuing to convert sales on a mobile device.

Christien Louviere, director of sales at Anametrix, San Diego
There will be an increase in shopping on mobile devices versus on a desktop. It is a completely different shopping experience on desktop than mobile, and analytics is how you separate the two.