Anna Bager identifies a common misconception surrounding mobile marketing – mobile is not a specific set of devices, rather it is a new computing behavior that requires its own content and engagement strategy to build brand affinity. Anna writes:
Consumers move fluidly across devices and platforms, and brands must do the same with their messages — not just by making sure that a banner ad is on both Android and iOS operating systems, but by being present across a variety of devices and taking advantage of the powerful features each has to offer. When brands don’t seize mobile media in this way, they create confusion or disappointment, as users discover a gap between how they expect to interact with a brand and what the brand actually can do.
Learn how “liquid creativity” is the new mobile marketing paradigm on Ad Age.