It's not a phone: A mobile marketing future (non-members)

Mobile is changing the way we use the internet. In ten years’ time, there will be no perceived difference between mobile and web; the phone will be the technology we use almost all of the time. Industry observers have been forecasting ‘the year of mobile’ for a while now. However, it has not quite happened. Mobile marketing still has not been exploited to anything like its potential. The opportunities presented by apps and the ubiquity of mobile phones in people’s lives gives marketers new and different ways to get their messages across, but these are not, so far, being picked up on by many of the companies who could develop a vigorous and original mobile marketing strategy. It’s not a case of adding banners or intrusive ads to mobile. Rather, it’s about finding innovative, creative and customer-tailored ways to reach people. Mobile phones create a nebula of data and information that enable marketers, ultimately, to create one-to-one marketing – if the customer wants it.