Marketing experts have long been predicting that mobile is about to revolutionise the way we market to customers. In fact, every year for the past three years, someone has heralded the coming of ‘The Year of Mobile’.

In 2010, it was the launch of the iPhone 4 and iAds that had marketers excited about the possibilities of mobile advertising. Mary Meeker’s ‘State of the Internet’ report had executives questioning the role of the mobile in their business as we approached a major tipping point in mobile internet usage. In 2011, top marketing trends lists for the year assured us that this was definitely the year for mobile marketing. And even last year, Mashable was insisting 2012 was the year of mobile advertising.

Meanwhile, back in the land of reality – the actual day-to-day, gritty lives of real people, a.k.a. our clients and customers – the ‘year of the mobile’ had come and gone. Australia currently has one of the highest rates of smartphone penetration in the world. Australians’ mobile activities are mirroring that of their general media consumption and informing the decisions they make around purchases.

And it’s not just consumers. For B2B clients, who are often treated as a unique species with different behaviours from the everyday people of the B2C world, mobile has become just as critical as an extension to their lives. The changes we see in consumer media consumption and decision-making are the same that are disrupting our B2B customer journey.

In fact, there are even greater implications because mobile is becoming pervasive within the enterprise. Mobile is not only affecting marketing, but is also enabling a more mobile workforce and allowing companies to deliver more utility to their own customers via mobile devices.