Why Mobile Social Media Marketing Hasn’t Taken Off

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.


Mobile social media is like the Reese’s Peanut Butter Cup of marketing: two great tastes that are even better together. Social media is all about communication, and mobile devices are designed around facilitating communication.
Now, try to think of great mobile social marketing campaigns. How quickly do any come to mind? There seems to be a large-scale disconnect between mobile marketing and social media marketing, even though the two together sit at this sweet spot of an intersection of two of the fastest-growing marketing channels. Mobile programs tend not to be inherently social by design, while social marketing programs tend to include mobile as an afterthought, if at all. There are a number of reasons why this hasn’t happened as fast as it should to keep up with shifts in consumer behavior.

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