When I started in marketing nearly 30 years ago, my manager instructed me to “always go where the consumers are and get there first.” However, in today’s world, such a proposition is more complicated than ever as marketers try to master a wider array of media that is increasingly digital and, of course, more mobile.
What I find interesting is that consumers have been mobile savvy for quite some time and it is only now marketers are starting to consider mobile as a vehicle for stronger connection and growth. If our goal is to “go where the consumers are and get there first” then essentially, we are trailing far behind when it comes to mobile engagement.
Simply put, many marketers are unsure how to harness the power of mobile. They know they need mobile. But the concept of mobile leading marketing efforts is still too unnerving and unfamiliar. If I were to sum up the value of mobile to marketers it would be this: Nothing gets a marketer closer to consumers than mobile. Nothing.