Are we putting mobile first? – Bridging the evolutionary gap between consumers and marketers
Mobile is no longer the ‘next big thing’, its moment has arrived and it is here to stay. Mobile devices have fundamentally changed the marketing landscape to reach and engage with consumers.
More so in Asia Pacific where mobile devices have become the dominant screen for the 40% of people who have them. According to Millward Brown’s AdReaction 2014 study, consumers spend approximately 3 hours a day on their smartphones.
But in a consumer world dominated by mobile, brands are lagging behind.
Winning in mobile needs answers to some fundamental questions:
What role does brands, technologies and advertisers play in the mobile ecosystem?
How do we transform traditional media forms into interactive digital touchpoints through mobile?
What is the tipping point of mobile marketing?
How should we organise ourselves to actively capitalise on the shift to mobile?