I came across this op-ed in Ad Age the other day and thought it highlighted an interesting point regarding the need for our industry to stop talking about mobile as a “new” piece of the local ad equation. Water Cooler Group president, Anthony Young, accurately highlights that this year, smart phone penetration in the United States will hit 80% and tablets will overtake sales of PCs. Mobile hasn’t just arrived, it is well-established and booming.
Young writes that we need to take our marketing efforts from simply using mobile as a venue to push ads to integrating “mobility” solutions into all aspects of marketing. Pushing an ad on a mobile device is far different than creating a relevant experience to a consumer whose time is valuable. Consumers continue to be on-the-go and expect to be connected at all times, so as marketers, we should create useful and meaningful experiences that allow them to connect to brands easily and quickly.
Check out the full article on Ad Age.