Insightful articles, opinion and commentary about mobile and web.

Published in Marketing: Monday 09 January 9, 2012

As you work out how to exploit mobile in 2012, you need to start by working out which relevant and compelling consumer problem you’re going to address and how it delivers a benefit to your business.

It’s also important to understand that mobile represents just one of the many consumer touch points that you need to serve as part of your overall marketing strategy. Mobile marketing should not be treated in isolation.

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In October 2011, Mary Meeker, the feted venture capitalist at KPCB, released her highly-regarded Internet Trends 2011 report. The report captured 11 key trend s and what she labelled as the Mega-Trend of the 21st Century: The empowerment of people via connected, mobile devices.

Of course, this trend is a reality everywhere. More and more of us are armed with our mobile devices of choice and use them more or less non-stop, 24×7. Just walk down any busy street and take a look around - almost everyone, regardless of their demographic, is interacting with their mobile devices.

And the more we interact with our mobile devices, the more we will want to explore the mobile web. We’re already hovering tantalizingly close to the point where more people access the Web using their mobile devices than they do using a PC. To me, it’s clear that 2012 will be the year the mobile web comes to the fore.

And so, brands will start to realise that their mobile strategy can no longer be treated in isolation. From now on, every digital experience will need to be built with mobile devices as the starting point and brands will have to develop digital experiences for three screens: the smartphone, tablet, and personal computer.

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Published in Campaign Brief:  Tuesday 03, January 2012

They say that 2011 saw the dawning of the post-PC era. With the accelerated shift to mobile everything, I can certainly understand why. While I don’t believe the PC is dead, I do believe that mobile is moving at such a high speed that in 2012 it will be imperative for marketers to own the mobile screen - no matter how daunting the task. While 2011 might have been the year that brands “did” mobile by creating a native app, in 2012 marketers will understand that mobile is so much more.

For me it’s not that very different from those brands that back in the day that created brochure ware websites and those that realised the full commercial potential, connectedness, and power of the web.

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