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Digiday

There is no Santa Claus. The tooth fairy isn’t real. And this is not the year of mobile. Mobile marketing, like a lot of other digital tactics, is full of myths and misconceptions. Digiday spoke to brand executives to get a sense of what these myths and misconceptions are. The gist: Mobile is a mindset, not a technology, and consumers are using their phones for more than just social networking and playing games.

Barbara Williams-Pamplin, mobile marketing global practice lead, Microsoft

The biggest misconception about mobile marketing is that due to the computing power of the current generation of smartphones and the tablet’s screen size, mobile-first experiences are not a priority. The misconception is based on the idea that viewing the “normal” Web is technically feasible on these devices, so there is no need to create experiences especially for these devices. However, that approach fails to take into consideration several facts. First, consumers don’t use all devices in the same way or for the same purpose, so content and input methodology needs are different. Also, consumers will move on to look for another source of info (competitor if necessary) if they are unable to find what they are looking for on the mobile site visited. And, lastly, a poor non-mobile optimized experience can and will negatively impact the consumer’s perception of the brand.

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