February 9th, 2015
Mobile is a lifestyle, not a channel. So the value of mobile devices emerges most strongly when you engage users in the context of their day-to-day activities. Developing an ongoing relationship with consumers means serving them when they have a specific need, as opposed to pushing content and offers out to them.
This requires a fundamental shift in marketer’s mindsets. They know they have to understand user’s needs and contexts in order to serve up appropriate content. The challenge lies in integrating content marketing into merchandizing and brand management functions.