recent Inbound Marketing Summit , mobile
was the belle of the ball – the trend
considered most likely to fundamentally
shape marketing in the coming years. At
the conference, I caught up with my fellow
speaker Tim Hayden, SVP of Mobile
Strategy for Edelman Digital. Here are five
tips he shared about the future of mobile,
and what you need to know to stay ahead
of the curve.
Understand the person, not the technology.
The value of mobile isn’t about its
technological bells and whistles, says
Hayden. Instead, “it’s understanding the
utility the device brings and how someone’s
life is made easier. It’s more efficient in
terms of finding a place to drop off my dry
cleaning, or the best place to get a burger
in Boston. You have to understand the
person before you understand the
technology.” Too many companies and
agencies still think of mobile as a tactical
add-on. But that won’t get you far, says
Hayden: “Mobile now transcends
everything, and you have to take into
account that behavior – how it disrupts
things or can be leveraged.”
Your phone is more important than your
tablet.
The tablet battleground is fierce, and
getting plenty of ink lately thanks to
Apple’s introduction of the new iPad Mini .
But overall, cautions Hayden, it’s your
smartphone that will matter more: “The
phone goes with people to bed, they use it
as an alarm clock; it fits nicely in your
pocket or purse. It just doesn’t become
rational to carry around that larger device
[the tablet] on your person, rather than the
phone.” Indeed, cellphones already have
massive penetration, with more than 80%
of Americans owning one – and more than
half of those are Internet-linked
smartphones.
Read more:mobileleadersalliance.com
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