From the boardroom to the bus stop, you need only look around to see that smartphones are everywhere. “Sent from my iPhone” email signoffs are ubiquitous, and major corporations are integrating mobile apps like Periscope into their marketing strategy to boost customer engagement.
Like it or not, mobile has surpassed print, TV, and desktop as the primary mode of communication between companies and consumers.
The upside for advertisers is that when mobile consumers never—or rarely—go fully offline, they become more accessible and more engaged than ever.
But here’s where things get tricky: Mobile consumers also behave quite differently. They are more deliberate, focused, and resentful of interruptions. They use their devices differently than desktop consumers, and they want to get something different out of the information they consume on those devices…